We can learn a lot from Goldilocks. The girl knew what she wanted. She took risks, and she wasn’t afraid to try new things (yes, she did break into the three bears’ house, but we’ll tackle that issue some other time.) For now let’s focus on her attention to make sure everything was “just right.”
The idea of “just right” applies to your social media content as well. You want to share enough about your business that your followers know what you’re selling, but you don't want to be TOO HOT - all about you all the time. And you don’t want to be TOO COLD - not sharing about who you are at all.
There are a few different social media content strategies for you to consider, and after measuring the effectiveness of your social media marketing and getting feedback from your customers, you may find that your “just right’ is altogether new or one of these three.
At Anneomaly Digital, we recommend the K.I.S.S. theory-Keep It Simple, Silly and apply a simple 80/20 strategy for social media content. With this approach, 80% of your content and posts are in direct response to what your customers would find helpful and interesting. You are educating them and engaging them - sharing helpful blogs and articles, news and tips. Your aim is to create social media content that encourages your followers to share, to like, and to comment. The other 20% of your social media content can be directly related to sales and calls to action--to subscribe, to shop, to buy.
Some agencies and marketing experts rely on a 5:3:2 rule of thumb. For every 10 posts, you will want 5 of your posts to be relevant to the product/service you are selling but of interest to your followers but written by different sources; this is called curation. For example, if you are a bicycle company, you might share with your followers an article you found online about bicycle safety. Three out of every 10 posts should be content created by you personally (or your marketing agency); for example if you own a book store, you might share recent book acquisitions along with your own personal reviews. The final 2 posts in the 5:3:2 philosophy should be unique, fun, genuine. These posts connect with your audience on a more personal level and makes your audience feel like part of your brand’s family (birthday celebrations, #coffeetime, having the gang together after work). Self-promotion is allowed here! If you love what you are selling or the services you are providing, you make it show here—work it, own it.
This social media content rule is very similar to the others. Thirty percent of your content is going to be you doing you, by sharing content that educates your audience about your brand and sharing what is unique about you. A significant amount of your posts, 60%, will be you sharing curated sources, articles, websites that boost your brand. If you are an art supply company, sharing research articles about the benefits of the arts for children, for mental health, and for the elderly. The final 10% is getting your audience and customers to buy! Let’s face it, no matter how philanthropic your business is, it still has to make money. Use 10% of your social media time sharing a promotion you have or giving them an offer on goods and services.
Each of these rules/strategies of social media content creation are similar and simple. Keep your customers engaged by giving them content to engage in and keep them buying by reminding them why they need your goods and services—give them offers they can’t refuse. Keep it simple “Goldilocks,” and see what works for you and what is “just right” for your business.