Taking it back to the basics to achieve maximise results.
In today's world it is super easy to get on Facebook or Instagram and start selling. However the saying "build it and they will come" is a big fallacy. You need to consider a number of simple things for the success of your brand as it impacts on whether you are here for a long run or a quick demise
Marketing Mix 101
Having an understanding of the marketing mix is still critical and missing in a lot of social strategies. Traditionally the four Ps of marketing - product, price, place and promotion - were the focus, but I believe there should be a fifth P and most important one - people.
First thing you need to know is who your audience are? What do they want? Where are they? Whats the problem your company will solve for them? If you don’t target correctly you waste your money.
To start with they may not even be on the platform you are marketing to. Facebook is becoming an older demographic so don't expect the youth market to be there, instead check Instagram or SnapChat. Secondly if you are you a B2B product or service then maybe Linkedin is the place to be and been on Facebook is a waste of time.
Don't be on a platform that won't give you results and which will only pull at resources to maintain it.
What is Content?
Once you grab the attention of your audience you need to keep them, serve them and communicate with them. Anyone can do Facebook ads and get likes. But can you keep and retain your customers?
Can you engage with them? Engagement is extremely difficult this day and age so you need to make sure your content is at least thought provoking, ground breaking or funny so people share it.
You need to understand customer’s needs and wants and what language and messages they will respond to.
Find some great images. Shooting video on your smartphone is easy and fast to get content out. But first make sure you have rehearsed what you are saying, time it and make sure you have some great sound! My pet hate is poor sound - it distracts from the message. If you can't guarantee this - do it via text.
Time and Budget
Do you have a long term strategy for your social media or are you shooting at the hip with day to day feeds?
Do you have the budget to run ongoing Ads or organic the best option?
Is the content your boosting touching the receptors of your chosen market?
You need to have a long-term strategy and a monthly content schedule where you can consistently publish content regularly for your audience so you stay top of mind.
Delivering on your promise
Because online advertising has been made so easy, many people think it is a sure way to make money. You can be all smokes and mirrors online but what about the simple customer service experience?
What are you promising and can you deliver? Do you have the systems and procedures in place? Do you have the staff to meet demand to take orders, to mail stock or to respond to enquiries? Do you have online accounting to process payments? If you don't have that you will fail. Thats the first step to getting bad reviews!
Don’t expect overnight success. Most success stories are long but consistent. But keep chipping away. Slow and steady wins the race.
Contact me if you want to discss more options on your social media or any marketing questions.
I think silly thoughts and musings about the world of marketing, as a marketer, then publish them on my blog because Social Media doesn't give me enough space to rant. Karen Montagu, thats me and these are my silly thoughts and observations.