Most small and medium sized businesses (SMBs) would agree that digital and social media is important, around 90 percent in fact according to Inc. For 9 out of 10 of these SMBs, digital and social media result in better business exposure. Add to this significant increases in traffic, search rankings and, ultimately, sales, and you have a medium for connecting with customers that is invaluable. However, according to Brandmuscle, many SMBs consider digital and social media too time-consuming to implement. Instead, they stick to more traditional marketing strategies, such as coupons and direct mail.
Digital and social media are very time-consuming, but that's not necessarily a bad thing. Here are some reasons why digital and social media take so much time — and why that’s okay:
It's Ongoing in Terms of Optimizing and Reporting
Social media looks easy. After all, it only takes a few minutes to write a Facebook post, right? Yes, but there is a difference between doing something and doing something well. For SMBs to compete effectively in social media, they need to continually optimize their digital and social media so that potential customers can find them, and they need to review reports on their existing digital content so that they know how to optimize their social media most effectively.
While it does take a significant amount of time to manage these factors, the result is a marketing message that is cohesive and targeted. You should also see the effectiveness of your content improve.
It Can Cost More Than Traditional Advertising
Traditional advertising methods can cost a small fortune. Consider a recent study by Lyfe Marketing. Looking at the cost per thousand impressions (CPM), they found that direct mail costs around $57 to reach 1,000 people. Magazine and newspaper advertising is cheaper, with a CPM of $16, but these methods still cost several times more than social media, which weighs in at just $2.50 for CPM.
However, that figure doesn’t paint an accurate picture. Social media appears to cost less than direct media – you only have to pay for your employees’ time – but that is just on the surface. If you are managing your digital and social media correctly, there are ongoing costs that you will need to include in your cost estimates. In addition to paying employee or agency costs for the creation of your content, you also need to account for the time spent responding to comments on your posts, analyzing reports on the effectiveness of those posts and making weekly recommendations for improvement.
It's Not a Junior Activity
Above all, digital and social media creation is not a junior activity. It takes experience to know your market. “Not to mention the fact that junior associates don’t have enough industry knowledge to effectively create, distribute or pitch your message to media, analysts or your customers,” explains Calypso. “So if you want a marketing team that knows your market space – and 99 percent of survey respondents think that’s critical – then don’t rely on a team with too many junior level associates.” Instead, you'll get a much greater return on your investment by tasking senior level executives with managing your digital and social media creation.
Digital and social media are time-consuming, but that doesn’t mean you have to be the one managing your content. You can hire a marketing agency to oversee your digital and social media content. The right firm will deftly handle the creation of your content as well as the optimizing and reporting.