If you are like any other business owner or CMO, you want the absolute best for your company. The best for your employees, the best customer service, and when it comes to Social Media Marketing, the best campaign known to man (and wo-man). These are wants that can’t be achieved 100% of the time, but there are ways to encourage success.
Two questions I am consistently asked by potential clients, prior to diving into projects, include what our social marketing packages entail and what the cost is. We’re asked these on a regular basis and I feel horrible [initially] providing the disappointing news.
The reality is, a top notch marketing campaign cannot be molded into a package and sold like a loaf of bread, for a set price. Every target market is different, industries have different goals (e.g. e-commerce vs news websites), demographics utilize select social websites, and the list goes on and on. A canned Social Media campaign can actually be more harmful (and costly) than helpful.
My approach is to get a solid feel for a company’s mission, where they see themselves in 5 years, and who they wish to reach out to. Once I have an understanding of goals, I am able to provide suggestions for an approach and a cost for such. I believe handing potential clients boxed, irrelevant suggestions is wrong on so many levels, and defies what true marketing is.
Moral of the story: If you’re offered a canned Social Media campaign you better run for the hills.
Aaron Schoenberger is Founder of The Brainchild Group — a Search Engine Optimization (SEO) and Social Media Marketing company in Los Angeles, California. He’s known for his work with celebrity clients, top restaurants, professional athletes and Fortune 500 companies.