How To Сreate Сontent For A RevenueGenerating Social Media Marketing Strategy
The CEO and Founder of @Refocus is an EdTech enthusiast, investor, mentor and marketing expert .
Many managers underestimate the effectiveness of a well-designed social media marketing (SMM) strategy for generating leads and increasing sales. For us, the direct impact of this type of marketing (excluding paid advertising) is approximately 10% of our revenue by 2022.
I've found that the key to a successful SMM strategy is to create quality selling content that matches your audience's pain points and values, yet is engaging enough to keep people interested. This is a system that my business has developed to effectively generate leads and engage audiences through social media.
1. Find your client.
Knowing your audience is the first step to making any business decision, and SMM is no exception. Your content should not only describe how good your product is, but also try to speak the language of your customers and tell them what they are getting, not what you offer.
When using a work and task methodology, it is important to know a lot about your customers. Instead of segmenting your audience based on socio-demographic data, segment it for three main reasons. Impact on customer decisions. Consider the following factors.
• Point B: How will the customer's life change after using your product or service.
• Dealing with objections: This includes researching and helping your customers overcome concerns that may prevent them from purchasing your product.
• Unique Selling Points (USPs): These are the factors that differentiate your product from competitors' products and make it easier for a customer to choose you.
Cancellation of risks. Finally, it's important to confirm that your product is risk-free by showing you how you can mitigate them.
I have found that the best way to get this information is through customer development: quality interviews with potential customers. You can also use learning methods to get valuable information faster and easier.
2. Create your content selling formula.
The key to creating social media content is not only to inform or entertain, but also to stimulate business and ultimately turn followers into loyal customers. Include a combination of the three key motivators in every ad copy. Effective formulations may include the following.
Point B + USP.
• Overcoming obstacles + item B.
• USP + objection handling.
Risk Reimbursement + USP.
Risk return + point b.
Include social proof or success stories. To make the content creation process easier, I suggest creating your own document or spreadsheet. Tools and kits sold. This allows the creator to easily choose the right set of triggers for their content. Of course, you should update regularly to add new features and social proof.
3. Make your content exciting and creative.
Promotional content can be interesting and engaging if you put in the effort. According to the report, the second most common reason people use social media is for leisure time entertainment. If you're creative but organized , you can create content that people will want to read and see, even if they're not interested in your product! Here are some strategies you can use to make your content more creative.
Storytelling: Make your customer the hero of the story. They may be trying to get to point B with your product. I have found that this can help you generate revenue more efficiently than repeat advertising.
• Links: For example, you can mention friends' characters in your post. Many saw the series and appreciated such a sign.
• Metaphor: For example, you can compare learning to build Lego and self-learning to trying to build something without instructions.
• Jokes. Jokes are a great way to grab attention and entertain your audience. Start your post or story with a funny anecdote to keep readers interested.
4. Analysis of articles published every week.
We usually do this every Monday of the week before scheduling specific content for the next semester. We use the following measures.
• Conditionality Rate (CR): This is the percentage of people who left their contact information after interacting with the content.
• Engagement Rate (ER): The percentage of people who interact with the content.
Here is a system you can implement to work with these metrics.
First, select the desired outcome measure. As sales grow, CR will be a key critical number as ER should not be underestimated either. For example, CR can provide valuable insights when creating lead magnets or testing hypotheses, as users can see what they find most interesting.
Then create a spreadsheet where you will add all the content of your posts. Rank them from highest price to lowest price, highlighting those released this month.
Finally, conduct a weekly analysis of the most effective content and ask questions:
• What triggers are included?
• Was the post more or less effective than previous similar content?
• If yes, what exactly happened?
5. Plan next month with best practices.
In order to make informed decisions, it's important to create new content only for your SMM strategy after carefully reviewing old content. For us, monthly regularity is best; we have already collected enough data from the weekly reports, but it's not that much.
This method works for everyone Content type. For example, in our monthly audit, we found that two fairly similar snippets of text with different calls to action (CTAs) had significantly different conversion rates. By slightly adjusting the worst calls to action, we were able to increase the most important indicator. So if you take a close look at the results over the past few months, you'll see patterns and trends in the data that can help you make informed content creation decisions.
Regular and detailed review of your social media strategy can help make your content creation process more data-driven and targeted. However, remember to be creative and prioritize entertainment and user experience. My experience has repeatedly suggested that it is better to spend more time creating something unique than to publish it more often, but with less effort.
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