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Social media is an effective way to reach potential clients whether you simply offer quick bites of inspiration or link to in-depth reports and information. Winning strategies combine the best of both. Let’s take a look at six tactics that can make your social media plan a success.
Begin by focusing your content strategy beyond blog posts and white papers. Offer real value prospects would willingly pay for—but give it to them for free. This means investing in primary research to create a compelling report that no one else has. Maybe it’s developing full interactive training modules—the higher quality the better. Then use quotes or images from your report or modules to develop social media content with links to the in-depth content on your blog or website.
Raw data is great—if you are a researcher. In the real world, if you don’t take the time to uncover the insights that will help your technology buyer become a hero for implementing your solution, no one cares. So, before sharing the results of your findings, ask yourself, “What’s the insight? How can we leverage it to engage with prospects beyond the normal engagement rate?” Provide examples to help your prospect visualize your solution. In other words, bring the data to life.
Buyers’ needs change as they progress through the buyer journey. Audit all of your content to inventory what content you have for each phase. Do you have decision-making content such as guides, checklists and ROI calculators? How about micro-content aligned with brand for awareness? Comparison tools to help during final consideration? Once you know what’s missing, fill in the blanks. And, if you’ve noticed historical drop-offs even though content exists along the way, check it for holes. Shore up your efforts with additional information or try presenting it in new ways.
Yes, go big or go home when it comes to investing in true content that will drive leads. But micro-content aligned with brand story and features will help keep you top of mind. It’s those daily reminders that reinforce positive brand perceptions. Sharing bite-size bits of information strategically scattered throughout your social posts can also help establish your organization as an industry thought leader.
There is no such thing as one size fits all when it comes to winning content. Develop specific content for each account in your Account Based Marketing (ABM) strategy. This requires research. Show your prospects you understand their needs by uncovering individual pain points. Then tailor a customized solution. Use broader strokes on social media, then offer individualized support one on one.
Make it visual. Borrow from campaign thinking and develop visuals that will break through. Invest in photography and video. Tools such as Adobe Spark can help create social content once you have brand standards and a point of view.
LAVIDGE can help you develop a content strategy leveraging social media that will deliver results. We’ve successfully guided numerous clients and can work the same magic for you.
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