Content Types

Once we have the ICPs in place, we can define the audiences that we’re looking to reach via Social Media, and the types of content that will be relevant to them. Each post we send out should hit one of these target audiences and fulfill a goal of some kind. The types of posts we could potentially put out include:

Posts/Videos about products, highlighting one or more important features.

Posts about the development journey/goals/roadmap (from R&D).

Software updates, and improvements they bring to the product (from R&D).

Updates that other departments might want to share.

Posts to highlight new blog posts or news items that have been written.

Posts highlighting older content that can be updated/reshared.

Posts seeking engagment from the audience, i.e. a poll asking if they think ultrasonic or nuclear density meters are more reliable.

‘Meet the team’ style posts, highlighting a member of the team, their role at the company, and a little quote about what it’s like working at Rhosonics.

Infographics highlighting key figures about products/sales/regions etc.

Quotes from happy customers.

Industry News with Commentary - share relevant articles and add our unique insight on how it relates to Rhosonics' solutions.

Quick text posts outlining a common ICP pain point and then offering a brief hint at how Rhosonics addresses it.

Posts about updates to the Rhosonics Academy, with a push towards signing more people up.

Focus on a goal

Each of those posts should fulfill one of the goals below:

Awareness - The customer becomes aware of their problem or need and starts to broadly explore potential solutions. They are not familiar with Rhosonics yet. The goal is to capture their attention and establish Rhosonics as a potential option worth investigating further.

Consideration - The customer is actively researching and comparing solutions. They know about Rhosonics products and are evaluating if it's the right fit for them. The goal is to demonstrate the value Rhosonics offers and how it stands out from competitors. Build trust and credibility.

Conversion - The customer decides to purchase or engage with Rhosonics directly (demo, consultation, etc.). Remove friction from the buying process. Make it clear how to take the next step and address any potential objections head-on.

Loyalty/Retention - The customer becomes a repeat buyer or advocate for Rhosonics. The goal is to provide ongoing value, and build a relationship that goes beyond the initial purchase.

Organic vs. Paid

We also have to decide whether our content will be ad-supported or not. If it is, we’re more easily able to target specific users via job role, location etc. Organic posts don’t allow us to do that, so our targeting won’t be as strong.

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