Moving from Voice to Content
Generating posts and replying back to fans in your celebrity or role model voice should be a fun task. Make sure to also use your persona as a directional tool to keep focused. Be strategic when creating content, using your voice as a tool but not going overboard with it.
Let’s say you own a house painting company and decide that you want to use comedic actor Jack Black as your voice. Jack Black’s personality can be described as nothing less than hilarious but full of heart. In order to start creating content, start with his personality as it talks about your business. A simple post might be, “What’s black and white and red all over? If this describes your house, it’s time for an upgrade.”
Strategizing Your Posts
Your content shouldn’t be what you think it should be. It should always be what your target market wants.
Too often, businesses treat Facebook like they treat their websites. The website approach is to tell people all about your business and why they should buy your products or services. On Facebook, it’s okay to spend a little time doing this, but you should spend the majority of your time educating your fans with content that will benefit them.
If you own a landscape business, focus on offering tips on how to prepare the lawn for winter, how to get rid of grubs, and when to plant bulbs in your garden.
Here’s a guide for how you might want to divide your content:
• Educating (70%)
• Selling (15%)
• Fun (15%)
It’s important to keep the selling and fun posts at just about equal amounts of content. This way your fans start to see the balance as equal and they always know that the bulk of what you offer is all about their needs, not yours.
Let’s say you own a health food store and your target market is people interested in living a healthy, active lifestyle. Here is a sampling of posts that achieve a good balance of being informative/educational, more blatant sales calls, and just plain fun:
• Did you know that traditional methods of cooking vegetables causes them to lose up to 80 percent of their nutritional value?
• Healthy foods have a built-in reputation of being good for you but many have little or no taste. Spice is the answer.
• Cooking your food al dente retains the maximum number of nutrients and taste.
• The sweet potato makes a comeback as a popular food (and it’s healthy, too!).
• Would you like to learn secrets for selecting, storing, and preparing healthy food?