Quality v quantity in social media

By Kerry White


March 24, 2021


4 min

Social media: Why quality, not quantity, reigns supreme

Ah, breakfast. Some might say the most important meal of the day.  

Now imagine having soup for breakfast. At 2am. In the bathroom.

Mmmmmm. No?

Exactly. This gastronomic failure is an example of the wrong stuff, at the wrong time, in the wrong place. If you are providing the wrong content, at the wrong time, in the wrong social space, trust me, it’s just as bad as soup on your slippers.  

If your ideal customers are not reading your content because it’s not relevant or valuable, or it’s posted at the wrong time or on the wrong social network, you have a problem.  

And while quality content is a must, so, too are quality followers: those who are most likely to be interested in what you have to say, and buy your product or book your service. It’s great having a million followers on social, but if not one of them buys from you, what, really, is the point?

It’s much better to have a smaller, quality group of people genuinely aligned with your brand, who are more likely to invest in you – if you invest a little bit of time in them first.

So, how do you reach quality potential customers?

Firstly, you need to work out who your ideal customer is. You need to know who you are talking to so you can provide them with the content they want and need. If you do this, they will feel aligned to you and your brand and will be more likely to  buy from you.

Once you know who your customer is, you can work out things like what they are interested in, how they spend their day and where they like to hang out on social media. The result? Value-packed content delivered to the right person, at the right time, in the right space (aka livin’ the content marketing dream!)

The best way to work out your ideal customer is to develop an avatar for them. An avatar is simply a fictional persona that you develop by answering some questions about your customers. These questions should include things like:

1. Who are they?  

What age are they? What gender? Educational background? What sort of job do they have?    

2. What does their day look like?  

Do they have a routine? When do they get up? Do they travel to work or work from home?  

Knowing what your readers are doing during the day can help you schedule the right content at the right time to reach them.  

3. Pain points  

What really annoys your ideal customer? What problems do they face that you can fix?  

4. Values & Goals  

What is important to your customer? What are their goals? How can you help them achieve them?    

5. What do they love about you?

6. What barriers do they have when it comes to doing business with you or engaging with your content?

7. What sort of content do they consume?  

Long-form (eg blogs/newsletters) or short-form (eg social posts) content?  

8. Give them a name.  

9. Who is your nightmare customer?

It can also be helpful to work out who you do not want to do business with!

These questions will probably take a bit of research or even some well-informed guesswork, but it is definitely worth putting in the effort. Once you have your avatar, keep them in mind whenever you write content – even itty bitty bits of content. Not only will it help you to work out what content your customer is likely to want or need from you, you’ll have a better idea where to share it so they actually consume it.

Photo by Nicate Lee on Unsplash

For example, say your avatar is a 29-year-old stay-at-home-mum, ‘Susan’. Susan probably doesn’t have great chunks of time to sit down and digest content, so short-form pieces of content might suit her better. The best time to reach her would probably be after the kids are in bed, or before they wake up in the morning.

Whereas, if your avatar is 35-year-old ‘Jeff’, who commutes to work in the city on the train every day, he’s probably got a bit more time to sit and enjoy your content while he’s at it. So, longer-form pieces of content might suit Jeff and he’ll be more likely to read them at rush hour.  

That’s just the beginning. Once you work out your ideal customer, you’ll be amazed how it informs your content for the better.

No time to sit down and work all this out, even though you can see how it could benefit your business?

Let us do the snooping on your ideal customer for you! We can also create content for them, if you like.

Get in touch with us to discuss your needs.

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