Own Your Marketing… or Someone Else Will
At Emu, one of the concepts that we really try to nail down with our clients when it comes to their marketing is ownership. We want our clients to own their marketing. This concept can help every business, every niche, every time when it comes to online marketing.
Let’s take an example. Let’s say that you are going to run a promotion online for an upcoming event your company is having. You’re looking to reach as many people as possible, and you want to be able to engage with those people. So what do you do?
You might create a post or event on your company Facebook page, and then try to get everyone you can to share it with their friends and family. You might reach a few people, and if you do, you’ll count this as a success. Right?
Wrong. Here’s why.
When you post an event on Facebook, who ultimately owns that marketing? Facebook does. And if at any point Facebook decides to change its algorithms or find some other reason to not show your post or event, there is absolutely nothing you can do about it. This is one of the concepts we really try to drive home. If you are going to market online, own that marketing. Don’t let someone else own it for you.
So how do you own your marketing?
Let’s take that same example and assume that this is one of our clients. They have an Emu website up and running, with a custom branded Facebook page and many other social media pages to go along with it. They want to run a promotion for an upcoming event their company is having, and they want to harness the power of social media. Can they use Facebook?
Sure. But we aren’t going to post anything on Facebook. What we are going to do is create the event or post on their website, and once it’s posted, their website will push that post to all their social media accounts: Facebook, Twitter, etc. Then they can ask their friends and family to share. Any time someone clicks their post, it directs the user away from Facebook and back to their website. The website that the client owns.
It’s a subtle difference, but a very important one. Now, our client has three things that they didn’t have before:
1.) They have the ability to influence their visitors viewing experience, which reinforces their brand.
2.) They have a hit on their website, which is good for SEO.
3.) They own their marketing. Yes, the event is on Facebook and Twitter, but Facebook and Twitter can’t take it down.
Google, Facebook, Instagram, Twitter, Reddit…. they are always changing their algorithms to try to hone in on what their users want. Anything that is on those platforms, posted by you or not, is subject to change or elimination in the present or future based on what they decide. But you own your website.
If you’re smart, trust us… you want to own your marketing. If you need help, let us know and we can start making a plan for your business.