Redundancy in Marketing
re·dun·dan·cy(/rəˈdəndənsē/) noun – The inclusion of extra components which are not strictly necessary to functioning, in case of failure in other components: “a high degree of redundancy is built into the machinery installation”
The idiom “don’t put all of your eggs in one basket” is critical to the marketing of your brand when it comes to deciding which platforms to use to distribute your messaging.
Few of us have the time needed to use ALL of the social channels and apps at our fingertips, and most people will end up using one as their primary choice, whether it is a Facebook page, Instagram, or Twitter. These are all different creatures uniquely suited to the message being delivered. Being a photographer, I primarily rely on Instagram as my main content delivery system. Having my initial account arbitrarily deleted by Instagram a few years, forced to rebuild my following from scratch, taught me an important lesson about marketing.
Here are 4 quick marketing takeaways…
Marketing Tip #1: Build redundancy planning into Platform Choices
In other words, set up that “back up account” before you need it, then occasionally cross-promote it so at least some of your fans can still be reached if Instagram, Facebook or whomever decide to take negative action. All it takes is one jerk falsely reporting your account as spam to put your account in limbo.
Marketing Tip #2: Build a foundation independent of social platforms
If I can offer one piece of marketing advice that really matters, it is to make your website or landing page your HQ on the web – not a Facebook Page. Yes, the interaction you get on your Facebook Page is critical, but your website feeds content to your Facebook Page. You want people to bookmark your website so it is right there in their browser and update frequently so people have a reason to keep returning. On that website or landing page, you have the ability to present all of your social channels so you increase your reach and presence across the web. If Facebook changes their rules and policies (it seems to happen daily), deciding that your Facebook Page violates some guideline and should be suspended or deleted, you’ve suddenly lost all of your past content and your ability to reach all of your fans/followers. If your base is a website (that you’ve been regularly encouraging your Facebook fans to visit and bookmark), you can mitigate the fallout from such an occurrence.
Marketing Tip #3: Generate an Email List
Yeah, yeah. I ignore a lot of my emails because there’s a ton of spam on the web, but if you use a service like Constant Contact, MailChimp, or Send In Blue, reaching people who want to hear from you becomes simple and not based on the whims and trends of volatile third-party social channels. By having periodic contests and giveaways, you can feed new emails into that database to replace people who will naturally unfollow as time passes. Trust me: You want to build and maintain this list so you can send an email once a month or once a quarter. Add a signup form to your website. Then make sure your messaging isn’t spammy but actually adds value to their lives – and creates opportunities for people to buy or try something new. It’s very important that if you do collect emails and send out newsletters, you give people the ability to unsubscribe. You don’t want to run afoul of the law, plus it is the right thing to do.
Marketing Tip #4: Use shortcuts to make redundancy less of a hassle
To my earlier point, few of us have the time to individually post to multiple channels. I use services like Hootsuite, Sendible, and IFTTT to post simultaneously across those channels. My Instagram post is also shared on my Facebook Page, Twitter, Google+, Pinterest, and any of the other available platforms without any additional action being needed on my part. This potentially saves you a lot of time while making sure that your message goes out across the widest possible reach. I personally cater my message and image sizing to my Facebook Page or Instagram. While these channels are ideally optimized for each one individually, that seems to get the job done. Just remember to follow up and tweak as needed.
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