Use Your Expertise to Design Your Social Media Campaigns
When done correctly, social media platforms are a highly effective method to nurture, connect, and engage with your target audience. But it’s not easy to maintain a presence on social media. As many people in my community have told me, it takes a lot of work and can often leave you drained and exhausted. This is especially true if you have a presence on multiple platforms and even multiple accounts on a single platform. You will need to tend to these accounts and engage your audiences on each of them on a daily basis. This can easily turn into a 24/7 job.
So, how can you make this process more efficient and less draining on yourself? My team and I have developed a system that I find easy and sustainable. This system is less stressful and yet more productive than anything I have tried in the past simply because it capitalizes on what we do best. It allows me to focus on my expertise — talking to consultants, coaches, and learning leaders and helping them power through their pain points to create training programs that actually achieve results. Then using that information that I already know is important to my target audience and turning it into social media material.
We’ve done the testing already and have worked out the initial kinks that pop-up when you try something new. The concept is simple, select a topic from a service or training you offer and record a 10–15 minute explainer video. Once you have the content recorded have the audio transcribed to pull out phrases for quote cards, key concepts for story cards, and snippets for video segments. Before you know it, you have 10, 15, or even 20 pieces of content that you know will be of interest to your current followers and entice new ones to connect in with you.
The steps below will guide you through the process to turn your expertise into social media campaigns that will be of service to your clients and target audience.
STEP 1. RECORD A LIVE VIDEO
This allows you to focus on concepts that your viewers will find useful. For me, the act of preparing the material I plan to feature in the video, as well as knowing that I have a deadline before I face my audience motivates me and forces me to focus. And so, my week begins with recording a live 15-minute video that is focused on one just one marketing tip. It speaks to the heart of what we do, how we speak, and what we know brings success. When that’s done I have 15 minutes of information that I can share with my community.
STEP 2. TRANSCRIBE THE VIDEO
This provides you with a complete transcript of the content you just have recorded. Tip: Upload the video to YouTube and get it transcribed for free.
STEP 3. HIGHLIGHT “THE GOOD STUFF”
Review the transcript and highlight direct quotes, select the phrases, and identify the sentences that explain the concept or technique.
STEP 4. TWEAK INTO SOCIAL MEDIA POSTS
Use what you’ve highlighted to generate multiple versions of the content into quote cards. You can develop these into articles or video scripts. Or you can tweak them into social media posts. So from a single 15-minute video based on my expertise, I am able to generate an additional 4–5 unique perspectives we can share across more online channels to reach more people.
There you have it!
Everything you need to do to turn your expertise into social media content one 15-minute video at a time.
Now that you know what you need to do, go list down your client pain points, grab your smartphone, and start recording your solutions and insights that can help your clients power through these roadblocks.
Before you know it, you’ll regain control over your social media marketing, having a ton of fun, and helping out your audiences all at the same time.
