What goes on out there when we use the social web to communicate about our product, improve our organisation’s marketing or connect with our potential target? After a year spent observing, analysing and measuring actions and cross-referencing behaviours, this is the pattern that I’ve seen repeated the most by brands, companies and even people and professionals.
- Four tweets regarding business purposes.
- Two or three updates of the company’s Facebook page; photos and videos mainly.
- Spending about $400-600 per month on Facebook Ads campaigns to increase the official page’s fan base.
- A couple of images in Instagram and Pinterest.
- One or two links shared on LinkedIn and perhaps another in the group that is closest to our industry and has the most members.
- Perhaps posting a news item on Google+, for SEO purposes.
- Very occasionally, carrying out a promotional video about our company or about what we do, basing it on a current reference that we liked.
- If we’re lucky, our SME, business or personal brand has a blog. Perhaps we might publish something once a week or every two weeks; more often than not, on a monthly basis. Then we massively (sometimes, intrusively) promote our post (and blog).
- Sending a commercial newsletter to every contact that has ever given us a visiting card, whoever we exchange emails with, whoever subscribes to our blog or whoever’s in our database through subscriptions.
I’ve also seen lots being said about content marketing and strategy. Although there are some large brands using content marketing (very well in some cases), there are still many smaller companies and organisations, personal brands and self-employed workers out there. I’ve read about 40 posts that talk about content marketing as the trend for 2014. Wasn’t it the trend for 2013? Of course, content marketing is very different from filtering and publishing links that are coherent and that build towards a common goal. This is what I’m talking about.
So, it’s hard to measure change. However, I know that when you’ve done the work that matters, your social media efforts will decrease and be more focused. The more people turning their heads to take a look at you, the more things you should be creating.
The deal here isn’t the content but, rather, the results you get. Create processes that help you achieve your goals. The following ideas may help you improve your results using the social web.
What else can be done?
- Instead of (aimlessly) publishing on Twitter, try to link with your potential audience more and pay greater attention to your customers. Look for conversations, analyse and measure them and then take action in them.
- Set up your fan page as a place to get test samples, special offers, peripheral services that are only carried out on this platform (for instance: a form for free samples). Publish blurbs from your customers or show different ways your product can be implemented.
- Focus your Facebook Ads budget on achieving leads to your end point of sale on your website or online store.
- Carry out visual contests through Instagram with attractive incentives. Use Pinterest as a catalogue for your products, experiences or featured services. In the case of products, include the price so they can appear in lists of “gifts”.
- Try to connect through LinkedIn with the contacts that can strengthen your organisation. A sales agent in the UK, a legal adviser in Colombia, etc.
- Create a community in Google+ with the people who have things in common with what you do and share with them. Use your Google+ page to tell funny, surprising and attractive stories that resonate with your industry.
- Create a video every month or two explaining the craft involved in the work your organisation carries out (for instance, how you prepare your rye bread or how you prepare fruit milkshakes)
- Publish the most important thing you’ve worked on at least once a week, explaining what you’ve learnt from it and whatever may serve as a recommendation for your potential target.
- Work on content marketing based on your strategy, defining the actions you carry out and, most of all, measuring what happens with each piece of content. It should help you.
Marketer, Consultant, Speaker, Educator and an Agent of Change.