Any social media or content marketer, or small business owner running social on their own, can get frustrated when they know they have quality content and it’s just not translating into engagement.
Let’s break this down.
The Issue: You have some incredible content and you’ve shared it on your Facebook, Instagram, and/or Twitter accounts. You’re sure it’s gonna be awesome. I mean, who doesn’t want to see that new hamburger the chef at your restaurant just came up with. The problem is, your post isn’t going anywhere. What’s up?
What’s Going On?: You want to take a second to identify who you are trying to target with your content. Is it aimed at new customers? Is it for your tried and true fans? The answer to these questions can change your approach.
Fixing It: Firstly, you can boost your posts via your favorite social media platform. Boosting posts, especially on Facebook and Instagram, to specific audiences can yield incredible results for minimal expense. The great thing about being a small business (if you are one) is that your audience is smaller than say, Amazon’s. You’re able to target specific demographics within your area and market to them.
Reevaluate Your Content: Sure, we said in the beginning that you have some quality content. But, is it? Ask someone outside of your business who you trust what their favorite posts from your business or organization are. If they aren’t talking about that new hamburger, maybe it’s time to pivot. We’re not saying to give up on food pics all together, but perhaps pics of employees or events do better for your current audience. It may take a little bit of trial and error, but through some work you can identify what works best for the audience on your page.
Do Something Different: So far, you’ve boosted a post or two to get it out there, you’ve taken a look at the posts that do the best for you, now why not add something different? One of the great things about social media is how quickly you can try new things. Have you seen something on another page that you think is fun? Try it out. Do you feel maybe you need a contest to get the engagement rolling again? Go for it, just don’t rely on it.
Understand that not every post is going to kill it and that there will always be very good content that doesn’t necessarily do that well. By auditing yourself and your content, you can become a better social and content marketer and reach your fans and customers in a much better way!