This is a post by Annie Liao Jones. Annie is the principal and founder of Rock Candy Media. With a 14-year background in business development, public relations, and corporate communications, Annie has positioned RCM for growth every year. Obsessed with business, consumer behavior, and marketing trends, she’s the ultimate nerd, geeking out with market research, case studies, and articles on the latest digital marketing breakthroughs. She likes to lead by example. If at any point you’re thinking, “I wonder what Annie’s up to right now,” the answer is she’s probably thinking of ways to grow the business. You will not find another principal that cares more about their clients than Annie.
You may have noticed that in our fast-paced, modern world, smaller is better – gone are the boom box serenades, computers that take up half a room and telephones that, if you were lucky, moved about 10 inches from the wall jack.
It’s happening with the written word, too. We’ve started taking in news and social updates in bite-size bits. Find yourself thinking in 140 characters? You’re not alone.
But just because the nature of communication has gone through some pretty big changes in the last few years doesn’t mean that good content is any less important when it comes to effective marketing. In fact the right words, with the right research behind them, are even more critical in an era of social media.
Here are four predictions about how smart marketing executives will make good use of quality content and new technologies like social media in coming years:
- Homework comes first: There’s a misperception out there that engaging people through social media is all about jotting down a few words and hitting “post.” Before your company starts making posts on Facebook, there should be some serious research about the industry, your company’s competition, demographics and trends. Before even typing the words, a good marketer will do the homework.
- Research, research, research: Need to know what your potential customers think is cool? Or what the businesses you sell to really need? Forget the focus groups punctuated by cardboard cookies and fluorescent lights – savvy marketers can use custom-developed content and social channels to get you that information, and get it fast.
- To thine own self be true: Branding yourself is an art. Always has been, always will be. But here’s why it might be more important than ever to pick the right name for your company or product – more eyes than ever before are perusing your brand. It needs to grab people’s attention. That name needs to represent you, not appeal to what you think an audience wants to hear.
- Don’t stick your head in the sand: social media gives businesses the ability to connect with customers and make a great customer service impression. Don’t hide from it! Being proactive and positive will help spread good word of mouth.
Though our means of communication is more and more splintered, your message should not be. We each have our own passions and interests that lead us to do what we do, and honest content that reflects that enthusiasm will always ring true––even if you need a little help from an outside source to express it across every channel.