Join Dina Shapiro for an in-depth discussion in this video Publish in social channels, part of Lead Generation Foundations.
- To make sure that people see your content, you'll need to decide on the right length, place, and frequency to publish. Let's take each of these one at a time starting with content length. Be concise so people can understand the main points quickly and easily. Use however many words you need to get your message across, but no more. If you work in a regulated or complicated industry, people may want more lengthy content, like a white paper or eBook.
But, most people expect bite-size content that they can process easily. Here's what I'd suggest from maximum character counts and a couple of popular places to post content. If you're tweeting, try for around 100, and a Facebook post or in an email subject line, keep it at 40. Once you've finalized your content, next you need to figure out where to publish, or some people refer to this as making "channel selections." The best advice I can give you here is to focus on your customer.
Be present where they are. Which sites do they visit to find information, read reviews, order products and services, or ask questions? Publish where your customer is, in environments that align with your brand and showcase your product or service offering and content. Let's say your content is really visual, like showing a product demonstration; you might try YouTube, or if your audience is business people, use LinkedIn to share content that positions you as an expert.
And the last question. How frequently should you publish? Think through your audiences expectations and your resources so you can plan realistically. The truth is many businesses have limited resources and budgets. Let's talk about a few tactics if you can't publish too frequently. Write longer, more in-depth content that people can spend time with and really think through. Repurpose content that you know people have liked, shared or commented on in the past, like expanding on a previous topic.
You also can ask your customers how often they'd like to see new content. Maybe you don't need to publish as often as you might think or if you do need to add more resources to publish more frequently, at least you'll understand the return. Remember those lead gen KPIs from the previous chapter? Well, this is a good time to go back to those KPIs to make sure that however often you're publishing will help you attain your program goals. I've included an exercise file to help you determine the right content length, channels, and frequency to publish in social media so you can nurture and engage your leads.
Finally, discover how to monitor your customer's experience after the sale, reward their loyalty, and measure your program's performance. By the end of the course, you'll have the tools and action plan to keep optimizing your lead generation strategy and expand your customer reach.
- Setting goals
- Publishing engaging content
- Creating compelling offers and calls to action
- Optimizing landing pages
- Developing databases
- Transforming leads into customers
- Making the purchase process clear and simple
- Monitoring social channels
- Measuring results