The chorus to the Lifehouse song, “Nobody Listen,” describes many marketer’s approach to Content and Social Media Marketing these days…“Everybody talk, but nobody listen.”
The amount of content produced is staggering. According to Gary Vaynerchuk, New York Times best-selling author, he cites that there is more content produced in 48 hours than what has been produced from the beginning of time to 2003.
The strategy of just ‘being present’ in content and on social media has not worked, and will not work.
Change Your Social Media Strategy
If you are finding your engagement to be low in social channels with the content you are sharing, it’s time for a different approach.
As Marketers, we are all susceptible to becoming enamored with our own point of view, and as a result, we end up doing all the talking. When people don’t listen, we talk louder. In marketing, “talking louder” takes many forms, such as email blasts, Facebook posts, Tweets. This even shows up in our retargeting efforts.
These approaches are what I refer to as Bumper-Sticker Marketing. The premise of the ‘bumper-sticker marketer’ is that it is one way communication that shouts a point of view, but fails to engage others in meaningful ways, and certainly fails to persuade.
One of the common struggles I hear relative to producing content is lack of ideas for what content to produce next. If you find yourself struggling with what to talk about, you may not be as close to your customers as you think you are.
If that’s the case, time for a change in your social media strategy, which will benefit you in your content strategy as well.
Listen to Learn
Assuming you know where your customers are spending their time on Social Media, pay attention to what they are talking about. Listen for the key words and phrases they use to describe their problems, concerns, and struggles.
We are listening and learning so that we can speak their language, rather than trying to get them to understand our own language.
One strategy I use, that may be helpful to others is to do the following. Use your favorite social monitoring tool(s) to identify the keywords your customers use to search your competitors sites.
Additionally, I look at large, non-industry sites like Reddit or Mashable, then filter down to the category in my field/industry to see what people are searching for and talking about.
For example, if I filter by Internet and Telecom, I find the top trending words in their keyword cloud are ‘web2.0,’ ‘blog,’ and ‘social networking.’ (See below).
This 60-second process gave me three different topics from which I can produce content about that will be relevant to my audience. When content is relevant and valuable, your audience is more likely to engage. What’s more is I now know the specific words to build my SEO strategies around with HREF, H1 tags, etc.
Looking for keywords is one thing, but remember, we want to understand our customer’s concerns and speak their language. Therefore, I take the keywords of interest listed above and search conversations in Twitter and Facebook to try to ascertain what their intent is behind their searches.
In searching #web2.0, for example, I quickly learn that areas of interest to multiple groups is measurement, collaboration and applicability to SMB.
Take the time to listen and learn for a better content and social media strategy. As my mom used to say…”Talk less, listen more!”