Hiding In The Light
Let’s say that as a business owner you have decided to embrace this whole ‘social media’ lark. You have realized that it is not a fad but the new world order. You have recognised that content, engagement and conversations are the ways to build a brand, be credible, and avoid a ‘shouting’ approach to marketing.
So the first thing you do is get going on Twitter
. You choose the best handle you can. You create an informative bio, you make sure your website is listed. You banish the ‘egg’ and put a logo or picture on your profile. You make sure the background colour or image is consistent with your brand. You start locating your audience, and you engage with them. You put a little icon or Follow button on your website so your customers can link to your Twitter account.
Next you update your LinkedIn profile. You make sure the headline is accurate and compelling. You make the profile copy really tells the world what you do, and links to your website. Of course you use a professionally shot photo. You gather recommendations. You join Groups relevant to your business. You post updates. You connect. Maybe you even create a Company page and make sure it is a good extension of your business.
You decide that Facebook
has something to offer, a potential to find an audience. You create a page for your business. To make sure it is brand consistent, you create a bespoke and relevant URL, add the copy, the images, the milestones. You solicit Likes. Perhaps you even dabble in Facebook ads. You connect the page to Twitter, your website. You post updates. You connect.
Begrudgingly, you create a video to promote your business. You sign up to YouTube
and hit the Upload button. You hope people will find it, watch it, and buy what you are selling. You then forget all about it and go back to the ‘proper’ social media channels.
Compare this approach to the facts that in 1 minute online there are, at the time of writing:
- 100 new accounts created on LinkedIn
- 100,000 tweets sent on Twitter
- 277,000 logins on Facebook
- 2,800,000 video views on YouTube
YouTube for business
YouTube is the social media platform with the most traffic, the medium proven to be the most engaging for customers, and yet the one which businesses pay the least attention to.
Making video the poor relation of a digital content marketing strategy will result in your sales being a poor relation of what they could be.