So we all know we need content for our ever growing loyal brand followers … who most likely follow us on more than one channel. How do we give original content on all platforms? with out driving yourself nutters. Some seem to think that they need to have completely different campaigns running on each platform. If you have a full team of social media staff and a marketing department with an unlimited budget then this is highly recommended. But I’m sure you don’t have these things (don’t worry, most companies don’t) and are stuck with limited time and/or resources. So with your limited time you engage fully on one platform and post generic pictures or ads on the others, or even worse you link everything to FB having the same content on all platforms. This is not the answer and frankly, will not keep engaged customers on you other platforms.
Im going to share with you a trade secret …
the big picture broken down and how it works in the digital sense. Every platform has a different type of engaged reader. Those that read website blogs are looking for full answers and more increasingly Facebook users are looking for the same thing. These platforms are where you put the big picture. For example, you are running an event at a local farmers market (or a 5 star hotel – you choose). Your website or Facebook page is where you will put all the information on the event. This can be in multiple post and FB ‘events’ pages, but the content should always have the full information (who, what, where, when, why, how). Another example is a ‘how-to’ post (say you are selling a cook book or catering company). Website blogs and Facebook posts are where you put the full rundown of the ‘how-to’ with the pictures, recipe, directions, links to the affiliate brands, etc. Always, if you have a website or blog, direct customers to this for the full information – driving traffic to the digital real estate you control (your website) should be your main goal. Driving them their and opting them into your marketing funnel, creates the most valuable resource you can have online. An engaged list!
Those that follow you on Instagram, Twitter, Google+, LinkedIn, Snap Chat, etc like a bit more mystery. They want to feel like insiders, with more intimate and specific information feed. These followers know that they can always visit your website and FB page for the complete information (and you should encourage them to do this in order to get them in your funnel). These platforms are where you break down the big picture into smaller bites. For the event example you would do teasers, giving bits of information to get them excited. Maybe you will show them the process, some of the set up, sneak peak on the content, small bio’s on the speakers. Remember these platforms are more pictures than text so try to capture it in a creative way and multiple angles. For the ‘how-to’ post you would share the behinds the scenes photos, the messy cooking, the first bite, the ingredients, the little helpers. When ever you are building a post or event or even just a product launch – take lots of pictures of the process.
So to summarize, and make it an easy formula, here is my model:
1: Plan a website or Facebook post (once a week or once a month – you choose) that has all the go-to information (The Big Picture).
2: Breakdown this information into smaller pieces to be spread across your secondary platforms.
3: Treat the secondary social media platforms as ‘insiders’ giving them more information and a chance to be part of the process (behind the scenes, sneak-peek, teasers).
The ‘Big Picture’ should encompass a maximum of 3 posts where the coverage of the secondary bites can be limitless (as long as it is varied content and not just advertising). The goal is to get readers excited about the ‘Big Picture’ post, and for them to reminisce about it after and of course share it! Not only does this engage customers, it makes it easer for you. You have one major subject to write about (in intervals you choose) and just need to remember to document the process along the way to post in your secondary platforms. This saves you from having to ‘create’ things to talk about on a daily basis.
If you need a little bit of help on you digital strategy, Socialee Media can help with a half day strategy and brainstorming session. With a clear strategy, the rest comes effortlessly and can save a lot of last minute posts for post sake.