Wondering what to post on social media?
If your goal is to connect with your audience and have them engage with you (Hint: it should be), then you definitely need to share the type content that your audience wants to see.
For example, if you like live music and coffee (guilty as charged), you are likely to engage with a company that shares that type of content. If that type of content turns you off, you won’t visit that page much, if at all.
Starbucks does a fabulous job of sharing relevant content that is still entertaining and even highlights its audience enjoying Starbucks’ products.
If you are not as large as Starbucks and you lack their marketing budget, I have some great news! You don’t have to guess what type of content your ideal audience craves.
This is because, over time, you will have a solid understanding of your ideal customer. You’ll know their lifestyles, their desires, their pain points, so it will be much easier to create and find relevant social media content they will engage with and enjoy.
If you are brand new in your business, you can research your current customers (or the type of customer you would like to have) and create what is called a customer Avatar. Here’s a workbook on creating your own customer avatar distributed for free by Marketing Pro Laura Kinoshita.
Big businesses pay marketing firms big bucks for this type of information, but you can do your own research because nobody knows your brand like you do.
Your end goal is that you want to describe your customer so well that you can step into their shoes and empathize with them. You want to know them so well you could actually
BE the customer.
Why?
Because if you know your customers well, you will know what type of content they like to see. And if you share content your ideal customers like, they will come back to your page and engage again and again.
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