Did you start your planning process with Part 1 of this series? If not, let’s review how important this is to your success in 2020. Your marketing team knows they need to execute a plan for distributing all the great content they’re hoping to create in 2020. However, without a plan in place, it’s just a dream. And a dream doesn’t move the sales needle.
Part 2: Choose Your Content Channels
Choosing the channels your company will promote content on is important. Miss a relevant channel and you miss your targets. Spend time on channels that your customers aren’t on and you’ll be wasting time posting to that channel and creating content that fits that format. You will also likely be wasting hard-earned money on paid advertising on that channel as well.
It’s important to think about social media channels as if they are television channels. Your target customers are tuned in to their favorite social media channels for a variety of reasons. They may be relaxing and catching up with friends and family on Facebook. They may be browsing LinkedIn searching for a new position, recruiting more staff, or researching their prospects. It’s important to remember, that you want to be where your customers are and that may be on social media channels you’ve never considered before.
For some of the content types, the channel you need to work with will be obvious. For example, if you’re creating blog content, your channel will be the blog itself. However, some channels will be less obvious. For example, if you choose Instagram, you’ll want to favor unique images that catch your prospect’s eye. When posting to Facebook or LinkedIn, your team will be able to use longer format text with embedded videos and relevant links to your blog or landing pages about the campaign topic.
For systems integrators, you will want to promote paid and organic posts on social media channels with information and resources that drive your prospect to your frequent blog posts and campaign landing pages on your website. Once there, your customers will have the information they need to make smart decisions that involve your company’s services and solutions.
Bonus Tip: be sure that your team is creating the various social media channels under your business accounts, all linked to your company not to personal accounts. Be sure to keep all login credentials in a safe place with multi-factor authentication enabled whenever possible.
Next up is Part 3 of the series: Identify Your Content and Create a Calendar – Don’t miss it!
Enable Your Sales Team
Now is the time to act. The year has just started and there’s time to implement the 5 steps necessary to launch your marketing strategy and impact your sales for 2020.
Get started today by contacting our team for advice.
