The media landscape has undergone massive and complex changes over the past thirty years, with social media platforms becoming increasingly important, often at the expense of more traditional media.
Just like the platforms we use to communicate change, so should marketing activities and business priorities. There has been a shift away from traditional media, with paid news circulation in Britain falling below 3 million for the first time, while UK consumer magazines also saw an 11% fall, according to the latest ABC data.
Ofcom figures also show the growth of digital news consumption, with more than two-thirds (68%) of British adults consuming news from online sources. Social media is a key driver of this, with just under half (47%) of British adults using these sources for news and opinion.
As audiences increasingly engage online, effective brand building exercises can become more complex as companies must plan campaigns across more channels and platforms than ever before.
Manage a multimedia presence
Between the rise of LinkedIn, Facebook, Instagram,
Research from SocialSprout shows that social media is now the most important channel for businesses to connect and communicate with consumers. The medium offers the perfect opportunity for brands to invest in relationships with consumers and build customer loyalty. When customers feel connected to brands, more than half (57%) will increase their spend on that brand and 76% will buy from them instead of a competitor.
However, it is very important that your content and messaging is good. Consumers want to learn more about the people behind their favorite brands and companies. For example, seventy percent of consumers say they feel more connected when a brand's CEO is active on social media. Additionally, 72% of consumers say they feel the same way when employees share information about a brand online.
Don't be too salesy
Social media is about interacting and having relationships with customers, whether your business sells to a consumer or another business. The message should be subtle, engaging and relevant to the audience to increase brand visibility.
Social media users respond best to a balance of promotional and non-promotional content, with the balance being 20% promotional and 80% non-promotional. Sharing articles that provide insight into your brand's industry, tapping into relevant cultural moments, and sharing experiences are all ways you can add value without becoming too product pushy.
Unlike conventional advertising, social media communication is a two-way street; consumers want to see brands they can truly engage with. Whether it's liking comments, replying to direct messages or starting surveys, it makes customers feel seen and heard, helping them connect with your SME's brand.
However, it is also essential to understand the role each platform plays in getting your SME in front of the right potential customer. While it can be fun and fresh to have a presence on TikTok, you need to consider who you're targeting and who you want to connect with.
Influencers and Third Party Endorsements
Try to leverage your network, whether it's media, social media or influencers (people your customers identify with and would turn to for advice or suggestions). When a product or service is promoted by someone else, the promotion no longer becomes a sales pitch, but rather a credible recommendation that consumers find trustworthy.
Using influencers, customers, partners and suppliers to promote your business helps customers justify the purchase, whether in the form of case studies, reviews, recommendations or social posts.
A decreasing attention span
Attention spans have also decreased alarmingly. According to a Microsoft study, the average attention span of Generation Z people was only about eight seconds, four seconds less than that of millennials. With attention spans shrinking, information needs to be placed at the forefront of every article, post or video.
Similarly, TikTok, Instagram Reels and YouTube Shorts have fueled the rise of bite-sized video content as an essential tool for spreading information. In today's day and age, economics equals money, it's no surprise that video tutorials are taking the place of long manuals.
Videos are not only a great source of entertainment, but also incredibly useful for spreading brand awareness and providing in-depth information. They provide an excellent opportunity to connect directly with customers, demonstrate your authority and share advice. Consider a YouTube channel if you're promoting a product or service, as “How to” is the most common search term on YouTube.
Websites and Beating the SEO Algorithm
Websites remain an ideal opportunity to provide a comprehensive picture of your SME's products or services. However, information such as when your SME was founded or how many people work for you may not be what customers are looking for? Highlight important information, answer customer questions, and solve their problems by demonstrating authority and expertise in a given area through high-quality, thoughtful content.
While media can open the door to millions of potential customers and endorsements from third parties, adding social media management to an already busy SMB schedule can be difficult. Managing the media only works if it is done consistently and well. So knowing when to outsource your marketing and communications to experts is essential to both optimizing your time and getting the most out of your efforts.
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