EPISODE 101 OF THE MARKETING SOLUTIONS PODCAST: REPURPOSING YOUR SOCIAL MEDIA CONTENT FOR MAXIMUM IMPACT

Sonya:

I had a weird experience with an eCommerce business the other day. It started out bad weird, but when I say they turned it around, I mean, they really turned it around. And how they did it might surprise you. In this episode, I'm going to discuss how you can use the content you create for your social media channels beyond just posting on Instagram, Facebook, or TikTok.

Because if you're going to put time, effort, and money into creating content, why not get the absolute most out of it? You might just pick up a few extra raving fans like me along the way. Welcome to the Boom Your Biz Podcast, a podcast for the movers, the shakers, and even bigger action takers in business.

I'm your host, Sonya McIntyre-Reid. And each week I'll be exploring the question of what really makes businesses and organizations thrive. I'm on a mission to educate, empower, and inspire business owners and myself along the way.

If you've ever gone through the trauma of purchasing swimwear online, you know that it's a bit hit and miss. Just the other week, I ran into this gauntlet and it was a big fat miss. The bikini I purchased didn't fit. Now, I'm usually pretty spot on with my sizing, but this brand didn't use the normal number system or small, medium, large.

They use small, small plus plus and small plus plus plus. Better for one's self image perhaps, but a terrible idea if you want people to actually know what size to buy. And I'll admit it, I was paved, but I really wanted this bikini in the right size so I persevered.

I hopped on the customer support chat to get a bit of help and I was blown away by what the company did next. In fact, I was so impressed that I got on the work group chat and told my whole team about it. And it's something we're going to be implementing with some of our clients moving forward.

The customer support agent sent me a link to a resource that explained their unique sizing system. But this wasn't your average size chart, it was a TikTok video of a model demonstrating the difference between the three small sizes available. I didn't have to get out my measuring tape.

I didn't have to buy one and hope for the best or buy two and return the one that didn't fit, which I have been known to do. I could see right there what the difference sizing looks like in terms of coverage and get a better idea of which sizes was right for my body.

For an avid online shopper like myself, this is an absolute game changer. And as a digital marketer, I was just so impressed with the idea of repurposing content to not only save time, but to truly help your customers. This got me thinking, how else could companies, including our clients, repurpose their video content.

We spend so much time planning, shooting, then editing videos only for them to be used for one post or one ad campaign, and maybe shared again a few months later. And it's a real shame when a lot of work has gone into creating that content.

Repurposing content in your customer service cycle is a great way to use content you already have, but also it makes it really easy to plan out the content you need to create in the future. It's a total win-win. Here are a few ideas we came up with for repurposing content. Feel free to use them in your own business.

Number one, frequently asked questions. Most businesses get a handful of the same questions over and over again. And I get it, it can be annoying, but what if instead of sending a cut and paste response, you send a cute video. That way you control the tone, which is always important when dealing with customers and you'll definitely stand out.

For example, one of our clients runs a heating and cooling company, and they're often asked what the difference is between split systems and ducted air conditioning units. For them, having that same conversation over and over probably gets a bit tedious, but having a brief explainer video where they go through the main differences and even show the two units side by side would be fantastic for them.

And there are so many other videos you could create too. I'm thinking how to use your new Fujitsu split system or even better, why you need to get your heating and cooling system serviced every year. When they send out their service reminder emails, these would both make interesting organic content and can be used over and over again.

Next, show your product in action. For online fashion retailers in particular, the opportunities here are really exciting. Show how a long pair of jeans is on models of different heights. Show what a dress looks like on different body shapes. Send a customer three ways to style your new leather jacket TikTok video after their purchase is delivered.

Even how to wash your new cashmere jumper video post purchase would be amazing. I would have loved that before a certain laundry day disaster, let me tell you. These ideas wouldn't just make fantastic content for organic socials and direct messages, they would be incredible to include in your product listings on your website to make buying a no brainer.

There's a reason that people keep asking the same questions over and over again, so head them off and answer it before they have them. That's a great start, but let's take it up notch. What about a welcome video for new clients that you send to them before their first visit?

How cool would it be to get a video from your new brow specialist before your visit, introducing themselves, reminding you to fill in the new client form and telling you anything that they should know prior to your visit, like making sure you come to your point without makeup on?

When you're creating that content for your feed, you just get the team member to start with, "Hi, my name is... And I'll be seeing you very soon for your appointment." Then they go into the rest of the message. To repurpose, you just use this video that refers to the client's first appointment for direct messages and cut that bit out for organic content.

A welcome video would be especially useful if the business is located in an odd spot or is tricky to get to. Having someone say, "Parking can be trick, so give yourself an extra five minutes to find a spot," would be really helpful and shows that you've really thought of everything that could make their visit easier.

Think about what they do after their first visit as well. Bonus points if you have a follow up video you can send after their appointment with aftercare instructions as well. Beauty therapists, I'm talking to you.

A video about the three things you should do after your laser hair removal appointment and the one thing you definitely shouldn't, makes great organic content and valuable director-client content post procedure.

Finally, consider your email funnels. If you've created an introductory video for your social media content, your first email when people subscribe is a great place to repurpose that content. Not everyone will have discovered you though through social media, at least they won't if you've got a bit of diversified client attraction funnels happening.

Even if they have seen the video before, it's still a bit of a novelty to get an email that just isn't long copy trying to sell something to you. For email funnels, frequently asked questions would work really well here as well, particularly if you've put someone into a sales funnel for a new program or offer.

If you're someone who likes to go live on Instagram or Facebook, editing that content into a few short sharp videos to go into your email marketing is a fantastic idea, and I haven't seen many people doing it outside of the coaching industry. We invest so much into video content and I really want to encourage you to make the most of it. Work smarter, not harder.

And remember, video is really a fantastic resource for connecting with your clients, both current and potential. Probably the best example of repurposing content I can think of is Gary Vay. For a time, his team was pumping out a staggering amount of content every day. And there's no way they could have done this if they weren't repurposing snippets of his longer content.

And if you're worried about being repetitive when you repurpose your content, spend an hour on his YouTube channel, the message is basically the same throughout all of his videos. You never know where a new potential customer is going to find you. And even more importantly, you never know when a message is going to land.

We're all so distracted nowadays that the old seven points of contact to get a sale industry standard has more than tripled. If you really want to stand out and you do need to stand out, you need to harness the power of repetition. Video gets results, there's no two ways about it.

I just want you to work smarter, not harder and get the absolute most out of the content you create. Now, because I know that you love a freebie, my team and I have put together a downloadable checklist of different types of video content you can create and repurpose for your customers. We've included options for both service and product based businesses so make sure you check out both lists.

You might get an idea or two from the other side. As always, if you've enjoyed this episode, I would be so grateful if you could leave us a review on whatever platform you're listening on. Reviews help us to be seen by more people and get that good information out there. Thanks for listening, and I'll catch you on the next episode of the Boom Your Biz Podcast.