Social Media Content For Your Business (Without the Headache)
As a marketing professional, it is not difficult to come to the conclusion that social media content creation is one of the major challenges businesses are currently facing. However, some businesses underestimate the importance of this foundational component of their social media marketing strategy.
In a recent study conducted by Visual Objects, 93% of small business owners admit that they struggle with one major social media challenge. Some of the most frequently mentioned challenges include:
- Generating high quality leads
- Gaining new followers
- Increasing engagement
- Posting on a consistent basis
- Creating new content
Looking at these results, it’s natural to assume that generating high quality leads is the major issue with small businesses and their social media pages. However, I encourage you to look at it from a different perspective.
How Do You...
How do you generate high quality leads? Well, first you need to gain exposure to new people who are intrigued and seriously interested in your business.
Hmmm… that kind of sounds like… gaining new social media followers.
Well then, how do you gain new followers? It’s a pretty broad question, but, increasing engagement through prompting actions from your posts certainly isn’t a bad place to start.
(Do you see where this is going yet?)
But, how do you increase engagement? Other than creating engaging content itself, posting consistently certainly increases the likelihood of your followers interacting with your profile through comments, likes, direct messages, shares, etc.
(How about now?)
AIDA is an acronym that stands for Attention, Interest, Desire, and Action. It was first used by the marketing pioneer E. St Elmo Lewis (1881-1954) as a way to measure advertising response rates; however, it has since become an essential tool in any form of communication with customers. In his book “The Copywriter’s Handbook” he
Okay, seems reasonable but, how do you post content consistently? Content calendars and schedulers are all excellent tools but, without any content, all of this means nothing.
As business owners, we all have the tendency to focus on what our biggest problem is but, at the very core of all social media platforms is the content that users choose to put out. It is the base of any social media strategy pyramid. I encourage all small business owners to look a little deeper into their “biggest” social media struggle and figure out how the actual content they are putting out is having an impact.
Social Media Content Creation
With this in mind, small businesses are run by some of the busiest people to exist- oftentimes one person is working or even running multiple departments. Financials, human resources, public relations, research and development, production- the list goes on and on. It is not uncommon to see small businesses struggle with marketing and put social media content creation on the back burner.
Creating content, something that should be enjoyable, can become a dreadful, stress induced headache.
One of the most helpful tools and #1 best practices marketing professionals can present to small businesses struggling with content creation (which let's be honest, who isn’t?) is stock libraries.
It is the 24/7, extra strength, fast dissolving, doctor recommended headache relief of marketing.
Having thousands of photo and video options for any post at any time is the easiest way to ensure you have content to post on a regular basis. Consistency is key for building an audience that is engaged with your brand. Which is key to gaining new social followers. Which is key to generating more leads. (I hope you get it now)
Focusing on the top point of your social media pyramid has no use if you don’t establish and maintain a strong base. Stock libraries are the limestone blocks of the Great Pyramid of Giza. (Okay, I’ll stop with the metaphors.)
Using Stock Libraries
The best strategy to create content with stock libraries is to:
1. Designate a goal/purpose for your post
- Educating customers
- Specific call to action
- Gain information from customers- ask questions
2. Establish all written content
- “Schedule a free consult today”
- “Did you know…?”
- “What is your favourite…?”
3. Determine the feeling you want viewers to have and think of possible images to evoke that feeling
*Tip: You don’t always have to use people to display emotion. These are both pictures of a road but have different, strong emotions
associated with them. Courtesy of YayImages. Check out the full stock library here: YayImages Stock Library*
4. Search stock library for images/videos to match the posts designated feeling
- Make sure the stock content you use matches your brand identitiy!
5. Finish your design!
Searching for Social Media Content with Stock Libraries
*Tip: When searching for stock images, look at the keywords that are commonly used in pictures similar to what you’re looking for. Use these words in your search instead to find better images more accurate to what you’re looking for.*
If you are a business owner facing any challenges with your social media strategy, investing in a good stock library will save you time as well as establish a strong foundation for successful social platforms- whatever your goals might be.