A question I’m asked often is: “How do I know what to post on social media?” It’s a common challenge, especially for small businesses juggling multiple responsibilities. The truth is, social media content doesn’t have to feel like guesswork. By focusing on your audience, their journey, and the value you can provide, you can build a content plan that resonates and drives results. Here’s how to know exactly what to post.
Understand Your Customers
The first step is knowing your audience. Create detailed customer profiles that represent your different customer types. For example, are you speaking to busy parents, eco-conscious shoppers, or young professionals? Each group has unique needs and preferences.
When you understand who your audience is, it becomes much easier to create content that addresses their goals and challenges. A fitness studio, for instance, might post quick workout tips for busy parents or highlight eco-friendly practices to attract environmentally aware customers.
Map Content to the Buyer’s Journey
Social media is most effective when your content aligns with the stages of your audience’s journey. Using the buyer’s journey as your guide not only brings awareness to your business but also creates an experience that encourages sharing and builds loyalty.
- Awareness Stage: Share educational, inspiring, or highly sharable content that introduces your brand and sparks curiosity. Content that audiences want to share helps amplify your visibility and attracts new followers.
- Consideration Stage: Share customer testimonials, answer FAQs, or showcase product demonstrations. Posts in this stage should build trust, solve problems, and position your business as the best choice.
- Decision Stage: Motivate your audience to take action. Use clear calls to action, special promotions, or limited-time offers to convert followers into customers.
- Advocacy Stage: Highlight user-generated content, ask for reviews, or create posts that are easy for customers to share with their networks. Advocacy strengthens loyalty and introduces your business to new potential customers.
By mapping your content to the buyer’s journey, you ensure that each post serves a purpose. You’ll guide your audience seamlessly from discovering your brand to becoming loyal advocates who help spread the word about your business.
Stay Relevant
Relevance is not only about what you say, but also when you say it. Timing plays a critical role in connecting with your audience and staying top of mind.
Every industry has seasons, cycles, and moments that matter most to customers. For an accountant, it might be tax season and year-end planning. For a fitness studio, January is when people commit to new routines, while September brings another wave of fresh starts. Retailers know the impact of back-to-school, Black Friday, and holiday shopping. Non-profits plan campaigns around Giving Tuesday or key awareness weeks.
When you understand what is important to your customers and when in the year it becomes top of mind, your content becomes more powerful. It shows that you know their world and anticipate their needs. This positions your business as a trusted partner rather than just another voice in the feed.
Keeping a calendar of these important times ensures you can plan ahead, prepare meaningful content, and avoid scrambling at the last minute. By aligning your posts with the rhythms of your audience’s year, you stay relevant, build trust, and create messages that truly resonate.
Answer FAQs
Your frequently asked questions are a treasure trove of content ideas. If customers often ask how your product works, what your hours are, or how to book an appointment, turn these questions into posts. For example, you can create a video tutorial, an infographic explaining your process, or a carousel highlighting key details.
Not only do FAQ-based posts address real customer concerns, but they also position you as a helpful and approachable resource.
Focus on What Your Audience Needs, Not What You Want to Say
Understanding your audience is key to creating impactful content. By leveraging your customer avatars, you gain insight into who they are, what they care about, and what challenges they face. Mapping this to the buyer’s journey helps you determine what your audience needs to know at each stage, from discovery to decision-making. This approach ensures your content is relevant and purposeful.
Focusing on your audience’s needs rather than what you want to say builds trust and engagement. When your posts address their interests and priorities, you create a connection that feels authentic and valuable. Every piece of content should serve their journey, guiding them seamlessly from awareness to advocacy.
Providing Value is the Key to Success
Providing value is the foundation of a successful social media strategy. Value means creating content that resonates with your audience, meets their needs, and leaves them feeling informed, entertained, or inspired. When your content delivers value, it builds trust, fosters engagement, and positions your business as a go-to resource.
Value can take many forms. Educational posts teach your audience something new, like how-to guides or tips. Entertaining content, such as polls or behind-the-scenes glimpses, keeps your audience engaged. Inspirational stories, quotes, or customer successes motivate and connect on a deeper level. By focusing on what benefits your audience, your content becomes meaningful and impactful.
The Power of Planning
If this sounds like a lot, don’t worry—it doesn’t have to be overwhelming. Taking just one day to plan your strategy and create a content calendar can save you countless hours throughout the year. By dedicating time upfront to map out your customer avatars, identify FAQs, and align content with the buyer’s journey, you’ll set yourself up for success.
Not only will this reduce the stress of scrambling for ideas, but it also ensures you’re consistently engaging your audience with valuable, relevant posts. Think of planning as an investment that frees up your time and energy in the long run.
Let Us Help You Take the Next Step
If you’re still feeling unsure about what to post, we can help. We specialize in creating tailored social media strategies that simplify the process and drive results. Whether you need help identifying your customer avatars, mapping content, or designing engaging posts, we’re here to make it easier for you.
Contact us today, and let’s create a social media plan that works for your business.
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