Creating Compelling Content
A Guide for Calgary Brands & Businesses
These days most people’s attention spans are shorter than this sentence. Users shift their interest in less time that it takes for the timeline to refresh. In the ever-evolving landscape of social media it’s better to be leading trends than catching up with them but things move so fast that many end up with world wide web whiplash. If you think posting once a week on your lunch break is enough then you might as well be using those AOL Free Trial CDs from the 90s instead of a broadband internet connection.
Knowing your audience is a lot like knowing your community and whether you’re a small business or a major company in Calgary, it’s a critical component of crafting your brand. Just like a firm handshake and direct eye contact, your social media should exude professionalism. You only get one first impression and if your profile isn’t pristine then potential customers can quickly navigate away.
Ultimately, you want to build trust. Trust that you’ll upload regularly. Trust that you’ll respond to comments and direct messages. Trust that you care about your customers. People are more likely to do business with a brand they trust and a polished presence is a perfect way to convey that you’re trustworthy.
Your tone and style has to be more consistent than the Flames win/loss record, a viewer should be able to immediately recognize your content. Strategically time your posts and promotions in a content calendar to ensure you never miss a beat, plan for major holidays and cultural events in advance with clever content that helps you stand out.
Posting for the sake of it is ill-advised. You put a lot of care into your business, so it stands to reason that your digital window should be constructed with the same level of detail. This means having professional photos, graphics, and videos. No one needs to see a blurry five second story of your burrito while you’re on the CTrain. Focus on the best ways to showcase your business personality and put thought into why you’re posting.
Impressions are great, it’s rewarding to see the numbers go up on a popular post, but what’s most important is to turn those looks into loyal customers. How many times have you looked at something then immediately forgotten about it? It’s probably a lot. We want to make sure to capture and keep attention, a good way to do this is a Call-To-Action that encourages a person to further engage with the post so that they learn more about who and what you are.
Every major social media app has a built-in way to track key information and analytics. Post performance reflects what is and isn't working with your strategy, learning what to share and when to share it is a fundamental tool in your kit. You could boost your reach by sharing relevant content (maybe someone just had a great lunch at your restaurant and shared a story about it) from your followers, it shows your appreciation and that you’re listening.
The internet is a crowded place, there’s a lot of elbow nudging by people trying to find their spot, but if you follow the fundamentals, have a bit of creativity, and treat social media seriously then you’ll be in a better position than most. If all this sounds like gibberish or you simply don’t have time then we’re more than happy to help you succeed, our digital experts are excited to build your brand or business. Contact us to see what we can do for you and take things to the next level!
So, reach out to us today!