The core of social media is content. This is why there needs to be an effective content strategy. Brands need to provide their followers and prospective customers with content that provides meaningful interactions and incentives if they are to attract and keep the attention of the social customer.
It is necessary to create and distribute content that helps to attract, engage and acquire prospects and that is effective in bringing about profitable customer behaviour.
Creating effective and relevant content
Social media content has to be relevant to be effective. All customers have questions and when the basis for generating content is to help your customers and prospects answer their questions and solve their problems, it becomes an excellent way of providing value.
So find out what problems your customers and prospects may be having that is related to your industry and market and begin to solve these in the social media content you provide.
Creating consistency and authenticity
Credibility can be achieved when a company adopts integrated social media across relevant social channels and consistently offers relevant and valuable content as opposed to just bombarding the audience with sales propaganda.
Consistency of message content and chosen way of communication enhances authenticity. The brand can thus be trusted.
You should create valuable content targeted at your particular audience. Your content should resonate with your customers and prospects that you want to attract, engage and acquire.
Different thinking styles and preferences for consuming media should be considered. For example, some people may like images or videos and others may prefer texts. All these can also be combined to provide meaningful interactions and rich customer experiences.
Calls to action
Calls to action such as to subscribe, or register for an e-newsletter will encourage future participation and enhance engagement. This will eventually help to achieve the ultimate goal of bringing about profitable customer behaviour such as in placing an order.