Everything you put online is content. Everything helps. But you need to set goals and track them.
I’ve been working with a client whose first venture into content marketing is daily interactions via Twitter and Facebook. He doesn’t think it’s producing any returns. I tend to agree.
Social media marketing is ephemeral. It’s “social.” It produces the best returns for businesses which use it for customer service, or to make special offerings to customers who already know their business.
You can use social media for lead generation too – but your prospects need to be aware of your business already. Maybe they’re responding to an ad in a magazine or a newspaper, or an ad on a website. Either way, they know you. They’ve heard your message, and are responding.
Without strong content to back it up however, chats and interactions on social media are meaningless. The messages have no foundation; they’re clouds drifting and scattering on the wind.
Tip: think in terms of goals, and trackable results.
Create a marketing goal. Use content creation and social media as part of that goal, if they fit. They may not fit at all. Your audience may not be searching online. Perhaps they don’t use social media, or use it sparingly, to communicate with close friends.
I’m often asked, “how much content do I need?”
The short answer is: enough to meet your goals.
You must set goals, and track them. Even if a campaign fails, you’ll learn something.
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