2: Outsourcing your social media
It’s all very well having a centralised marketing team staffed by experts who are tasked with on and offline marketing and constantly re-evaluating their approach, but many small- and medium-sized groups simply don’t have the budget to put such practices in place.
It makes outsourcing a compelling argument and it doesn’t have to be expensive – plenty of smaller companies can deliver a specialist skill set which doesn’t affect headcount.
The dealership had been using social media to broadcast deals, but as soon as they switched to creating useful content, such as checklists for new buyers, it saw a 76% rise in engagement while increasing its email database by 124%.
“Time is short. Social media is about investing in the right content to the right people on the right sites. That takes a little research up front, a little time to create the content and a regular review of the success of that content,” said Farmery.
Content and objectives are at the heart of a successful strategy, she added.
“First you need to think about what you want from social media. It may be customer service, marketing or building your email list. They all need different kinds of content to succeed.”