The Three Types of Posts That Will Keep Your Social Media Followers Engaged and Ready to Buy
Don’t believe the hype: Social media is not a set-it-and-forget-it marketing strategy. Like any other strategy it requires a precise understanding of your goals and how you’re going to accomplish them. It also requires you to test your methods to see what’s working and what isn’t, so that you can optimize your campaign for success.
It is a fact that certain social media posts work better than others. It’s just a matter of finding out which ones those are. Every type of content that you share on social media serves its own goal and purpose. Each of these various post ideas touch the bases on what your overall marketing strategy should be striving for.
Some of these post ideas will overlap and can be used simultaneously.
- Education+ Awareness Posts
Goal: To get your followers to the point where they know enough about your product that they would want to buy it.
People will not buy your product if they don’t understand it. Educational posts aim to fix that problem by giving your followers a rundown on either
- Who you are
- What you offer
- Why they should buy from you
Obviously, most social media platforms don’t allow for a hefty word count. This means that you will have to educate your followers through a video, an infographic, or a link to your blog post. Before you start sharing educational content on your social media profiles, you need to narrow two things down:
- Find out exactly what someone needs to know before they think about buying your product. What piece of information really settles the deal and removes any roadblocks from their mind?
- What are the positive results someone can get from using your product or service?
When using educational posts, think of any powerful testimonials that can yank your followers out of the dark so that they can understand the value of your product and what it can do for them. Think of how you can creatively explain the details of your company in a non-boring, exciting way.
- Call-to-Action posts
Goal: To get your followers to complete an action.
“Click here to learn more”
“Grab the last spots we have available for Tuesday’s seminar”
“Click here for your chance to win this contest”
Those are broad examples, but the point is clear. The message should be direct and concise. There should be no mistake that you are asking your followers to click on a link. This is good if you have any promotions or discounts that you’re running, or if you want your followers to sign up for something.
- Engagement+ Entertainment posts
Goal: To get your content shared through the various networks of your followers.
You should not be going for the kill (getting the sale) on every social media post. Hitting your followers up with “salesy” posts and hoping that they’ll just empty their wallets is just tone-deaf to what they really want.
Engagement posts usually hit on a few points:
- They’re entertaining in some way. They’ll use humor, as an example.
- They’re controversial. These type of posts command attention and people will feel compelled to share it.
- They start a conversation. People will want to respond to it in some way.
You’re trying to get your followers to notice your page and share it among their friends. This will, in turn, give you more followers and fans.
You can tell your followers to share or like this post (similar to a call-to-action). Or you can leave the post as is, without asking them to share or like it.
Visuals work best for these types of posts. Share-worthy content should be easily digestible and graphics will help with that.
How to implement a dominant posting strategy
All of the post ideas can intersect, and they often do. A post can be both educational and entertaining, while also including a strong call-to-action.
The most powerful posting strategy that you can employ will rely on two principles: Push for engagement + sales. Engagement is ultimately king in social media. And more sales is what you want from that engagement at the end of the day.
Remember: Stick to your goals. If you’re looking for more followers, push for engagement. Start a conversation. Use humor. Link to other non-competing, but relevant, businesses in the area—showcase a local bakery if you’re a restaurant, for example.
If you’re looking for more sales, you should be looking for creative ways that you can educate your followers and give them a reason to buy.
Use different types of posts to accomplish this. Look for ways that you can engage and educate your customers. Lead your followers from point A to point B with compelling call-to-actions.
Social media is just like any other marketing strategy: You need to try different methods out and see what sticks. Use these types of posts to see what will work for your business.
