Content is key, but good content is better! With roughly 3 million content pieces being released and interacted with every minute online, it’s so important that brands create campaigns that help them stand out and increase their engagement. While you are able to hand out thousands of “pamphlets” a day, you want your pamphlets to reach the maximum number of people interested in what you are selling. In the online world this is displayed via your engagement. So reach is the number of pamphlets you printed. And engagement is the number of people who took interest in your advertisement, thereafter we trickle into actual leads and then sales.
Let us be real
The online market is saturated with content, so yes you’re able to reach 1000s of people online easily, but so is all your competition. How do we stand out from the rest? By building an epic content strategy, that’s how! Businesses pay very little attention to the type of content they producing and focus more on the quantity of content they producing on their website and advertising platforms. They believe by just being there, their sales will come. When this is not the case.
We find this in all areas with our clients. Let us take a second to assess corporate brands and how they run their marketing campaigns, such as Nike, Coca Cola etc.
They have roughly 3 – 4 big campaigns they run a year and then using that main campaign focus they derive their social and other advertising channels content plan. Making sure it all aligns. Keeping brand unity. Brand unity does not make higher sales, it most definitely helps with brand recognition, which then turns into free marketing, which then yields better leads. Nandos is a great example of this.
When you use a tool for what it is, you will get the most out of it. Product pushing online, unless your products are unique and crowd specific, can deter users from engaging and interacting with your content. Companies are struggling to gain real leads and business via social media because they forget that it is just that. SOCIAL media. People come there with the intent to interact and engage, and if you wish to be a brand that is interacted with online you have to create campaigns that evoke emotion (happy, sad, laughter, honesty) or bring about deep thought way after reading or watching your content piece. This results in risky content, but its real content that speaks to the world around what’s current and happening today, while allowing your brand to stand out above the rest.
While you can throw money at paid advertising, organic reach is still the aim of the game with digital strategies. As the algorithms run organic engagement as a priority on timelines, its how they ensure you are liking the content and staying on the app. Let us face it, no one would be on social platforms if it was a feed of advertisements. It is why there has to be thought and planning behind what content you produce. It is the most important part of your content strategy.
Tried and Tested
We recently did some tests on our own brand. We produced basic content under our brand name shared it and put the same spend on it as another content type that, was relatable to what we do, but not so sales orientated more brand awareness. The results were remarkable, take a look below.
This was a basic post that had no caption or intended sales pitch. It was only to engage as a brand with my market, the intention was to reach our market and make them laugh.
As you can see below the cost per reach was 0.01c! Imagine paying that per pamphlet print. The end result was fantastic. We gained many new likes and followers, which was not the campaign goal, it just happened because of people related to the content piece.
This next content piece was a little more of a sales pitch post. We spent less than the above content piece, R20.00 ($2) less to be exact and our results were not even half of our previous boosted post. Showing us very clearly that CONTENT TYPE DOES MATTER! The results are below, the spend per “pamphlet” on this post was 0.52c. Still great but not 0.01c.
The post was the image below and the caption read “Don’t let COVID keep your business COVID up! Invest in Digital Marketing today! Increase your online leads without increasing your budget. Contact me for PPC account strategy assistance.
Visit www.blogaboutbusiness.co.za for more information.”
People are being inundated with content and sales pitches these days, what they looking for is a relation with a brand. Don’t be afraid to step out of the box and produce pieces that entice your followers to laugh, sing or cry. Allow them the chance to question, by invoking thoughts through emotionally enhanced pieces. This is why building beautiful, relatable campaigns is crucial to achieving better outcomes from the budget spent. Great brands inspire, they motivate and they evoke emotions for years to come! Speak to your clients, don’t sell to them.