Long gone are the days where our only media choices are limited to the big three: Print, TV and Radio. With the rapid growth of social media and digital advertising, marketers have more choices than ever before. Now we have text ads, paid placement & display advertising, social media advertising, social media marketing, and mobile advertising to add to the mix. All are important and each has a place in your marketing plan, but it’s a little overwhelming isn’t it?
So what is a marketer to do?
If you’re keeping up with all the current trends right now your business most likely has a Twitter account, Facebook page, Google+ page, YouTube channel, Yelp page, Google Places page and possibly a MySpace account and Klout profile. That’s a lot to keep up with! If you’re finding it difficult to keep all of these profiles fresh and updated, you’re not alone. Take a step back and spend some time reviewing your website analytics to discover what properties are really working for your business. Yes, it is important to have a presence on these social channels, but it is more important to put out quality content in these places. If you’re having a hard time keeping up with all of your accounts, determine which properties are generating the best results and focus your efforts on making those the best they can be.
Quality is better than Quantity.
When it comes to the world of social media it is tempting to be everywhere at once, and while ideally your brand would be everywhere, sometimes it’s not possible, right now. Take small steps and really work to build out the properties that are manageable for you. Post regularly, interact with your fans/reviewers, fully understand who your audience is on that platform. Once you feel confident that your presence is under control, you can tackle another. Remember, it’s better to have a solid and profitable presence on three platforms than to have a mediocre and sparse presence on five.
How do I start?
Prioritize. What platforms are you seeing the most engagement with your customers on? Maybe the most responsive customers are on Yelp and your Google Places page. Add those to the list and make sure to check on them 3-5 times per week. Having a difficult time finding customers to connect with on MySpace? Put that profile on the back burner for a little while. You wouldn’t buy a $5000 newspaper ad if it was out of your market and didn’t generate leads right? Why invest time and effort on a social media site that does the same? Focus your efforts where your customers are.
Now, while not every social platform is right for you, knowing what is being said about your brand on these platforms is. It is very important that you continue to monitor your online reputation closely. You might not need to build out a huge presence on MySpace but if a fan does comment on your page, you want to be able to respond in a timely manner. We can’t afford to ignore our mentions on social networks so we should invest our time wisely. We are armed with more knowledge about our customers than ever before, let’s take advantage of it and focus our efforts accordingly. Don’t be on a social network just to be there, cultivate your presence because that’s where your audience is and you’ll see the return.
by Elise Richardson, Digital Marketing Specialist