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4 Tips for Consistently Generating High Quality Social Media Content for Your Small Business

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These days, a strong social media presence is key to building a reliable brand, standing out and gaining traction with potential customers. I recently learned that 43% of consumers always research a physical business online before going there for the first time, that’s a huge number. And while all businesses can benefit from being on social media, it’s especially crucial for small businesses that typically don’t have the benefit of being a household name.

A strong social media presence, however, requires consistent content creation, which can be time consuming. If you are a small business or even a business, you might be wondering how you can compete with companies that have entire teams for social media. It’ll never be a level playing field, but we’ve seen small businesses embrace what makes them unique and shine on social media as a result, without the need to spend huge amounts of ad dollars or hire an entire team. social.

Here are a few ideas that I have seen work for individuals and businesses over the years.

1. Learn from your customers (and data)

A good place to start is to pay attention to what your potential customers are talking about. What are their pain points? What questions do they ask themselves in relation to your profession? What do they think of certain subjects? It’s a good material for content ideas like quick Q&A on Instagram or more in-depth educational content on Facebook or LinkedIn.

To get into the minds of your audience, you can:

  • Scroll through the comments section of your social media pages and those of other companies and brands you admire. (We made a list of these recently, Twitter, Doist, and Ben & jerry’s have all been mentioned.)
  • Take advantage of the poll feature available on most platforms, including Instagram, Twitter, Facebook, and LinkedIn to ask questions of your audience.
  • Send a more formal survey through your newsletter, I recommend keeping it short for people to respond to.
  • Use market research tools like AnswerThePublic or Google Trends to see what people are looking for.

You should also regularly assess which of your previous posts worked best. What touched your audience the most? Who has more likes, comments, shares, retweets and saves? Find the models among them and you will quickly be able to tell what works. (Note: Using an analytics tool can help make popular posts appear more easily.)

Once you’ve gathered all of this information, spend some time reviewing it. What do the top performing content have in common? Does your audience prefer videos or memes? Are Inspirational Posts or Actionable Instructions More Popular? Once you’ve identified some models, take a look at them and create new content that gives people what they want.

2. Take advantage of the news and your own statistics

Being on top of what’s going on in your industry is important for many reasons, not the least of which is that it can provide you with endless content inspiration.

I use Twitter lists to get a quick idea of ​​what the media is currently covering. Create your own lists, filled with journalists, experts, news sites, and influencers in your space, and if you’re strapped for content ideas, scroll down to see what they’re all about. You can repost their shots of what’s going on or create your own.

You can also be in the news by collecting your own data and sharing the results with your community. For example, earlier this year we released our 2021 Remote Work Status Report, which we created by interviewing clients and prospects. Each data point (like the fact that 98% of respondents want to continue working remotely) can be its own interesting and engaging social message. We’ve also used the report to create additional content, like tips for managing remote teams, our favorite remote collaboration tools, and tips for unplugging when working from home.

4 Tips for Consistently Generating High Quality Social Media Content for Your Small BusinessOur report on the state of remote work provided endless opportunities for interesting content. Source: https://www.instagram.com/p/CLHcaFQLFpn/

3. Go behind the scenes

Consumers love to know more about how a business works and the people behind the brand. Simply put, showing the humans running the show humanizes business, and it can be a pretty powerful marketing tool.

Plus, showing how you’re developing your product or business (also known as building in public) can add a lot of long-term value. In this episode of Buffer’s Small Business podcast, Big Lessons, Paynter Jacket Co. explains how their building in public and sharing behind-the-scenes footage positively impacted their business, they now have a group of dedicated followers and are selling. their jackets a few minutes after their availability.

4 Tips for Consistently Generating High Quality Social Media Content for Your Small Business

Paynter on Instagram. Source: https://www.instagram.com/p/CWAZPeBocv0/

Video, like stories, reels, and IGTV, is a great medium for behind-the-scenes content, and it doesn’t have to be heavily produced to grab someone’s attention. It is also easier to create since you are filming elements of your regular operations. Remember to share:

  • A day in the life of a teammate
  • Steps in the manufacturing process of your product
  • Guided tours of your workspace (it even works for remote teams!)
  • AMA sessions with team members
  • A satisfied customer using your product

4. Make it easy for yourself

Sure, coming up with unique ideas is great, but you can complement your personalized content by reposting stuff you see on the web. Sharing articles on industry trends, inspiring images related to your brand, or even relevant memes can add to your feed without taking up precious time in your day.

Pro tip: If you come across an article, image, or other piece of content that you want to share, you can do so right in your browser with the Buffer browser extension. Plan it right away, then start doing the rest of your to-do list again.


Developing a strong social media plan as a small business can seem overwhelming, but it doesn’t have to be. Set aside about 30 minutes a few times a week to focus on the content, pick one or two of the tips above to start, then keep building from there. The results will speak for themselves and inspire you to continue.


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