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How to write effective, engaging social media posts

Your email is full, your to-do list is overwhelming, and your feet haven’t hit the floor. Once you get to work, you begin to tackle your to-dos by level of immediate importance. Usually, writing or posting social content gets pushed to the back burner. Next thing you know, you haven’t posted in a month. In a panic, you sit down to write a post.

You are staring at your computer, looking at the engagement levels, and wondering if this is worth it. There is so much nervous energy placed on your social platforms. You may wonder if you stopped posting, would anyone notice? Would it hurt your business?

Developing successful social media platforms can be overwhelming. You try to stay within the platform’s guidelines to continue increasing your reach, you try to write content relevant for your audience, and all the while you are softly hinting to your products and services. After all, if it’s not producing a sale or a lead, is it time and energy well spent?

Talking with different companies I have heard questions like, “At what point does the platform become beneficial? How much time do we put into organic posting when it doesn’t seem to go as far as advertising? How much longer will this be relevant before the platforms change again…” If you have found yourself asking any of these questions you are not alone.

What is Organic Social Media’s Place in a Business?
The reason many people are frustrated with writing organic social content is because they are desperately trying to grow their audience and groom them into a customer. Your organic social posts are not meant for conversion, but brand extension. This is the best place to showcase your brand, your team culture, and engage with customers on a more personal level.

Think about the posts you prefer to see when you are scrolling through your feed. After you are exhausted by the days mental battles and challenges, you just want to relax and possibly even be entertained. As you scroll, you see pictures of family, friends, and funny videos. You are finally winding down. It is at these times you are most likely to engage with posts that have human interest. A blog story, a make a difference post, a fun post about your friends work place. The last thing you want is to be bombarded by another product.

Use Organic Social Posting Wisely
When you focus on letting people see into your brand, team and business culture, you will see much more reach across social platforms. Your engagement will increase. Extend yourself, extend your brand with honest, transparent posts about who you really are as a company, a team, and as individuals, and you will have created a unique opportunity to connect with your current customers.

We complain that in a world where everything is going digital we are losing our personal factor, our human touch. But even in the world of online marketing, we have the choice to remain personal. That is the importance and value of social platforms in business. By looking at your Facebook, Instagram, etc. people will get a good look into your personal brand and learn how you choose to interact with your customers, team members, and community. It is the place most people go before they ever walk in to your business to learn about you without being “sold.”

When you begin to look at social media as an extension of your branding efforts it becomes easier to create content that matters to your audience. Your social platforms are not meant to be a marketing place, which is why advertising is an entirely different entity with these platforms.

How Do I Create Posts That Matter?
Relax! Capture the fun moments in your business. Publish articles that are relevant to your customer base. Find fun and unique stories or situations to share with your audience. Social media does not have to be a taxing assignment. It can be a fun, creative outlet for you to enjoy.

Be authentic, and be true to your brand.

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Organic Social Media Management

Learn how to effectively use social media to build your brand and cultivate a loyal fan base.

This consultation includes the following components:

Interview: Element212 will review:

  • Your current social media platforms
  • Competitive analysis
  • Target market analysis

Recommendations:

  • Social media posting strategy
  • Content overview strategy
  • Strategy evaluation
  • Develop followers
  • Tools & Resource recommendations
  • Quarterly review
  • Consistent branding across social media platforms

Search Engine Optimization (SEO)

Learn how to optimize your website and improve your website’s ranking in search engines such as Google.

This consultation includes the following components:

Approach: Element212 will provide:

  • Keyword selection strategy
  • Step-by-step instructions to maximize on-site optimization for your content
  • Tips on where to place and link keywords on your website
  • 2 high-quality backlinks

Recommendations: You will receive:

  • An actionable strategy for improving on-site and off-site SEO
  • 3 & 6 month check in and recommendations

Full Brand InsightsTM Research

Duration: 7-9 Weeks

We’ll take an in-depth look at your brand, communications & buyer’s journey to devise a comprehensive marketing strategy that works.

This consultation includes the following components:

Interview: One-on-one interviews with team members & customers or clients to uncover:

  • Company S.W.O.T.
  • Company Goals
  • Internal/external perspectives
  • Brand perception gaps
  • Customer persona
  • Differentiators
  • Internal & External expectations
  • Customer buyer’s journey
  • Perceived value and benefits
  • High value

Survey: Online customer & team surveys

Analysis: Current marketing audit

  • Marketing Collateral
  • Website
  • SEO
  • Content

Report & Recommendations: In-depth overview of your customer’s and team member’s brand perceptions along with a comprehensive marketing strategy and a Gantt timeline for the following:

  • Integrated marketing communications
  • Ongoing marketing messaging
  • Website audit
  • Brand positioning
  • Digital advertising

General Marketing Strategy

Duration: 14 days

Ready to step up your marketing? We’ll identify opportunities and develop a plan that capitalizes on those findings.

This consultation includes the following components:

Interview: Half-day team interview to uncover:

  • Company growth goals
  • Company S.W.O.T.
  • Brand expectations & voice
  • Company differentiators

Survey: Online customer & team surveys

Analysis: Current marketing audit

  • Marketing Collateral
  • Website audit
  • SEO audit
  • Content audit

Report & Recommendations: Data gathered to bridge the gap between customer & company perspectives with insights to shorten the sales cycle. This report includes marketing strategy recommendations and a Gantt timeline for the following: Website Social media Print marketing Digital advertising Public Relations

Agile Brand InsightsTM Research

Duration: 5 days

We’ll take a look at your brand and identify opportunities for the advancement of your marketing efforts.

This consultation includes the following components:

Interview: Half-day team interview

Survey: Online customer & team surveys

Analysis: Current marketing strategy

Report & Recommendations:
High-level overview of your customers’ & team members’ brand perceptions along with marketing strategy recommendations and a Gantt timeline.

Buyer's Journey Research

Duration: 3 days

We’ll help identify your customers’ buyer’s journey and how you can influence their purchasing decisions.

This consultation includes the following components:

Interview: Up to 10 customer interviews

Survey: Online quantitative customer survey

Analysis: Secret Shopping (when applicable)

Report & Recommendations: Insights into the decision-making process your customers go through when researching, considering, and ultimately deciding where they make their purchase. This report also includes marketing recommendations along with a Gannt timeline.

Internal Team Communications

Duration: 7 days

Let’s take a look at your team’s internal and external communication processes and identify opportunities for improvement.

This consultation includes the following components:

Interview: Half-day team interview

Survey: Online anonymous team survey

Analysis: Secret shopping (when applicable)

Report & Recommendations: Insights report showing gaps and opportunities for internal communications & processes and marketing recommendations with a Gantt timeline.