This contributor post was written by Genevieve of Lightbox SF.
I still get told quite frequently by clients, “I know I should be on social media, but I just don’t know what to say.” They struggle with feeling like they’re being too spammy only talking about their products, but not wanting to be too personal because they’re communicating with customers not just friends. This sentiment also seems to carry over to blogging.
Not only is there a fine balance to be found, but it’s also a level of sharing that isn’t immediately comfortable. Most of us don’t think our every thought and interest matters to others and generally we’re right, but as a business owner marketing your products there is a level of connection and engagement that customers are seeking. They really do want to know more.
So my advice?
Find information you would seek out or share anyway that fits with your brand image and would be of interest to your target audience.
A jewelry designer that I’ve worked with asked me this very question in regards to what to post on Twitter and Facebook. Right away I knew the answer. She loves clothing and shoes, she is always saving images and commenting on items she “must have”. I suggested she begin sharing these more regularly. Lusting after products is a great way to connect with people and share your style. It also gives her a way to connect with designers and style bloggers who might share her work with their audiences.
Because this strategy is easy for her, she’s looking for these items anyway, she has more of a presence on social media, she’s sharing things that people can comment on easily and it doesn’t feel too personal. She’s also able to connect with potential customers who have a similar style.
In finding content to share on your blog and via social media you need to pick something or a series of things that you feel inspired to talk about over and over again, most likely information that you already seek out.
It might be images that inspire you to create your work, or your hunt for materials or the music you listen to while you work. It doesn’t have to be hard.
By creating an overarching theme for your blogging and your posting you not only create consistency for your readers and followers, but you also establish yourself as a go-to source or expert on your topic.
You want your business to be known for a certain product or style, it’s the same with the information you share.
It’s more than just what you share though, you also need to consider the tone in which you share. Will you be funny, conversational, authoritative or informational? This voice or style should mirror or compliment the image of your business. If you make delicate metal jewelry with soft flowing shapes, most likely your tone won’t be short and quip or use a lot of slang. Your tone comes across in the words you choose, the phrasing of your sentences, and even the references you choose to link to.
Use a voice that feels natural, write and post the way you would talk to a friend and share information you love to talk about anyway.
What are your favorite things to share?
Share your thoughts in the comments section below.
image above: Can you hear me now tie tack by Mama’s Little Babies