6 Reasons Why Your Marketing Needs More Than Just Social Media


Facebook, Twitter, Pinterest, Instagram, Snapchat, et al. have been the darlings of the marketing world for the past several years, & have made a great difference for many visually focused or consumer-centric brands.

However, reducing only social media centric content and becoming a thought leader or industry authority might be a better option for many B2B firms; This content-centric route may be just as valuable for B2C companies too, particularly ones that offer more technology-focused products and/or services.

Here are the top 6 reasons why entrepreneurs and small business owners should focus on creating quality content over heavily promoting their company’s offerings and services via social media.

1

While Facebook, Twitter, and other social media sites can be viewed as somewhat frivolous or as time-wasters – and therefore frowned upon at work (or even blocked at your target audience’s office), reading industry blogs, websites, and journals is considered a valuable trait in an employee. Help clients educate themselves, give great customer service and support, and make them look rockstars at work, and they’ll remember the company that allowed them to perform at their peak for future purchasing decisions and even more.

2

Companies that focus on thought leadership tend to rank better in organic search engine rankings, which therefore makes them more trustworthy in the eyes of potential clients. Whether they are correct or not, users tend to assume that the top several listings of Google for a given keyword are the industry leaders, and they will likely make buying decisions accordingly. Ranking at the top of the search engine results might be difficult, time-consuming, and quite complex depending on the competitiveness of the keywords being targeted, but it is highly likely these efforts will pay off in the long run. In fact, search engine optimization is all about the long-term benefits – reaching the top three listings (and staying there) requires an investment in quality content that users share, link to, and bookmark in order to revisit when they need that knowledge in the future.

3

Ensuring that your company’s content shows up regularly in current and potential clients’ inboxes is invaluable. Leading marketing firms such as Hubspot promote building authority through valuable and readily shareable content on a company blog, newsletter, or via presentations and whitepapers. This is where a solid email marketing program could come in, whether one is looking for a broad turn-key solution or something more customized. Sending out emails with links or embedded content at key dates and times is one way to stay at the forefront of your customer’s hearts and minds, and it allows for easy dissemination of a given company’s valuable knowledge and information – and as Hubspot states, you can personalize  “emails to match the unique interests of each recipient”.

4

Tech (and mostly all other kinds of) firms will benefit from detailed support sections or “ Question and Answer” programs. Not only can users ask questions of their own, they can search and find answers relatively easily; chances are that if a user has an issue they are not the first or only ones to have that problem, so allowing them to seek out previously answered queries on their own saves everyone time and energy.

What’s more, these customer insights may facilitate a company in introducing new offerings – understanding the problems or frustrations of customers could help companies in defining the product features desired by the end user. Creating a Q&A section may also be a great resource for developing articles based on the popularity of any given subject matter and the user engagement relate to it.

Whether it is info provided by the company itself, or user-generated content that’s proved valuable, a strong customer support section with helpful Q&As, may or may not be further backed by social media efforts. After all, one can only fit so much useful advice in a 140 character Tweet or two, and Facebook posts can easily devolve into a series of irrelevant comments and a battle for Likes – which are generally a poor metric for determining what types of content are actually successful and useful for current and prospective clients.

5

Moreover, a strong customer support system, forum, or blog that’s located on or directly associated with the company website can foster community amongst your employees and customers. Social media can be useful for customer service (especially Twitter), and LinkedIn can be helpful in putting a more human face to your firm, but clients and potential clients remember the type of content – and moreover, building an active, positive community around your brand, products, and services can lead to tons of earned buzz and excellent word of mouth that’s nearly impossible to replicate through paid media.

6

Consider building something that is purely altruistic, like a MeetUp group or even a charity or similar foundation. For one example, MeetAdvisors is a site that helps entrepreneurs connect and find partners, mentors, and more focuses on building relationships in real life (that may be extended via social media, but that is not the focus here). It was the brainchild of a digital agency owner who wanted to give back to the community – and it has led to plenty of positive publicity and word of mouth buzz for his company (Mabbly.com). The idea is to, “Provide useful information and interesting content that’s of more value than a mere Tweet or Facebook wall post, and users will keep coming back for more”, says MeetAdvisors and Mabbly CEO Adam Fridman. In addition, helping the community help themselves is perhaps the best possible PR move any company could make.

Overall, for entrepreneurs with busy schedules and tight budgets, it could possibly prove most beneficial to focus on generating high quality content and building thought leadership as opposed to maintaining a presence across various social networks – where your target audience may not even be participating, at least while they are at work.

Contact us and together we will figure out the right strategy for your brand!

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