In marketing, you can be too social. Or not social enough. Or social where it doesn’t count -- the digital equivalent of showing up at the wrong party. How to know if this applies to you? Here, three signs that you need to fix your strategy -- and where you need to double down.
Warning #1: You aren’t seeing any business results.
Solution: “Results” can mean so many things -- increasing brand awareness, building authority in your industry, boosting sales or conversions, giving your brand personality, servicing customers or something totally different. There’s no way your social media presence will accomplish all those things at once, so focus on just one or two goals to start. Figure out what your top priority is, and then think about using social media more strategically to accomplish that goal.
Warning #2: You feel like you’re shouting into the ether.
Solution: You may not be using the appropriate social networks. If you’re a company with largely rural customers, for example, what are you doing on Twitter? According to the Pew Research Center, that platform is far more popular with urbanites. There’s no rule that you have to be on every platform, so pick the ones that match your audience. One way to figure that out: Check your website’s Google Analytics to see which networks are most robustly referring traffic. That’s where your audience is. Now go meet them there.
Leveraging the power of content and social media marketing can help elevate your audience and customer base in a dramatic way. But getting started without any previous experience or insight could be challenging.
It’s vital that you understand social media marketing fundamentals. From maximizing quality to increasing your online entry points, abiding by these 10 laws will help build a foundation that will serve your customers, your brand and — perhaps most importantly — your bottom line.
1. The Law of Listening
Success with social media and content marketing requires more listening and less talking. Read your target audience’s online content and join discussions to learn what’s important to them. Only then can you create content and spark conversations that add value rather than clutter to their lives.
2. The Law of Focus
It’s better to specialize than to be a jack-of-all-trades. A highly-focused social media and content marketing strategy intended to build a strong brand has a better chance for success than a broad strategy that attempts to be all things to all people.
Creative industries such as media,
marketing, advertising and sales place more value on digital skills than
IT and telecoms sector does
Digital skills are highly valued in creative firms such as media, marketing, advertising and PR, according to new research.
A study by Capgemini has found that firms in the media and marketing
spaces value digital skills in young people more highly than do
employers in the IT and telecoms or retail industries.
When asked how highly they valued digital skills in workers between
the ages of 16 and 25, 100% of decision-makers in the media, marketing,
sales and PR industries said they were either important or very
important, compared with 98% in the IT and telecoms sector and only 82% in retail.
However, one-fifth of companies in the media, marketing, advertising,
PR and sales industries thought younger applicants did not have the
right digital skills for the jobs.
More than 80% of decision-makers in the survey said digital literacy
is important for their business, but 18% overall thought young
applicants do not have the specific skills their organisations need.