Generating a content or creative strategy can be scary in the best of times. Knowing just what to do, how much to do and say can be daunting. A refreshing truth: the approach doesn’t need to be complex. The premise is easy — give more than you ask and invite engagement. Your posts should fall into two areas, Give and Ask.
What is a Give?
Give content is informative, educational, entertaining, or simply consumable. It provides a nugget of wisdom or some takeaway…for nothing. And often, it has more to do with the world than with your business. Penning a blog that tells the story of one of your key employees and their recent achievement is a give. Preparing a graphic to talk about allergens in the air at different times of year is a give. Offering study tips for students leading into finals week is a give. Providing a funny anecdote about a neighborhood stray that comes to the back door of your business each night is a give.
What is an Ask?
Anything that actively requests an action is an ask. “Call us today to book your event”, “Click here to sign up”, “Buy tickets”, or even “Now 50% off” is an ask. You know what “too much ask” feels like. When you follow a brand on social media and the only thing in the feed is “ask,” you’re quick to bow out or block the brand’s posts from appearing. Why? Because the frequency of ask feels like a one-sided relationship, where the brand is the only one benefiting.
Applying this Principle During Times of Crisis or Uncertainty
During the Covid-19 pandemic or during any time of crisis, very little (if anything) should be asking for a sale. Not everything is about a call- to-action. Brands that offer relevant information or something entertaining will garner the most interaction. Watch these posts carefully — when your audience comments, respond! Knowing that a brand will join in the conversation, is when a customer feels most connected. Tell your story. Share your grief. Share positivity messaging, and how you are helping people. Tell the world how your business has changed.
When you’re asking, the post includes discounts, re-messaging from the cart, or lead generating calls to action. These are important to your business’s success but should be part of a healthy communication plan, not its entirety. Ideally, these are the posts being boosted or promoted through paid efforts.
Download a Visual that Illustrates
this principle here.
Need more coaching?
No one believes it’s “business as usual,” yet you may not know just what steps to take to pivot during this unprecedented time. You aren’t alone, and we know you need answers fast. Join us for a FREE WEBINAR, called “Marketing During Times of Uncertainty.” We’ll be hosting this webinar twice weekly until it’s no longer needed.
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