Upping your posts to use better content on social media is probably on your to-do list, but most likely, you’re measuring, and reporting engagement is as in clicks, likes, and shares. Change your focus to conversions; if you do, you’ll optimize your content for the right reasons, and you use social media as a digital native!
Ask yourself: 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. I can help you change that!
Today, 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 just in social media only.
It used to be that you could buy your engagement. Social media platform content is more topical, expensive, and an ever-growing number of other social platforms, and advertisers make it clear that no matter how much you boost a post or pay to advertise – your reach is decreasing. Something needs to change, and it better be a big game-changer.
The game-changer is when you measure by sales conversions!
Here is the formula for growing sustainable social feed. 1. compose your story so relevant to your “real” audience that it’s authenticity is what they notice first, 2. place it where they live online by defining the when, where, how, and what of their micro-moments online. 3. Then measure phone calls, website conversions, revenue generated, and # of sales, before and after you launch the program, you’ll know you have the best possible content strategy when the numbers start showing it. Simple as that.
What is hard is the implementation and making the adjustment to testing as an integral part of how you define success and KPIs. It’s a commitment, and someone has to lead it. You need buy-in from both sales and marketing, and it has to be the only program you’re implementing. It can’t be the side program with sales still running events out of the back of their cars, for example.
Are we there yet?
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 converted traffic on your site, not just traffic it pays off!
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 increase, 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. You have the data. You just don’t realize it. It’s time to gather everything in one place and determine what to keep and what to throw out. You need sales and marketing to decide the personas, and they should build them like they’re a CSI episode working on a crime scene, not data developer looking at numbers.
The product you’ve created solves the audience’s problem, and they can’t find it anywhere else. If it doesn’t, then what else makes you different? It could be that your just the best. It’s a beautiful place to be, but how do you tell that story? Sales have been telling stories for years, possibly. Just let them tell you as the marketer what they’ve said to close a deal, and you probably have the story on your product.
Only use the platforms your audiences use. The number of users on Facebook, Instagram, Linkedin, TikTok, WhatsApp, YouTube, and blogs make them worth the amount of effort to produce excellent 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 Marketo Definitive Guide article with 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 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 to 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 one other like TikTok or whatever is the latest one. Maybe your personas are on groups on FB, or they live in the VR gaming. You need to do some research and surveys and then depending on the best customer personas you created, you’ll use those as your guide. This is where professional research is helpful. If you can’t afford it, some surveys cost a lot less than building a whole campaign that ends up failing.
Reuse the videos you’ve created for Youtube on those other platforms. TEST and Learn!
Number of posts
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 a 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. 🙂
Place your content in the small everyday moments. Post the videos that tell the what and why of your story in the where and when of the personas’ day.
The content of the video is a whole other story! Send me a request to find out more: