Social media is not the cure for all your marketing woes. Your social media strategy will only be as good as your marketing strategy. Social media is just one tool in your marketing mix.
More often than not, persons approach me to assist with their social media marketing. While that is certainly something that falls within my expertise I like to challenge my clients to shift their focus from their social media to their marketing strategy.
Your social media will only be as good as the content you put into it.
Social media is not the magical solution for your marketing strategy. It is not the cornerstone on which you build your marketing campaign. Your social media should ideally be used to enhance your current marketing strategy and build upon the relationships and connections you have in the real world. Like any other medium (tv, radio, press, etc.), it will only be as strong as the content you put into it.
Often I observe persons creating content for content sake. They do it because they have this notion that you should be posting with certain frequency and may easily find themselves over-saturating their audience with irrelevant content. While frequency can help to increase your odds of being noticed, what are you being noticed for?
What goal are you trying to achieve? Is your social media content designed to help you achieve that goal?
Rather than churning out content, shift your focus on quality over quantity. When your audience interacts with your content you should be subtly directing them into a train of thought. Ideally, your content should be carefully crafted as a stepping stone in a greater path of your design and towards your goal(s).
This is not to say you need to sound like you're pitching a sale every time you post to your audience. After all, great marketing does not need to feel like marketing. It does mean however that you should consider the quality of your content. This is what is going to attract your ideal target audience.
The right content will attract persons who are genuinely interested in purchasing your good or service, rather than passive observers who will only ever pay you in "likes".
Content marketing contributes to raising your brand's awareness and generating high-quality traffic to your online assets (website, social media, mobile app, etc.). Nevertheless, content marketing is not the be all and end all for all aspects of your marketing mix.
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