There is no denying that there is a science to social media. One day, your posts could be seen by hundreds, the next day, just dozens. But science or not, we believe that great content that is seen by the right 12 people has the potential to create an awesome impact in your local market. The strategies below are targeted towards Facebook content creation, where the social networks are smaller, more integrated, focused on story telling and making local recommendations.
I could spend hours researching when and where to post my content, but the fact remains, you need great content before the algorithm will be relevant to your success. People follow people, people invest in people and people want to see other people they like and admire who have invested in you. So how do you show your audience that you are worth investing in?
By creating people-centric marketing.
One of the best content creation strategies is to involve your advocates. Who shouts your name from the roof top? Who lives for the service or product you provide? Who naturally says your name every day simply because they are super enthusiastic about how you’ve changed their life? These people should instantly pop into your head (and if this is not easily coming to mind, I would take a moment to reflect on why this is and adjust your business accordingly).
Do you have a visual for your advocate? Now, how do you incorporate them into your everyday social media campaigns? How do you visualize your best brand advocates in a way that makes them feel good and allows them to share your splendor with their network? Are they a weekly guest blogger for you, trading their words and insights and a discount on your product? Are they willing to jump in front of a camera and visually show up on behalf of your brand? Would they do a Facebook Live with you and talk about their admiration of your hustle or better yet, your mutual love of [fill in the blank]?
Example: Every year, POP UP YOGA DSM does a photo shoot with its volunteer teachers and business sponsors. This shoot is meant to promote the events, but the mission is based on inclusivity in the yoga cultural space. Everybody and Any Body is photographed. The photos are then distributed to all people involved. Teachers and sponsors alike have access to sharing the photos and tagging POP UP YOGA DSM’s mission and magic, sending lots of organic traffic, from multiple sources, to POP UP YOGA DSM’s platforms and events, creating a win/win for everyone involved.
Not big into talking about yourself all the time? You don’t have to constantly be talking about your product or service in order to get attention. In fact, you shouldn’t. A huge portion of your content should be focused on people and activities that exist outside of your money-making ventures. These pieces of content serve to show who you are and what you love, as a human, not just as the business you run. Sharing your life with your audience allows them to identify with you and therefore, get even more on board than they already were.
Example: Brittney Ledford Haskins with One Sweet Kitchen is one of the most amazing brand advocates I’ve ever seen. I know she loves Pure Barre, Taco Hangover, Exile, Ancient Energy Granola and Ivory House Photography. How do I know? Because she talks about these brands all the time on her platforms. Folks, this is content.
Brittney doesn’t have to be talking about herself all the time in order to get her brand and product out there. Brittney is speaking her mission statement loud and clear without ever uttering the words One Sweet Kitchen. Our community knows Brittney as the cookie girl that loves bootie toning at Pure Barre, beer nights at Exile, breakfast tacos at Taco Hangover, granola from Ancient Energy, and photos from Ivory House Photography.
Why does this matter for your brand? If Brittney is the first person who tells you about Pure Barre, and you fall in love, I can guarantee Brittney is going to continue to be top of mind every time you step into the place to sweat your booty off. If Brittney is top of mind, so are her cookies.
This sounds hard. How do you know what people will want to share? People share posts that resonate, advice that really hits home or pictures of puppies. Seriously guys – if you have a dog and they are not incorporated into your marketing, you are missing out. People share things that are funny and people share things that impact the community. Be the initiator of creating this content or activity. Instigating is the quickest way to get out ahead of the race.
Waiting in line, re-posting other people’s brilliance, this is not a way to set yourself apart, this is merely showcasing your precursor impact. Know your audience. Ask them what they want to see more of. They will be candid with you. Use the feedback to strength your content and investigate the interesting world around you.
Example: Brand Launch’s clientele is made up of a bunch of badass business owners and movers and shakers in the Des Moines community. So when I wrote this blog post, just after Anthony Bourdain and Kate Spade ended their life, it got a lot of shares and a lot of buzz. My audience needed a message like this, from someone they know and trust at a time like this. They needed to know that they are not alone. That the entrepreneurial journey is isolating and sometimes you can’t tell your clients the truth, because the truth hurts too much to confess. I responded to my audience and they talked back loud and clear. They heard the message and they shared.
Need help figuring out what good creative content looks like for you? We can help. We’ve created Your Personal Brand Launch course to help you dive deep into who you are. Once you’ve got a grip on the impact you’re hoping to make, we can help you create content that reflects the real you.