I've been thinking a lot lately about what makes a good post-- blog post, Instagram post, etc. Because that kind of stuff can be a bit of a rush to get out the door, it's often not until after that I will think, "Oh gosh, why did I do that? No wonder no one is responding to it!" Then you are faced with the awkward decision: Do I just leave this weird thing hanging out there? Or do I delete it? Will this damage my brand?
After a bit of thought, I've decided that there are three things I need to ask myself before I post anything.
#1: How does this help my Customers?
Your job as a business is to always be providing value to your customers. They aren't just benefitting by buying what you sell (though, obviously they need to be!). They should also benefit from the whole experience (see our post on branding).
This could mean if you do accessories, you are helping your customer understand how to pair your product with a great outfit. If you do hoop art, you can show how to arrange art/photos on a wall. If your audience enjoys your sassy and humorous cards or shower art, then maybe you give them a taste of that humor. It could also be answering a question that a lot of people have about your product.
Your customers like you and your stuff. Many of them want to keep interacting you after the transaction, so give them a reason to stick around.
#2: How does this help my business goals?
This doesn't have to mean just getting you sales. It could be anything that helps you move forward in your business. This includes:
- Emails on your newsletter
- Higher event attendance
- A deeper connection with your followers/customers
- Exposure to more potential customers
- And of course sales
Just make sure that if there is something you want people to do, some action you want them to take, that there is a clear and easily identifiable call to action. Such as:
- Share this post
- Sign up here
- You can get your "product name" here
- Let me know your thoughts by emailing me at this address
Like an annoying two-year old, asking "Why?" all the time is always helpful.
Ask yourself first, why you think this would work. So if your answer is "Just because, it does," then it's probably time to go back to the drawing board. But really think about why this post is going to do the things you are wanting from it. Does that really make sense with prior experiences or what you know is a best practice?
Next, ask yourself why are you doing this. Also, don't sacrifice relationships with customers for short-term gain. You could put out another sales email or campaign and make money (yay!) but if you just did one like a week ago are you exhausting your audience?
What do you ask yourself before posting? Share in the comments below or on our Instagram.