Tag Archives: marketing strategy

Play the long game

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The news headlines showcasing Trump’s latest tweet or the acquisition of another firm by Facebook can take us away from the reality of Social Media for brands everywhere – it’s all about people and it takes time to make real connections.

When I talk to business owners they often want to know how to use Social Media platforms to get maximum attention on their brand in the shortest time possible. 

They’re looking for their revenue to rise off the back of a couple of quickly written posts with a magical call-to-action in the final paragraph.

Yet we all can agree it’s true that a conversation is where you get to know someone better, and you won’t get to know anyone at all unless you have a conversation with them in the first place.

That’s why my answer to them is that they have to see Social Media as a long game. 

It’s a game that involves as many conversations with your connections online as possible in order to build trust in your brand before generating sales. 

This not only answers their question, it also embeds the true sense of what Social Media is all about – making connections with real people at scale over time, creating trust in the brand and building a loyal base of followers who buy your products and services.

Our job is to do this for our clients every day. And, if you’re marketing for a brand, it’s your job, too.

What I want a Social Media Expert to know and do in 2020

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Here’s a list that could work well as a checklist when looking to hire someone to help with Social Media for your business. 

There are a lot of people offering Social Media services because it’s a ‘hot’ sector right now. 

Businesses that traditionally don’t play in this space – web and graphic designers, for example – are adding it to their list of things they can do to help you, but beware.

Some are amazing and have tremendous skills and experience, but there are a vast number who should be avoided at all costs.

Here’s the list:

  • Their own Social Media profiles are excellent examples.
  • They show up frequently creating helpful, informative content.
  • They are not ‘post and disappear’ merchants – they engage online and do it all the time.
  • They are on the main platforms – Facebook, Instagram, Twitter (yes, Twitter), LinkedIn and YouTube – and have live platforms with content posted in the last few days.
  • They do the work themselves rather than offshoring it to keep the costs down.
  • They have decent numbers of followers because they have been online and creating content for a long time. 
  • They use a mix of content – writing, video, audio and images.
  • They have excellent testimonials and recommendations (Facebook, LinkedIn and Google especially)
  • They value their skills and charge appropriately. (If prices seem cheap, the services usually are, too.)
  • They don’t claim to know ‘everything’ on any specific subject.
  • They can help to identify ideal clients and position brands the right way.
  • They know the difference between a blog and a website. 
  • They know how to listen online and spot key trends.
  • They understand how to interpret data and use it to improve results, especially on websites and working with written copy.
  • They have basic how-to knowledge as well as strategic ability.
  • They’re not afraid to make public predictions about where Social Media is going.

I’m sure there are more things but this is a good plcae to start.

Please use this list as a guide and add to it wherever you like. Also, let me know where you think I may be wrong and leave a comment. Thank you!

Mix old and new school techniques

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When something shiny and new comes onto the scene, everyone wants a piece of it.

Marketers scream that it’s the next best thing, ready to solve all problems. Queues form outside stores and consumers set their watches to get their hands on it first (and then resell it on eBay ASAP….).

There’s a glow that comes from owning the latest whatever. Everyone wants to touch it, get hands-on and compare it to what they’ve got.

The same thing happens when new ways are discovered.

New techniques for PC gameplay, unlocking some previously unseen new level, are shared on the internet. Or it could be something as simple as a faster way to clean your room or do the washing up (I’d be first in the queue).

The old ways of doing things are put to one side while everyone tries the new way but, after a while, people start to gravitate back to the tried and trusted methods.

The glow fades. In a pinch, we revert to what we know and trust. 

The perfect spot for me is in the middle of both camps.

Stay open to the new stuff but don’t lose sight of what works and has worked for a long time. 

Be wary of the marketing messages covering up any flaws in the new ways. The old methods have stood the test of time and may not be ready for the trash can just yet. 

But also be willing and open to the positive changes that new ways can bring in. Staying stuck in the past can be as dangerous as jumping on every new trend as it arrives.