It’s Time For Your Close-up
Over the last ten years, social marketing has changed beyond any initial concept of what it could be, or how effective it would become to businesses.
When I started FCM Media back in 2011, the main platforms Facebook & Twitter were still in their infancy and businesses were only just starting to view them as potential marketing tools.
It was a time where Google preferred links and simple keywords, black hat SEO was rife (remember the blocks of keywords at the bottom of the content in the same colour as the page?) and websites were clunky.
Now of course Google is far more sophisticated and serves up websites that offer the best content to match your search. It’s no longer about the business owner, it’s all about the user experience. This is where things are rapidly changing.
This week Instagram caused ripples of outrage as it announced that the platform was no longer a photo-sharing site, but wanted to follow in the success of YouTube and TikTok, well of course it does!
Do you know, the average person is shown between 4,000-6,000 ads per day? Scary isn’t it? Yet, if I asked you, could you tell me how many you remember seeing? I’m guessing that in your social streams you will have seen the moving picture ads, far more than the static images.
Now, this isn’t something new, especially for us Gen X and Boomers, who grew up with TV and found out about the latest products in-between our favourite shows, in a way, as it always does, marketing is going back to methods that have worked previously, just utilising the platforms that reach more viewers.
So, what does this mean for business owners? Do you need to invest in fancy equipment or spend a fortune in hiring video creators? No, not at all. In fact, some of the most effective videos are done with a smartphone and a genuine (oh my goodness I can’t believe I’m doing this) business owner talking about what they do.
What business owners need to remember is that, and I can’t remember how many times I’ve said this, people buy from people, so, seeing you being honest and offering advice or sharing a tip will help you to engage more and build a rapport, even if you’re not seeing your clients face to face.
To me, social marketing has always been an online version of a face-to-face networking conversation, you wouldn’t walk into a room full of business owners and greet each one with “hello, I provide X service” would you? So, your marketing should reflect this, if you can engage and at the same time show yourself to be a real, genuine person then you’re onto a winner.
Inherently, people are lazy. They no longer want to read the beautifully constructed content you’ve created (full of those all-important keyword streams) they want answers, and they want them fast – hence the rise of YouTube.
Now is a great time to start. If you’re nervous then have a play, get used to speaking into a camera and build your confidence that way. You’ll be genuinely pleased at just how forgiving people are when you put yourself out there for the first time.
You might not think that the latest TikTok dance trend is for you, you might not even understand how the platform works or how it could help your business, but it’s time to think outside the box and actually, get on the box!
As always if you’re unsure of social marketing and just want a chat, please get in touch.