Sharable content is your way into a wider pool of readers or viewers. But how do you create sharable content on social media? And how can you be sure that your target audience is seeing your content on the right social platforms?
Are there certain platforms that are better than others? Certain platforms you should target? Specific posting times or a number of posts you should shoot for?
In short – yes, and no, and sometimes. All of the above.
That’s the beauty (and terror) of social media, digital marketing, and general content creation. There is no ‘one answer’ because there is no ‘one client’ or ‘one way’ that works for every client.
Let’s start off with an example, for a seemingly simple product, a product that everyone uses. Let’s say that product is – a birthday card.
If you celebrate birthdays, then you would seemingly be the main target audience for a birthday card design or manufacturing company. Right?
And since this is the 21st century, it’s likely that this mythical birthday card company would like to use SEO and digital marketing, including social media, to promote its products or create brand awareness.
So, where should they post? What should they post? When and how and to whom?
Hard to answer, isn’t it? Unless you have additional information about the products and company.
Let’s split this example now, to give it some distinction, some direction.
Company A is a heartfelt, word-heavy, traditional greeting card company. And Company B is a funny, picture-heavy, sometimes snarky or teasing greeting card company.
Which one would you want to advertise or sell in a Hallmark-like store? Which one would you want to advertise or sell in a joke-store?
Can you think of the disaster if you tried to sell the raunchy cards in the gift shop of a hospital? Or the sentimental ones in Spencer’s Gifts?
Now you understand what would happen if you try to share content on LinkedIn that should clearly be on Tumblr, or vise versa.
Sharable content not only has to be good but placed on the right platform for optimal sharability. Let’s learn how to create truly sharable content together.
How to Create Sharable Content for Social Media Platforms
As shown above, one of the most important places to start is with your ideal customer profiles. This means you need a clear idea of who you are marketing to.
Once you know the who, the research and data for what to create, and even where to post it, is readily available.
So, like almost every aspect of digital marketing, social media marketing, or content marketing, research must be your starting point.
Are you posting for B2B or B2C?
B2B, or Business to Business, would mean that you are looking to create content for another business, not an individual customer (B2C). This also means you should probably be looking for more educational content to create and share.
You want to build confidence in your audience, or, you want them to know that you are a leader in the industry and that they should look to you for information, education, and expertise.
For B2B, creating and sharing content that gives value to your potential business customers is the best way to build confidence, as well as being direct about the profitability of what you are offering.
For B2C, you need to create content that provides value for them personally, which can come in many more ways than in B2B. Value can be given in emotion, interest, pricing or promotions, education, and more.
Are you targeting a certain demographic, age group, or interest group?
You not only have to know who you are marketing to, but why they are buying your product. Are they looking for beauty, health, knowledge, convenience?
If you want your messaging and content to be targeted, well, you need a target. This means your customer profile needs to have emotions, a backstory, and a reason for buying whatever you are selling.
Are they buying that funny birthday card because they are humorous people and they searched out your card, or because it was the cheapest one on the rack? Are they drawn to the colors or theme chosen, or are they looking for convenience and your cards are always near the checkout?
You need to go in-depth when creating your profiles in order to understand your customers, and therefore, their online habits, platforms frequented, and what content they are more likely to share.
Where to Post Your Sharable Social Media Content
For customer profiles who prefer visuals (younger generations or any products that have strong aesthetics, such as makeup, photography, gym wear, etc.) platforms like Instagram would be best.
For customer profiles who are preoccupied with convenience, then maybe a streamlines advertisement on Facebook, where they are most likely already scrolling, would be best.
For professional individuals, as well as more expensive products or services, LinkedIn is king.
The list, and data goes on and on. But it all starts with who you are marketing to, and why. Then you can begin on where and how often.
Individualization, transparency, and streamlining are good places to start with all customers, but the real advantages come from understanding your target audience, what they want, what they need, and then providing it.
Do You Need Help With Your Customer Profiles, Content Creation, or Social Media Platforms? JSL Marketing & Web Design Can Help!
If all the research seems like a lot to worry about, all while still running your business, you aren’t wrong. And many others feel the same way, which is why SEO and Digital Marketing companies exist.
Shareability doesn’t have to be hard – it’s just about posting what your audience wants to see and being consistent and valuable.
Let us help you find your digital sweet spot and see your brand grow! Call or fill out a form and we’ll get right back to you!