In this episode of Stop Scrolling, Start Scaling, Emma emphasizes the importance of thinking long-term when it comes to digital marketing. While many businesses focus on short-term strategies, it is crucial to plan for the next year, two years, or even three years in order to ensure long-term success. In this episode, she discusses the need to set up systems that will support the growth and longevity of your brand and highlights the common mistake of jumping ahead to platforms and content without proper planning. Tune in to learn how to develop a social media marketing strategy for long-term growth.
Listen in as we speak about:
- Planning for long-term growth
- Strategically identifying your ideal client
- Understanding which platforms to choose
- How consistent content leads to brand scalability
Planning for long-term growth
While many businesses focus on short-term goals and immediate results, Emma shares that planning for the future is crucial for sustained success. The most common mistake Emma sees among small businesses is planning marketing strategies or business strategies for the next few weeks or months, but not considering the next year, two years, or three years. While it may be impossible to predict exactly what will happen in the future, it is essential to consider the longevity of your brand and set the necessary foundations in place for long-term success.
Start with the foundation when developing a social media marketing strategy for long-term growth. This includes defining the brand’s identity, persona, voice, and core values. The audience should easily recognize the brand’s voice and connect with it emotionally online. Emma emphasizes that what sets a brand apart are the small things that make it different from competitors in the industry. Having clarity on these elements will serve as the foundation for success. You also must understand your audience inside and out. This requires extensive research into their pain points, goals, and preferences. Be a consumer on social media before creating content, putting yourself in the audience’s shoes on each app you want to build a presence on. People behave differently on different platforms, so understanding their interactions and the type of content they prefer is essential.
Strategically identifying your ideal client
Having a clear understanding of who your ideal client is, is imperative to building a successful marketing strategy. This is because it sets the foundation for how you create content and which content you create in the first place. To gain this clarity, try asking specific questions about the target audience. Inquire about the struggles your audience faces daily and how they spend their time on social media.
This step cannot be skipped and should be repeated every six to twelve months. This is because your audience is constantly shifting, and as a business, you need to adapt to these changes. Different generations have different behaviors and humor, so understanding these nuances is crucial in creating content that resonates with your audience.
Understanding which platforms to choose
With so many apps and platforms available today, it is not necessary to be present on every single one. Instead, it is crucial to focus on the platforms where your target audience is most active. This ensures that you are reaching the right people and maximizing your marketing efforts. Consider the shopping abilities of the platforms you choose. How easy is it for someone to purchase your product or book a sales call? This factor should be taken into account when selecting platforms, as it directly impacts your ability to convert leads into customers.
There are core platforms and there are ancillary platforms. Core platforms are the main platforms where you will create and share content, such as Instagram and TikTok. Ancillary platforms, on the other hand, are secondary platforms where you can repurpose content or share other aspects of your business, such as Pinterest and LinkedIn. This hierarchy allows for a strategic and optimized approach to content creation.
How consistent content leads to brand scalability
Consistent content leads to growth. There are detrimental effects if you are inconsistently posting, where leads dry up and businesses find themselves stuck in a cycle of starting and stopping their marketing efforts. Imagine the results you could have seen if you never stopped posting. Marketing is not a short-term game and that consistent engagement with your audience is necessary to achieve your desired results. The compound effects of consistently creating and sharing content are real, and businesses need to adopt a long-term strategy for brand growth.
Creating content is the main part of our work with our social media management clients here at Ninety Five Media as it requires continuous adaptation and shifting to keep our clients brands current in the online space. Once you begin posting and marketing your brand, don’t stop, as consistent content creation is crucial for engaging your audience and seeing the results you’re looking for. Emma suggests that businesses should focus on creating content consistently, adapt with their audience, and be strategic in all they do. This approach allows for continuous growth and the exploration of new possibilities.
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