Give Us Some Value

As marketing continues to evolve in the social media landscape, I’ve noticed businesses are hesitant to share real value. Oh sure, they’ll post pictures of events their people attend, maybe some company activity or they’ll share an article relevant to their industry. And you’re absolutely sure to see whatever they’re selling! My request to businesses everywhere – please include useful content in your strategy. Your audience can smell a pitch three words into a post and nobody beyond the people who need your thing right now will want to read further. They may read or watch something entertaining that relates to them. They should read about solutions to common problems. They may read about the latest ideas in their industry.

Don’t get me wrong, all of the above mentioned posts are part of a solid social media strategy. Those posts just need a little something more – value to the target consumer.

Before you post anything, answer the question, “What’s in it for my target market?” Put yourself in their shoes. Would the post make you stop scrolling?

The intent of social media is to connect with like-minded people over entertainment or information. It just so happens that it’s also a crazy wonderful platform for marketing and pitching. So, get social, but do it for the same reason your audience is there.

A Picture Worth Reading About
Share more than the picture of your team at an event. Share specifics of what your team learned at the event and from whom. Tell us what new ideas really got your gears turning.

Benefits vs. Solutions to My Problems
Share more than the features and benefits of your product or service. Demonstrate the benefits instead by showing a video of someone like us with the same challenges we face that can be solved by your product or service. (A note: We can still smell this sales pitch, but at least it’s more relatable. Also, you need to tell people what you offer every now and then. I get that.)

Be funny.

Relevant to whom?
Share more than an article relevant to your industry. Is it relevant to us, your potential customers? If you’re going to share someone else’s content, at least include a comment with your own takeaways or a story/insight from your experience.

Comment Discuss Below
Engage people in conversation. I must say, this one’s my number one challenge and goal right now. I want people to talk to me, not just hit “Like” and leave. I don’t want a vague comment. I’m still sorting out exactly how to get people exchanging real ideas in the comments. Wouldn’t this be grand to see on a daily basis in response to your content? I think so.

No really, tell us what you know.
Share more of your own wisdom and expertise. This has got to be the one where I’d get the most pushback for the last few years. You are not giving away your best stuff for free. You are connecting with people. You are exhibiting credibility. Hopefully, you’re instilling memorable insights into people’s brains so, when they need you, they remember who to Google.

Now, I know content isn’t easy to come up with. Sometimes businesses don’t feel like they have a whole lot going on, but you’d be surprised at what can come out of a few good brainstorms. Let people on your team get crazy with ideas and hone in on what will work for your brand. My main message I really hoped to convey here? Always remember to keep the customer in mind. Also, share more of what you know and more of your own process. Make them stop scrolling.

P.S. If you have successfully gotten productive conversations to blow out the bottom of your social media posts, please discuss in the comments below. 😉 

Thanks for reading.
Amber