We've all heard the foundation-house analogy, used to preface, well, everything under the sun. I won't bore you with cliches. But understanding the intricacies of a strong online marketing game is key to the success and growth of your business and professional endeavors. If you don't have a $5,000 to $25,000/month budget to dedicate to the plethora of big marketing and PR agencies out there, don't panic. You're not alone. Most people don't either. Here are some tips to keep in mind as you work on strengthening your exposure and revenue streams.
Identify, cultivate, and maintain a brand voice and design aesthetic for social media and online marketing collateral. Branding is key. In a world where there are a sea of options for nearly every industry on the planet, it is crucial to begin with first identifying your buyer personas and then establishing the brand based on the preferences of your target buyers and your companies’ mission of service. In this sense, design really matters. You want your blog posts, social media posts, cover photos, profile pictures, and email marketing to all portray a level of polish and quality – even if your posts’ tone is more friendly and conversational. The more professional and polished they look, the more your audience will be inclined to engage and share with their networks, and the more likely your audience will infer that your products and customer service must be top-notch in quality as well.
Build and maintain a social media following on major platforms. Priority and focus is important – there are a lot of social media platforms out there, and not all of them are for every type of business. First, identify those that make the most sense based on their user base and your companies’ industry, buyer personas, and objectives. Then seek out a designer who can begin creating ads that will garner exposure while simultaneously creating quality posting content and encouraging social media engagement on company websites and in email campaigns.
Maintain a constant level of interaction with followers online. As engagement increases, you’ll need daily monitoring of your social media page to respond to any and all comments (both positive and negative). In this era where negative comments can quickly pick up momentum and snowball into PR nightmares, the speed at which a company responds to a customer or a prospective customer really matters. Further, the faster and more frequently you respond – whether it’s to address a complaint or spark a discussion – the more social media algorithms will push your companies’ posts to your followers’ news feeds.
Create blog and email content that matches your brand’s voice and aesthetic. There must be consistency across every aspect of your online interaction with current and future customers in terms of look, feel, and quality of content. You want to create emails that people look forward to seeing in their inbox and blog posts that people want to click on and share with their networks. The only way to convert online engagement into sales is through high-quality content. With significant experience in this arena, we can help you use MailChimp or other email marketing services to produce professional, fun, engaging content.
Post social media content that draws on emotions and/or focuses on experiences. Rather than technical product descriptions that will get lost in the sea of color, pop, and sensationalism that is a typical Facebook news feed, it’s important to draw attention to your brand by creating content that audiences can resonate with and will want to share with their networks. Content that makes them chuckle, and that provides useful information related to your industry, that makes them hungry for your product, or that inspires them to dive into the experience that you've illustrated.
Leverage social media to create an email subscription pipeline in order to increase sales on e-commerce sites or in-store. Incentivizing followers and fans to sign up for newsletters and email communications is a stellar way to establish a long-term relationship with prospective and current customers. Discounts, giveaways, and contests that link up to a well-crafted email signup form can help achieve higher volumes of new subscribers. It also helps to have the sort of content people will want to see in their inboxes regularly. That means well-crafted blog posts, inspiring photos, and information on trendy, cutting-edge products or services in email newsletters and all other communications.
Don't get me wrong. There's nothing easy about any of this. Design, marketing, and advertising are both the most crucial and the most time-consuming aspect of garnering business. But you don't need a big budget to make it all happen and to do it right. Schedule a consultation with KR Designs and we'll help you achieve your goals, from start to finish.