The Right Mix of Social Media Content for Manufacturing Marketing
Social media allows industry professionals to connect with their existing customers and showcase their expertise while attracting new prospects. It is playing an increasingly important role in the current digital transformation of sales and marketing.
Posting regularly on your social media platforms using the right hashtags helps increase brand awareness. But to really get the most out of social media, you need to really engage your audience.
Unless you stopped paying attention to how humans function when you were back in college, you know that talking about yourself all the time is a terrible way to keep someone’s attention. Likewise, constantly promoting your products and only bragging about your business is not a good strategy for manufacturing marketing.
Correct social media marketing requires engagement beyond the weekly Facebook post or the occasional Twitter retweet. You’ll need to maintain a constant stream of updates and, since you shouldn’t just be talking about your own business 24/7, let’s discuss the mix of social media content that has worked for manufacturers and businesses. industrial.
The 50/30/20 rule for social media content
The good news is, you don’t have to create all of this content yourself. In fact, half of your content should come from outside your organization. About 50% of your social media activity should be organized and shared. An additional 30% should be original content that you have created yourself. And for the remaining 20%, you can express yourself with promotional content. Let’s take a closer look at each of these categories.
Deliver value with curated content
Since curated content will make up half of your social media presence, make sure it’s relevant to your specific audience. All of this content should be useful and insightful, providing real added value to your audience. This is your opportunity to show that you know your audience and understand what they need, by positioning yourself as a competent and useful source of information.
However, since you do not have create the content yourself, you must give credit where credit is due. Be sure to tag the outlets you share and rate the authors well. It’s the right thing to do, and this nod to creators will allow you to organically connect and build goodwill with other influencers in the industry.
If you’re having trouble organizing content, To feed and other similar tools can help you create your content curation.
Present your knowledge with original content
As useful as curated content is, nothing really establishes you as an industry expert like original content. Not only does this give you the opportunity to prove that you really know what you’re talking about (while subtly associating your brand), but it also gives others the opportunity to use your content in their own curation, by sharing your publications with others in the field. This way, you can grab the attention of potential customers who wouldn’t have discovered you otherwise.
Original content can include videos, blog posts, eBooks, guides, webinars, and podcasts. Videos, in particular, are becoming increasingly popular, allowing businesses to engage more personally with their customers while sharing a story creatively. Plus, posting engaging, high-quality videos shows that you are a professional, technologically advanced leader, on the lookout for new technologies and trends.
Check out these 14 sample industry videos to inspire you that help increase clicks and close sales.
Display your offers tactfully with promotional content
Some self-promotion is acceptable on social media. In fact, it’s expected, so be sure to highlight promotions and sales and keep users up to date with product rollouts and exciting company news. If something special is going on for your customers, you should let them know.
You can also share great customer reviews, industry awards and accolades to show your commitment to quality and great customer service. Press releases and demos are also promotional content.
Be creative with the designs of the content items you share. See how visually appealing the Instagram post above is yet a testament to the craftsmanship of the artwork? Choose assets that build your brand, create an emotional connection, and differentiate your business.
Read more: How Manufacturers Can Grow Their Brand to Connect With More Customers
Learn more about the basics of social media for manufacturers.
One of the keys to retaining current customers while attracting new prospects and making your business a trusted industry leader is valuable, quality content. Whether it’s on your social media posts, blogs, or landing pages, all of your posts should line up. It just means that you can’t copy and paste your content on every platform.
Learn the type of content that works best on Facebook, Instagram, LinkedIn and more with “The Complete Guide to Social Media Marketing for Manufacturers.” You’ll find out how each platform is designed differently, the success we’ve had with our own social media networks, and some examples of content from manufacturers.
If you need a partner along the way to help you get it all done, Thomas’ industry marketing experts are here to help. Our team is made up of graduate engineers and strategists who can turn your complex content into compelling content that your buyers will engage with. Contact the team today to discuss your options and learn more about social media for manufacturing marketing.