The third step in this series is to think about your content. You have identified your goals, and you have decided what your brand and voice are. Now you have to figure out what content you want to show to the world. Your content needs to be consistent, but it also needs to be great. It needs to be better than your competitors. You want to give people a reason to choose your business over another.
If I’m being honest, I can be fickle when it comes to why I make certain choices. I’m specifically talking about products, services and brands. I recently went to a store, which will remain nameless, where I had a bad customer service experience. I am not one to ask for help a lot. Almost rare, to be honest. I was buying clothes and someone approached me and asked me if I needed help. I didn’t really need help, but I was looking for something specific and I wanted to make sure that I didn’t miss it. I then asked for the item that I was looking for, and the response I got was astonishing. The sales associate actually said “I don’t even know what that is”. But she didn’t give me the opportunity to explain and she didn’t seem interested in learning about it.
All that being said, I am not going to be returning to that store. Which brings me to this point about being fickle. It was one instance, and the truth is I have no issues with that store. But because I had a bad experience, I’m not going back. I’m also fickle about other things, but you must be able to see where I’m going with this. Don’t give people a reason to leave your site! Which also means – have great content. If I go to your Instagram account, which is a bakery, please don’t have pictures of children not eating your food. Make sure that what you post reflects your business and your business only.
If your business is not related to dogs, don’t post pictures of your dogs. I honestly don’t care about your personal life. I’m there to see your products. Maybe that sounds harsh, but I’ve seen this a hundred times. It’s the business account, but somehow there are personal pictures as well. Create a separate account for that. It’s really that simple.
Here are some more specific things to keep in mind:
- Does your content have a theme? Are you being consistent with your theme?
- Do you focus on specific colours? Or are you all over the colour spectrum?
- How many posts does it take for someone to know what your business is?
- Is your brand immediately identifiable to people?
- Are you using some of the features built into Instagram? Stories? Boomerangs?
- Is your content relevant?
That last one is again, very important. Like I said, don’t post pictures of your dogs on your Instagram account just because you think they’re cute. If its relevant to your business because you run a dog-walking service, then great. Don’t give people a reason to move onto other sites and services. Your product or service is really what you want to focus your content on. Keep it simple and your business will continue to grow.