WHAT TO CREATE & SHARE TO GAIN TRACTION
It’s important to note that one size doesn’t fit all – infographics may be the best thing everrrr, but if your clientele are mostly elderly then infographics aren’t going to be their cup of tea (or prune juice). Make sure your social media strategy is on point before you start brainstorming content ideas.
These can include:
One of the hottest social media trends right now, videos are the way to go. To keep your video engagement and viewing high, you want to aim for videos between one and three minutes long. Think commercial length – by the time you’re tired of it it’s over and the program is starting again.
Video ‘types’ include:
Create a PowerPoint/Keynote presentation and upload it to Slideshare. This might be a bit ‘out there’, but it reaches a whole different audience that you might not appeal to otherwise. You’ll want to incorporate big, bold fonts and images to grab attention
These are great ways to connect on a whole different level. Podcasts are on the up, and for very good reason. More and more people are wanting to fill their time that would otherwise be wasted by learning or inspiring themselves. Creating a podcast with updates about your business and candid storytelling of your favourite treatments, etc is a great way to convince someone on their long drive home from work that it would be far better for them to be headed to you for a treatment instead.
Use a podcast as an educational tool and explain to your listeners why a massage is so good for them. Take specific conditions per episode and discuss how a treatment you provide affords some relief and effectiveness against that condition.
End each episode with a real client giving a testimonial of that exact condition being helped by you.
There are so many possibilities with this!
These are great ways to get into your client head and find out what it is they’re wanting from you and why. Use them to gain feedback on new staff members, treatments, products, experiences, what they’re wanting in the future, whether or not they think that X treatment (an idea you have) is a good idea and if they’d be interested in booking something like that…
SurveyMonkey and Typeform are fantastic (and free!) tools online that you can edit and adjust to suit your survey needs, and send off in a newsletter to your faithful and fabulous clientele.
If you haven’t heard of blogging then you’ve been living under a rock for the past decade (it must be a comfortable rock?). Blogging is basically story-telling and you are the author. You can choose to have informative blogs, fun blogs, reflective blogs, satirical blogs… It’s all in your hands. In the case of a spa owner, you’re going to be wanting to write about things your clients are going to care deeply enough to take time out of their busy days to actually read.
For a higher Google ranking your blogs need to be between 1600-2200 words. Dayum! That relates to around 7 minutes of reading. If you aren’t too concerned about the blogging aspect of your social media, and your clients aren’t going to be interested in reading 7 minutes of your brilliance, then cut it down to under 1000 words and pack it full of images and videos.
Types of blog posts include:
Knowing the different types of ideas out there is all great and well, but trying to come up with 365 of them… then again next year… then again the year after… can not only be incredibly daunting, but may overwhelm you completely. A smart way to get around that is to create a series of posts from one idea.
The system I use is pretty simple, I take my main idea (in this case I’ve chosen
‘How To Take Care of Your Skin’) then branch it off into nine other ideas that relate to it.
Now take that example and think of at least 6 main ideas for you to create series’ for.
So! You’ve managed to come up with some fantastic ideas. How do you make them even better and reach a bigger audience? Repurposing. You can avoid posting the same content across the different social channels by ensuring you’ve created different content about the same thing.
Take a blog post you’ve written (as an example, we’ll use the ’10 Skin Mistakes You’re Probably Making’ from before) and break it up into all the different ways you can use it (using the handy Content Ideas pdf I created for you):
Notice how one simple blog post became so much content? Using this technique (and the super handy Content Ideas pdf) you will never be stuck for ideas again!
I’d suggest creating an Excel spreadsheet similar to this one, where you can create your content and keep it all in one place with prompts for additional ideas.
Curating content basically means that you’re collecting content that isn’t your own and presenting it to your own audience in a meaningful way, around a particular theme. You’re sharing pics, articles and videos that have been created by others you admire and agree with that reinforce your own views and messages to your audience.
When you’re curating content it shows that you’re not just about ‘look at me look at me and all my stuff’, but also ‘check out these other cool people’. Your audience won’t get tired of only ever seeing you and your content, and will be exposed to other experts who happen to talk about the same things you do – which instantly makes you more credable.
By sharing the content of others, you also have the possibility of them noticing (tag them! Make them notice!) which raises the chances of them posting something of yours – which exposes you to their fantastic audience. Do I even need to explain why that’s brilliant?
So, some guidelines for curating contenting:
Social media content is a vast ocean of ideas and concepts. As a basis, when you’re wanting to brainstorm but you’re unsure of what will work or not, remember people like things that bring out their emotions. People share to define ourselves/others, to bring entertainment to others, to bring valuable content to others, for self-fulfilment, to get the word out about their business or values/causes, and to build and maintain relationships with others.
Using that as a basis, here are some additional prompts. Try think of three ideas for each of these:
Go kick content ass. You’ve got this.
What would you add to this?