Now the cost of providing content for social media marketing.
- 1-hour thinking mulling it over.
- 1 hour writing first draft
- 1 hour editing rewriting.
- Another hour for SEO and social media distribution.
4 hours of your time. Half a day. (For very technical articles it took us up to 8 hours). How much is that worth to you £150 £300 of not getting on with normal work. This series of articles took about 12 hours to complete and I have been thinking about the topic for months prior. Larger organisation employs teams of “content providers” to pump this stuff out. Do you have the resources to compete against them? This is a time and labour-intensive form of advertising of something that may never be noticed and maybe read. If it goes all over the world, but if only have a shop in Reading is that worth it? Think how much brochures cost, radio advertising or print? Each has their place but to build an on-line following must be measured against expected uplift in sales? The on-line audience is very capricious and fast moving as it is does not demand the participant to be overly engaged with the entity as the technology itself is remote. After all it is a screen they turn off or flip to another tab much easier than running away from an over eager sales assistant. The medium itself demands very little, apart from time attention, from an end user so how are you going to get them further engaged.
How we have modified our Social media approach?
Keeping that in mind I have found the best use of SEO, website and article production in general is continue connecting with our existing contacts, clients and partners. It reminds them that we are still around and a bit of what we do. When I’m networking, I grab a card of the person I’m talking to, send them an email reminding them of our convention and guiding them to our website and News section and offering a LinkedIn connection. Now with the 6 points of contact before a sale that gives the first three and what I have found is that people then follow their articles as it continues the interest in what we discussed when I met them. It’s a way of continuing the contact after the initial meeting and reminds them of what we do in case they do need us in the future at recommend us to one of their associates. Its where the real world and on-line meet. Our emphasis has gone back to meet and greet and producing training courses and seminars to get the word out and the website is just a brochure to back up what we say or for further reference.
The best use of using an on-line presence.
The best use of on-line presence I have heard of has an add on which allows them to know who is on their site and gives them a call when while the lead is hot. Could be a bit creepy but it clearly states terms in the T&C’s that fine and people don’t mind them taking the interest. Each business is going to be different but keep in mind it is just a part of your existing marketing strategy and links with it, it does not take it over.
Next in the series: Social media content “grow your own”.