Since social media marketing is customer-centric, businesses need to adapt their content accordingly. Traditional marketing methods aren’t what attract customers to connect or do business with brands. People aren’t looking for you to push content on them and flood their social streams; they’re looking for valuable information to solve problems and/or brands to connect with that they identify with. This knowledge should make it obvious why the ‘why’ behind your product or service is a key component to your social content.
Does your message focus on the bigger picture?
The first question you should ask when composing your social media content is if your message focuses on the bigger picture of what your services or products bring to your potential clients and clients, or if it focuses on the attributes and characteristics of your services and products.
There’s a huge difference between the two; messaging around your products and services versus messaging according to the essence of your solution(s). Even though the concept seems clear, it is tough for businesses to keep the essence of their products and services present in their messaging. The challenge is removing the excitement of what your service or product can do. Also, it’s much easier to write about the ‘what’ and the ‘how’ than it is to write about the ‘why’.
The different ways marketers try to keep their social media content messaging on track is by building buyer persona profiles, analyzing social media data to know which shares are getting more engagement, having a content strategy with set themes, keywords and phrases built around the target audience and tweaking those online marketing efforts accordingly. Although these are all great ways to keep your messaging customer-centric, they don’t always get the job done on keeping the ‘why’ in that content.
Don’t be afraid to rework.
From personal experience as an online marketer, I can say that I always find myself reworking social media content and the messaging to ensure the ‘why’ is there. It’s so easy to get lost in writing something that explains the technical aspects of how your product or service provides a solution for those you cater to. Although this is good and part of your marketing strategy, when you want your ‘why’ to stand out, the message needs to reflect the concept behind your product or service. Answer questions like why do you do what you do? What revolutionary change does it represent? What emotional and real life problems does it resolve?
For example, we know social media marketing is something businesses need to implement since it’s a way to grow their business, but the essence of social media marketing is for businesses to create long-lasting relationships with their potential clients and clients, to connect with their audience on a much deeper level, to share and spread the powerful message of how their brand will make a difference in their consumers’ lives.
The driver is the “why”
Of course there are businesses whose main objective is to increase sales through their social media efforts, so the essence of what they do isn’t necessarily what they’re concerned about. However, there are also a good part of passionate entrepreneurs who create a business with the intent to make a positive change in the world, to give back to others and help them in their life (whether professional or personal). For those mission orientated businesses, their ‘why’ is the driver and needs to be expressed in their social media content. Furthermore, whether you’re a money or passion driven business, if your social media content excludes the ‘why’, you won’t differentiate yourself much from your competition. Everybody can explain how their service or product works and what it does, but sharing the ‘why’ is what will make that business stand out and create an unbreakable bond with their community and customers. People like to identify with something that makes a statement, that promotes a cause and that does something significant.
If you want to make an impact with your brand, if you want to become memorable, you won’t be able to do this without including the ‘why’ in your social media content.
How do you keep your social media content messaging focused on the ‘why’?