After a busy and challenging year, most of us are feeling relieved to have made it to the end of 2020. Who has time to think about 2021? And do we really need a content marketing plan anyway?
The short answer is yes – you do. Simply for the fact that marketing isn’t just about selling, it’s also about customer service. Having a content plan means that you won’t be scrambling for ideas on what to post every day and that your efforts will be rewarded with clear and tangible outcomes.
The good news is that it won’t take long to do. Get the whole team involved over a working lunch and you’ll have a framework mapped out in an hour.
- Cross-reference your online content with your marketing plan and your business objectives. When are your quietest months? Do you want to attract new clients or focus on retention? Are you running any promotions or events? Are you introducing any new services? What are your client education priorities? What questions are your clients frequently asking? Who are your competitors and how are you different?
- Align your social media posts, emails and website content with key marketing objectives, seasonal health messages and holidays and observances. Half the job is done!
- Then break it down by month. You don’t have to meticulously plan your content strategy down to the day. Our industry is too unpredictable for that (and anyway – where’s the fun without a bit of spontaneity?)
Start with the bigger picture and then fill in the gaps.
Showcase your expertise. For example, knowing that Springtime is going to include advice and information about bee-stings, snake bites, allergies & itchy skin, fledglings and grass seeds means that you can easily find topics for September to November.
- Balance your promotional and seasonal posts with uplifting and engaging posts. Ad-hoc patient photos, interesting cases, behind the scenes and smiling team members all provide excellent fodder for high engagement with your followers. These are the most relatable, shareable and most far-reaching posts. Share them as you go and get your team members involved, especially if they have a creative flair.
- When you’re really too busy to take photos in clinic it’s ok to simply share links to an interesting pet health or behaviour article, or to post a heartwarming animal-related cartoon or video.
- If you can’t measure it you can’t manage it. By having a content plan in place, you will be focusing your time and resources on outcomes that are aligned with your business objectives, rather than just randomly posting on Facebook for the sake of it. The results can be measured by tracking customer reviews and feedback, engagement metrics and post reach, and then adjusting your approach accordingly.
In the new year I will be launching some new resources to help you with your content planning and creation. In the meantime, if you need any help please drop me an email. I’m here to help!