By Caitlin Brennan

March 13th, 2017

Our social soothsayer is back to dispense wise social media tips and tricks. In the second installment of Ask an Expert, Caitlin gets cooking with social media’s most important food group: content.

Do you have a social media quandary? Tweet us or use your questions!

Dear Caitlin,

I am the social media manager for a company that manufactures industrial HVAC filters for use in the chemical industry. I need help generating B2B leads, but I’m afraid I know more about filters than going viral. In fact, “going viral” is one of the things you really don’t want to happen with an industrial HVAC filter!

I don’t know how to make our filters more appealing than our competitor’s product. Here’s an example of what I’m up against. Frank’s Funky Filters’ content is really eye catching and fun.

social media tips and tricks

Can you please provide some social media tips and tricks for making my content cool?

Warm regards,
In a Funk in Phoenix

Dear In a Funk,

Some things are cool and some things have coolness thrust upon them. Then there’s a third kind of thing: industrial HVAC filters. Unless you’re target market is solely comprised of Deadhead HVAC distributors, Frank’s content should not be your inspiration or aspiration.

Your filters perform a valuable service in a limited number of applications. Your content strategy should be structured around the benefits of your product to the right people. Not all products are fun and sexy. That’s fine. Do you know what’s sexy? An affordable filter that works, so you won’t choke on noxious fumes and literally die.

Consider Frank’s post. What does it say about his filters? Nothing! I get that he’s going for alliteration, but filters shouldn’t be ‘funky’. Filters are supposed to eliminate, not proliferate funk. Were I in a position to buy this very specific type of product, I would need information that Frank does not even attempt to provide. Also, you need to pay for stock photos…he doesn’t need a Snapchat presence and web addresses don’t start with hashtags.

Your content should look clean and simple since you’re product is a simple solution for cleaner air. Do you use recycled materials to make your product? Does your product cost less from your competitors? How long is your warrantee? You have to tell the story of your filter.

Remember, all social media content doesn’t have to be groundbreaking and cool. You’re after the bottom line, not virality. Your content needs to resonate with filter buyers. Anyone who looks at your content should be able to learn something about your filter.

***

Dear Caitlin,

I work for a furniture company. My content team wants to shake up our ad offerings. We’ve been seeing a lot of carousel ads lately and wonder if we should try them out. How many people actually click through all the pictures though? If a person only clicks on the first picture, what’s the point of paying for more pictures? I’d appreciate any insights!

Very truly yours,
Spinning around in Spokane

Dear Spinning,

If a person clicks on the first picture in a carousel ad, congrats, you have a successful ad! However, prospective customers sometimes need a little more coaxing before clicking.

Carousel ads multiply your message by five. For one ad, there are up to five clickable cards available for each ad. A carousel ad is a dynamic way to showcase multiple pieces in your product line. Each card can have its own link to drive to your website. It also allows marginally interested users to explore a bit without the commitment of clicking off of Facebook.

To try out an carousel ad, you’ll need content. If your company has multiple furniture lines, you could feature pieces from a specific line in one ad. You could also highlight various features of a product in each card. For example, if you sell recliners, you could use pictures of the chair reclining at different angles. Or, you could showcase a complete living room set.

 

 

Regarding your question about how carousel ads perform, I’ve got good news for you. According to research by Kinetic Social, carousel ads achieve ten times more traffic than Facebook’s other ad formats. Those results mean your team should definitely hop on the carousel.

***

Dear Caitlin,

I’m a community manager for an architecture firm. I have a heavy content schedule and I often run out of things to post. I’m supposed to post eight times a day on Facebook, 15 times on Twitter, four times on Instagram and five times on LinkedIn. It’s so overwhelming!

If that wasn’t enough, while we design a lot of cool projects, we aren’t always allowed to post about them due to confidentiality agreements with clients. Can you tell me some tips and tricks to make content creation easier? How can I get more ideas about stuff to post? Help!

Thanks,
Content Overload in Kentucky

Dear Content Overload,

Whoa Nelly! We gotta get your content schedule under control. How did you determine your posting frequency? To start, I recommend conducting a social media audit.

A social media audit will help you identify your social goals and figure out what you need to do to reach them. You likely don’t have to be posting so often to reach those goals. You can also learn what content resonates most with your audience.

Consider the kind of engagement are you getting with all those posts. There’s no point in posting just to post. Yes, you need to have a social media presence, but it needs to add value. Chances are your deluge of content doesn’t get prospective customers closer to making a purchase decision.

To get your schedule back on track, take a look at your content calendar. A well defined content calendar provides a holistic view of everything you have planned. If one week looks a little light content-wise, you can easily redistribute. I recommend checking out Falcon’s content calendar to get an idea of how much easier your job can be when you use a content calendar properly.

Moving on to content ideas. It can definitely be hard to have great work that you can’t post because of confidentiality. Remember, your business is supported by customers, so it’s crucial to keep them happy and always abide by the terms you agreed upon.

Just because you can’t always show every project with a photo, doesn’t mean you may be able to highlight aspects of the project. For example, say your company just designed a house with solar panels. Host a Facebook Live event where you interview one of the architects and discuss the importance of incorporating earth friendly features into designs.

***
Thank you for your questions! Remember, if you have a social media quandary – Tweet us!

Understanding Social Media ROI

Effectively measure the ROI of your social media marketing so you can optimize it.

Download
close

Just fill out the form below to get the report in your inbox.

Get insights that matter

delivered straight to your inbox.

I want to receive insights about: