One of the biggest mistakes in social media marketing is getting social media to work for you without generating enough content or generating too much content that you want to highlight gets lost in the noise. While posts about current trends, cute ‘puppy’-esque stuff, and wishes and greetings on holidays might get your audience to engage with you, it doesn’t do much to reduce your bounce rate. There’s nothing to help convert your visitors into leads or sales.
Typically, this is because you don’t seem to have useful information to retain your readers. Don’t get us wrong. There’s nothing wrong with wishing your users and readers on holidays. But if that consists of the most that you’re doing, you end up missing the point. Mere social media presence will produce few benefits. The goal is to convert leads into sales.
Another reason this could happen is that your content doesn’t seem to have a natural progression. If you’re talking about marketing to quarantined customers during the pandemic in one post and Instagram features in the other, you’re diluting your target audience. You’re not presenting enough for your audience to stay.
But content relevance is a whole other discussion. Right now, let’s focus on why it is important to have a relevant content creation strategy to maximize your social media marketing returns.
It’s simple: Social media marketing and blogging go hand in hand. Why? Here are three reasons why.
Gisting and Elaboration:
Not all social media platforms work the same way. You can’t apply the strategy you used for Twitter on LinkedIn or Pinterest. But one thing that all of them have in common is that you can’t talk about something in detail. Why?
Try to recall the last time you spent time reading the long caption on your acquaintance’s Instagram post. That is when they are not trying to advertise. Here, the moment you see a company’s name, you know you’re going to have sales thrust down your throat. That’ll create even fewer reasons to linger around the post.
The goal here is to keep the text as crisp as possible. But, then, how will you convey all the information you want. Industry-relevant information is just as important as product-specific information. You post a tweet, but there is no guarantee that people will take the time out to check your website. Having a proper content marketing strategy will help you reel them in if you’ve hooked them.
Restraint and Domain Authority
Every good marketer knows not to bombard their social media handles with tens of posts every day. That just ends up creating much noise. We know some companies that have been banned from platforms like Pinterest and Twitter because they posted an ungodly number of times on their handles.
Gone are the days when people had to stumble upon blogs just through search engines. Today, SMMers are using it to redirect users to their websites strategically. It is important to remember that users don’t visit your website just to buy the product if there is no context or use there. So, intersperse your adverts with useful information.
Search engines place a high value on social media. If an increasing amount of traffic is being redirected from your social media, your overall domain authority could increase too.
Setting Yourself Up as the Industry Expert
This is simple. If you want to look like someone who knows your dough, you need to talk like you know your dough. How do you do that? By talking. And social media posts with little tidbits don’t constitute ‘talking.’ If people see your analysis or insights, they might be more inclined to buy from you. That’s simply because they feel that you know what they’d like or need. So, it’s always better to have blogs that you can showcase on social media to show that you’re a contender worth considering.