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Nicholas Chen

This post is sponsored by Clickr Media. 

As marketers, we’re constantly looking for new ways to bring content to our audience in a way that benefits the brand. Over the years, we keep hearing the same kind of questions from clients. “How many social media posts should I have a week?”, “What’s the best media format?”, “What’s the most effective kind of post?”. The answers to those questions are never easy or simple, and we’ve toyed around with various strategies and tactics to help.

In the meantime, here are three tactics and strategies we’ve used for our own clients over the years.

Think about the customer journey

Do you ever feel like you’re just updating your social media feed because you have to? Chances are, you don’t have a proper strategy with the customer journey in mind.

The customer journey is a map of how someone discovers your product and eventually buys it. It’s often compared to a sales funnel, but customer journeys go slightly further to include touch-points and other considerations. You should never post something without a specific purpose.

Step 1: Think about what products you need to promote to reach your business objectives.

Step 2: What’s the problem there? Do people not recognise your brand? Need more information on the product? Choosing your competitor over you?

Step 3: Create your content to address the bottlenecks in the customer journey. If people don’t know your brand, shoot a video about the story of your brand and products. If they’re hung up about your competitors, create a comparison chart! And the list goes on!

(Gallery available on web)

Video first

When it comes to content, our clients often ask what format should they be producing in. The answer is almost always video if you can afford it. Besides the increased preference for video content from the general public, it also gives you the best flexibility in creating other posts.

For example, you can produce a quote image, a short trailer, Instagram story or transcribe the video into an article just off one piece of video content. This strategy will fill up your social media calendar with original content easily, save you production time and cost, while maximising your investment with limitless possibilities.

Step 1: Produce and post your video on your social media channels.

Step 2: Produce offshoot content using free editing tools, or outsource simple tasks to Fiver or Upwork.

Step 3: Fill your calendar at regular intervals with smaller content but always remember to direct the audience to the original full length piece.

(Gallery available on web)

Use dark posts strategically

Dark posts are ads that will appear on the feeds of Facebook users but not on your page. Most people see it as just a regular ad, but there are some interesting strategies and tactics dark posts can afford you if you really think about it. In the example I shared below, Nitecore Lights, a company that sells lights for outdoor and military use has a product that would also be perfect for casual photographers.

It would seem out of place to push this product to photographers on their main page because the audience there is not likely to resonate very well. Instead, they used a dark post and tailored the copy just for photographers. This allows them to reach the audience they want for a certain product while appeasing the main audience pool.

It’s also a great way to push out conversion ads and more “hard sell” type ads because they don’t appear on your own Facebook page and give visitors a negative impression of the page.

Nitecore Lights Screenshot

Want to learn more?

Hopefully, you’ve gained some insight and strategies you can implement at this point, but if you haven’t or if you’d like to learn more, check out our full guide of 46 Advanced Tips For Running Your Social Media Channels And Campaigns!

The writer is Nicholas Chen, content strategist, Clickr Media.