Are you posting what consumers want to see?

Your social media content strategy may be missing the mark when it comes to posts that will drive engagement and shares. A recent report by Sprout Social found that brands create educational and storytelling content most often, but those aren’t the most sought-after by potential buyers. Here’s how to give them what they’re after.

Discounts and Sales

Consumers are trained to follow brand pages to be the first to know about any promotions. You can offer special discount codes for your social media followers, talk about upcoming in-store events and advertise seasonal sales to capture their attention. Encourage people to share these offers with their friends and family.

New Product and Service Announcements

The next content type that your audience wants is to learn about any new products or services that are coming up. You can tease details early on in the process to build up excitement for the official launch. When you take this approach, you make your potential buyers feel like they’re a part of something bigger. That emotional investment can make the difference when it’s time for a consumer to make a purchase decision.

Teach Them Something

Educational content might not be the most important information for buyers, but they do appreciate seeing it on their social media feeds. All of the posts you create should tie back into the products and services that you offer. For example, you can show a video that details several methods for using a product or discusses challenges that a buyer may encounter when they first take it home.

Entertain Buyers

Entertaining updates have their place. You just want to avoid them being irrelevant to your products or industry, and they shouldn’t be the majority of the content you post. Did someone create a funny parody version of your commercials? Highlight that and leverage the user-created content that’s already floating around.

A disconnect between your social media management team and the consumers you’re trying to reach can lead to many wasted opportunities. By changing the type of content that you create you can drive better engagement rates and create a better customer experience.

About Chris

Chris Ramaglia leads our digital strategies at the agency. He has more than 17 years' experience with online lead generation, a HubSpot email marketing certification, and borderline obsession with helping our clients smash their new business goals.

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