Raise your hand if you think you understand Social Media Marketing.
I would venture most of you took a pause to consider the following in regard to your use of Social Media.
- For business or for personal use?
- To what extent?
- Which platforms?
- In respect to advertising?
- Define understand…
In other words, it’s tough to address what we don’t know outside our specific realm of use. And when one considers the depth, breadth, and scope of social media (which includes email marketing, btw), overwhelm is an issue. Period. Especially since content is the core.
We have just over a decade of use to call from in social media. Many social media professionals and small business owners who market within various platforms have achieved a pretty amazing level of understanding, especially considering the multitude of existing platforms (and a plethora of extinct predecessors) with their relative quirks.
But we have also achieved a discouragingly clear understanding that we have merely scratched the surface of marketing possibilities in social media.
How do we do better?
How have we arrived at such an advanced place with so many possibilities and yet achieve mostly just elementary level use? The roots appear to be in the learning curve we experienced (and continue to experience) which repeatedly collides with evolving technological advances and newfound capabilities. Compound that with the competition to stay front and center in the ever growing feed of content and more content. Now sprinkle on top the time necessary to execute all of the above.
The mechanics conquered, strategies should then be determined – but again in an unknown territory. The internet was clearly not the billboard we originally hoped for. No longer was a marketing campaign a fait accompli contrived from tried and true execution. Current marketing campaigns now not only have to carry all the components of original successful marketing philosophies, but must also be deployed in an undeterminable environment and in various ways.
No longer can we trust the traffic traveling the “highway” can see our “billboard.” We must now understand the different ad structures and capabilities that are ofttimes clear as mud when aspiring to a determinable reach. Yet, we still need a return on investment (ROI). How do we succeed in the mud and mire of social media?
Keep it simple.
Be simultaneously timely and evergreen.
Be sure to be up to date in regard to your topic, but don’t focus on a holiday, season, or trending topic of the day unless it is supplemental to your regular content.
Speak directly to your audience
They know when they are being bs’d. If your content does not offer valuable information, no matter how well placed, advertised, and graphically enhanced, it will not be appreciated if the content does not resonate.
Think outside of your own box
Your message can go stale no matter how terrific the content. Don’t attempt to over-evergreen (yes, I made that term up). Your audience will grow if they learn they can expect the fresh and unexpected.
Address that one person’s issue
Think back to your schooldays. Remember the teacher who made you feel like you were the only kid in the room? Like you were the only one they were talking to? Your audience wants that feeling, too.
This is effective on many levels. You content can source from daily encounters with clients, customers, and prospects. But somehow many forget that veritable font of content when facing the blank screen. Those who shop and work with us consistently provide questions they wish someonw would answer on the hows and whys of their needs. Why manufacture content when you are given a gift with every business encounter? Speak to those questions.
Don’t make your audience work
In other words, don’t be full of yourself. Don’t write for your peers. Write for your clients and prospects who don’t have but a drop of your knowledge respecting your products and services. That is the core of why they want to hear from you – to learn why they should/might hire you. Impressing your peers is not your goal, acquiring business is.
Impress your clients and prospects – without pretension – and your social media efforts will be rewarded in full.