Relevant vs. Random: A Strategy for Success

Last month, I ran a competition on my Facebook Page. The competition was asking a question in response to this video here by Eden Riley of Edenland….

And the question ran along the lines of ….

What does this blogger do to make her win the award of Australian Blogger of the Year?”

The person that answered this question correctly, not only won a free copy of my eBook Novice2Ninja, they also understood the primary factor that is the basis of online success. Jodie Heylen of The Gift Post (Gold Coast) won the competition and I promised to blog about this once the competition was over.

However this is such an important concept to get your head around that I re-ran this competition last night at “The Social Media Club” and yep, I gave away another free copy of my Book to the first person that guessed correctly.  This time, it was  a printed copy of my book. And for those of you that have followed this competition twice already, I promise there won’t be a 3rd!

So here goes, and the answer is.. {drum roll} RELEVANCE. Do you want to know why RELEVANCE is THE most important factor to ONLINE SUCCESS?

Here is “RELEVANCE defined”….

Relevance is like current, but current is only about timing.

Relevance is similar to important, but important is only about the order of priorities.

Relevant is almost like related, but not that’s only the half of it.

RELEVANT is the opposite to RANDOM, and a whole lot more.

You see, when I first started in Social Media about 4 years ago, I posted randomly for several months. My page sucked and I felt microscopic. I finally figured that RANDOM POSTING DOES NOT WORK. If you adopt “Random Posting” as your strategy, you will end up with a Facebook Business Page or Blog that is made up of loosely connected ideas, that may or may not be related to your business, and basically you will end up with a mish-mash of concepts. And guess what the problem with a random strategy is? It is not clear, it’s not focussed and not targetted. Bottom line, “Random Posting” will not help your business and will certainly not generate any sales.

There are many reasons why Edenland is a successful blog. But the one single reason why Eden Riley won “Australian Blogger of the Year” is because what she blogs about is RELEVANT. Edenland is a collection of thoughts and opinions on what is currently controversial and what is happening at the forefront of current culture. Riley’s “product” is controversy and anything topical. She is also very engaging, authentic, honest, real, human, kind, she’s all those things. But most of all, the essence of what she talks about is RELEVANT to her Fans. Why? Because her Followers are also concerned about the impact that these emerging issues have on society and how it will affect their lives, jobs and future security. Riley taps into that big-time.

So let’s start with “the Don’t's”….  Here is what NOT TO DO online….

  • Take for example, a lawyer that has mostly a Generation-Y market of 25-35 year olds. If this lawyer was to blog about Lady Gaga, this would make this lawyer’s blog current. But it wouldn’t be relevant because Lady Gaga has nothing to do with law.
  • If you were a real estate agent and you posted Footy Tips, this could be interesting and fun to some of your Fans, but this is NOT ON TOPIC. Footy Tips are not relevant to your business or to your customers (who are on your Page as property buyers and renters).
  • If you were a Tourism Page, posting about the gripes you have with city centre parking or the complaints you have about the new Highway coming through, this is NOT RELEVANT to the fans that are buying your products (Tourists are interested in the tourist experience, not the dirty laundry/behind-the-scenes-infrastructure-issues).
  • If you were an oil painter, and you blogged about jewellery, this would be INTERESTING and loosely related to canvas painting, however if you kept this up, you would soon start to lose your Fans or at least, they will stop engaging with you on your core topic of oil painting on canvas.

By doing any of the above you would start losing your Fans and your page would start to suck dismally, or worse, bomb all together. Put simply, you will lose your tribe. Your Peeps will simply go elsewhere to get their “fix” of the love they want on that particular topic. This is because your fans are following you specifically because they want to connect with WHAT YOU DO and WHAT YOU REPRESENT.

Let’s then define the “Do’s” of how to achieve Online Success….

You need to blog or post about what is RELEVANT to your business PLUS what is relevant to your TARGET MARKET.

  • So if you’re an oil painter, post about oil painting only. Best brushes to use at home, different techniques to achieve different effects, top-tips to properly wash brushes…..
  • If you’re a real estate agent, post about how great it is to live in your area, news about events coming up that make the region a joy to live in, renovation success stories that turned a mega profit….
  • As a business lawyer, blog about copyright issues that are currently in contention, business issues to watch out for, new workplace laws that may affect small business owners….
  •  In tourism, post about events coming to the area, restaurants and the accolades they have recently won, or the best coffee in town….

Eden Riley blogs about topics that her Fans are interested in PLUS the topics that are current and are MEANINGFUL to her Followers. Therefore Edenland is a highly RELEVANT blog. The week she blogged about chicken fillets to represent breast implants, there had been recent debate in the media about young girls having plastic surgery to feel beautiful and accepted. So this video was ON TOPIC and relevant to her Peeps, at the time…

I therefore define RELEVANCE as being

  • BOTH RELATED to your business
  • AND ALSO RELATED TO your target market

I also use RELEVANCE as the number one FUNNEL to cross-check my content before I post anything on any of my Facebook Pages. So before I post to my blog or Facebook page, if the topic does not make it through the RELEVANCE funnel, then I scrap it. It is not the right CONTENT for my page or blog if it does not make it through my filter.

I consider this principle of RELEVANCE vs. RANDOM to be the most important underlying factor to your success online. Get this wrong and your Facebook Business Page or blog will bomb. Yes you have to be engaging, the more engaging you are, the more your Fans will dig what you do. But you can be engaging and still be irrelevant. You can be engaging and random. It is important therefore to be engaging AND RELEVANT.

So the keys to ONLINE SUCCESS are….

  1. UNDERSTAND your target market and what they want to hear & read about
  2. Make sure your topics are CONNECTED to your business and are ON-TOPIC with what you do
  3. With these two filters in mind, then generate posts that are both MEANINGFUL to your target market (1) and CONNECTED to your business (2) = THIS WILL GIVE YOU RELEVANT CONTENT

Laywers, I advise you hold back on blogging about the latest Monster-Ball rap and stick to the topics that your Peeps are interested in, and if your Fans are mostly Generation-Y, then why not blog about the latest “Stop & Search” laws which would be of huge interest to this age bracket? Knowing their rights when they go out may be at the fore-front of their minds and may spark some great discussion (and engagement) on your Facebook Page or blog. Yes you must understand what your target market likes and wants to read about, but that’s only the half of it. What you talk about on your blog or Facebook Page must also be related and connected to your business (see poster below).

Social Media Strategy

I share my extensive research on the topic of  “Content Strategy” in detail in my book “Novice2Ninja – Facebook for Business”. Hope it can help you too.

Buy “Novice2Ninja – Facebook for Business” , eBook or Printed, here

Request a Call-Back to chat about a 1-on-1 Session with Francesca

Grab your seat to the upcoming Facebook Business Workshop here

Join us at “The Social Media Club” here

And I would be as happy as a little girl in a lolly-shop if you shared this post with your friends in your favourite online playground. Thank you xx

With Gratitude
Francesca Esposito-Rose B.Inf.Tech.
Business Mentor, Online Specialist, Author, Speaker & FaceBook Business Specialist

 

 

 

 

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About Francesca

Francesca Esposito-Rose is CEO of SummerHills.com, a successful Australian Retreat. Also Digital Strategist, Business Mentor and Facebook Business Specialist. With extensive experience over many years in corporate and public management and private business ownership, a past life as a geek and too much internet experience to admit in public, she translates Facebook for Business into understandable language that others leave you wondering about. Francesca has a fresh and straight-talking style in both writing and management, getting the job done, quickly, efficiently and successfully.

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