Content is the king of digital marketing and needs to carry out his obligations. He shouldn’t just sit on the throne and attract attention. As a true ruler, he must bring financial profit to his brand. But how to make it true?
In the article, you will find the answer of how to raise sales via social media with the help of content.
Ok, I know it's a weird question, but this info for those who still in doubt.
Let’s start with the last year most-engaging posts:
Impressive results, aren't they?
But, the true purpose of brands activity on social media isn't just "likes" and "shares". It's the conversion of clients attention into the real money. Of course, first we are pointed on:
Nevertheless, if you are the commercial company, the most important factor for you will be the rise in sales.
Feedback Systems study (since 1998 The company conducts regular studies on all aspects of e-commerce) showed that 63,4% of enterprises that use social networks as a sales channel have significantly increased their annual income.
The regular creation and publishing of content is the bottom line for reaching popularity on the social network.
Do you know why people/customers follow your corporate accounts on social networks?
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Now, look what the statistics say:
As you see, mostly, people are looking for the promo-materials, useful or entertaining content.
And what about the format of the post?
Read more useful social media statistics for your business strategy.
I think you remember that the same format of the post can’t work equally across different social platforms:
Facebook is good for video, discussions, and conversations, long reads.
Instagram demand bright visualization, so it’s better to use good quality images + text of any size.
Twitter is perfect for short posts with gif-animation. Also, good for conversation and debates.
But it’s all the theory, time for real example.
River Pools&Spas is a small but successful commercial company specializing in outdoor water pools. It’s Facebook profile has 1,5 thousand, nevertheless, the content strategy of its author - Markus Sheridan - is one of the best.
On the company page, he just answers all kind of questions about swimming pools: describes prices, compares building materials and even the type of water.
Marcus posts working moments, team photos, etc., bringing the brand closer to the audience:
He focuses on the fact that his company employs ordinary people:
Marcus believes that content is the best sales tool. Here are his basic guiding principles:
But it’s not the whole list of special tips for using content in SMM.
In order to understand the interests of subscribers in the network, the English IT company Soampli (the service helps people to create selling texts) analyzed Facebook and LinkedIn posts over the past year.
There are 3 thematic groups were identified:
The first category includes:
The second one:
The third category includes:
Now, let's find out how to use it in popular social networks.
The highest average engagement rate among content types on Facebook has video.
What kind of video is the most popular on brands’ pages?
The video-materials downloaded on Facebook directly get more shares than YouTube links.
Second on the list of the top-material type is blog-posts.
The third type of content on branded accounts of Facebook is shares from third-party pages and sites.
Guided by these simple methods, Bufferapp's Facebook profile got on 40% Page Likes more than in 2016:
Our recommendations are quite universal, however, always remember your target audience. Trends, as well as the interests of subscribers, are changeable. Thus, to get better results you should always be aware of the preferences of the social networks inhabitants and digital marketing trends.
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