If you’ve ever wondered what to share on social media to drive more engagement, you just need to remember one thing:
Now, let’s dive deeper.
For any brand, the goal is to reach a point where your audience will become the superfans who will tell others about what you do. Once you reach this point, your brand will be ready for lift-off. So, sharing things that will help your audience spread the idea of who you are is a way of getting ahead.
Whenever we share anything on social media or work on content marketing campaigns, we want to get to a point where we can answer these two questions:
In doing this, we reverse engineer the content to help the client understand why the need for the content exists. It is not always evident because we are usually so close to our operations that we underestimate the importance of underlining the benefits for the user. Another way of looking at it: If we live inside the bottle, it is impossible to read the label.
So before you share anything on social media, ask: “Why would they share it?” Be realistic and test your content and creativity against this question. If you can see a world where the practical value, social currency, emotional value or story could validate the sharing, ask:” What will they say?” Physically type the WhatsApp message like: “Hi John, these guys will install your solar system for free!” Again, test your content and creative assets against this question and revisit it if the message needs to be clarified.
If you want your brand to be associated with a value proposition, you should share that value with your audience. Help your audience by giving insight, saving them time and money.
To be the go-to guy takes time; it is a marathon, not a sprint. Become the leader in the field by showing why you are the best guide for the user. Over time, this will allow you to decrease your paid spend budget and let your brand do the work for you.
If you manage to make it past this image, we can dive deeper:
The real value of your offering is in your proprietary processes. The “IP” you have created from years of experience in how you solve someone’s pain. When sharing content, you should only share what shows the possibility for your audience and not the “IP” itself. It is dangerous from a business continuity perspective. Remember, “Loose lips sink ships”. Ensure your team knows the boundaries in which areas can be seen as practical value adds and which is internal IP. Conversations like these will also help you with your R&D when setting goals and focusing your resources.
When sharing, always show your customer as the hero in the relationship and yourself as the guide.
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