Many small business owners know social media can help them grow their audience online. But they get stuck on how to do it effectively.
They understand that “Content is King” but it’s hard for them to know what type of content rules with their fans and followers.
Here’s a recipe for success that will help you get more traction with your audience.
I’d like to think of it as building a layer cake of tasty content that will engage your audience and get them to share you with their network of friends. Let’s build the layer cake!
Layer 1: 50% – Get shares, likes and comments
How: Entertain, invite conversation, ask questions.
Examples: Photos, videos, “fill in the blank” posts, polls and inspirational quotes.
Benefit: When your fans like, share and comment on your content, Facebook will end up serving up more of your content to them, giving you even more opportunities to build your brand with your audience.
Next Step: What’s something you could share this week that’s entertaining and invites conversation?
Layer 2: 30% – Be useful and informative
How: Share industry info, hints + tips, curate content (i.e., find and share digital content that surrounds your area of expertise).
Examples: Tips, infographics, facts and figures, extracts from industry reports.
Benefit: It helps to build your brand and showcase your expertise.
Next Step: What’s something you could share this week that’s about your industry, hints or tips, or is curated?
Layer 3: 20% – Talk about your business
How: Showcase products and services, savings/discounts, calls to action, not “buy now”.
Examples: Photos/videos of new products or services, advance notice of sales events, share positive customer reviews and testimonials.
Benefit: This is where you can educate your fans about your products and services and bring them closer to a purchase decision.
Next Step: What’s something you could share this week about your business but is not about “buy now”?.
About the Author
Sandi Abbott is a professional marketer with more than twenty years experience in advertising and marketing. As principal of Xpresso Content Cafe, she helps small businesses increase sales and referrals through interactive digital marketing campaigns. Sign up to receive her monthly digital marketing tips in your inbox. Follow her on Twitter: @xpressocc