Mid-year Marketing Mix
It’s hard to believe 2018 is half over an already! Mid-year is the perfect opportunity to shake up your Social Media marketing, the summer boom is well underway and we’re far enough away from Christmas to make big changes.
A lot of people have no clue where to start when creating a new digital strategy meaning that they fall into the trap of creating the same content day after day. Content can become stagnant very quickly, so regularly refreshing your strategy is the best way to stay relevant and successful online.
So, how do you go about refreshing your strategy? First of all look at what you’ve been doing up to this point and write up a quick ‘report’. Nothing fancy here, just put all your figures in the same place so it’s easy to compare. Look at your social media profiles individually, how many followers do you have? What’s your average engagement per post? How much are you spending (if at all) on advertising? Only when you know all of this will you know if what you’re doing is profitable. For example, if you spend £100 on Twitter every month but get little or no engagement then it’s not really worth it. This doesn’t mean you have to scrap it completely but you might need to look at the type of content you put out.
Once you have a clear idea of what’s working, what’s not and what maybe needs tweaking, it’s time to get started with your strategy. Ask yourself 4 simple questions to get started:
- What is your business goal for the next 6 months? Do you want to drive sales? Promote more engagement? Increase your brand recall? Or maybe something else!
- Who are you targeting? Think about age, gender, location and income to pinpoint who you want to market to.
- What’s your tone of voice? A lot of businesses mistakenly overlook this when creating their strategy. By the tone of voice we mean how do you want to come across to your audience? Do you want to be casual, cheeky, formal etc? Your tone can completely change the way you’re seen online.
- What do you customers want? It’s easy to get caught up in your own ideas and forget that it’s not you you’re marketing to. Think about what your customers actually want. For example, if you run a restaurant, why do customers come in? Is it your location? Because it’s the cheapest option or because you use local produce? Whatever it is, use this as your primary focus.
Now that you’ve answered those, it’s time to think about what you’re actually going to post! To make this easier you should create a content calendar. Having a calendar makes it easier to follow your strategy long term and it means you can clearly see patterns of what’s working and what’s not so you can adapt as you go. When coming up with ideas for content there’s 4 points that you should follow:
- People: Who are the people behind your business? Highlight yourself and your staff! Don’t forget about your customers either! Make plenty of room for testimonials.
- Place: What’s special about your location or venue? This is a great opportunity to create a sense of community online.
- Things: Why should people buy your product? What’s it’s functionality? Can it be used in a unique way? Do you have a best selling product?
- News: Remember to publicise any new news about your business.
When you have all that together all you have to do is stick with it! It’s easy to lose interest when you don’t see instant results but this rarely happens, the pay off is usually much slower and needs more attention. Don’t forget, if you need a hand we’re here to help! We can help you put together content calendars, give you social media training or put together a campaign for you so just get in touch!