• Aleya Harris


So you’re on board with using social media and blog posts to help grow your business’ following, but what’s next? You have an incredible menu and a variety of specialty drinks, but what good is any of this if you’re not reaching the audience you desire and focusing on their needs?

One of the most difficult aspects of marketing your business on social media is producing content that is tailored for your intended audience. Communication can be one of the easiest ways to engage your readers and get a better understanding of what they expect out of you as a service provider and a social media entity, if you’re willing to put in the work.

But when it comes to making the hard decisions on the types of content your audience craves, know that you’re not alone.

There are a variety of tips and tricks that are easy to use and effective. In fact, I’ve taken the time to root out the best of the best and give you first-hand know-how on the four best tips and tricks to tailor your content to your intended audience.

Establish a Connection with your Audience

I’ll never forget in high school having to pick up a copy of The 7 Habits of Highly Effective Teens, but what stood out to me most is Habit #5 which is “seek first to understand, then to be understood.” And while I may no longer be a teenager, this habit can still apply to business marketing today.

Your audience is never going to care about the content you produce if they don’t feel like you care for them. Showing your audience that you care goes well beyond providing excellent customer service. It also includes making sure that their questions and concerns about your business are answered. Seeking out the answers to these questions can help provide what Undercurrent defines as “shared value.”

If you think of shared value as a Venn diagram, where one circle is your business’ goals and desires and the other circle is what your audience is concerned with, that middle ground is the basis for shared goals and concerns that appease both sides of the relationship. This is the best place to find inspiration for social media posts or blog topics that will appeal to your audience. This can also help your business develop buyer personas on your audience.

When in Doubt, Reach Out

When tailoring your social media and blog posts to your audience, there can be a lot of guesswork with what they expect and what they want to see from your business. This can all be eliminated with a simple no-brainer: Ask your audience.

A majority of social media platforms have the options for lengthy feedback, as well as polls and survey options that can give you the answers you want without having to go to great lengths to achieve them. An added bonus is that these types of posts can help drum up likes and engagement.

The same tactics can also be used with your company’s blog. If you have a regular mailing list that sends out reminders to your loyal fan base when new content is released, you might want to consider creating a brief survey and attaching it to the end of an email.

Check out your Competition

Unless you’re wearing horse blinders, your competitors will always be there in the back of your mind. But rather than worrying about how much better or worse they’re doing than you, look to them for inspiration on how to attract and cater to your audience.

Pay careful attention to the types of content they’re posting. Which types of posts are receiving large impressions or shares across the various platforms? These topics might be just the content areas that your readers and followers are looking for.

But with that in mind, don’t simply steal the content from your competitors. There’s more than one way to address the same topic and there’s certainly a variety of ways to get your point across. Spending a little time to improve the content might just give you the competitive edge that you’re looking for.

Outsourcing with a Personalized Touch

If you simply don’t have the time to put in the effort yourself, there are a multitude of media marketing companies that specialize in preparing ghostwritten blog and social media posts that you can add your own special touch to when all is said and done. I might even know a company or two that would be more than willing to help out any businesses in the food and beverage industry!::wink wink::

A personalized touch can be something as simple as adding your own tailored introduction on the topic and including a call to action specific to your business toward the end of the post.

Now that you have some basic content strategies to help tailor your content to your audience, the possibilities are endless! Looking back on this time six months down the road, or even in a few years, you’ll be surprised at how far your social media content has helped to expand your business.

If at any time you need help growing your business using social media or simply need some advice on tailoring your own content, Food & Beverage Media and Marketing is here to help.

>>>Click here to find out how you can keep your own pantry stocked with everything the Social Media Pantry has to offer.

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