you offer and the characteristics of your client base play a huge role in how you create content. Let’s break down how each content strategy differs depending on your services and clients.
1. Service-Based Business Strategy: Focus on Education and Trust
Client Types:
- B2B (Business-to-Business)
- B2C (Business-to-Consumer)
- Consultants, Coaches, Agencies, Service Providers
How to Approach Content:
For service-based businesses, the focus is on educating your audience and building trust. Your clients are looking for expertise and value. Whether you’re offering digital marketing, legal advice, or personal coaching, your content should position you as an authority in your field. You need to show proof of expertise and build a relationship with your audience.
Key Content Types:
- Educational Content: Create how-to guides, explainer videos, blog posts, and live webinars. Your goal is to break down complex topics and make them easier to digest for your audience.
- Example: A law firm might post “5 Legal Tips for Starting a Business,” while a marketing agency might share “How to Set Up Your First Google Ads Campaign.”
- Client Case Studies: Highlight success stories and real-world applications of your services. This not only boosts trust but also shows the tangible benefits of what you offer.
- Example: Share the results from a business that used your consulting services to improve efficiency.
- Behind-the-Scenes Content: Show the faces behind the service. This builds authenticity and personal connection, especially in industries like coaching or consulting, where personal trust is crucial.
Engagement Tactics:
- Answer questions on live Q&A sessions or in comments. Your audience is looking for expertise and will appreciate quick and helpful responses.
- Content that solves pain points: For service businesses, showing how your services can directly solve customer problems is key. Engage with users by sharing tips, resources, or answers to common problems.
Example:
- A digital marketing agency can post content focused on results—like sharing a before-and-after of a campaign they ran, combined with client testimonials. This builds credibility with potential clients.
2. Product-Based Business Strategy: Focus on Value and Experience
Client Types:
- E-commerce Brands
- Physical Products (Consumer Goods, Gadgets, Fashion, etc.)
How to Approach Content:
For product-based businesses, social media content is about showcasing value and creating a connection with your customers. The goal is to demonstrate the experience or lifestyle that comes with using your product, not just the product itself. Your content should focus on the emotional appeal, as products often sell based on how they make customers feel.
Key Content Types:
- Product Demos & Tutorials: Demonstrating how your product works and showcasing its benefits helps customers see how it fits into their lives.
- Example: A fitness brand might share a video showing how to use their new equipment or an accessory.
- User-Generated Content (UGC): Encouraging customers to share their experiences with your product helps build community and acts as social proof.
- Example: A clothing brand might encourage customers to share photos of themselves wearing their products with a branded hashtag.
- Lifestyle Content: Showcase your product in use in real-world situations. Lifestyle content focuses on the benefits the product brings to the user’s day-to-day life.
- Example: A travel company can show travelers using their products or services at scenic destinations.
Engagement Tactics:
- Create visually appealing posts that align with the emotions tied to the product. For example, a skincare brand might post soothing, visually-appealing content that highlights the calming and healing effects of their product.
- Promotions and Offers: Periodically offering discounts, promotions, or exclusive deals will drive sales, and using countdown timers or flash sales in stories can add urgency.
Example:
- A fashion e-commerce brand can use Instagram to post styled looks, influencer collaborations, and customer photos to demonstrate how the product fits into different lifestyles, creating an emotional connection with their target audience.
3. Event-Based Business Strategy: Build Anticipation and Excitement
Client Types:
- Event Planners
- Entertainment Industry
- Venues & Experiences
How to Approach Content:
For event-based businesses, your social media strategy should focus on creating excitement, anticipation, and FOMO (fear of missing out). Your audience is excited about events, so the content should build buzz and get people to act quickly.
Key Content Types:
- Countdowns & Sneak Peeks: Share behind-the-scenes looks, reveal special guests, or give followers a glimpse of what to expect.
- Example: For a concert, you might post sneak peeks of the venue, artist rehearsals, or interviews with performers.
- Event Teasers & Highlights: Share key event features—special speakers, activities, or attractions—leading up to the event to keep the hype alive.
- Example: A conference might post key takeaways from past events, share testimonials, or announce major topics and speakers.
- Live Content: Stream live videos during the event, such as backstage tours, interviews with attendees, or event highlights, giving followers who couldn’t attend a taste of the experience.
Engagement Tactics:
- Interactive polls and giveaways to get your followers excited and engaged. For example, let them vote on event activities, give away free tickets, or offer special VIP access to followers.
- Create shareable content that encourages users to spread the word, such as event countdowns or photo-worthy moments.
Example:
- An event company could post daily behind-the-scenes content as the event date approaches, leading up to the final countdown. Using hashtags like #EventNameCountdown keeps the excitement alive and encourages sharing.
4. Local Business Strategy: Focus on Community Engagement and Trust
Client Types:
- Local Restaurants
- Retail Stores
- Service Providers (Hair Salons, Spas, etc.)
How to Approach Content:
For local businesses, social media should revolve around community engagement, trust, and building relationships. Your audience is local, so your content should feel personal, authentic, and relatable.
Key Content Types:
- Local Community Features: Highlight local events, sponsor charity drives, or collaborate with other local businesses. This positions your brand as an active part of the community.
- Example: A restaurant might share photos from local farmers’ markets or highlight the community it’s part of.
- Customer Spotlights: Feature satisfied customers on your feed, which builds trust with others in your community.
- Example: A barber shop might showcase before-and-after photos of customers.
- Local Partnerships: Showcase your involvement in local partnerships or share co-branded content with local influencers or businesses.
Engagement Tactics:
- Engage with local hashtags to ensure that your content is seen by people in your area.
- Respond promptly to customer feedback or queries. Local businesses can thrive through personalized attention.
Example:
- A local coffee shop might use Instagram to feature daily specials, engage with customers by reposting their coffee moments, and promote local events they’re participating in or hosting.
5. SaaS/Tech Business Strategy: Focus on Problem Solving and Innovation
Client Types:
- Software Companies
- Tech Startups
- Enterprise Solutions
How to Approach Content:
For SaaS and tech businesses, the key is to focus on problem-solving and showcasing innovation. Your content should demonstrate how your product or service solves specific pain points and helps businesses or individuals achieve better results.
Key Content Types:
- Product Demos & Use Cases: Highlight how your product works through explainer videos, demo sessions, and use case stories.
- Example: A project management tool might create video tutorials on how to set up projects or track team progress.
- Customer Success Stories: Show how your product has impacted real businesses or users. This reinforces social proof and builds credibility.
- Example: A SaaS company might share a case study where a customer improved efficiency or reduced costs using their tool.
- Thought Leadership: Share industry insights, product updates, and innovations. This helps position your brand as a leader in the space.
- Example: A tech company might post about the future of AI and how their product integrates with it.
Engagement Tactics:
- Interactive demos and trials: Let potential clients test your product or service before committing, and offer a space for them to ask questions and get answers in real time.
- Webinars: Hosting webinars allows you to showcase your expertise and help potential clients learn more about your solution.
Example:
- A cloud storage service could post a combination of customer stories, tutorials, and industry insights to show how their product improves workflow efficiency and data security.
Final Take: Customizing Your Social Strategy
Creating a social media content strategy is about understanding your services, your clients, and how best to connect with them. Whether you’re selling a product, offering a service, or hosting an event, each approach requires a tailored strategy that speaks directly to your audience’s needs and emotions.
By crafting content that aligns with your audience’s values and pain points, you create lasting relationships and build communities that rally around your brand. Ready to transform your content strategy? Start by putting your audience at the center and let your brand story unfold.
