The Second Third
One-third of your social media marketing posts and ads should enter your business into the common conversation.
Entering common conversation is a great way to get your name in front of your current and future customers while also personalizing your brand.
Let’s say it’s a particularly hot summer day. Keeping with our lobster distribution company theme, we might do something as simple as taking a picture of one of the larger lobsters on the truck wearing a pair of sunglasses. On the picture we would include the website, logo and a little saying, “If You Think This Is Hot, Then You Should See My Nephew: He’s Boiling!” I find posts that enter common conversation give some of the best non-paid visibility due to the fact that everyone will want to share the posts with their friends and family.
The Last Third
The last third is arguably the most important and definitely the part that business owners and decision makers care about most. Invariably, one-third of all your posts should include a call to action.
While you can include secondary calls to action in the first two-thirds of your posts, the final third should be an easily identifiable call to action.
Using our Lobster Distributor example once again, in the call to action post you might include a beautiful image of your fleet of branded trucks. On the photo you can include your logo and website, as well as a question, “Is Your Restaurant Looking for Fresh Lobster Delivered Daily?” Then in the text section of your post you would describe a few differentiating factors that separate your lobster delivery business from the competition. “Unlike the other guys, all of our trucks are refrigerated with state-of-the-art equipment. Our lobster goes from the ocean to our trucks then directly to your restaurant door. We keep it fresh with no middleman. Call Us Today.”
Your call to action ads should be targeted to very specific audiences, You should use new call to action ads for each of your target markets.
Using the One-Third Mix to build a personality around your brand will allow you to set your business apart from the competition and capture the attention of your audience. Over time, customers will start to look out for your social media posts and you’ll experience an increase in customer interaction, sharing of your posts, and most importantly, revenue and profit!