Content & Campaign Planning
Planning your content should include looking at the past content which has driven desirable results, as well as opportunities to help you reach your sales or margin objectives. For example, if your average order value is less than 500% more than your cost per customer acquisition price then running an offer to bundle and test ways to increase this will have a positive impact on your marketing results. It should also include content that highlights what you're really selling... let me explain.
Define Your Key Messages.
Outline the key messages that align with your brand and product; this is the WHAT AM I REALLY SELLING question!
Your product might be a luxury item, but what you are selling is exclusivity, high quality, an aspirational lifestyle etc. If you are selling plus size clothing, you're really selling confidence and a feeling, if you're selling wine, you're selling celebrations, socialising, and memories with friends and family etc.
Some suggestions for content that YOU might think has already been discussed, or is not interesting enough to feature on your feed to help you get planning!
- What do people say about your brand or product? Reinforce the trust and credibility in your brand with customer reviews and help potential customers understand what to expect from your business.
- What goes on behind the scenes to get your product to market? Show the level of dedication and expertise behind your brand. Become the authority on the subject and provide value to your followers (not just money grab sales tactics).
- What problem do you or your product solve?
- FAQs - what do people regularly ask about your brand or product?
- How did it start / why does that benefit customers? (Commitment to.... doing it differently, creating something brand new on the market, being more sustainable, being more affordable, being more accessible etc)
Design Your Campaign & Plan Your Content
- Review the questions and comments on social media or from your customers in the last 12 months to identify opportunities to increase the general product awareness and educate your target market.
- Survey past customers to generate reviews to use in the campaign.
- Get creative.... plan out a cycle of communication that introduces your potential customers to who you are, what you do and why your product or service is special.
- Create a plan that covers social posts, reels, stories, blog, and email.
If you dont know where to get started, we can help you! Take a look at our strategy session pricing options below and get in touch to arrange a time to chat!
We have developed a template for you to use. If you outline your content it will help you track the cycle of messaging that leads to positive marketing outcomes. The cool part about content planning is that it gives you space to get organised, and trust me as you see the content get pumped out on your feed while your busy doing the doing, you will be so pleased you did!!
One of the best hacks I have learned over the last couple of years is that it is not about the quantity, while that does help the algorithm, the key thing is quality and meta ads will do a LOT of heavy lifting in terms of selling your services or products.
Get your organic content into a cycle where it is driving traffic and you can identify your conversion rates, and messaging that works. And when you start to see what works, improve the quality of the content but repeat the same message. When you get to the stage where your content is on fire organically, if you're not running ads, you will see a signifiant amount of growth in the first 90 days of your ad campaigns. It can be truly mind blowing, but it all starts with the data, and a great free place to start is planning your own organic content and monitoring what works!
Good luck, and if planning your messaging is just too difficulty, book in a free discovery call to chat through your options for increasing your sales and gathering meaningful data!
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