It has been said that one of the reasons why leading commercial brands have so much success in attracting traffic to their business websites or social media platforms (particularly social media platforms: note this) is that they spend weeks planning their posts in advance of publishing a post. This will include visual skills that will be linked to Instagram, one of the world’s leading social media platforms.
The perception has always been that these big brands attract the most attention from the social media public and, in the context of Instagram, gain the most Instagram followers, simply because their brands remain popular icons. Fair enough, but the lesson has been left. Just how do the hundreds of other (social media) lesser known marketers get it right on the day? Through careful, strategic planning.
You can like, if you will, the popularity of a given social media account to that of the boardroom of a busy advertising agency. The account executive brings in a new client, well, potentially anyway, because the agency’s team still needs to sell an idea in order to entice the client, and leads the way in strategizing for the delivery of a presentation that is going to a catchphrase and captivate.
Down the line, after the satisfied client has been entered to the agency’s books, new linked (if you will) strategies will come into play. For example, the ad agency will have set up an Instagram account on behalf of the client. Once a message, visual or worded, has been delivered, results will still need to be monitored. A designated content manager or SEO manager will be tasked with monitoring how many Instagram followers the client’s account gained in a given period of time.
Indeed, it is a lot of work, but there is no reason why the small business marketer cannot enjoy fame and fortune. Yes, there are opportunities for money to be made just by winning the popularity contest or at least staying the course high on the search engine rankings. In the case of Instagram, the opportunity is there for the independent account holder to customize tracking procedures.
In this case, leading brands and larger companies already saw the light and moved on (ahead of the game) for the simple reason that no matter how sophisticated its tools may be, Google, the world’s leading search engine, simply does not have the capacity to accurately monitor precisely when a specific site or social media account holder has received visitors. Customization in this case is meant that the account holder will be able to install his or her own tracking tools to monitor and manage traffic.
Traditional marketing and advertising is one thing. But social media marketing includes the use of a definitive set of procedures designed to attract attention. In this case, there is potential to be more cost-effective and efficient in the collection of data as opposed to using traditional marketing and advertising surveys.