It is the single cheapest, easiest, and most flexible form of marketing that is currently available and arguably has ever been available. With the click of a button businesses are using social media to freely engage with potential customers, receiving market research without lifting a finger whilst tracking post performance, reach and engagement with ease.
The general consensus is that if you are not using, you are losing. But as the market grows, and streams become saturated, how easy actually is it to be visible?
Is it more effective for a business, if they have to choose, to put money behind sponsored posts on Facebook, Twitter, and Instagram, or to plaster their name across a billboard?
The issue that we face as social media marketers is that it just is not as straightforward as it used to be. Constant changes in algorithms (this will explain) are pushing business content further and further away from individuals’ newsfeeds, leading to less interaction, less engagement, and thus the cycle repeats itself.
In the fight to remain relevant, it becomes a constant battle to revaluate style, image and focus to find what it is that is pushing you to the front of the queue so to say.
Research demonstrates that focusing on content that emphasises your brand personality and values, and actually provides the receiver with something relevant and interesting is far more successful than pushy and irritating promotional messages – its’s the common argument between hard and soft selling, and as far as marketing strategies on social media are going, soft is the way to success.
It’s also necessary to recognise if your content is disengaging and irrelevant, you may as well not post it.
Harsh, but true.
Potential clients are not interested in your vanity marketing, in constant pictures of your teams faces, lists of their achievements, accolades and years of industry experience. Although insights can be valuable to building your brand image (in small quantities), this is not a valuable use of the few seconds of attention that you have from potential customers that are viewing your social media posts.
To some, this pressure of constant content creation in the digital world is a deterrent and forces organisations to focus on more traditional forms of marketing. As marketeers, it is wrong to eliminate the impact that these forms have on converting potential customers. Collateral marketing remains a pivotal piece of the puzzle – but when the first thing that people do in the 21st century is to search on social media or google to find information following this, are you simply just missing a trick by not claiming your presence online?
So, is social media the most important form of marketing? Is it possible to label one piece of the puzzle as more relevant than the other? Simply, no. Social media marketing is a necessity, but so is having an attractive and an optimised (SEO) website. And so is having collateral marketing in line with this image. These initial points of interaction are what converts individuals from being aware of your brand, to being advocates of your products and services.
At Strategi Solutions Group, we have 4 generations of marketing experience at our fingertips. We are equipped to manage the everchanging minefield of social media for you, with a team who recognise the importance of every area of the marketing mix working together in harmony to deliver the ultimate goal – sales. And any fluff that suggests that this game isn’t about increasing sales is, well, wrong.
It’s a collective approach, and lucky for you collective is just what we do.