5 Universal Tips for Better Social Content
October 22, 2014
Keeping up with social media can be a rough job! It can be difficult to decide what to share, when to share and how to share it. These 5 tips will help you get results!
1. Match your branding and promotions. With niche class businesses such as gymnastics, dance, or swim- there are likely other schools or businesses out there with a similar name as yours. Try creating a visual identity by unifying your social media pages and website through branding colors, fonts, logos, etc. It will make both your pages and content easier to identify.
2. Use a social tone. Look at your feeds and your customers' posts where possible. What kind of lingo are they using? What kinds of posts are popular right now? To really be effective at social media marketing, your language and content should be similar to the type of content that your customers are seeing from friends, family and coworkers. If you approach social media strictly as another venue for advertisements, your followers are probably going to simply scroll past your posts.
3. Create connections. Most younger audiences are on more than one social media platform. They might connect with their family on Facebook, but connect with friends on Instagram. Get to know your target audience a little and create company pages on a variety of social media outlets. Even if you’re reaching some of the same audience multiple times with the same basic content. You are not only bound to expand your reach, but you're also expanding your frequency. And in advertising lingo that means your message will be received and remembered more clearly.
4. Using a healthy balance of push and pull strategies to get business. Class based businesses often have two audiences to speak to on social media, the parent and the student. Some content should be designed to convince parents that classes are worth purchasing. And some content should be designed to encourage the students to ask their parents to take a class. This way, you capture the interest of both parties involved in the purchase decision.
5. Using strong visual content. Utilizing strong visual components in social media content is critical. The human brain absorbs information from visuals incredibly fast (60,000 x faster than simple text). With permission, share images or videos of students reaching goals and milestones. Or compose quick images out of quotes and background images to catch the eye and encourage your audience to share your content with their friends and family.
Bonus section : The Right Content Mix
Little known facts:
1) You don’t have to create every piece of content your business shares.
2)The content you do share, should NOT be just about you.
Social media is about building relationships. Particularly, your relationship with your fans and followers. Relationship building requires you to step off of the soap box and away from B2C thinking. Try to relate with your followers on a human to human level! Need a guide for exactly how to accomplish that? Try this...
Use the 70/20/10 rule for your social media content!
Approximately 70% of the content you share should inform customers. Preferably, this content should be created or controlled by your business so that you have maximum control over the message. The information being shared should be something that your audience will benefit from knowing. This can be about student progress, policy changes, closures and reminders, general area news, course offerings, staff bios, awards or recognitions, the benefits of taking your classes, etc. The possibilities are endless.
Next, about 20% of your shared content can be from other sources and organizations that are closely related to you and/or your audience. It may even be a shared status/story, a customer highlight or a testimonial. This portion of your content is about forging a deeper connection with customers and positioning yourself as a trusted source or authority. It's the kind of stuff that shows your audience your business is tuned in.
The last 10% of the 70/20/10 rule is reserved for promotions for your business- like discounts, coupons, sales, events, specials or other offers. In theory, at this point you have an informed customer (from the first 70% of your content) who also trusts you (from the following 20%), which means they are now ready to be presented with a call to action. So the focus of this content is to ask your audience to purchase your product or service.