ARE YOU TEMPTED TO MAKE THE MISTAKE OF PLANNING CONTENT IN ADVANCE FOR A LONG PERIOD OF TIME- EXAMPLE 1 YEAR SO IT IS “EASY”?
It is well known that having a clear marketing strategy is very important.
However there is one thing that I find critically important in reference to my clients getting high levels of engagement on a consistent and longer term basis.
That is GENERATING FEEDBACK FROM CURRENT CLIENTS AND PROSPECTS AND RESPONDING TO IT IN A WAY THAT SHOWS HOW THEIR BUSINESS CAN ASSIST WITH THE SPECIFIC ISSUES.
When you respond to your market the content produced ends up being more specific.
Additionally, it shows the prospect/client exactly how your product /service can resolve the specific issue they are currently experiencing.
Rather than planning ahead for an entire year at once, which will result in generic content being produced and less engagement, it is better to do so on a more frequent basis.
HOW DO YOU ENSURE YOU STAY UP TO DATE WITH THE CURRENT ISSUES BEING FACED BY PROSPECTS/CLIENTS?
The best way is to ensure you have the correct steps in place to research relevant issues within your industry and also that feedback is received on a regular basis.
Both of these steps implemented properly will also save you time and make it easier for you to ensure that when you are planning content it is likely to add value & be engaged with.
Responding to current issues being faced is far easier than searching for and coming up with what you think they may be.
More importantly it also shows that you genuinely care about the prospect/client.
WHAT IF YOU ARE THE TYPE OF PERSON WHO FEELS LIKE YOU MUST PLAN AHEAD?
If you insist on planning ahead then you could create a strategy which involves planning a suggested group of themes (e.g. 1 per week). You could then adjust this theme to fit in added content based on the feedback you are generating from clients/prospects.
Never try to be too far ahead though and always remember to encourage interaction and feedback.
You want to build ongoing relationships with clients and showing you care and can add value on a consistent basis is vital.
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Until next time, stay social!