The key to a winning Facebook content strategy is understanding your company’s voice. Think of it as the personality you project to your audience. A clear voice helps customers connect with your brand and makes them feel like they know you. But how do you find this elusive voice?
Unveiling Your Brand’s Voice
Imagine you’re filling in the blanks for your company:
“Our company’s voice is always [insert 5-8 words] and never [insert 5-8 words]. “
For example, a playful company might use words like “quirky” and “funny”, while a professional company might use words like “informative” and “reliable”. This exercise helps define the type of content you should be sharing.
Remember, your voice should be consistent across all platforms and mediums. This means every post should reflect your company’s personality, whether it’s a blog article, a tweet, or a Facebook status update.
Define Your Brand Attributes
To establish a strong, unique voice, you need to identify your brand attributes. These are the core qualities that define your company.
For example, PayPal defines its brand attributes as trustworthy, reliable, and secure. By incorporating these attributes into your content, you’ll create a consistent message that resonates with your audience.
Know Your Audience
Understanding your target audience is crucial for crafting effective content. Ask yourself:
- What do they want?
- What do they need?
- What are their questions?
- What are their concerns?
Answering these questions will help you create content that addresses their specific needs and interests.
For example, if you sell planners to college students, your content might focus on tips for managing coursework, organizing study time, or reducing stress.
Adjust Your Tone
Your voice remains consistent, but your tone can change depending on the situation and audience.
For example, you might use a more formal tone for a professional audience, but a casual and conversational tone for college students.
Content That Captures Attention
There’s no magic formula for the perfect Facebook post, but visual content is a great place to start. Visuals can include:
- Images
- Videos
- Infographics
- Memes
Make sure your visuals are engaging and relevant to your audience. For example, instead of just asking, “What does your normal Monday look like?” try accompanying the question with a picture of a chaotic Monday morning scene.
Engage Your Audience
Once you’ve created compelling content, it’s time to engage your audience. Here are a few tips:
- Ask questions: Encourage interaction by asking questions that are relevant to your audience and your business.
- Run contests: Contests are a great way to generate excitement and build engagement.
- Experiment with different post types: Try different types of content (like text posts, images, videos, and polls) to see what performs best with your audience.
- Use Facebook Insights: Analyze your Facebook Insights to understand what content is performing well and adjust your strategy accordingly.
- Post consistently: Posting at least once a day helps you stay top of mind with your audience.
- Respond to comments: Engage with your audience in the comments section to build relationships and encourage further interaction.
- Recycle your best content: If a post does particularly well, consider reposting it later to reach a wider audience.
Building Relationships Through Content
Facebook is a platform for building relationships with your audience. Remember to be authentic and human. Share your personality, your passions, and your experiences.
- Share behind-the-scenes content: Show your audience the “real” side of your business by sharing pictures of your office, your team, and your daily routines.
- Share industry-related content: Share articles, videos, and infographics that provide value to your audience.
- Post original content: Don’t just rely on curated content. Share your own thoughts, ideas, and experiences.
- Engage with your audience: Respond to comments, answer questions, and participate in conversations.
By following these tips, you’ll create a Facebook content plan that attracts attention, builds relationships, and drives engagement. And remember, the key is to always be learning and adapting your strategy to what works best for your audience.
