I think the purpose of content is to drive marketing and to enhance social media. Companies need to first attract, then engage and acquire their customers in order to drive sales. The goal really is to ABC ~ always be closing. However, you cannot let your clients know that secretly, that’s all you are doing.
Here are my tips on how to get started, what to do once you’ve started, how to measure your ROI and then…..
Build It. First thing first ~ create a cross functional team to develop strategies, implement crazy content and social media tactics, and set up a content calendar to stay ahead of the social content game. If you have a small team it might be you doing the above with a white board.
The purpose of content through social media is to engage your users and talk to them without selling (but secretly ABC). Make sure you are delivering saucy information that makes your buyers more intelligent. Share everything with them as the essence of content is to create valuable information. Once you’ve got them engaged and you’ve enlightened them they will reward you with business and loyalty. It’s a win win!
Choose What You Want To Achieve. What is the purpose for your social content. Social media content can be used for a multitude of business objectives. This does not mean you should attempt them all. Instead, it might be wise to start with one area and then after building, measuring, learning and growing one area, you can start added more areas.
So what should you focus on? Awareness, retention, sales, loyalty or crowd control? Choosing an area to start at is going to be determined by where your product is at. If no one has heard about you and your company then you probably want to start with brand awareness (or not, it is really up to you). Look online to find out what people in your target audience are saying. Compose content that further drives and engages that audience to get early adopters on board. The rest will follow in due time.
Check to see what people are saying about your competitors and engage in those conversations as well. If you do something better than your competitors highlight it. Make sure people know you are a brand they can trust.
Build Measure Learn. What key performance indicators (KPI’s) will you address for your ROI? Here is a tip, do not focus on vanity metrics. Vanity metrics are great, but typically get you know where.
Quality content is going to drive all forms of social media and social media marketing. Some areas you may want to measure include:
(SEO) Search engines reward businesses that create quality, consistent and relevant content.
(PPC) For a PPC campaign to work, you need amazing content to drive the PPC to a paying customer and then to a returning client.
(Inbound Marketing) Content is key to driving inbound traffic. Make is saucy!
(Outbound Marketing) Content is the core of any business and is key for creating a successful Outbound marketing campaign.
Measuring the outbound marketing campaign is going to be the most difficult to track and even though the trend is to move to inbound marketing, I still think there is a place for the outbound marketing content campaigns. I am not suggestion companies spend a lot of time or resource on the outbound side, but I still think it has a place.
Consistently review your metrics. I hope your company has also set up A/B testing so that you can analyze what ad campaign is achieving the highest ROI. From there, you can tweak other campaigns and continue to fill your funnels based on best content performers.
The Human Touch. Stay in touch with your customers. You are fighting for attention from your customers and competitors. Make sure you are engaging with them and that you are educating them along the way. Make sure to stay in touch with what your users are saying about you. If there is a problem, find a cleaver remark, laugh at yourself, show humility and apologize. You are only human and hey, stuff happens. On the flip side, if the company is doing a phenomenal job make sure to thank your customers as you grow.
Last but not least, a great website that I turn to for marketing and content help is http://www.marketing.ai It provided me with a free editorial content calendar. It taught me about the 4P’s of content and offers consistent relevant information for all of the above. Check it out if you have time.
Good luck with your content and social media. Make sure to always have fun with it as everyone needs a good daily dose of laughter and wit.