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All posts tagged Social Media

3 Ways to Ruin even the Best Content Marketing Strategy

Content marketing can be an invaluable way to raise awareness about your brand, build loyalty among your ideal demographic, and be part of important conversations surrounding your industry. The right content marketing can set you up as an authority figure, can cement and illustrate your company culture, can even launch you into the next phase of your business. Coordinating social media, blog posts and content calendars, landing pages, ad campaigns and everything else takes a lot of effort – so it is a good thing you can get so much out of it.

Unfortunately, with content marketing, the best intentions aren’t enough. Here are 3 ways businesses can completely ruin an otherwise great content marketing strategy:

Inconsistency

Content marketing is not a stop sign on a long journey of building a business. It is more like your fuel tank – it is a vital part of moving your business forward. One of the top ways businesses ruin their content management strategy is by being inconsistent either in the timing of information being released or in their messaging. Take something simple like social media – one tweet a month, or even a week, isn’t going to drive you forward as a thought-leader or expand your reach deeper into your demographic. Actually, the opposite may happen. New customers may see your lack of engagement and question your legitimacy as a business. Well designed websites, consistent messaging, social engagement and social clout are all part of business basics today.

Rigidity

The more you produce content, the more you learn about your customers, your business and your product or service. Let content marketing be an experience that helps you perfect your vision. Rigidity can completely crash a content marketing strategy. Instead, adapt based on what you learn through feedback and analytics, grow alongside the expansion of your reach and be willing to admit when something isn’t working. Changes in things like Facebook or Google algorithms will require some flexibility and ingenuity to benefit from the latest iteration. What worked last month might not be as effective this month and it is important to recognize that as soon as possible, be flexible and commit to riding the ebb and flow.

Disconnection

There are two ways to ruin a content marketing strategy with disconnection – the first is disconnection from your customer and the second is disconnection from your competition.

Things like inconsistent messaging, or not responding to customer inquiries can ruin your strategy when it comes to connecting with customers. If your customer doesn’t think you understand them, has an experience that indicates you don’t care, or feels ignored then your content strategy will lose clout.

The other form is disconnection is being disconnected from your competitors. One of the beauties of content marketing is that there are a lot of tools to help you identify what your competition is doing. If you are disconnected from your competition you could be stuck wondering why your efforts aren’t turning into conversions, or why your social media posts aren’t getting the reach you expected. Take a little bit of time to see what your competition is doing in order to really be in the game and, as mentioned above, adjust based on what you learn.

Want more insight on content marketing from people who are passionate about getting your business seen? Contact us at Tulip Strategies, today.

PR and Social Media: The Blurred Line Between the Two Mediums

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If you’re new to the world of marketing you’ll soon learn that buzzwords are king. The industry specific jargon you’ve seen referenced time and time again will inevitably become standard issue within a couple of weeks of working “in the industry”. Unfortunately, buzzwords are not entirely progressive forms of communication– and eventually certain terms lose their relevancy and are replaced by newer concepts that often times mean the same thing as the term it replaced with a few more facets/implications attached to the definition. A prime example of this is ‘earned media’ and ‘owned media’. Before continuing, let’s make sure the definition and differences between ‘earned’ and ‘owned’ media are clear.

 

‘Earned media’ can mostly be attributed to Public Relations, or simply ‘PR’. If you’re working in the field of PR you probably spend quite a bit of time focused specifically on marketing the brand. The breakthroughs come when stories or advertisements are placed in a major publication or news outlet on national television. This is the type of accomplishment that prompts people into checking out your website because they spotted your brand name on something that is accessed by millions of people on a daily basis. When this occurs, you can consider the work you’ve done a success. This is the truest definition of earned media.

 

‘Owned media’ is the area of focus where social media reigns supreme. Owned media places a focus on content that you control such as blogs, Facebook, Twitter, Instagram, etc. The benefit of owned media is that you have complete control over the themes and messages that the brand you represent gives off to the general public. Though more risk is associated with owned media in comparison to earned media due to the owner taking full responsibility for what is being published about the brand he or she is trying to promote, the payoff can be valued at a much higher rate because it was self-generated and holds no obligations to other forms of media/outlets for its’ exposure. If owned media goes viral. The accomplishment is celebrated by only those within the company/brand. There is no need to thank or pay tribute to anyone outside of the immediate circle/union of developers/marketing team.

 

Though the differences between earned and owned media are apparent– the dividing line that separates these two forms of marketing has slowly begun to dissolve. The way in which the field of marketing has been developing so far in 2015 shows that no aspiring brand can reach the pinnacle of publicity without both earned and owned media. On top of that, good strategists must be able to differentiate what is working for their brand and what is not in a much more efficient manner than ever before. If even two hours a day are spent cultivating a network through a medium that has yet to produce any sustainable/profitable results, that medium must be severed from the brand’s overall marketing strategy so the time spent on that approach can be delegated to something that is proven to be more useful/efficient. While the overall goal of a marketing team is fairly cut and dry, the approach in which they take in order to achieve success is one with many twists and turns. The bottom line: adaptability is one of the most crucial traits in developing a successful team that can adequately market a budding idea. Otherwise, publicity will always be an uphill battle.

 

Social Profile Maintenance

It’s not an overstatement to say that social media sites have changed the way the world does business. It’s difficult to ignore the fact that Facebook alone has more than one billion registered users and Twitter has 500 million users. And, these two powerhouses are not the only social media sites available to businesses; there are more than 400 such sites today and more are being added each month.

Social media profiles and your small business

Your company’s social media profiles are often the first exposure potential customers have to your product and/or services. Just like having an attractive sign in front of your store, you need your social media “sign” to reflect your company’s image, personality and professionalism.

Your social media profiles are also a good source of information for customers. They list such things as your contact information, hours and the forms of payment you accept. It also sets up a forum for you to get to know your followers, customers and influencers. For these reasons, it’s important to put a set of procedures in place to ensure that your social media profiles are updated on a regular basis.

Updating your social media profiles

How often should your company update its social profiles? The short answer is you should update your profiles every time your company makes a change in its hours, address, product mix and other vital customer information. However, just as you wouldn’t allow a display in your store window to fade, you shouldn’t allow your social media “signs” to languish without updates. There’s always something new to add:

  • Media coverage
  • Awards, recognitions, certifications
  • Employee profiles

In addition to keeping your profile current and fresh, it’s also important that you be consistent and provide the same information and voice throughout all of your social media profiles. Although it’s tempting to market your business on every social media platform, a wiser course of action would be to embrace only the number of platforms that you and your staff have time to manage – and those that are most relevant to your industry.

The bottom line

Social profile maintenance doesn’t have to occupy all of your time. However, because these pages are often the first impression a potential customer gets of your business, it’s important that they not only have correct and updated information, but that they accurate reflect the personality of your company.