(reading time 3 minutes)
One of the major changes for JemDigital was to prepare and execute a strategic social media marketing plan.
Prior to this, our clients predominately came from recommendations, face-to-face networking and repeat business.
As the team grew, the capacity to increase the workload was available. Further, I felt our lack of presence on social media did not instill trust in new clients – but we were just too busy, or so I thought. After all, we work with clients to create the assets for their social media marketing and we weren’t creating any for ourselves. I quickly discovered that we can’t afford to miss out on the exposure from marketing JemDigital on social media. If we were going to do it, it couldn’t be ad-hoc, it had to be done properly.
So I went to a seminar delivered by Made Brave’s Social Media Marketing Manager, Keenan, as part of the Google DigitalGarage in the Mitchell Library in Glasgow. There were many points I took from Keenan’s presentation, the main suggestion was to select your primary and secondary channels and focus your time appropriately inline with the objective that meets your goals as a business.
Based on his advice, I looked at all the available channels and decided what each channel matched the goals of my business:
- Brand awareness
- Lead generation
- Communicate / audience engagement
- Distribute content
- Business networking
It sounds so simple, but before this presentation, I thought I had to post everything, everywhere. This helped me identify where I should be prioritising my energy and time.
Based on this advice, I use the following platforms with the following objectives, and it’s working really well for us.
- Facebook –
Brand awareness, lead generation and content distribution.
- Instagram –
Brand awareness and content distribution.
- LinkedIn –
Content distribution and business networking.
- Twitter –
Brand awareness, content distribution and business networking.
- Pinterest –
Raising brand awareness and engaging with people with similar interests.
To summarise, you don’t need to be everywhere all the time. Decide what you want to achieve, where your target market is and focus on those platforms as part of your social media strategy.
Lots of love,