Even if your company gets a digital marketing team to run your campaigns, you just don’t drop the tasks to your consultants completely without understanding what’s going on. This does not mean that you have to write the social media content plan, interpret the insights, review the keywords for SEO, or run the boost—it is for them to work on. Rather, be a part of the online journey of your Team and contribute to improve the strategy. I have some clients who are suddenly in awe when they see their ranking move higher on Search Engine Results Pages (SERPs) or notice an increase in booking via Messenger. Wins cannot be achieved overnight and there will always be hiccups; some learning curves, trials and errors, series of adjustments but it is always an amazing process to take part.
Consider to have a key participation in identifying who your customers are. Where to find them, what they like, how to converse. There might be jargons that you need to explain; resources to share to the team so they can get a better grasp of the industry and the audience.
You are probably the best endorser of your company. On occasion, why not share and comment on your fan page posts; create a video narrating your story and services or maybe write an article to share your expertise. You are not going to do this alone; you have an online marketing team to back you up. They will definitely give their 100% support as you are providing one of the best contents ever! You do it naturally when writing for a blog page, for example, answer the common questions you have heard from your buyers and let ideas flow. It is then the role of your Team to edit the material for grammars and tweak it for SEO purpose. Engage. Put a face to your brand.
Monitor what’s going on. I would recommend to meet the Team weekly especially during the first three months to polish the direction and then once a month after that. No need to dive so much into the technical side; what matters is to know if the key performance indicators are achieved. Are we getting conversions on the website after running the Google Pay-Per-Click (PPC) campaign? How much are we paying for every inquiry sent on messenger? Did we increase our database on Mailchimp after promoting opt-in promos?
Listen. Ask questions. Learn. Participate. And witness the growth of your business.”