Myth #1: “All Content Should Center Around My Business”
Another falsity that is prevalent in the marketing world is that “all content should center around my business”. This statement only rings somewhat true. While it’s important to have content that is on brand, it’s also equally, if not more, important that your brand is humanized because your consumers are humans. It’s key to find the sweet spot between content that is tied to the brand, but also relatable.
Here are a couple of examples of companies that are killing it on social media. Instead of overwhelming followers with product and stock photos, Muscle Milk instead showcases athletes on their Instagram. There is the occasional photo of a Muscle Milk bottle in someone’s hand or bag, but for the most part it’s images of people (some who are famous) exercising, surfing, playing basketball, running, etc. All of these activities are ones that real people participate in daily and would use Muscle Milk to help them perform better. Their Facebook is done similarly. Bonus: the photos are very well done and aesthetically pleasing.
Staples is also a great account to follow. Office supplies may be boring, but their social media platforms are on fire. They have a great blend of posts on their Instagram, with things relevant to the season (at this time it’s currently summer), their products in action, and funny Throwback Thursday (#TBT) posts in order to stay relevant. Their Facebook is similar with funny videos, craft ideas, and contests.
So, in a nutshell, yes, some of your content does need to pertain to your business, but mix in a few lifestyle pieces as well.
Myth #2: “If I Don’t Sell Online, I Don’t Need a Web Presence”
It is so important to have a web presence, regardless of where you’re selling for many reasons. If you don’t have a website, stop reading this, and contact us now. Being online makes it easier for potential customers to find you because the majority of people do their research on businesses online now. On that note, it’s also a great place to showcase your products and services, thus making the research stage for a new client easier.
Being active online is also a great way to engage with your clients, especially if you take the advice from Myth #1 and humanize your brand. People like knowing that there are actual human beings behind a company. Having a humanized brand on digital channels allows you to form deeper connections with your clientele. People are going to post about their feelings and experiences with businesses online, whether they’re good or bad. If you’re active online, you can thank your happy customers. If you see bad reviews, it’s imperative to face them head on. You wouldn’t ignore an angry customer in person, so don’t do it online. Offer them a sincere apology and work with them to resolve whatever issue they had. Not only could this possibly save your company from losing a client, but it also showcases your customer service skills, which will be appreciated.
Having a strong web presence can also boost your SEO. Here are 6 helpful tips from Forbes which outlines how social media can do this for you.
In conclusion, it’s very important to have a web presence and keep it active.
Myth #3: “Social Media Made Email Marketing Obsolete”
Social media is not the death of email marketing. Yes, social media is everywhere, but so are emails, which is why email marketing campaigns are still highly effective. Let’s look at the facts. 91% of customers check their inbox at least once a day and 82% of consumers open emails from companies. That is a gold mine of potential sales.
With email campaigns, there’s also a better chance of your message being seen. Posts on social media often get lost in the news feed, but an email will sit in the target person’s inbox and have a better chance of being seen. Even if someone doesn’t open your email, they still see your brand and read your subject line. Speaking of which, always put something in your subject line! 35% of people will open the email solely based on this. This also creates brand recognition, which can be useful in the future. Even if a consumer doesn’t need your product or service today, they might need it in a few months and will remember your brand.
Frequency is also a great perk of email campaigns. If you don’t overwhelm your clients, they won’t mind an email every couple weeks. And it’s good to be consistent because email recipients spend 138% more on products that are marketed through email than those who don’t receive emails. Email is the place to market and try to grow your sales, social media isn’t. According to Convince and Convert, Americans hate promotions on social media platforms and 77% prefer to receive email promotions. What this means is that the content your company produces and posts on social media should not be intended to sell, but rather to connect. The place to advertise on social media is through paid ads, but that’s a whole different topic. Just remember, connect on social media, sell in your emails.
Three common misconceptions we run into are “All Content Should Center Around My Business”, “If I Don’t Sell Online, I Don’t Need A Web Presence”, and “Social Media Made Email Marketing Obsolete”, which we’ve now officially debunked. For more on these 3 myths, check out our Facebook Live Series Aftershock Coffee Talk: Marketing & Advertising Myths Part 2 and be sure to watch Part 3 for our input on 3 more myths!
See you next week!
Written by Amy Pope