Whilst your reflecting on the past 12 months over the festive period maybe it's time to consider a new resolution for 2020 and beyond?
At the moment most companies activities on social media are simply replicating the 'advertise and promote' thinking they're adopting everywhere else. Yet that approach is inherently flawed because the metric you're using is outdated, it just doesn't really work in the social media landscape because you think it's all about reach, you seem to think it's all about those 'impressions' you use as an outdated KPI.
I'm constantly amazed at people who are talented marketeers, who when they arrive at work forget to think about why they are on social themselves (not the company).
I challenge them to think about their own habits and behaviors on social media, I then I ask them to name the last 3 adverts they saw and did something about on social.
Clearly it's a rhetorical question because very few people can remember, and when pushed they tell me that adverts on social media have a habit of pissing them off because they are trying to be 'social'.
So why do you think other people you are 'targeting' with your paid adverts will behave any different?
Many companies rely solely on their marketing teams to create content, however the most successful content marketing campaigns require a team effort. From managers and quality analysts to technical support and sales teams, getting the entire organization to contribute to content has many benefits.
Your team is full of individuals, all capable of sharing unique and exciting perspectives. It can be challenging, of course, to rally everyone around content creation - especially those outside of the marketing department - but in doing so, you can add an entirely new, relevant angle to what you produce.
Who better to tell a company’s story than its employees? Team members are far more capable than any external marketing agency. When team members generate content, they themselves become the face of the company, and consumers often find it easier to relate to a real person than a company entity.
A study by the Edelman Trust Barometer found that 67% of consumers trust “company technical experts,” while only 43% trust CEOs. Employee generated content is often more authentic than company-produced content. Therefore, consumers are more likely to trust what individuals have to say over any corporate communication.
Matching content with a face helps brands gain consumer trust.
Employee Advocacy strategies can unleash so many 'Superpowers' for a company, but just remember if not done within the right framework, and supported by skill based training from experts it can also go very badly wrong.
Agencies are better informed than ever before about consumers, having amassed huge stores of their data. But many of those consumers, especially the affluent young people prized by advertisers, hate ads so much that they are paying to avoid them. At the same time, companies that hire ad agencies are demanding more from marketing campaigns — while paying less for them.