Business development · 23 October 2019

3 mindsets marketing managers need when creating content for brands

Social media has become fundamental to any marketing strategy. With a low barrier to entry combined with the opportunity to access, communicate and engage with target audiences on a mass scale, it’s a no-brainer for any business looking to drive increased brand awareness online.

However, creating a social media strategy that actually works is a whole different ball game where publishing valuable, informative and engaging content time and time again is vital for success.

People buy from people, so creating genuine, relatable content is far more likely to result in increased following and engagement from your target audiences. An excellent example is the ‘Dream Crazy’ campaign by Nike.

For marketing managers, generating the ideas to drive that content strategy can be a real stumbling block where without a shift in mindset, they will struggle to create content that resonates with their target audience, has the potential to go viral and delivers an effective ROI.

1. Mindset of scalability

What’s your mindset like?

When creating social media content for brands, think about how that content can help scale the business in hand.

For example, if you manage the social media strategy for a gym, you would look to maximise the membership online through virtual workouts delivered via live and pre-recorded video tutorials.

This can be supported by educational content such as nutritional hacks – acting as a hook to engage potential members.

The key is to create content that not only provides value to potential stakeholders but to also understand how that content could result in potential business enquiries, if not initially, eventually.

2. Mindset of authenticity

With the explosion of platforms like Instagram, creating authentic social media content is now more important than ever before. Phrases like ‘fake it until you make it’ should never be applied to any content strategy.

People buy from people, so creating genuine, relatable content is far more likely to result in increased following and engagement from your target audiences. An excellent example is the ‘Dream Crazy’ campaign by Nike.

Ultimately, social media is one of the best tools for reaching and engaging with existing stakeholders and target audiences online.

Instead of utilising elitist models to showcase Nike products, the campaign inspires its target audience to strive for their goals, no matter what challenges, barriers or hardships they face as individuals.

This one campaign alone resulted in a 31% increase in online sales just one week after it was launched, demonstrating that true authenticity emotes and engages target audiences when the message is genuine.

3. Mindset of ROI

Keep your mind on that ‘ROI.’

Social media is an excellent marketing tool, but with every marketing tool, it’s important to measure your return on investment [ROI]. So many marketing managers perceive social media as just part of their wider marketing strategy, as opposed to creating an effective social media marketing strategy that integrates with and supports wider business development.

When creating your content, take the time to measure all aspects of engagement to understand how effective it is. This includes reach, impressions, likes, comments and shares.

Measure stakeholder response

In consistently measuring stakeholder response and engagement, you will understand what content does or doesn’t work, who consistently engages with your content and has the potential to convert into a paying customer and how you can create more of a sales funnel to help drive business growth and scalability.

Harness the ‘full potential’ of social

Ultimately, social media is one of the best tools for reaching and engaging with existing stakeholders and target audiences online.

Many business owners and marketing managers fail to tap into and understand its full potential – perceiving it as an ‘add-on’ as opposed to an independent money-making strategy.

In understanding this point and creating effective content that is genuine and authentic whilst focused on scalability, you will deliver results.

Sign up to our newsletter to get the latest from Business Advice.


 
TAGS:

ABOUT THE EXPERT

Theodore Hoffman is an innovative entrepreneur and social media specialist who is the founder and CEO of fast-growing social media marketing agency, Sohcial. Boasting extensive experience in helping businesses and brands across the UK and overseas scale through effective social media marketing strategies, Theodore is a natural creative focused on developing authentic and engaging content that drives business growth online.

From the top