Here’s something that might be a little hard to swallow – social media is not a magic pill which will cure all of your marketing ills.
Maybe you were sold snake oil, or maybe you just didn’t read the label carefully enough, but just creating a Facebook page or adding a ‘blog’ tab to your website isn’t going to turn your brand into the Next Big Thing.
This is especially the case if you decide to outsource your content marketing and social media management. Simply engaging a firm without giving them a brief, message and regular information about what your business is up to is the marketing equivalent of getting a doctor’s prescription and then not taking the tablets – you’re not going to get better!
We think that outsourcing your blogs (HERE) and social media (HERE) is a fantastic strategy for busy entrepreneurs – if marketing and copywriting isn’t in your wheelhouse then doing it yourself won’t be effective and will distract you from the real business of your company (for more of our thoughts on this, see HERE).
However, whether paying someone else to do your online marketing or going it alone, make sure you’ve covered off the below – otherwise your business may suffer some nasty side effects…
– Have a clear idea of the reason why you’re starting a blog / creating a Facebook page etc. Have your customers asked for it? Are you looking to reach a new audience? Are you trying to change your brand image? This will help you (or your social media agency) determine what kind of content to publish.
What are your goals & aims, and what are you looking to achieve? Make sure that you and your team have established this and that you have effectively communicated it to the person/s in charge of creating & executing your social strategy.
– Be realistic – about both the “numbers” (which are not always as important as you might think – a smaller engaged audience is preferable to a large audience who aren’t interested in what you’re putting out there) and about your ROI.
A social media following takes time to grow and unless you’re Marks & Spencer you’re not going to earn £20,000 for every tweet you post.
Social media, and to some extent blogging, should be viewed more as a continued conversation with your customers – a platform through which you can engage, inform and entertain, rather than constantly sell.
– Be prepared to invest time & money. Sure, a tweet is only 140 characters, but it takes time and talent to efficiently articulate a strong message in such a limited format. If you are posting yourself make sure you set aside time each day to properly craft regular posts. If you are outsourcing ensure that your budget is sufficient to pay for your campaign to have your required impact.
– Whether or not your social media is in-house or outsourced, you need to make sure that the person creating the content knows exactly what’s going in your business (events / new clients / bring your pet to work day) so that they can make the most of it and give your followers some real insight into your company. Without this your posts will come across as bland and formulaic.
– See social media and blogging as part of your PR & marketing strategy – not the whole thing. Having a Twitter feed does not negate the need to release press releases about new business to the relevant agencies or cease local radio advertising, for example, if those are already proven methods of promoting your business. Consider social media as an essential add-on to your existing marketing activity.
If you’d like to create a professional social media / contenting marketing strategy or would like more information about outsourcing these vital communication channels, please contact us to find out how we can help! https://www.lexiaagency.co.uk/contact-us/
- Posted by Rachel Forcella
- On 8th February 2017
- 0 Comments