Social media is about being social. If you use it primarily as a sales tool you’ll soon disengage with your audience.
Your social media feed is a great opportunity for you to build your brand by telling your story. You and your business have a personality and culture, and it is quite likely that this is a significant factor in a customer’s decision to continue to buy from you.
Think about the content that you post in terms of the value it offers for the customer. People will buy because of work you have done for other people, your knowledge and expertise. Write case studies, use testimonials, share other relevant and interesting content. Comment on and share your customers’ content, show an interest and engage with them. Don’t tell people why they should buy from you, show them why other people already have.
A good guide to follow is the 70:20:10 rule
70% of content should add value to your audience; content that’s informative, or entertaining.
20% of content should be other people’s work or content that you feel should be shared.
10% of content is your sales message.
The question as to how many people this will be seen by is an interesting one and has recently shifted thanks to changes in algorithms, particularly on Facebook but one thing to keep in mind is to try and make your content shareable, so that other people want to share it. See the above 20%(!)…
So think both strategically and tactically about how you use social media because if you don’t it is hard to be consistent and to deliver on an ongoing basis. By asking yourself the following questions you will help guide the future development of your social media content