Facebook content marketing advice from Nissan, versus its dealer network (small businesses)

http://www.contentmarketinginstitute.com/2012/03/facebook-content-marketing-lessons/

Sunday might be a great day to post more content on Facebook

Sunday might be a great day to post more content on Facebook

#contentmarketing

The success of Nissan’s main brand page indicates that there could be advantages for its dealers in terms of engagement if they redirect their focus.

The parent company has resource to pour into social media marketing and it may have patterns of engagement that are worth looking at.

Let’s recap our findings:

  1. Bring cohesion to your messaging. What role does your business play in the lives of the people who have “liked” you on Facebook? It’s probably more than their daily dose of cute jokes. Don’t drop those entirely — nobody wants to follow a boring stream of company sales speak.
  2. Small businesses like dealerships should aim to post content that connects their industry to human-interest topics, such as local traffic information, suggestions on the best weekend road trips or even the occasional discount offer. Think about how your audience might relate to your business in their personal lives and you are almost guaranteed to find content-worthy points of intersection.
  3. Try posting more rich media. Firstly, it’s getting the highest engagement, by far. And secondly, it’s more likely to be shared. Ask yourself, would you be more likely to share a status or a photo? For most people, I think photos have a tangible quality that induces sharing.
  4. Rich media can be expensive to produce, but there are also cost-effective alternatives. Try using content from the main brand’s assets. There’s also aggregation, or content curation. You could look for someone within the company who possesses both a decent camera (doesn’t have to be a pro) and an eye to match. You could even ask consumers to get involved. Activating the community to generate content would kill two birds with one stone.
  5. Try posting more content during non-business hours. Part of content strategy involves understanding what mindset people are in when they read your content. And someone sitting around on a Sunday afternoon might be in just the right frame of mind to read about how remarkable a new model is that just arrived. It could even get them off the couch and up for a drive to check it out.
  6. Understanding what works is an ongoing process. People’s interests can change over time and, with many product categories, even by season. Fortunately, social media has made it easier than ever to gauge what’s of interest to a target audience. And the more you know about what interests them, the more likely you are to create content that tightens the relationship they have with your brand.
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