Your Marketing and Design Reading for The Weekend
That's why I was so nervous about starting with social media and having to publishing content. I asked Unmana at the time, "What could we possibly post that anyone would want to read?" Thankfully, she is pretty persistent and it wasn't long before we were on our way.
We did not have the benefit of this article at the time but we generally followed its advice. For one, we tried to provide tips and advice on various subjects, such as essential marketing activities, and those have been our most popular posts. We also get specific on holidays, product types, marketing tactics and other subjects versus trying to cover everything at one time and appeal to everyone. And we write like we talk--I just ramble less.
The Hubspot post also suggests using humor, finding a relatable angle, making content visually digestible and telling your story visually. It's easier said than done but we definitely see higher views and more sharing when we adhere to these tips.
I don't know what it says about me, but I like reading the mistakes other people make. In this post, a few errors resonated more with me.
2) Traveling on the same path as before: I agree that we have to keep optimizing for the marketing environment today. What you did five years ago or even last year will not deliver the same results now.
3) Failing to continually monitor marketing programs: fortunately, we've made strides here but it has to be a constant focus. It either requires the use of tools or a commitment of time. But I think you can manage it by focusing on the important metrics.
4) Ignoring frequency: I agree that finding the right timing is critical. We've found monthly e-newsletter complemented by one or two satisfaction surveys per year and occasional special announcements work for our audience. But a retailer would probably go out of business communicating with prospects and customers only once per month!