Every marketing article tells you that your business or brand needs active social media with high-quality posts to succeed. That means you need to have something to say in those posts.
How do you find those topics?
Look at your business plan. You identified the problems your product or service solves for consumers in it. Those problems and the key selling points of your brand comprise the core posts you need. Also, feature case studies that illustrate how real people use your product or service to make their lives easier.
Conduct a consumer survey. You’ll land key marketing data that can help you develop your products or services, and you’ll find out what consumers think. You’ll also discover problems related to the one your product solves, which provides you an opportunity to extend its use. You communicate how to use it to solve these related problems in a blog or social media posts.
Important dates within your industry. If your industry typically offers mega-sales at key dates, then you offer posts related to that. The top gifts for winter holidays, such as Christmas, Hanukkah, and Kwanzaa, or meal deals on Super Bowl Sunday.
Product or service improvements. When you update your widget to add a new gadget or begin offering a new service, you create a post about it. Explain the improvement and the problem it solves.
Read your followers’ posts. The consumers who follow your account tell the online world their interests. Since you want them to engage with your posts and help you to popularize your brand, you cater to their interests on your brand’s account. If they post lots of pictures of their kids playing sports, you post about how your laundry detergent helps remove stains from athletic wear and uniforms. Show examples of how clean your products make their clothes.
Introduce your staff. Just as Microsoft made sure people got to know Bill Gates and Apple let consumers get to know Steve Jobs, you need to introduce your staff. For a local bakery, this could mean a profile post on each employee, one per week, introducing the owner, baker, counter help, manager, etc.
Read your competition. When you look for ideas for posts, look at the range of competitors. Often, young upstarts will make more interesting or helpful posts than corporate-level companies. That’s because they’re in touch with “real people,” the kind who still drive to the grocery store and mow their own lawn. Those people comprise the majority of consumers, and you need to post what appeals to them without doing damage to your brand.
That means if you’re Disney, you don’t start posting gangsta rap just because one segment of a target audience likes it. You’d probably turn off the other segments who already bought from you. The opposite rings true, also. If you represent gangsta rappers and suddenly begin posting about gospel music, you’ll likely lose part of your audience.
You need to post regularly and on point for your followers. You can easily come up with ideas for posts by looking at your target audience and their interests.