Social Media

Social Media

Social Media is the ever present content monster always demanding more and more. Two things to think about when trying to keep up: 1. If you maximize your content, you will be looking at a variety of pieces for every one piece you make. 2. Document the daily life of your organization to help fill the gaps with pieces that are easy to make. Documentation is taking pictures of a meeting or showing what has recently arrived in a shipment. These quick pieces of content, when created with the customer in mind, can be great ways to help feed the social media beast. 

1. Platforms

When picking social media platforms, start with where your customers’ attention is. If your customers are all tweens, Linkedin might not be right. If you are dealing with all B2B sales with C Suite (executive level offices) folks, TikTok might not be right. We are not going to go into details here about which platforms are best for each demographic for one main reason: it changes all the time. New ones will emerge, old ones will lose favor, and customer bases will age and change their behavior. So the key concept here is to see where the attention is being spent by your audiences and invest there. 

2. Content Strategy

How do you lay out your content to succeed? One of the keys is to understand your audience. What are they looking for? How can we entertain/educate/delight them?

Some emotions we can try to invoke from our audience are: anger, awe, surprise, amusement, joy, sadness, laughter, inspiration, curiosity. Anger can be great for political campaigns and nonprofits, but maybe not a Heating and Air company.

The following list is long but it is not an exhaustive list of content types. These types of content can help give you some guidance on how to begin creating content:

Announcements, ask a question, expert opinion, get to know you, guides, holidays, how to, listicle, memes, polls, quizzes, testimonials, user generated content.

Mediums are the way we convey the information directed by the structure: Animation, audio, document, ebooks, graphics, interactive, live video, photography, stories, text video

This blog post is a portion of Attention and Action. The book walks you through the marketing process that Adelsberger Marketing follows with its clients. You can read this book for free as a blog on the Adelsberger Marketing website or purchase on Amazon.com.

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Live Events

Live Events

Live events can offer you an opportunity to interact with your customers. Whether this be a lunch and learn, a trade show, or a conference that you put on, with a bit of investment, you can build great relationships. A good example of this is the Marketing AI conference put on by Paul Roetzer and PR 20/20. They established an arm of their company to begin talking about AI and then created a conference that would be used to help solidify their position as an expert. It also generates some sales of their courses and tickets. In person experiences can help motivate people to attend and give you an opportunity to further establish yourself as an expert. This can also dip into experiential marketing which we will talk about later in this book.

This blog post is a portion of Attention and Action. The book walks you through the marketing process that Adelsberger Marketing follows with its clients. You can read this book for free as a blog on the Adelsberger Marketing website or purchase on Amazon.com.

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Webinars

Webinars

Webinars are a type of online speaking engagement. Some of the same rules apply: be wary of burdens of knowledge, provide value in what you’re talking about, and avoid the hard sell. Be sure to test your technology the day before to help remove the chance of computer errors. The advantage of webinars over speaking engagements is that they can go anywhere and be easily recorded and shared after the event.

This blog post is a portion of Attention and Action. The book walks you through the marketing process that Adelsberger Marketing follows with its clients. You can read this book for free as a blog on the Adelsberger Marketing website or purchase on Amazon.com.

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Speaking Engagements

Speaking Engagements

If you get invited to a speaking engagement, you have been handed a tremendous opportunity. This might be harder if you are not skilled in public speaking but hopefully you will have a window in which to practice ahead of time. Speaking Engagements are generally a fabulous way to help increase your brand awareness in a community. For starters, if you have been invited. This means that someone already views you as an expert. The invitation itself is a tacit endorsement of your capabilities. Unless you tank, that endorsement will likely be received well by the attendees. Be sure to avoid the hard sell and provide ideas that are valuable to the audience. These types of events can be great opportunities to increase your email list or give out physical goodies to help build relationships.

This blog post is a portion of Attention and Action. The book walks you through the marketing process that Adelsberger Marketing follows with its clients. You can read this book for free as a blog on the Adelsberger Marketing website or purchase on Amazon.com.

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