visibility plan 24th aug

Happy Monday and welcome to another Visibility Plan, where I support you to plan your social media content for the week ahead.

My hope for this article is always to make your week’s marketing a little bit easier to slide into. As I’m typing, I like to imagine you sat with your cup of tea and your favourite playlist on, jotting notes in your planner.

This week, I highly recommend reading The Visibility Lesson before you sit down to plan your content. (Find it here: The Only Marketing Framework Small Businesses Need) I talk about the journey your customer needs to go on before they buy from or book in with you, and why posting more isn’t always the solution. The Visibility Plan follows the same theme this week. I want you to really consider each individual customer’s touchpoints with you and your brand, as they go from first learning about you, to making their first purchase, to slowly becoming a raving fan.

As I take you through the week in posts, I’ll encourage you to keep coming back to the 6 steps we really want each customer to be taken through. Attract, Connect, Convince, Convert, Retain and Recommend. Got your cup of tea? Let’s get started.

monday

Attract new potential customers with a great hook that’s trending right now: Already August…

Format: Static post

Examples: Already August and you still haven’t tried our summer drinks menu. Already August and you still haven’t booked your Autumn hair colour. Already August and you still haven’t had a massage all year.

tuesday

Post content that your newest followers will connect with, immediately. What questions do people always ask before they buy from you? Answer one in a reel.

Format: Reel

Examples:

Watch our food truck serve 20 people in under 10 minutes - answers the question of whether they can cater to a large party.

Things in my home massage room that help you switch off - connects immediately with the busy mum who’s desperate for half an hour of tranquility.

The only thing I need from you as a customer - it’s a gardener holding a cup of tea. This reassures potential customers that they have their own tools and they don’t need a power supply.

wednesday

Post FAQs in a prominent place on your social media profile, as well as on your website if you have one.

Format: Highlight reel or pinned post

Examples: You could film this as one long-form video, a mini reel answering each question, or you could simply post photos with text overlayed. Answer the questions hesitant customers ask most, giving reassurance that you’ve got everything under control.

Consider answering questions about how your product works, what they can expect when they book your service, your refund policy and whatever else is relevant to your business. A tattoo artist might answer questions about where on the body hurts most/least and a hairdresser might reassurance potential clients that their extensions won’t ruin their natural hair.

thursday

Highlight how simple it is for customers to purchase from you or book in with you.

Format: Story

Drop a shameless call to action on your story to show new followers how simple it is to become your customer once they’ve made up their mind.

Examples: A photo of your latest designs with a “Shop here” link. A reminder that your calendar is open for September with a link for people to book. A poll sticker asking which of your new cupcake designs your followers prefer with, you guessed it, a link to order a box.

friday

Promote your loyalty scheme today - and if you don’t have one, consider taking some time to create one.

Format: Reel or static post

Examples: Show off your loyalty card, or better yet, ask a customer if you can film them cashing in their free reward.

You might need to plan this one in advance, and that’s absolutely fine. Get the content you need and schedule the post for next week. If that’s the case, you can post offering an incentive for existing customers to leave you a review instead.

Next week, I’m teaching you about content pillars and why they’re essential if you’re going to post purposefully each week.

Until then, as always you can reach out to me by emailing hello@hannahkiddmarketing.co.uk.

Love,

Hannah xo