A social media strategy is a summary of how you plan to use the platform to achieve your business goals. Whether your objectives are to generate leads, increase sales, or improve customer retention rates, you need to be sharing a mix of content relevant to your audience. Here are 5 must have content pillars for a killer social media strategy:

1. Educate

Once upon a time purchasing the daily newspaper or switching on the evening news was the only way of finding out what was going on in the world. Nowadays, more and more people are turning to social media to stay informed on current affairs. But it’s not just tradition news that users go searching for. People turn to social media for education. To learn something new. To find an answer to a problem that will make their lives better.

From a business point of view, teach your fans something. Provide tips and tricks, answer frequently asked questions, and share articles from relevant, non-competing industry leaders.

2. Entertain

According to the ABS household expenditure survey released in 2017, Australians spent around $172 a week on recreation activities throughout the 2015-16 financial year. That’s nearly $9,000 per annum. Safe to say, people want to be entertained. And where better to be entertained for free than social media.

Entertaining content for your social media strategy might include funny memes or videos. Just try and keep it relevant to your business and industry.

3. Connect

Roughly 67% of social media users say that staying in touch with friends and family is a major reason why they use it, according to findings from the Pew Research Center. Human connection is an integral part of our daily lives. Social media is a great way to stay connected, and interact with other like-minded individuals who share common interests.

So how do you connect with your audience? Ask a question and encourage friendly interaction in the comments. You might even ask your audience to tag a friend or family member who needs to hear this post.

4. Reward

Have you ever seen an advertisement promoting a new customer offer and thought, “Hang on, I’m a current customer and I didn’t get that.” Or maybe, “I’ve been loyal for years and that’s a better deal than what I’m getting.” Don’t forget to reward current customers with exclusive offers as a thanks for sticking around.

As part of your social media strategy include competitions, discount codes and free resources that aren’t promoted anywhere else.

5. Promote

Paid advertising is a great way to reach new customers. But your current customers and fan base do not want to be sold to. They obviously want to know about upcoming sales, special offers and new products/services you’re offering, so do keep them in the loop. Just be sure to mix up the promotional posts with non-promotional posts. Never overwhelm your customers with constant buy now messages.

Ways to promote your business that come across as less salesy include posting a behind the scenes photo of what you’re working on, sharing a customer testimonial, or highlighting an award win.

Now that you have the 5 must have content pillars for a killer social media strategy you’re probably wondering, what’s the best mix of content?

There’s no hard and fast rule here, but a great rule of thumb is the 80-20 rule. That’s where 80% of your posts inform, entertain, connect and reward your audience, whilst 20% promote the business. The 80% doesn’t have to be spread evenly. See what type of content resonates most with your audience to make an informed decision. And whilst rewards may work well, don’t feel pressured to do them all the time. Once a month or every couple of months is fine. After all, you want people to buy your product or service, not just hang around for the freebies.

Now, grab a piece of paper or open a Word doc on your computer and write down the above 5 headings – Inform, Entertain, Connect, Reward, Promote. It’s time to start planning your killer social media strategy.

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