- February 25, 2017
- Posted by: anna
- Category: Content Marketing, Social Media
In April 2015, small business directory Manta surveyed 540 small business owners for their insights on social media return on investment (ROI). 59% percent report that they did not see ROI from their social media activities. The SME report also revealed that just 33% of business owners find Facebook marketing efforts effective. Moreover, B2C marketers also have a more positive take than B2B, with 51% of B2C marketers finding Facebook effective, compared to just 36% of B2B respondents.
One of the fat challenges social media marketers face is data collecting and consequently making sense of it. More often than not, both marketers and business owners are being pulled different directions in their operations neglecting the time and effort required to utilise social media marketing.
Some business owners pour more money into advertising hoping to increase sales overnight. As a result, they are often disappointed and end up completely disavowalling social.
The reasons they are unhappy are often around the following: content sucks and/or campaigns were only run for a short period of time, or they were unable to attribute any sales to their social media activities.
Both social media insights and Google Analytics are still dark waters for many organisations and marketers. While I am not a genie and unable to make you know everything about GA, I can definitely help you improve your social content, or at least try my best.
You see, social media is social meaning this is where people hang out, socialise, share kids’ pictures, duck face selfies and crossed legs on the beach snaps. This is no news to anyone. But if it’s no news, how come when it comes to business, we aren’t sharing the same content we share when it comes to personal life? Why when it comes to business kids, duck faces and beach legs are no longer good? Because we’re afraid to appear stupid, not serious and unprofessional. We know how children snaps, selfie shoots and beach leg portraits are for our personal use only. Right? Wrong! If you are selling your producer/service to people, why do you have to discount things people like and ant to do.
Why businesses don’t share social content on their social media channels?
I gave a “Creating Brand Awareness Online” talk at the very first Leaders in Heels’ workshop where I shared the basic 5 keys to attracting followers on social. These don’t get old; thus I am going to run you through them. And then I’ll show you some mind-blowing real life examples, you know, so you believe me.
Awesome social media content is awesome because it is planned, consistent and relevant. And, of course, engaging! How often, while scrolling through your Facebook feed, you click on something like ‘we are professional lawyers with great expertise in the industry blah blah’ because you really want to find out more? How often? Honesty?
Last year I wrote an article mentioning influential role of emotions in consumers’ behavior – it might worth re-visiting the core data. Advertising research shows that emotional response to an ad has far greater influence on a consumer’s reported intent to buy a product than does the ad’s content. However the engaging content is what making the purchasers a purchase.
The main motive of products usage by consumers, a study suggests, revolves around objectives either to create a sense of pleasant feeling through purchase or to attain it through senses and to obtain emotional arousal. There are varieties of product purchases which have negligible or very small functional value; but still these products are purchased purely for their ability to arouse emotions.
With social media, you are able to reverse engineer it designing your content with pleasant feelings in mind. Does the ‘we are professional lawyers with great expertise in the industry’ makes you feel anything pleasant? How about an image of you sipping a cocktail in Santorini? I think this is much better now. Find what your audience gets excited about.
This is a great opportunity to introduce humor to your social media content strategy. Although sometimes businesses are unsure how entertaining they should be, finding your perfect balance isn’t very hard.
When planning what you are going to post on social media, introduce humor as one of your themes.
Here, at Content Queen, we are very proud of our high quality content. We try our best to bring the feel and the look of expensive brands to the smaller size businesses making them look irresistible.
A lot of your content production success will depend upon testing and figuring out your perfect audience. And if you know who they are, the job is half done. However, most organisations don’t have a laser clear understanding of their current and potential customers.
Once you know your audience you know what they like ad want to see online and simply give it to them.
High quality imaginary and video production can be time and resources consuming and overall challenging. This is why our team puts a lot of effort into designing the right content for you.
Why do we care about the looks?
Evaluative criteria, the study reveals, are certain characteristics that are important to yo when you are considering a purchase. Some of these characteristics are more important than others. For example, the size of a backpack and the price might be more important than the color—unless, say, the color is the one you really hate.
Marketing professionals have been working hard on convincing consumers that the evaluative criteria you are considering reflect the strengths of their products. For example, you might not have thought about the weight or durability of the backpack you want to buy. However, a backpack manufacturer such as Osprey might remind you through magazine ads, packaging information, and its Web site that you should pay attention to these features – features that happen to be key selling points of its backpacks.
Well thought through visual content helps highlight key features and benefits. Moreover, good visuals may easily convey the outcome consumers want to obtain. For example, a desire to travel can be enhanced with the help of an image (or better, video) of a happy (looking alike your audience) person sipping a cocktail on the each or entering a gorgeous temple or riding an elephant.
It often feels like this goes without saying; but we cannot be more wrong. Being valuable to your customers is often confused with flogging your product. We all have awesome offerings and we know that our clients will benefit from getting them. However, they don’t know it yet. Telling them that might not help you sell.
However, telling them about your awesome offering through a story, a joke, a testimonial or a piece of advice can be the content to go for. Sometimes, cold selling your offering may also work, for example, flesh sale or irresistible offer.
Being valuable means being helpful, useful, educational and being the go-to source. Who wouldn’t want this?! No one is born into being an authority but can become one.
All of the above, when come together, make your content shareable.
There are generally 2 reasons why people share something on social media:
- When bumping into an awesome piece of content they like and think to themselves: ‘Shoot! I wish I came up with that!‘
- We often want to look a little better, taller, brighter, smarter, etc… thus we share content on social media we believe helps us look the way we want.
Shareable content can be entertaining or educational (or both) but it s always valuable to someone hence shared.
Content that sparks strong positive emotions, content with images, news and lists tend to get the most shares online.