The Power of Giving: How 80% Value and 20% Promotion Transforms Social Media Engagement

The Power of Giving How 80% Value and 20% Promotion Transforms Social Media Engagement

The timeless principle of giving continues to hold immense power and holds a special place in social media. Well, let’s be honest giving is something that is infused in everything you do.  If you focus first on how you can help someone and then later think of how someone can help you, you will succeed.

But often in business and then relayed to marketing, we want to shout at potential clients to buy, buy, buy.  When was the last time to went somewhere and someone shoved a product in your face over and over, how did you feel? Well that is what you are doing on social media and people tune out.

There is a line that is hard for some to follow of being helpful first when the pressure is on.  It’s often why marketing gets started too late and then expectations of instant success arise.  There is also a place where social media seemingly seems free and the shouting of “buy” begins on social media.

Social media is meant to be a social place to have conversations and you must treat it like networking.  You can’t just post to post without engaging with others and what they need first.

This concept is far from new; it predates the rise of social media and remains foundational to human interaction. If we consistently give people what they need and desire, we are likely to receive what we seek in return. This principle applies universally, whether we are networking at events or engaging with others online.

The 80/20 Rule in Social Media

One of the most discussed strategies in social media marketing is the 80/20 rule if you happen to live, eat, and breathe social media.  For others, social mediaProviding value in content doesn’t follow this rule.  They blindly post content hoping it sticks.  This rule emphasizes the importance of focusing 80% of your content on providing value to your audience and only 20% on direct promotion. What is direct promotion? The services that you offer.

WAIT, I can only offer what I sell 20% of the time.

The reason for this balance is simple: social media is, at its core, about being social. People do not want to be bombarded with constant advertisements and self-promotion. Instead, they seek valuable, engaging, and relatable content. They go to social media to be relaxed and entertained by social media. Before you get too wrapped up in that thought you can make your brand entertaining because everyone enjoys different levels of entertainment and everyone has problems to solve.

Organic Social Media Content

When we talk about organic social media content, we’re referring to posts that do not have paid promotion behind them. Hold the presses, stop doing it with paid ads too.  Your reach will only go so far blah blah blah so you need to do this concept with paid too for your targeted audience.

Carrying on…

The key to success here lies in genuinely engaging with your audience. Have a conversation with them in the post you make.  Engage with the comments, and be social. This could be through sharing stories, posting live videos, writing informative blog posts, or even creating how-to guides and tutorials. By doing so, you address the questions your audience is already asking on platforms like Google.

Have you read our 101 stories your business could tell on social media to be engaging?

Fun and Relatable Content

An essential aspect of creating valuable content is making it fun and relatable. This could involve light-hearted and engaging topics, such as quizzes or polls. For instance, in a recent episode, we posed a quirky question: “Would you rather have shrimp-flavored toothpaste or deodorant that smells like cheese?” Such questions not only entertain but also encourage audience interaction, making your content more memorable and engaging.

Providing Value Through Content

Value Driven ContentThe cornerstone of the 80/20 rule is providing value. This can take many forms:

  1. Educational Content: Share your knowledge and expertise through detailed guides, tutorials, and how-to videos. This type of content positions you as an authority in your field and builds trust with your audience.
  2. Lifestyle Content: Show how your product or service fits into your audience’s lifestyle. For example, Nike’s “Just Do It” campaign inspires athleticism and perseverance, making it relatable to those striving for a healthier lifestyle.
  3. User-Generated Content: Encourage your audience to share their experiences with your products. This not only provides social proof but also creates a sense of community and engagement around your brand.
  4. Industry News and Updates: Keep your audience informed about the latest trends and news in your industry. This helps position your brand as a knowledgeable and up-to-date source of information.
  5. Celebratory Content: Highlight significant events within your community or company. This could include awards, milestones, or local holidays relevant to your brand. Celebratory content humanizes your brand and makes it more relatable.

The 20% Promotional Content

While the majority of your content should focus on providing value, it is also essential to promote your products or services. However, this promotion should be done thoughtfully and strategically. Here are some tips for creating effective promotional content:

  1. Know Your Audience: Understand what resonates with your audience. Tailor your promotions to be engaging and relevant to their needs and interests.
  2. Incorporate Fun and Creativity: Even promotional content can be fun and creative. Use storytelling, visuals, and interactive elements to make your promotions stand out.
  3. Highlight Value: Emphasize the value and benefits of your products or services. Instead of focusing solely on features, show how your offerings solve problems and meet the needs of your audience.
  4. Leverage Social Proof: Use testimonials, reviews, and user-generated content to build credibility and trust. Show potential customers how others have benefited from your products or services.

Understanding Your Audience

Understanding your audience is crucial for successful social media marketing. Different age groups and demographics have varying preferences and motivations. For instance, younger audiences (16-24 years old) may prefer fun and entertaining content, while older audiences (55-64 years old) might seek more informative and serious content. By knowing your audience’s preferences, you can tailor your content to meet their needs and expectations effectively.

Building Brand Loyalty

Ultimately, the goal of the 80/20 rule is to build brand loyalty. When people associate themselves with a brand that consistently provides value, they become loyal customers. Today’s consumers are keen to support brands that align with their values and contribute positively to society. By focusing on giving and providing value, you not only attract customers but also build a community of loyal supporters who advocate for your brand.

In conclusion, the power of giving in social media lies in the ability to create meaningful connections with your audience. By adhering to the 80/20 rule and consistently providing valuable content, you can foster engagement, build trust, and ultimately achieve your business goals. Remember, it’s not just about what you sell, but how you connect and add value to your audience’s lives.

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