The Only Three Types of Social Posts
The purpose of using social media for your business is to connect with and build relationships with prospective customers.
But how exactly do you do that? Do social posts actually accomplish the goals you have for your business? When they connect with your content marketing and online strategy, the answer is yes!
Social media platforms are a pool of people that you can reach — a big one — and they give you an opportunity to connect with all those people. It can, however, be difficult to reach your audience and for them to see your content through social media because social media platforms have control over who will see your content and who won’t. Is it worth paying for advertising on platforms to get the reach you desire?
Before you go down that road, you first need to understand the three types of social media posts and how they fit into your overall strategy.
Goals of Social Media Posts for Business
The three categories of social posts are grouped by the outcome of the post or the action the viewer can take.
One major goal of social media marketing for businesses is to capture some of the people from the social platforms and bring them over to your platform. Then you have greater control over how you communicate with them and the ability to connect more directly.
So, the three possible results of a social post are:
1. Stay put and engage on the social platform
2. Click something and leave social media, landing on your platform
3. Sign up for something on your platform
Let’s look at each one a little deeper.
The vast majority of posts you see fall into this category. Social media platforms want their users to stay on the app for as long as they possibly can, so this is their favorite kind of post. Increasing engagement with your followers is a good thing, even if it doesn’t have a direct link to a business outcome.
The goal of these kinds of posts is to share things that people will like, comment on, and share with their followers and friends. Some common things that create engagement include quotes, questions, polls, high quality pictures, captions giving valuable information and even updates on your activities.
Traffic Driving Posts
The second type of social post drives traffic to your platform. It includes a link so people can click over to your website. Why would people do that? Because of your content!
Maybe they want to read your latest blog article that you teased in the post. Entice them to listen to your podcast episode or watch your video. If you’ve seen my Waterpark Content Strategy, you’ll know that that this is what I call nurturing content.
When you post nurturing content, you are building a relationship with your audience and establishing yourself as an expert with value to share. Plus, it drives traffic to your website where you can create opportunities for them to engage with your business.
These are the posts that help you to capture leads. Give people the opportunity to sign up for something, like a lead magnet they can download, an event they can attend, a program or challenge they can participate in.
This is what I refer to as catalyst content, which is different from nurturing content because it requires a higher level of engagement. People have to provide some information, like an email address, to take you up on this offer. And now you have a new contact! A lead you can communicate with directly.
If you are going to pay for advertising on social platforms, these are the types of posts you would promote since they provide the most direct business result.Catalyst content is the content that you post to gain high engagement. You can do this by offering the consumer something valuable and asking them to provide some information back, like an email address.
Social media is a great partner with a content marketing strategy, but without real content to share it can feel like a waste of time. If you’d like to learn more, check out my book, Content That Dances. You’ll find a chapter about three of content’s best dance partners – Social Media, E-mail Marketing and your Website. You can download the chapter for free here.