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Conversions and Content that Attract Your Audience

Ida Madsen, Senior Specialist: Content, SEO & CRO, IIH Nordic
Big Brands and Social Media - 2020 and Beyond

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Conversions and Content that Attract Your Audience

  1. 1. Conversions and Content that Attract Your Audience
  2. 2. COMPETITION IS FIERCE You have access to billions of people around the world, but more and more companies want to join in on the conversation
  3. 3. HOW ARE WE HEARD THROUGH THE NOISE? It has never been easier to get your ideas out into the world through social media, but at the same time, it has never been more difficult to be seen and heard through the clutter
  4. 4. SOCIAL MEDIA IS NOT WHAT IT USED TO BE Possibilities are endless – but complexity is constantly rising
  5. 5. SOCIAL MEDIA IS NOT WHAT IT USED TO BE It is a maturing industry and it is no longer enough to have a page, post and hope for likes.
  6. 6. YOU NEED A FUTURE PROOF SOCIAL MEDIA STRATEGY • In order to break through the clutter you need a cohesive strategy that includes: • What you want to achieve • Who you are and how you differentiate • What you talk about • How you say it • Who you are talking to • And how you’ll reach your audience
  7. 7. Creating engaging content
  8. 8. WHAT ARE WE TALKING ABOUT AND HOW? • Understand, support and encourage • Have a cohesive tone of voice that fits your DNA • Understand that we don’t trust you and we don’t want to be sold to • Tell us a story – take us on a journey
  9. 9. WHAT ARE WE TALKING ABOUT AND HOW? • Your story is not about your awesome product • It is not about how you are changing the world • Your story is about the journey of your customer The customer is the hero of your story!
  10. 10. CREATE AN ENGAGING JOURNEY • Single transaction content will not grow your company
  11. 11. UNDERSTAND THE LANDSCAPE • What works for our target group • What works on this platform • What proven successes can we be inspired by
  12. 12. Do what they do – but do it better
  13. 13. CATER TO THE SPECIFIC PLATFORM AND FORMAT
  14. 14. USE FORMATS THAT WORK
  15. 15. MAKE COMPELLING VISUALS
  16. 16. MAKE COMPELLING VISUALS
  17. 17. YOU SHOULD PROBABLY DO MORE VIDEO 60% 5X
  18. 18. VIDEO TIP 1: SHOW YOUR BRAND WITHIN THE FIRST 5 SECONDS
  19. 19. VIDEO TIP 2: FRONT LOAD YOUR VIDEOS – HALF OF THE VALUE SHOULD BE DELIVERED BEFORE 3 SECONDS
  20. 20. VIDEO TIP 3: ALWAYS DESIGN FOR SOUND OFF
  21. 21. VIDEO TIP 4: KEEP IT SHORT – BELOW 15 SECONDS PERFORMS WELL
  22. 22. VIDEO TIP 5: MAKE VIDEO FOR ALL SCREEN SIZES –NEVER HORIZONTAL
  23. 23. COPY THAT RESONATES
  24. 24. COPY THAT RESONATES The perfect Facebook Post is: - Brief - Part of a consistent strategy - Focuses on value rather than features - Invites for engagement – without being ”engagement bait-y"

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