We follow influencers because we enjoy seeing the beauty, fashion, drama or just to learn something. Even though, it’s not quite as real as it may at first appear.
Social content is quite literally everywhere. I went for a walk in the park and took photos of a dozen different things, I posted a couple on Instagram and shared a few directly with friends. I wasn’t the only one though. Almost everyone there was busy taking photos. How often do you find people taking photos of their food or a quirky looking drink when they’re at a restaurant? Sometimes you’ll actually need to wait before drinking because people are too busy or queued up to take photos of something on the table!
Everything has become a social media content opportunity. Which is why it surprises me when I visit a restaurant that doesn’t make it’s social media presence visible. Right now, I’m sitting at Riders Café and it’s beautiful. Everything from the view, the sound of the horses in the background to the smell is just fabulous. I’ve taken a few pictures (of course), but looking around the table, I have no idea if the café is even on Instagram or Twitter.
Prompting your customers to share (if they’re happy) can go a long way. It’s no different to all the YouTube videos which have a “subscribe now” call out at the end. It doesn’t need to be as loud and bright as an online CTA. Something subtle that doesn’t detract from the rest of the ambiance, such as a well placed social media handle (@riderscafe) on a coaster would make it much easier for me to share my pics (and mention the café).
How are you incorporating social content opportunities into your business?
Sometimes it’s as simple as asking them to do so. Whilst every single communication doesn’t need to drive a sale, it needs to play it’s part in moving your customer through their journey. Even if that’s just keeping them happy & building evangelists.
A well placed call to action (CTA) will guide your customers through your content, and make it easy for them to buy. It also gives your content a specific purpose –making it easier for you to create, and makes it easy to measure. Did your prospective customer read this and then click-through, or just leave? Once you’ve got purpose, you’ll know what content is actually working for you.
Why is your customer here?
Take a quick look at your blog posts, the email’s you’re sending, and any physical collateral you’re sharing. Where does that content fit in your customers journey? What’s the best possible outcome for the customer at that stage? Does your content have a CTA asking the customer to take that step?
Pick any page on your site and check it against this simple framework:
|Option 1||Option 2|
|Blog Post / Email Title|
|Objective/Purpose of the content||Demonstrate thought leadership & attract new subscribers||Share best practices for existing readers & promote online content purchase|
|Best Possible Outcome||Reader enters details and subscribes for future content||Reader buys downloadable content|
|CTA for the page||Highly visible “subscribe” box at the bottom of post||Link to landing page (with tracking code so we can drip follow-up emails)|
Importantly your CTA’s should be concise and convey purpose, which means generic buttons like “Click here” are a strict no-no. Take a look at the title of your page, and the objective of the post again. If you are writing about fast cars, and wanted someone to download a car-speed-cheat-sheet, the best possible CTA would include something about fast cars!
It’s why your reader came to the page, your CTA needs to deliver on your promise.