Upping your posts to use better content on social media is probably on your to-do list, but the idea of measuring and reporting engagement is outdated. I mean participation as in clicks, likes, and shares. I found that if you change your focus to conversions, you optimize your content for the right reasons and you use social media as sales pro.
Does engagement drive conversions or does it drive just a single one time click, like, share, or view? What do they buy? Do they give you their info for something you provide? Probably not. You can change that!
Now, most companies, nonprofits, universities, and government agencies use social media already. The problem is that they want a commitment to their brand but clicks and likes are what they get and measure.
It is time to establish a unique story strategy instead and implement the right distribution of it and not in social media only!
It used to be that you could just buy your engagement, but now Facebook and Instagram are more complicated and expensive, and an ever-growing number of advertisers make it clear that no matter how much you boost a post or advertise – your impressions are decreasing and therefore the engagement metrics also. Something needs to change, and it better be a big game changer.
The game changer is when you measure by sales conversions!
So if you compose your story to be relevant to your “real” audience,
place it where they live online by defining when, where, how, and what of their micro-moments online. Then measure phone calls, website conversions, revenue generated and # of sales, you know you have the best possible content strategy.
How do you get there?
By working with the customers’ data, create personas and get to know them because it is a waste of time to send out your content if you have not defined your audience this way.
It might seem like a big gamble to try to reach your newly created personas where you predicted they live online if you have not tried it before, however, by combining good content with this strategy it will off with converted traffic on your site, not just traffic!
Also, don’t be so attached to large numbers in your data like visits, that you will not implement a content strategy that you cannot wholly measure. If your sales or up and revenue increases, isn’t that a better way to measure your success, anyway?
Who is the real audience? Use your customer data to make the story relevant to them!
The product you’ve created solves the audience’s problem, and they can’t find it anywhere else.
Only use the platforms your audiences use. The reliability of Facebook, Instagram, Linkedin, and blogs make them worth the amount of effort to produce good content for these sites, usually. But look at the latest data about social media platform use by age and other demographics before you invest your time on one that might not be the right one.
Here is a WordStream article with 2018 data on social media platforms and helpful social media stats. Two items of note: WordStream loves to be your guide on all things digital, so it’s a going to have a pretty rosy outlook in every article. Also, this is a lot of info so email me if you’d like more help with choosing your platforms. firstname.lastname@example.org.
Or just be on the safe side if your audience is under 35, go with Youtube as at least one of your platforms and then try out Facebook, Instagram, Twitter, and Snapchat, depending on the best customers personas you created.
Reuse the videos you’ve created for Youtube on those other platforms. TEST and Learn!
Number of posts
When? You should post as often as is appropriate for each platform but the cadence for posting is based on your donor and buyer persona strategies also.
From HubSpot a description of personas, “Donor Personas are fictional representations of your ideal donors. They are based on real data about donor demographics and donor behavior, along with educated speculation about their personal histories, inspirations, and concerns.”
“A buyer persona is a semi-fictional representation of your ideal customer based on market research and real data about your existing customers. When creating your buyer persona(s), consider including customer demographics, behavior patterns, motivations, and goals. The more detailed you are, the better.”
Informed speculation might mean going out on a limb. That’s a good thing. Taking a chance means you’re either going to fail big time or make a game-changing event happen for your marketing. The problem with most marketing is that they want to be safe, conservative and not take a chance. It’s up to you, but superb marketing is going out on that limb and using data to help make sure it’s the right one. 🙂
What? Relevant Content for Inbound Marketing and Sales
Almost all of the businesses know they need to make content that is attractive to their market. But there is usually no overall plan. Make the program simple for example use content for each part of the funnel: awareness, consideration, and decision.
If you have an editorial calendar, you still have to offer new content, relevant content and findable content to drive engagement.
The old Content strategy is seasonal or factual in some way that is unique to your company or organization. It tells the story over and over but should now add easily digestible bites that emphases the best parts of your story at each level of the funnel change the story based on where the persona is in the buying process, in other words, address the specific need for each one.
The new Content strategy has to post often enough, and even daily is not too often for most organizations. For example, VT AAA Flight school plan is to post three different posts a day with each one a different part of the funnel for flight school persons searching for information in the research, preference, and conversion stages.
Findable content is using keywords that your audience uses and hashtags. (again using the three different parts of the funnel for each of your personas.)You have to know your audience preferences and segment your content by the audience you’re targeting. Most significant conversions are in organic search. This means search optimization is a strategy that all web pages, landing pages, and blog posts need to include. More help at this HUBSPOT Link. SEO Also, here is a link to help you find the Hashtags.
Landing pages have to be short and to the point and offer something in return for providing contact info.
Finally, a seasonal editorial calendar is a great framework, but there is also a need to make sure that the social media strategy is part of the larger plan of the company, organization, or nonprofit. This strategy ultimately has to drive new business, and social media is becoming the most powerful tool and the key to your success in growth when you smartly tell your story.
Before you build your seasonal calendar build your audience persona: First, take the data from your best customers and then list the characteristics of the best customer and these are your personas traits. (go back to the HubSpot nonprofit/donor persona quote above for the persona description again)
After you have the “who” and when and where to tell your story to, then you need what part of the narrative strategy to finish the story. Write for each persona and each social media platform. Write it for each part of the funnel.
Strategy? Write your stories to address three different locations in the sales funnel.
Story plan example: Train, Work, and Dream with VT AAA Flight School. Three types of personas. Research, preference, and convert are the three most important parts of the funnel for each of the personas. That makes nine messages, and these could have nine different plans for placement in each of the platforms and nine various parts of the story for the School.
Solve the problem of your personas for each part of the funnel, research, preferences and ready to commit!
Include all the aspects of your benefits that are solutions to the problems of the different personas and categorize them by the funnel strategy place.
Make it visual.
Make a video. Make a bunch of videos.
Add videos to overcome objects.
Learn the way the personas live daily and how you can be there in those small moments.
Use social media to be in the small everyday moments. Post the videos that tell the what and why of your story in the where, and when of the social media of your personas’ day.