Mix it Up: Creating the Best Content for Your Audience

In our recent social media posts, we referenced Bill Gates’ article from 1996 about how content would be definitive of a brand’s success on the Internet. We think he was right.

But do you know what defines quality content, or how to create it?

Quality content is content that engages users. On social media, the most measurable way to see that is through viewing the number of likes, comments, retweets, or shares generated by a post. There are ways to view the number of clicks a link receives as well. If content is resonating with the people you target, you’ll see higher numbers.

Creating content doesn’t always mean generating it – a better phrase for creating quality content is curating quality content. Your content can be articles that you like, some business-related and some that reflect the personality of your business. It can be pictures from company events. It can even be current event-related, if that’s what you suspect your target is interested in. A few guidelines though:

  1. Content plans should be unique to your business and should reflect a personality. Define what that is before you create your content.
  2. They should be a mix of different media and topics. This is where mixing it up comes in. In general, people use social media for live updates, so it’s wise to provide new information with every post; you can discuss the same topic a few times, but you should be shedding new light on it. The same old stuff gets, quite frankly, boring, so avoid reusing it (even though you would want to do that in other forms of advertising).
  3. Your target audience should reflect what you post. LJF Marketing wants to target people who need marketing expertise, so we try to provide some of that for them. A daycare would post information relevant to parents and even single parents, more specifically.

Follow these guidelines and you will be on your way to social media success.

… And while we’re at it, is there a content type you prefer to see? If you really like something, let us know by following us and commenting through one of the many media available to you: Facebook, Twitter, or LinkedIn.

Advertisements

In House Vs. Agency Marketing – Which one is for you?

flat lay photography of macbook pro beside paper

Photo by rawpixel.com on Pexels.com

So your business has grown (or you’re just now starting!) and you’re in decision mode: In-House marketing or partnering with an agency/firm?

There are many positive factors to both. In-house marketing involves people who work directly for and exclusively with your company. It may consist of one person, or even a team that your company hires. As for an agency, they have specific expert employees who each usually specialize in different areas – public relations, digital marketing, graphic design, etc.

Both have qualities that can be very beneficial to your business. Here are some criteria that will help you choose which one might work the best for you.

Let’s look at their skillsets.

In-house marketing employees are paid to work for your business only. They understand your brand through and through due to direct training and are handpicked by your company. However, it’s difficult to find an in-house marketing person who is adept at all aspects of marketing.

Agency-wise, first you research and ask for referrals. They then need to be introduced to your business and brand and make sure they are the correct fit. For agencies, there are usually a good amount of multi-skilled employees who have worked in their respective fields, allowing for more diverse skillsets.

If only one marketing aspect needs to be managed, consider an in-house marketing team for your business. But for a company who plans on expanding or growing, marketing in only one aspect is rare so an agency might be a better fit.

Next, let’s look at the two from a creative perspective.

Some consider creativity to be in-house marketing’s downfall. There tends to be less creativity in a team that solely works for you and your brand. However in-house marketers do have a great understanding of how to combat your direct competitors.

As for an agency, they work with multiple clients that could be in very diverse areas. There is a lot of change and diversity creativity-wise that they have to produce. This exposure to different ideas can help generate creative ideas for your business.

Both can be useful for your business. If you find that your in-house team is in a rut, choose an agency. If you feel that you are confident in your in-house team, keep them on the project.

Then, let’s look at cost.

In-house marketing consists of marketing management that you hire. For example, consider the cost of salary when hiring one manager, or multiple marketing specialists full time. The cost of each campaign will depend entirely on your marketing needs. Crunch your numbers before making a decision.

It may seem less expensive to hire a single, on-hand employee for your marketing strategy, but expect a long hiring process, training, and guaranteeing that a person fits properly over a set period of time. Aside from salary, you will be budgeting for office space, benefits, computers, and programs they may need as well as training for those programs.

A marketing agency has a pre-set, and negotiable price in place when it comes to your campaigns. An agency pays for its own software, tools, tech, and training, which cuts any extra costs on your end. It may seem like more up front, but it might be less expensive for your business in the long run.

So which to choose?

Break down your goals and your needs to help you figure out whether to go with in-house marketing or a marketing agency.

If you’re still unsure about which path to take or just have questions about marketing agencies in general, ask us here at LJF Marketing! We have been serving our community for 30 years and are professionals when it comes to PR, Marketing, Advertising, Design, and more.

LJF Marketing is a full-service marketing communications company that is fully equipped since 1989 to help you create and enhance your company image. Through innovative marketing strategies, graphics, web development and advertising campaigns, your company can grow to exceed your ambitions.

 

Allow LJF Marketing to conceptualize IDEAS for your campaign. It’s our business to grow your business and we love what we do!

 

Essentials For A Well Stocked Sales Kit

Whether your ideal clients are large or small, consumers or businesses, a lasting impression is required to seal the deal. While you may think a Word doc printed on the company copier is a great tool for your sales team to use – think again. An equipped salesperson needs the added credibility of a professional looking company; quite frankly, a Word document won’t give them an edge.

 

Let’s look at it from another angle. How likely would you be to hire a candidate who didn’t wear a pressed suit or outfit to an interview, and then handed you a wrinkled resume to review? Of course, it’s highly unlikely they’d get the job.

 

A well-stocked sales kit is your company’s interview attire. It allows your salesperson to put their best foot forward.

 

Here’s what you need to button up your sales team before you even send them out.

 

Business Card – This is most essential component. It’s your salesperson’s best asset. Get business cards before you do anything else. Make sure to include all forms of contact – including all social media information.

Pocket Folder – Busy people often lose things. Make it easy for your clients to find all the information they need to know about you with a pocket folder.

Brochure – Repeat after me: I will not use Microsoft Word to create my brochure. A graphic designer will create a custom and unique brochure with room for a bio, list of products/services offered, contact info and anything else that’s important to you. Have it professionally printed. You’ll likely get more results if you take time to present your customers an informative and visually appealing representation of your company.

Case Studies – These go in your pocket folder, with your brochure. They are the evidence behind everything the salesperson is saying and are a useful reference during a meeting if there are specific questions. A client list may also be included.

Product Sell Sheets – Perfect to shed more light on your specific product offerings, inserts can be, well, inserted based on which products your client might be interested in. That is, they make it easy to give them the necessary information, but give you the flexibility to choose which products to spend time discussing. This way, there’s less of an overwhelming amount of information and more discussion.

Your Story – Connecting to your client is key to effective communication. Include the history behind your business, where the idea came from, or interesting details that make your story personal, relatable, and honest. This will help with helping your client feel more connected to you and your company.

 


 

LJF Marketing has in-house design capabilities and printing options, so please contact us if you’re interested in tailoring any of the above sales collateral to your company’s unique vision.