AV marketing professionals spend countless hours pursuing more reader likes, more engagement, more content, more metrics and frankly more of the same in a never-ending hype cycle. Social media is merely another function where marketers are stuck in tactical due to feeling the pressure to produce something — anything — in order to somehow drive awareness, engagement and adoption through a seemingly infinite loop of social media activity.
The spin cycle of publishing volumes of low-quality content is a recipe for employee burnout, rocketing unsubscribe rates and audience fatigue. What AV industry social media managers need is an alignment of strategies and tactics that move their organization’s needle towards delivering more value instead of valuing more deliverables.
When you find yourself in a hole, the first step is to stop digging
When any marketing effort starts in tactical, there’s a good chance of AV marketers spinning their wheels or even going in the wrong direction. Resist the urge to ‘do something’ and instead consider the overwhelming research and stats which indicate a clear strategy with a focus on desired, measurable outcomes is the key to sustainable success.
For example, behind the Digital 2019 report is author Simon Kent of DataReportal.com, who suggests that the most consistently successful online social media brands have one key in common: they focus on creating high-value stories and avoid “endless corporate propaganda and trite advertising” and instead “use their marketing budgets to create things of value for their audiences.”
Kent, myself and others have taken a page from the Software-as-a-Service (SaaS) industry and co-opted the term Marketing-as-a-Service (MaaS), which is markedly differentiated from viewing marketing as an expense or merely a support group within a brand’s departmental hierarchy. While MaaS doesn’t roll off of the tongue as nicely as SaaS, the mass effect (see what I did there?) is notable: There’s a gravitational pull towards compelling, story-rich narratives that helps brands compete for attention and market share.
With the saturation of multiple social media platforms splitting user’s attention for an average of about two hours per day spent on social media, marketers must produce highly compelling content for their audiences in order to cut through the noise of four billion social media users worldwide. The scarcity of user attention has social media managers rushing to pump out brand-focused content marketing where quality has been eschewed in favor of high-volume content quantity.