Be consistent with your brand image
Your business brand image, voice and tone should be consistent across all platforms. One of the easiest ways to do this in the beginning is to get your brand colors right. Make sure all of your posts use your brand colors. Next is to create well written and thought-out captions using a consistent voice. Over time, your customers will see the consistency in your posts and begin to recognize when a post is from you without seeing your logo or social media handle.
Segment your customer personas
In order to segment your customers, it’s important to understand their pain points, identify what channels they use and also recognize where they are on the marketing funnel (Top to Bottom – Awareness, Engagement, Conversion). Identify which segments to focus time and resources on and create content for them at every touchpoint. This way your strategy is targeted, you know how to communicate with them and nurture them in all of the stages of the funnel.
Create a content strategy
Now that you’ve segmented your customer personas, you can plan and create content for each platform and audience. This starts with referring back to the marketing funnel and defining a goal. Is it more email subscribers or more leads or more page views? Your goal should be different at each phase of a customer’s journey. Next is to decide what types of content will help achieve your goal. Look at what the content ecosystem currently looks like in your industry. How will you differentiate or add value?
Automate and schedule your content
As small business owners, the level of busy can change drastically day-to-day. When you get busy it will be a losing game and end in burnout. It’s best to plan and create content (especially evergreen content) in bulk during slow periods and then schedule posts out far enough to allow time to measure results, plan and schedule the next bunch. Content is King and quality is Queen. Remember quality over quantity.
Small businesses often don’t recognize the important of strategy until their branding and content aren’t producing results. Strategy is the backbone to branding. You need both to thrive in the online marketing landscape.
Trust your struggle but remember, Verve Creative Studio has got you covered from brand identity creation all the way to strategy and execution.