These days it’s hard to ignore the power of Social Media. When Facebook boasts 2 billion users, LinkedIn prides itself on 450 million profiles and the fact that 93% of Pinterest users access their accounts to make online purchases, your business and brand can’t afford to miss out.
Unfortunately, blindly jumping in and sharing one piece of content across all social media platforms might not bring in the results you’re looking for. Each platform is different and each one has a unique personality.
The challenge you face as an entrepreneur, influencer and small business owner is knowing how to create content that will engage your audience. No worries, here are three tips to help you tighten up your content and break through the noise.
In order to produce a successful Social Media Content Strategy, your content MUST do these three things.
1. Appeal to the heart
“I’ve learned that people will forget what you say. They’ll forget what you do. But they will never forget how you make them feel.” ~ Maya Angelou
When using emotional appeal to provoke an action you must ask yourself what it is that you are trying to convey? Pride, Hope, Compassion? Fear, Anger, Reverence?
Build your message and pitch around expertise and logic, but don’t forget to weave emotion into your message. You can accomplish this by sharing a part of yourself that is authentic and real. Peel away the mask and let your true self shine through.
People purchase from the heart, if you can win them over emotionally, you’ll increase your chance of turning those prospects into leads and eventually customers.
2. Your Content Needs to be Shareable
You see a piece of content and less than a day later it’s all over social media and the web. It looks like its creators didn’t even try, and suddenly as if by magic, thousands of people are sharing it.
Then there’s your content, you’re sending it out to everyone on social media, e-mail, messenger, yet, you’re not gaining the traction that you want. One of the easiest ways to create content that people want is to look at what’s worked for others. Do Competitive Research. Make a list of your top five competitors and the social media channels that you are both on.
Look at the last six months of content that they have published and figure out what worked for them. Also pay attention to what didn’t. are they posting blogs, videos, engaging pictures? Tailor your content to look more like theirs. You don’t have to reinvent the wheel to be successful, you just have to make something similar.
3. Be Native to the Platform
NO one social media site works the same. They maybe similar, but the mindset of the user is totally different. You can’t make a piece of content and then think that Facebook, Instagram, Twitter, LinkedIn, and YouTube are the same. Users come to those platforms for different types of information.
Example Amy, a 41-year-old Soccer Mom, uses Facebook to keep up with her world. She’s checking her news feed in the morning to see how her friends and family are, she’s checking in with the kid’s soccer group to make sure she makes it to practice on time, and she’s watching quick news clips about the weather and her commute to work this morning. In the afternoon, she’s in a totally different mindset. She’s on Pinterest looking for inspiration to re-decorate her bathroom, or looking for a quick, easy, and kid friendly dinner recipe she can make on the fly. At night when all the kids are in bed, she’s on Instagram looking for inspirational quote for the next morning or, on Twitter looking for parenting blogs to read.
Just as your prospects needs and uses for social media change, your content needs to adapt and be ready for your target market to consume. Your content needs to be able to be consumed in the format and timeframe that your target market choose it. It has to be on their terms, not yours.
As an influencer, you must familiarize yourself with how the different platforms work and how people use those platforms to engage with others. The “one size fits all” strategy just doesn’t work anymore. Creating pieces of “micro content” in the formats of each specific platform will give you a greater chance to get noticed and to cut through the noise.
Is this a lot of work? Yes, but what else are you doing? Being an influencer and an Entrepreneur doesn’t mean that you won’t work hard, in fact, you’ll work harder than you ever have. But, if you truly love it, and believe in yourself, it’ll feel like you never worked a day in your life.
Charles Watson - MBA Technology Management