Turning ineffective social media posts into an ROI machine
There’s a lot of debate about what makes a good social media post, especially since what’s considered “good” is subjective. But before analyzing what makes a good post, you must first decide what your main objective is? Is your objective to grow your social media community? Are you trying to get more likes/comments/shares? Or maybe you’re trying to sell a product? Since every objective requires a different action plan, it’s important to mix up your social media content strategy. For long term success, you need to provide value to your customers, do it creatively, have a good offer/product/service, and most importantly, you have to put in the work. Here’s an example of how you can turn a generic post, into a post that has a much higher ROI. This same principle can be applied to a wide variety of businesses and industries, but for this example we will use the spa industry. Most posts start off with a generic stock image, like the one below: Then the content in the post have some sort of generic call to action, that sounds like every other company in the industry. It usually goes:
“Special on massages this month only. Sign up now with the promo code ‘summer’ to qualify for 10% off!”Pretty generic, right? And 10% off? That’s not very much. Certainly not enough to get someone who couldn’t afford to book a massage this month to come in. What’s most likely, is that you’re going to be giving a discount to people who are already within your social network and were likely to come in for a massage anyway. That doesn’t seem very effective nor does it offer an opportunity for much brand awareness.
“But this has been my social media strategy, does that mean I can’t fix it?!”If you’ve been doing this, don’t worry all is not lost! By making a couple small changes to your approach the entire post can be a lot more effective. How about something like this:
“A special summer treat for you and a bestie! Tag one of your best friends below for a chance to win a 1 hour massage for both of you for this month! A $350 value! We’ll randomly pick 1 person at the end of next week. You can enter up to 3 times by tagging 3 different people in 3 different posts. Good luck to everyone!”A few important things to take note of. First, the offer. A free massage for 2 vs. 10% off a booking. It’s obvious which one is more likely to get people commenting, sharing, and excited about your offer. Second, because you are encouraging your network to tag people, there’s a very good chance they’re going to be tagging people that are not part of your network, which extends your reach and brand to new people. Finally, the wording of the post is a bit more playful and engaging with words like ‘bestie’, instead of seeming serious and business-like. You need to always be aware of how your brand is being perceived and make sure that you push all the way to the edge of the boundaries.