How often should you blog or post on social media?

How often should you blog or post on social media?

I often get asked the question about how often should you blog or post on social media. This is always a hard question to answer. But here are some things to consider:

Your Audience. 

What does your audience want? It all depends on them. If you are targeting people who want to go to your restaurant, you might want to blog or post often but keep them short. If you write very technical blogs for a more thought out purchase, you could write less often because there is a lot to digest in them.

Be consistent.

Don’t do it all at once or you will burn out.

Have a Plan. 

Having a content calendar means you don’t need inspiration every time you sit down to write content. It also encourages you to create the content because you have it in the diary.

Get Inspiration. 

Just start writing! And keep writing until you have a blog. Then leave it, come back to it and edit it.

A Great Example of Creating Content Marketing

A Great Example of Creating Content Marketing

Content that informs

Here’s a great example of creating content marketing that informs and gives a possible audience some interest without selling your own brand. DPA Solar are a distributor of Solar equipment and Swan Hill Solar are an installer of Solar systems. The interview/article talks more about the end customer than it does about DPA Solar or Swan Hill Solar. It talks about why the end customer needed to get Solar.

 

Similar problems to solve

The reason for this is that by talking about the end user it will trigger a similar potential end user. Someone who has a similar problem that needs solving. As I keep saying content marketing is all about offering information that helps. When you offer information that helps someone with a problem you will gain the trust of that person/customer.
Problem – Solution – Trust.

 

Who your audience is

DPA Solar doesn’t want to talk to the end user they want the interest of the Solar Installer.

 

The stategy works

So, the strategy we embarked on is to drive interest in the result, a Solar System. By helping to create that interest DPA Solar will increase the size of the market that they exist in. If someone comes across this article online, they will not only be informed about the Solar System (their interest) but who to get the system from.

The strategy is also a good collaboration between the customer and the supplier.

Nice work all round!

How to get leads from your content marketing

How to get leads from your content marketing

HOW TO GET LEADS FROM YOUR CONTENT MARKETING

CONTENT MARKETING STRATEGY

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How to get leads from your content marketing

About The Book

How to get leads from your content marketing

This eBook How to get leads from your content marketing outlines the processes that you should undertake to get traffic and leads from your website with a solid content Marketing strategy.

The formula for being successful with your content marketing strategy is simple:

  • Get Found (drive traffic to your site)
  • Generate leads and customers from that traffic)
  • Analyse (be smart about what worked and what didn’t).

This methodology maps nicely to a list of core services that you should do to drive better results to your website.

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A better way to post on social media

A better way to post on social media

A better way to post your social media posts

A better way to post on social media.

Many small businesses think that just posting what you have done is enough to attract potential customers. They will post pictures of their work be it a completed a Solar installation or a completed product built in your factory. They assume that is all that you need to do to attract potential interest. Well, it doesn’t hurt, as long as you are doing something. Remember if you are saying nothing then no one will see you. But there is a better way of doing this.

The better way

There are smarter ways of posting things on social media. For example, instead of saying “we did this” or “look what we did” do it in a more meaningful way. Do it in a way that can gain an interest in a potential customer. Here’s some tips on how to do this:

Talk about your customer!

Your customer bought something from you because they needed to solve a problem that they had. Let’s say it was to save electricity costs or they needed to extract heat from their factory. Whatever the story is talk about that. For example, “our customer wanted to save costs on their power usage, so we installed a system that would give them less reliance on the grid”.

Customers need their problems solved.

With your social media posts, you want to attract similar people. The target audience is other people who are like your customer. Other people who are looking to do the same thing or solve a similar problem. They will see your post and it will trigger an interest for them. They will become interested because it something that interests them.

Building a good story

When you post on social media you should be creating a consistent story that relates to your business and the way you help your customers. Let’s face it we are all in business to solve customer problems. When you tell your story have your past, current and future customers in mind.

 

Remember! A good story lasts years. Start telling yours!

How to create your content marketing strategy

How to create your content marketing strategy

Here’s some help on how to create your content marketing strategy. You need to start with the reason for your content marketing. What is the purpose of your content? Who are you helping? As well as how you will help them in a way no one else can. Businesses often use content marketing to build an audience and to achieve at least one of these results:

  • Increased revenue
  • lower costs
  • Find better customers

Your content marketing plan

Your content marketing plan should be very tactical. It must document the specifics of how you will execute your strategy. It’s important to understand that you need a content marketing strategy BEFORE you build your content plan. It’s a marketing plan that specifically relates to content and it should include:

  • The key topic areas you will cover
  • What content you will create
  • When and how to share your content
  • And specific calls to action

Why documenting your strategy is important?

With a documented content marketing strategy you will become more effective in the process of content marketing. It will help you understand the use of all content marketing tactics and social media channels. It allows you to gain a better perspective of why and how you are doing things.

What to include in your content marketing strategy?

Your content marketing strategy outlines your key business and customer needs. It details how you will use content to address them. Your content plan should be unique to your business. Here are some components that you should include:

Your audience personas:
  • Describe the specific audiences for whom you will create content. What are their needs, and what their content engagement cycle might look like.
Your brand story:
  • Your business has its own important story. Describe your content marketing in terms of what ideas and messages you want to communicate from that story. How do the messages differ from the competition?
Your channel plan:
  • What platforms are best for your business. Where is your audience and where do they get their information from; LinkedIn, Facebook Instagram and so on. Include the platforms you will use to tell your story; what your criteria, processes, and objectives are for each one.
Measurement and metrics

This could be:

  • Increase website traffic
  • Add to the sales pipeline marketing-qualified leads per year
  • Generate revenue

We all know that it is hard to put plans together. That’s why a simple one-page plan should be enough for you to understand why, what and how you want to achieve your content marketing goals.

Remember! A good story lasts years. Start telling yours!

Good luck with your content Marketing.

An example of good content marketing

An example of good content marketing

An example of good content marketing.

I was watching this video the other day and came across quite an amazing statement that highlights the importance of content marketing. The presentation concerned a solar installation by Greenwood Solutions, a Melbourne renewable energy company, where they interviewed their customer about the system that they had installed on her property.  Along with why they installed it and what they wanted to achieve, the customer mentioned how the decision was made to use Greenwood as their supplier.

I heard the following statement.

I always do a lot of research before I embark on anything. So, I did quite a bit of hunting. It was hard to find decent information and comfortable information. So, the article I found about you guys was actually a nice little breadcrumb to find, because it actually gave me some information. A bit of a path about what I was wanting to do, and it was a good fit. I haven’t found anyone else, and it was a good fit for what I was wanting to achieve”.

Content Marketing not Advertising.

That’s why content marketing is more powerful than the other “buy now” or “what we have for you” typical of most online advertising. Sure, these ads will put you higher on Google’s placement, but it does not create loyal customers. In other words, the kind of customer that will exclude any other business but yours.

Why? Because you have answered a question before they have even asked it. When the customer is ready to buy, they will have already found a trusted company that they want to work with and not just give them the best price. Now this is profitable business.

The Greenwood Video.

The video is beautifully filmed and crafted. It shows the property and the customer as she talks about the why’s the what’s and the how’s of what she wanted to achieve. There are interviews with the customer and Greenwood staff as they all talk about achieving the desired outcome together. Importantly the company staff do not talk about what they do but more how they worked with the customer to ensure her dream came to life.

The customers content marketing endorsement.

Back to the customer’s comment. “the article I found about you guys was actually a nice little breadcrumb to find cos it actually gave me some information”.

This is the perfect endorsement for content marketing in that one comment. She has now blocked out any competitors. She trusts Greenwood and now will only work with them. Why? Because they took the time to give her some information that will help her achieve what she wants to do. A great example of content marketing.

PNR podcast.

This morning while listening to my favourite podcast “This old marketing” with Joe Pulizzi and Robert Rose they discussed how many companies are setting up an internal content marketing department within their own operations. These departments have a film crew, writers, photographers, all set up to create content so, I thought how important is content marketing to Greenwood Solutions?

How important is content marketing to Greenwood?

I spoke to Veli Markovic from Greenwood about how important content marketing was to them? His response impressed me.

“It is very important, and we take it extremely seriously. So seriously that we have hired our very own videographer and editor to make sure the videos are done as perfectly as we can get them”.

And from the quality of their videos, it is an investment well spent.

“Having it done internally helps us to control what is created which gives us better branding. If you can’t do it internally try to use an external supplier who knows your industry intimately or is willing to take the time to understand your business”. Veli Markovic, Greenwood Solutions.

Not everyone can do it internally.

Not every business can hire their own content staff but it’s good to see that there are businesses taking it so seriously. There are people who can help you with content marketing, so it doesn’t have to be that great of an expense. The important thing is to do it and do it right.

Content Marketing for the Solar Industry.

Now, I have been spruiking content marketing and its importance for business for many years. After viewing this video and other quality content material that Greenwood Solutions have produced, I feel that the Solar Industry is really getting the idea. Good stories that help and talk about what the customer needs, not just about what your business can do, is what this industry needs. Well done Greenwood!

 

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