Make Your Overnight Success Last
You’ve just posted an awesome piece of content on your corporate social feed.
It’s starting to get attention - you’re seeing an uptick in followers, and a whole lot of comments coming through your channels. It’s all very exciting! You’re starting to amass new followers who are excited to see and hear what else you have to say.
The most dangerous thing you could do next is nothing - and it happens all too often.
There’s a misconception particularly among small and medium businesses without their own dedicated marketing departments that a single great piece of content, or a few great pieces of content sporadically, are enough to keep them on the map. The thought is that when a potential new client is looking for you, of course they’ll remember that awesome video that they watched for a minute 3, 6, or even 9 months ago.
That could not be further from the truth. Content marketing is rarely, if ever, a one-shot deal. Assuming that you’ll be forever top of mind when your clients need you without putting in the consistent effort to get there is a dangerous misconception, and one that will lead to sorely disappointing results.
It’s often said that ‘content is King,’ but that’s more true today than ever before. Canadians are now entirely hooked on social media - Canadians spend an average of 2 hours per day on various platforms, which means that we spend roughly one month each year idly scrolling through our phones to see what catches our eye.
For businesses looking to generate content, that means two critical things:
First, if you’re not generating content for social media at all, the world is quite literally passing your business by one thumb swipe at a time. What sets you apart from your competitors in that case is that your competitors are producing content, and likely a significant amount of it. That content is what gets burned into your audience’s brain, and that repeated exposure is what makes your business memorable.
Businesses that are still doing business ‘the old way’ and being flippant about using social media are not going to last into the next generation. Social media is where people are going to find new things, or to investigate what they’ve heard about. Using social media well, including high quality video and imagery, is what’s going to make you stand out while everyone is scrolling idly.
Second, video is never ‘one and done.’ All of the TV commercials we remember from childhood - even if the company used a recurring theme or slogan, they generally did so in a large variety of ads. It’s great if you produce something that really stands out and is amazing, but don’t let it be the only thing that keeps you memorable. Look at your content production as a multi-part endeavour, whether that means a lot of weekly short videos, something longer monthly or quarterly - whatever you can manage for your business.
If you’ve always wanted to try something new, video is the perfect chance to do that. Work with professionals who can help you explore those ideas, and see what might work really well to capture someone’s eye. It’s an opportunity to think outside of the box, and really do something memorable without putting your entire business on the line.
While you’re getting ready to make your next big splash, we’ll be over here filling up the pool. Working with North Brothers means we’re always open to new ideas, and we’re happy to work together to think of ways to make your business stand out during that scroll. Ask us to get in touch with you or book a time to talk with us today.
