by Stacey Diffin-Lafleur
Towards the end of every year, I want to slow down and take a look back at what I’ve accomplished over the year. Did my business plans work out? Was my social media strategy on target? Did I achieve what I’d hoped with my content marketing program? Did I make the right connections?
When everyone else is a little less focused on work, take the time to analyze your progress, and tweak where necessary. And with the speed of change in social media and digital marketing far outpacing traditional media, you will no doubt have changes to make, new channels to explore and new opportunities to unearth.
Remember just because you are on Facebook, doesn’t mean that anyone is going to come and visit your site. In the digital marketing world, content is king; and speaking of which, content can’t stop over the holidays. You have to continue to engage where your audience is. Now Facebook and Twitter can help you with timed posts. But don’t just set them and forget them. Monitor your progress, stay in touch with what’s going on in the world, so if you have to pull a halt on your content, you can do it immediately. Or, if something is getting a lot of attention, you can determine why, and tailor your upcoming content to support what’s already there. It sounds simple, but it takes effort to make sure you are curating, developing and posting meaningful, timely content. Think about your short term – through the holidays – and your longer term – six months or annual – goals, and prepare what I call an “evergreen” editorial calendar for your content marketing. Remember as well to cross-pollinate, that is use different channels to support your messages. And think about the tone, language or visuals you are using. The audience on Instagram or Tumblr is a lot different than the audience on Twitter, or following your Facebook. Make sure you’re grabbing and keeping your stakeholders/donor/clients attention, wherever they are.
Another important consideration is to evaluate new and emerging channels, and to stay on top of them, as they evolve. I took a look at Pinterest this week, after being away for a while and a whole lot has changed, the scope and the scale of this platform today is well beyond what it was even six months ago.
So before you even think of shutting down for the holiday, have a plan in place to keep your brand at work. Determine your first steps for 2015, explore tools and the options that are built right into many. And then you might give yourself a break. You’ve worked hard all year; enjoy what the season has to offer. To find out more about using different platforms and exploring new channels for your organization, get in touch with any member of Jester Creative, we`re here to help you out.