There’s a common misconception that if you don’t have an endless supply of trendy product shots or glamorous influencers, then you can’t have effective social media campaigns.
Whilst images and video are essential in today’s marketing, it doesn’t mean you have to have a cool product to shoot. There are plenty of ways that you can add value, inspire, educate or entertain – you just have to think about it a little more.
Set aside half an hour to brainstorm what you want to achieve, who your audience are, and what content would appeal to them. Think about where you can you add value, and position it all from the point of view of your specific audiences.
Ask yourself:
– What concerns and issues do they have?
– Are there common challenges in the industry? Do you hear frequent moans/frustrations?
– Do you have success strategies and case studies you can share that might help someone else?
– Do you have any team members who can offer inspiration, advice, or recommendations that would benefit others?
– Are there any misconceptions about you/your industry?
– Could you offer consultations or initial meetings as incentives/competition ‘prizes’?
– What are key talking points for your industry? Could you run social media polls to ascertain public sentiment around specific topics?
– Would people be surprised/interested to see behind the scenes? Do you do any events with your teams, do you have a back office/back of house/warehouse/agency partners that would make people feel more connected to you?
These questions alone should provide you with a wealth of content ideas, which can be adapted into short videos and/or graphics. Your biggest asset however is your staff, we all know that people do business with people. Your colleagues can be your greatest advocates and allies in building community, encouraging emotional investment and loyalty, and in giving your brand a human face and character. Think about who you have on your teams and what makes them unique. Are there ways you can profile these individuals? Do your team members use LinkedIn personally? Could you support them through training, workshops and style guides to encourage them to post more about their work?
There are plenty of ways you can create both short form and long form content – written, graphical and video – around these subjects. We’ll be running a workshop with PRCA next week to look into B2B social media in more detail, please send us a message or email sam@footstepcommunications.com to find out more.
