Advertising is No Longer About Money…It’s About Content!
Content marketing – this is where the ‘worm has turned,’ so to speak, in the world of social media. More and more companies are now realizing that just because they have set up the requisite Facebook, Twitter and Google+ account, and have even spent a great deal of money in order to create their own company website, that if the content is substandard then all those investments and all that time spent was for nothing.
More and more, the financial budget that a company has to spend is moving away from the: ‘How many screens can I advertise on?” to “What can I write about? Where can I find authors who know my industry and have the gift of being able to draw in clients with great headlines, titles, the latest information, humor, facts and figures – everything the consumer out there wants to know?”
The good news is there’s data everywhere. A social media team that knows what their doing can bring you reports on your industry, your competitors, how many ‘likes’ you’ve received versus how many ‘likes’ they’ve received, as well as any negative and positive comments that are appearing in regards to your brand name. They have complete reports to give you. What most can not do, however, is find a way to constantly and consistently put together packages of information – whether it be a new video, an event, a seminar, an article or a blog – that is constantly updated and offers information to clients and potential clients that cause the ‘buzz’ to begin and continue!
So…content. How do you know it’s good? Well, you have to measure content just as you would anything else. Which means, you need a Social Media Team such as the partnership of Be First Media Group and Simplify360, that not only have the resources to monitor but also have the team on hand that can place ‘killer’ content out there that draws clients to your company’s website. AND keeps them there!
Think about your blog. Are you receiving a good return on your investment with that blog? Well…you need to measure that investment by calculating the number of hours it takes to set up the blog multiplied by an hourly cost that includes overhead, design, hosting, etc. Then, compare that cost to the return, which is the number of leads generated per month multiplied by the conversion of those leads.
Annoying, right? If you’re not getting what you want and the ROI simply isn’t there, then comes the time to think about what your content includes. Which topics are the most fun; which authors are bringing in the most comments. This is complicated, but it’s worth it. As any writer will tell you, once you find your own niche, you continue to score big!
With the help of a true social media master team, they can create a system that organizes content by topic, format, and author so that they can pinpoint what works and what doesn’t, instead of leaving you to waste your time trying to figure it all out. They will also work with you to make sure you understand what content actually is. Such as, is a tweet content? Does it work? You have very few characters to get your point across in a tweet, so is it worth it? And should your company’s blog be the only content you should rely on?
When it comes to the ‘king,’ Facebook, do status updates truly alert clients and potential clients to new products and systems? Or, are they simply junk/spam mail in the client’s account that they delete? What social channels should be utilized? Such as, with some companies a video on YouTube will bring in millions of viewers if done correctly, yet some companies should shy away from this because their particular product or service is simply not interesting enough for a video to take flight.
Exposure is key. But the right exposure at the right cost is what you’re looking for. Converting leads to sales can be tracked. There are Analytics that actually provides information on literally everything when you use a URL with solid campaign parameters in place. From consumer visits to conversions to transactions made and return visits, a company can work with their social media team in order to create content that sells.
Data is fine, but when you want that ROI and you want your brand to become one of the best that’s being ‘buzzed’ about all over the World Wide Web, then make sure your content is better than all the rest!
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