Engaging communication is enough.
Posted: Thu Dec 26, 2024 9:31 am
Instead of writing about 3 things you should remember when preparing an advertising campaign, I will focus on mistakes. A wise Pole is wise after the damage is done – as the saying goes. However, it is better to learn from the mistakes of others. Since I have been involved in social media for over 7 years, I will let you know 3 mistakes I made when creating a social media campaign, so that you can protect yourself from them. Take advantage!
We do what others do
Of course, when creating a strategy of action, you use research on the actions of your competitors. You check how other companies in the industry promote themselves, how they create content , what communication channels they use. If we prepare something similar, we can be sure of one thing - few people will notice us. I understood this when I finally changed my approach to creating posts for one of the restaurants I run on Facebook. Until the breakthrough, I posted a photo of one of the many dishes every day (which of course looked beautiful).
What good is it if all the local lunch places did it? Finally, it dawned on me and I decided to start a different dialogue with the people watching me. I started introducing the team – showing what work in the kitchen looks like, how smiling the waiters are. The restaurant's guests started to grow both on the fan page (more fans, comments and likes) and in the restaurant. It turned out that people were more convinced by the fact that the team preparing the meals was no longer anonymous and was simply a group of cool people. Such people must create something tasty and that is a guarantee of eating a meal in a nice atmosphere.
To sum up: look at how the competition operates, but let's draw conclusions from this on how to distinguish ourselves from them!
I spoke instead of talking
A classic human error that is still deeply rooted in television marketing. Why? Television advertising is mainly characterized by the fact that the message is one-sided. We hear and see a message to which we can only react by making a purchase or not. But it's not that simple. People want to learn more about the product, and cameroon whatsapp data above all, people want to talk. It's in our nature. The posts that I prepared for the brands I serviced were simply one-sided messages - I showed the product and that's it! Well... I'm very ashamed now and I feel like blushing, admitting it. Fortunately, the effects of my work (lack of commitment) very quickly verified my approach to preparing communication.
Instead of showing the product, I started encouraging discussion about the problem that the product solves. This sparked a discussion that ultimately had a clear message: our product solves this problem! Remember that conversation is also about listening. You have no idea how much interesting information you can extract about your target group when you let them talk. You don't need expensive focus groups.
No budget
Nothing comes for free. It seems like a truism. And yet I fell for it. After all, setting up a fanpage, an Instagram account, etc. doesn't cost anything. Fans come too, everything is extra. Not really. Facebook is a platform that really does provide free infrastructure, servers where we post our photos and videos. But that's where it ends. Reach is paid. What good is it that 100, 1,000, 10,000 or 100,000 fans follow us, if only 5% of them see our post. And so, when initially planning my Facebook activities, I didn't include the item: media purchase in my budget. What good is it that I had great communication? It's like opening a shop with the best doughnuts in the world. However, the shop doesn't have a sign, no one knows about it. Of course, we can count on word of mouth to spread the word about the doughnuts. However, this process can take so long that we'll go bankrupt long ago without money for rent. Social media of course allows for the viral effect and the best campaigns have used it. However, for this effect to happen, a certain critical point must be crossed, influential people must find out about us. Only then can we count on them to pass the information on their own.
We do what others do
Of course, when creating a strategy of action, you use research on the actions of your competitors. You check how other companies in the industry promote themselves, how they create content , what communication channels they use. If we prepare something similar, we can be sure of one thing - few people will notice us. I understood this when I finally changed my approach to creating posts for one of the restaurants I run on Facebook. Until the breakthrough, I posted a photo of one of the many dishes every day (which of course looked beautiful).
What good is it if all the local lunch places did it? Finally, it dawned on me and I decided to start a different dialogue with the people watching me. I started introducing the team – showing what work in the kitchen looks like, how smiling the waiters are. The restaurant's guests started to grow both on the fan page (more fans, comments and likes) and in the restaurant. It turned out that people were more convinced by the fact that the team preparing the meals was no longer anonymous and was simply a group of cool people. Such people must create something tasty and that is a guarantee of eating a meal in a nice atmosphere.
To sum up: look at how the competition operates, but let's draw conclusions from this on how to distinguish ourselves from them!
I spoke instead of talking
A classic human error that is still deeply rooted in television marketing. Why? Television advertising is mainly characterized by the fact that the message is one-sided. We hear and see a message to which we can only react by making a purchase or not. But it's not that simple. People want to learn more about the product, and cameroon whatsapp data above all, people want to talk. It's in our nature. The posts that I prepared for the brands I serviced were simply one-sided messages - I showed the product and that's it! Well... I'm very ashamed now and I feel like blushing, admitting it. Fortunately, the effects of my work (lack of commitment) very quickly verified my approach to preparing communication.
Instead of showing the product, I started encouraging discussion about the problem that the product solves. This sparked a discussion that ultimately had a clear message: our product solves this problem! Remember that conversation is also about listening. You have no idea how much interesting information you can extract about your target group when you let them talk. You don't need expensive focus groups.
No budget
Nothing comes for free. It seems like a truism. And yet I fell for it. After all, setting up a fanpage, an Instagram account, etc. doesn't cost anything. Fans come too, everything is extra. Not really. Facebook is a platform that really does provide free infrastructure, servers where we post our photos and videos. But that's where it ends. Reach is paid. What good is it that 100, 1,000, 10,000 or 100,000 fans follow us, if only 5% of them see our post. And so, when initially planning my Facebook activities, I didn't include the item: media purchase in my budget. What good is it that I had great communication? It's like opening a shop with the best doughnuts in the world. However, the shop doesn't have a sign, no one knows about it. Of course, we can count on word of mouth to spread the word about the doughnuts. However, this process can take so long that we'll go bankrupt long ago without money for rent. Social media of course allows for the viral effect and the best campaigns have used it. However, for this effect to happen, a certain critical point must be crossed, influential people must find out about us. Only then can we count on them to pass the information on their own.