I can’t tell you how often I see businesses posting regularly to social media but not posting anything that their audience cares about! If you’re experiencing low engagement or a drop off in your page’s followers, then I’m probably talking about you.
Please, for both your business and my sanity, take the time to improve your content mix. I know it can seem challenging, but that’s what I’m here for! I’ll walk you through how to create a content mix that works toward your business’ goals.
Post What People Care About
When I ask new clients about what they’ve been posting, the answer I usually get is, “I don’t know man, we just post stuff about the business.”
Not a great sign. Before you try to improve your content mix, figure out what you’re already sharing.
Let’s say you’re posting one message every day on your brewery’s Facebook. In a week, half of your content is about dark ales, one quarter is about brewing techniques, and one quarter is about IPAs. Is that a good content mix? Well, it depends on what people in your area are interested in.
Keeping the brewery example, let’s say you distribute within a 50-mile radius in central Georgia. To determine whether or not you’ve got a good content mix, look at what people are searching for in Google. Look for specific keyword searches by location, then compare those results to your content mix. If people are searching for information about IPAs twice as much as they’re looking at dark ales, then your content mix probably needs to be adjusted.
It Isn’t All About You
No matter how much someone loves your hypothetical brewery, I can promise you that they’re not liking your Facebook page so they can hear about how great you are every single day. They want you to share relevant content that they can enjoy! And I’ll tell you something for nothing—if you’re not keeping them interested, your competitor will.
Instead of posting 100% promos, break up the monotony with new forms of content. We have a list of solutions that we go to when we need to break up a client’s promos and create value for their audience:
- Industry tips
- Quotes
- News articles
- Live posts about current events
These are just a few ideas to get you started, but customize it to your audience! There isn’t a perfect rule that says to use X promos, Y news articles, etc. But if you experiment and track your metrics, you can find a great content mix that your audience is eager to engage with.
Get Active Within Your Community
For local businesses, the best way to get organic reach and engagement on your posts is to be an active player within your community. That means posting about local events, showing customers how your business positively affects the community, and tagging whenever possible!
When your audience sees you playing an active role in the community, they’re much more likely to have a positive view of your business. Not only does that make your existing customers more likely to buy from you, but it can be a great way to reach a new audience. If you’re tagging local brands, they’re likely to tag you back in future posts and send traffic to your website!
For this reason, I recommend working in posts about local goings-on whenever possible. Your customers will love it, and that’s how you’re going to keep them around and buying from your business!
Content Mix Things Up
In the world of social media marketing, boring your audience is a death sentence. I don’t want you to fall into that trap! If you’re willing to invest in your business’ success, use this article to make a relevant content mix that your followers will love!
Could you use some expert advice for your new content mix? Schedule your free consultation with The Go! Agency!
