Bill’s organization launched a new production capability last month. Prior to the launch through today there has been a lot of mention of the new capabilities in social media. There has been a steady stream of LinkedIn articles and postings, blog posts, Instagram photo postings, and even some Facebook postings.
Bill’s organization is $18M in revenue, with a focus in the aerospace industry. Social media and online marketing are essential components of their overall marketing strategy. Their recent social media push is based on a simple 1-2 strategy.
- Use organic Search Engine Optimization (SEO) tools in the social media postings to elevate the firm’s URL in Google searches.
- Use limited budget paid advertising in social media to help build the list of subscribers for the company’s e-mailings.
Bill and his team know that social media is a direct marketing tool. It is the replacement for what was formerly direct mail marketing. In today’s world the prominent social media platforms are the most common venues to reach your prospect base.
The purpose of social media is to build a list of subscribers and then use your own email marketing and personalized selling strategies and tactics to connect with your subscribers.
Bill did acknowledge the #1 challenge with social media – the need for content and the time to do postings on a consistent basis. Many of the owners, CEO’s and Presidents in the room agreed that the solution for this can fall into a couple of categories. One, limit what you do and allocate specific (but limited) times to carry out the content development and posting. Two, engage an intern or virtual assistant to take care of things.
Everyone agreed that the content challenges needs to addressed. There needs to be consistency in social media marketing. Without consistency the company’s presence fades away quickly.