Limit Your Content, without Limiting Your Impact

“It’s tempting to publish everything to gain more traffic, page views and visitors,” Adam Singer of The Future Buzz said, “but if you’re trying to develop an identity with those who have a deep interest in a subject, you have to limit yourself strategically.” It is fair to ask why experts would take this position; after all, haven’t they spent the past several years telling businesses to invest all their marketing efforts in social media?

But while it may seem like a great idea to throw tons of content at the wall (on Facebook, that’s not even a metaphor) to see what sticks, doing that makes it far easier for qualified prospects to slip through the cracks. Think about it: You may post something that prospects like well enough to follow you, but you could lose them just as quickly if you post something they find offensive the next day. That is hardly a good strategy to improve conversion rate.

Instead, it is wiser to see what the audience is interested in, then post more of that and less of everything else. Take note of what posts get the most comments, likes, shares, links and traffic back to the website. Categorize them into topics, and form a strategy around those topics. Deploy that strategy for as long as your audience stays interested. There’s no social media agency rule that says you can only talk about a certain topic for six weeks. If it is central to your brand, then the audience expects you to talk about it.

However, there are some tools that can be useful for testing your new, improved content to a limited audience. One of those is the targeted posts option on Facebook, which now allows you to limit your posts to a specific group of fans. Using this option, you can target your Facebook posts by the following:

• Language
• Gender
• Age
• Relationship status
• Education status
• Gender interested in

Granted, many of the interests of these user categories will overlap. But that doesn’t mean you can’t use some of them as test audiences for certain types of content. If you aren’t sure how the married audience will respond to a type of post, try floating it out there just for the singles. If a post seems like it would be better received by males only, you can make it so. Targeted posts are an innovation that allows you to narrow your audience, while still broadening your influence.

The social media agency world is chalk full of strategies for limiting content without sacrificing impact. Embracing the quality over quantity approach can help you enhance your content marketing efforts and improve conversion rate. To learn more, contact Crest Media, a Los Angeles social media firm.