Complete Guide: How to Create Social Media Content That Attracts Clients

AI SMM
Complete Guide How to Create Social Media Content That Brings You Clients

Creating high-quality content for social media is a key element of a successful business development strategy. In this article, we’ll cover the main steps and recommendations to help you create effective content and attract your target audience.

STEP 1. Identify Your Target Audience and Their Interests

Before you start creating content, it’s crucial to understand who you’re creating it for to avoid wasting your time. To do this, conduct:

  • Demographic analysis: Find out the age, gender, location, and interests of your audience.
  • Understanding needs: Identify the problems and questions that concern your audience, and which of these you can solve.

A logical question might arise: “How do I do that?”

In marketing, analyzing the target audience (TA) and creating customer profiles is heavily emphasized; there are even companies that focus solely on this. Additionally, there’s the method of customer development (CustDev) — through surveys or conversations with clients, you can uncover their needs, interests, and goals. This is significant work. Personally, I wouldn’t recommend going too deep into analysis early on. In the long term — yes, but for now, delegate this task to artificial intelligence. For example, I use ChatGPT for this request:

Hello, conduct a marketing analysis of the target audience.
Propose marketing strategies with examples of ad campaigns and highlight what to focus on in the advertising.
Niche — [insert description].
Identify and describe: audience needs — 15 options, objections — 15 options, purchase triggers — 15 options.

STEP 2. Analyze Trends and People’s Search Queries

To find out what truly interests people, what their needs are, what they search for daily online, and what they are willing to pay for, you can use various platforms and tools that provide data on popular search queries and trends.

Recommendations for analyzing search queries:

  • Google Trends — https://trends.google.com/trends/ — allows you to see what people search for the most in different regions and at different times, compare popular queries, and identify seasonal trends.
  • Google Keyword Planner — https://ads.google.com/intl/en/home/tools/keyword-planner/ — a tool within Google Ads to help select keywords and plan ad campaigns. Be sure to use it to assess the frequency of searches on a particular topic and the level of competition in your niche.

Why do you need this information? To understand how much demand there is for the topic and niche you want to target. It's worth considering if it’s better to invest your time in creating content or if you should switch to a more popular topic.

Always pay attention to people’s comments on your posts and on posts by your colleagues within the same niche. Analyze what people are discussing across different platforms, such as Reddit, Quora, and forums.

What do these services help with? They allow you to see how your potential readers and clients phrase their queries. For example, fitness trainers often post about fascias and the psoas muscle. However, most people don’t know these terms; they just want to relieve back pain and improve mobility.

Analyzing search queries, comments, and forums helps you understand your client better and allows you to craft posts in plain, understandable language, rather than writing purely for professional self-expression.

Platforms for analyzing relevant questions and trends:

STEP 3. Choose the Right Platforms for Posting Your Content

Different platforms are suitable for different types of content and audiences. Decide which social networks you want to focus on and whether you’re ready to run a personal website with useful content.

Main platforms and their features:

  • Facebook: Primarily a platform for an older audience worldwide. I personally have had the most negative experiences here — this is where I experienced the most hate and negativity on fairly innocuous posts. However, it has a mature, paying audience. You can create themed groups and events, and it’s convenient for building your community. All types of content are supported: text, image galleries, videos (including YouTube), stories, and polls.
  • Instagram: The ideal platform if you’re ready to consistently publish visual content, tell stories, and share post galleries or short vertical videos. It’s one of the best tools for business and sales, allowing you to build trust with your audience. If you have visually appealing products or services, Instagram is the #1 platform for your portfolio.
  • LinkedIn: A professional network for B2B communications. It’s suitable for business content, industry news, and networking. I’ve recently started posting on LinkedIn where I share my work, professional posts, and thoughts, and connect with other users and students. Reviews from other users are crucial on this platform.
  • TikTok: Popular among younger people, known for short videos and the potential for viral content. However, the algorithms require you to post daily (sometimes twice a day) at first, so the system can “understand” what your account is about and who your audience should be.
  • Twitter or Threads: Platforms for short text messages with the option to attach images and videos. Typically used for news, announcements, and communication. I run a page on Threads and I’m satisfied with the algorithms, as my account grows organically every day without investment.
  • YouTube: A platform for video content, suitable for educational videos, reviews, vlogs, etc. Long videos help build trust with your audience; the longer people watch you, the more they trust you.

If you're struggling with choosing a platform, ask yourself two questions:

  • Where is your audience most active? Which social network feels more comfortable to you?
  • What format of content can you consistently create: text, images, short or long videos, or storytelling?

Perhaps managing social media isn’t for you right now, and it’s worth starting with posts on a personal website or setting up a group on Telegram.

STEP 4. Create Content That Will Interest Your Readers

Content should not only be attractive but also valuable for your audience. Here’s what I usually take into account when creating content for my social media accounts and website:

  • Visual appeal. If it’s a video, it should have quality editing, a clear message, 1080p resolution, and 60 frames per second. If it’s images, I pick an appropriate image and accompany it with text. For post design, I use Canva.
  • Usefulness and informativeness. I write texts in my own style, in my voice, as if I were telling this to a friend. I include examples from practice. Informative publications can take the form of expert articles, step-by-step guides, tips, checklists, infographics, and more.

People also love reading stories, so share real-life cases from your life and work. One of the most engaging kinds of content is the process of creating something, e.g., how you sew a teddy bear from viscose or manage your workday with your team.

At the content creation stage, you can again turn to ChatGPT in the same chat where you analyzed your audience. Send this request:

Imagine that, based on the previous analysis of the target audience, their needs, objections, and purchase triggers, provide me with examples of the top 10 popular search queries in this niche. What topics should I choose for 10 blog posts? Pick ones that address the main objections clients might have.

Here’s an example of how to phrase the prompt if you’re working on a specific article:

Write an article as a marketing specialist.
Topic: "How to write a personal message to a client."
Audience: Entrepreneurs developing their business through social media.
  Here are some headline ideas:
How to Write an Appealing Self-Introduction Message Using NLP Techniques and Brain Functioning.
How to Write a Message that Will Get a Response.
Task: Improve each headline for greater appeal, explain the changes, and write 12 more headers, using the above examples as inspiration. Create three attention-grabbing headlines, three unusual, three original, and three provocative ones. 

Don’t forget about hashtags: To generate relevant hashtags, you can use services like Hashtagify and RiteTag. Include keywords in descriptions and headlines.

STEP 5. Engage with Your Audience

Writing an interesting and meaningful post is only half the job. People come to social media for interaction, and if they don’t receive a response to their comments or messages, they’re likely to lose interest and unfollow you over time. Many bloggers manipulate followers by asking for likes, comments, and other engagement, but the most important thing is to treat people like humans:

  • Respond to questions and feedback.
  • If you launch a poll or survey, share the results to show that their responses and opinions are valued.
  • During live broadcasts, answer viewers' questions — don’t ignore them.

STEP 6. Analyze and Adjust

Ongoing analysis helps you understand what works for your audience and what needs improvement.

Which metrics of content effectiveness should you track:

  • Engagement: Likes, comments, shares, saves.
  • Reach and impressions: The number of unique users who viewed your content.
  • Conversions: Actions taken by users, such as visiting your site, purchasing, or signing up.
  • Audience growth: The increase in your followers over a set period.
  • Posting time: Post similar content at different times to determine your optimal time for posting.

For tracking analytics within social media platforms, there are built-in tools like Facebook Insights, Instagram Analytics, and Twitter Analytics. You can also use third-party tools such as Google Analytics (for website traffic from social media), Hootsuite, or Buffer (for consolidated analytics across multiple platforms).

By following these steps, you’ll be able to create content that not only grabs attention but also converts your followers into clients. Identifying your audience's interests, staying up-to-date with trends, and consistently posting useful content on platforms that align with those goals are key aspects of a successful strategy. Regularly analyze your results to understand what works best and adjust your tactics accordingly. Successful content is content that reflects your audience’s needs, helps them solve problems, and enables you to achieve your business goals.