There is an entire audience of potential consumers seeking information on the internet, and your brand may hold the answers they are searching for; but you must engage in the conversations taking place online to find these opportunities. This isn’t new knowledge. Most brands see the need to target audiences online. Where tragedies lie – and what could potentially ruin Social Media if not corrected – are in the brands that think blast messaging is the same as engaging in conversation.
Just last week we had yet another meeting with a brand looking for an online presence.
This potential client wanted two main things:
Look Like He is Active Online if Anyone Were to Search for His Brand
Reap ROI From New Potential Audiences Online
What he failed to see, and what we strive every day to explain to potential clients, is that these very different goals WILL NEVER work hand-in-hand.
Brands have the option to:
Blast Generic Content, Share & Comment on Posts, Look Generally “Active” Online
Originate Thoughts, Participate in Conversations, Build Brand Awareness & Loyalty
Only the latter will give you any hope of seeing ROI from your investment; we know because we have tried it all.
The fact is, brands utilizing Social Media show a reduction in marketing costs by up to 59% for self-employed businesses, and 58% for small to large businesses (courtesy: The Social Media Examiner), but only because they are replacing other, expensive strategies for something more targeted.
When you account for the vast number of channels, and the massive audiences available on each, Social Media Marketing potentially offers the lowest cost-per-lead of all advertising campaign strategies, but it takes a much larger commitment to messaging. Creating one TV ad that you ride for six months will never fly when it comes to holding attention online. New, original and consistent content is the only option to gain views through Social … and if you can’t imagine doing that in-house, we highly recommend finding a marketing agency that specializes in content strategy to do it for you.
Understanding that you can access the world through Social Media is only half the battle. If you’re looking for ROI from an Online Presence, you must first ask yourself, “will your target audience care to listen to you online?”
If the answer is no, it may be because you aren’t saying anything useful or interesting.