It takes forethought, understanding and time to use these tools in a manner, which brings you return on your investment. I want to help you save your resources, because I know how important each dollar is in a start-up business. Therefore, I am sharing with you four key considerations to create successful & engaging social media content.
1. Think about ‘what can I give’, and not ’what can I get.’
It is an old, well-known law of attraction that when we give from an authentic place, considering what the person or people in front of us need or feel inspired about, we connect with people on a deeper level. Over time if we keep this behavior consisten, we develop trust and loyalty. And, that’s what you need – loyal customers, who come back again and again, and, who also act as your ambassadors telling their friends about you.
2. Focus more on ’social’ than ’media.’
Social media works because it taps into the basic human need of socializing and belonging, being part of a group of shared beliefs and values. Talk about why you do what you do, what you believe, your passions and what you are all about – then you will attract the kind of people, who understand you, and will support you. A source of inspiration for me on this topic is Simon Sinek – watch his TEDtalk here.
3. Be engaging in your content, not pushy.
Nothing turns off your audience quicker than when you continue to post pushy sales content. That’s a surefire way to NOT get people interested and engaged in your brand. Consider, what does it take to engage your target audience? What about you and your business would your customer find interesting, share-worthy, response-worthy? Keep in mind the 80/20 rule of thumb on content. Maximum 20% sales & self-promotional content, the remaining 80% needs to be focused on them, not you.
4. Courage to lead & stand out.
What is unique about your business? Be courageous and share how you do things in a totally different way - perhaps a way, which has never been done before. Dare to be yourself, and share your uniqueness. It can be the founder’s story and way of life; how the business came to be (inspired by nature’s own architecture); how the business began (in your mom’s garage on a $100 start-up budget); the products themselves, the ingredient sourcing, the humor you mix into a difficult health topic, the way you do business, your business values etc. Be sure not to force a unique way of being in the social media space, just to be different. It will appear forced, and it will not work. Authenticity is something people pick up on quickly. Know that you are unique, so just be yourself.
Think big, but start small and be realistic - & lastly, have fun with the process, experiment, and remember that what works – also in this digital world – is to be human.
Written by Sandja Brügmann, founder and managing partner at Refresh Agency. The article was originally written for NEXT Accelerator, where Ms. Brügmann is an expert advisor - a think tank and business incubator supporting entrepreneurs and start-ups in the Natural Products Industry by New Hope Natural Media - launching during Natural Products Expo East in Baltimore, MD September 24th, 2013.
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Sandja Brügmann is founding partner & chief creative strategist at Refresh Agency, a leading specialist PR, communications and Social Media agency focusing on the sustainable and social business lifestyle markets in the USA and Europe. She has served leading brands at the cutting edge of the LOHAS phenomenon and beyond, such as Crocs, GoodBelly, Ticket to Heaven, Spier, Better Place, Justin’s Nut Butter, Clementine Art, Ito En, TEAS' TEA, Neve Designs and Chocolove.
Sandja received her degree in Psychology with top honors at University of Colorado, Boulder – and has worked in the field of marketing, PR & communication of natural & sustainable brands for more than 16 years with a focus in her work on psychological drivers and person-to-person relationships in building successful movements, businesses and brands.
Sandja was born and raised in sustainability-minded Denmark. A grounded island girl, Ms Brügmann grew up on the beautiful island of Bornholm in the Baltic Sea. She is a certified yoga instructor, a Danish National Team Archery champion and former Olympic hopeful, and a mom to Amilija, her worldly-minded daughter of 14.
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