- Getting the word out about your firm is time consuming.
You'll manage social media accounts,
your website and blog and other marketing platforms.
This requires a content strategy, active monitoring,
and automation.
If you choose not to do this yourself,
you can contract with a variety of firms
or delegate this work to team members
and have them do it for you, but you'll still need
to be actively engaged with the content
that's distributed on these platforms.
There are a few keys to effective marketing platform
management.
Consistency matters.
Have a consistent message, a consistent look and feel
to your accounts and your sites and a consistent
publishing schedule.
It's not worth having a blog if you
only publish occasionally.
The same holds true for platforms
like other social media accounts.
Go to your customers.
If your target market is predominantly on LinkedIn,
but you spend all your time on other platforms,
you're missing the real opportunity.
Understand your customers and the platforms they use.
Let your content sell your services.
No one wants to read LinkedIn posts, status updates,
or blog posts or watch videos
that consist of nothing but a "Buy our services"
marketing message.
It's frustrating.
Pursue a content-based marketing approach.
Share your great ideas and perspectives.
Help people get smarter.
Show them how much you know about the subject at hand.
When you do that, the ones who are interested
in learning more will reach out to you
and inquire about your services.
I'm not saying not to mention your services
in your content, just do so in an unobtrusive way
and in a manner that directly correlates
to the content you're sharing.
For example, on my blog I take the transcripts
from these movies and turn them into blog posts.
It's a great way to help my audience get smarter
about these topics and it lets them know
about the services we provide.
I'm reusing that content as content-based marketing
to serve as a marketing tool.
Marketing platforms amplify your voice.
They reach customers you'd never know about otherwise.
Make a proper investment of time and effort
to get the highest return possible from these activities.