Last week I was writing social media training for a direct selling company. Now this particular company does not allow their consultants to blog to promote their businesses (at least not yet), so I’m teaching the topic of content marketing through social networks. I flipped over to my Facebook account and began to scroll through the updates of my friends in direct selling, looking for a good status update that demonstrated the concept. And I scrolled. And I scrolled… Not one status update that shared content without being overly spammy. I couldn’t believe it.
So today’s post is about how to write content-driven status updates that don’t cross the line into spam.
Now this post assumes that you have done the necessary strategic planning, so you’ve identified your goals, your target market, and your message. Once you’ve done that, here are some things to keep in mind:
- What type of content does my market value (if they were doing a Google search to solve the problem my product or opportunity solves, what would they type in? Hint, it’s not your product’s name.)
- What blogs and magazine articles do people in my target market read? (If you don’t know, ASK them!)
- Have I connected with the people on my social networks who are looking for this type of content?
Once you’ve come up with those answers, it’s time to draft some status updates. What I recommend you do, right now, is pull up a word processing document and actually type your ideas now. Have a list to work from.
- Wow! Had a great workout this morning, and then enjoyed my protein shake! I swear I have more energy at 40 than I did at 20!
- Read this great article on XYZ blog this morning about how to apply eye makeup correctly. Check it out! LINK
- Oh my gosh I saw the most ADORABLE tablescapes on HGTV last night. Had to make them myself. Check out this photo! What do you think?
- I am SO PROUD of Sue Smith on my team!!! She was nervous about whether or not she could do this business, and she had a $1,000 show last night! Can I get a w00t! w00t!!!!
- Can I tell you how incredible it feels to see someone break through walls and achieve more than they thought they could? I love my job!
- I’ve really seen a difference since I started drinking 8 glasses of water a day. Do you get your 8 glasses?
- Check out these great recipes that are on the table in 30 minutes or less…and less than $2 a serving! LINK
The above status updates have some things in common:
- They are enthusiastic
- They address common experiences…the desire to lose weight and have more energy, the need to get dinner on the table quickly and frugally, the desire for a beautiful home, the desire to put makeup on correctly…
- Most don’t go to the immediate sale…they’re more subtle than that
- Many ask for a response (a call to action)
- They talk about the opportunity in terms of how it helps others, and put a personal face on it
Now you are NOT allowed to copy my samples above word for word. (Seriously…I’ll send the internet police after you if you pull that stuff.) ;) But think about what YOU have to offer. What I want you to do now is think about YOUR product line, YOUR prospect base, YOUR goals. Think about what they need, how you can help, and what you’re enthusiastic about. Make a list of 10-12, and then you’re ready to start using content marketing through your social networks.
It’s not about pitching your product and opportunity. Instead it’s answering questions they may not have asked yet. It’s about setting yourself up as a resource with answers. It’s about building your personal brand with the value you provide.
That’s what brings success in using social networking tools to market your business.
Would love to hear what you think, and if you’re brave, share a status update you’ve written as a result of this post!