I talk a lot about value in my training and how it can leverage your content on social media.
What do I mean by adding value and how can it help your business?
Social Media is not a broadcast advertising platform, this type of content will not engage your audience consistently. All your effort will either fall on deaf ears or not even reach the people you want it to at all. I hear this a lot from business owners I work with; people aren’t engaging with their posts and social media doesn’t really work for them.
Social media is a marathon, not a sprint. It isn’t a situation where you build it and they will come. It’s a strategic process and when you follow this process, you WILL reap the rewards! Marketing, be it traditional, digital or social all comes down to really understanding your target audience and how you can help them. Not how they can help you.
As business owners, there is so much more to us and our businesses than simply our products or services. There’s the passion behind what we do and why we do it. The story of how it all came together. There are strengths and weaknesses, successes and lessons learned.
When you add value to your content, you build trust and connections. Connections lead to conversations and conversations lead to conversions.
So how do you add value?
Let’s use a beauty brand as an example. They provide skincare and makeup products and their demographic audience is women aged 25 – 45. They’ve chosen this audience as their make up is simple to use for women with busy lifestyles. They want to go against the trend of contouring and heavy makeup.
What value could they add on their social media platforms to appeal to their target audience?
+ Empathetic blog posts that tell the story about why they have created their products.
+ How to video content that shows the ease of use and results.
+ Articles about nutrition relevant to skincare.
+ Makeup trends
+ Q & A live videos
+ Info about their brand, who works for them, their interests, beliefs, and values.
+ Benefits of looking after your skin
+ How to look after your skin when your working/traveling/a mother, etc.
+ New and existing products
+ Customer reviews
Notice how the content is mostly informative rather than self-promotive? But it is still all relevant to their products and will encourage people to make a purchase. Content on social media that either informs, educates or entertains your target audience will be the most successful in building a loyal customer base.
These are just a few examples of content that would add value to this hypothetical brand (that I actually really like now, ha!) All of this would help increase engagement, gain a higher reach and most importantly; would build authentic connections and genuine conversions.
Think about what catches your eye on social media
What content do you engage with? If you were in a shop and someone was being overly pushy for a sale, it’s massively off-putting! If someone approaches you with advice, knowledge, and value then you’re much more likely to listen to what they have to say.
Social Media is an amazing way to connect with your customers and once you build those authentic relationships, your social media community will flourish and so will repeat business!