When should your startup launch an online or social media marketing campaign? First let’s talk about who should be doing it. I’m Suzanne McDonald with Angles & Insights Marketing Consultancy, and I have a few tips for you. First you want to think who should be handling your social media marketing. Should it be an intern? Should it be the CEO? And the answer is, it doesn’t matter, as long that person is skilled and is authentic.
Social Media Is an Extension of Your Company
Your social media is an extension of your brand and its direct contact with your target audiences. That needs to feel real, people expect to be connected to your brand through the people who are representing that brand online. So be authentic, but also be skilled, you need to have a strategy. That’s really important, because there’s just so much noise out there. You need to have some infrastructure set up, so you know what’s working and what’s not, otherwise you’ll repeatedly make the same mistakes. Google Analytics is a great tool to tell you not only where people are coming from out on the interwebs, whether it’s Facebook or from search engines, but also to tell you where people are engaging most with on your site. A good time to launch your social media is when you’ve completed your research, that you really understand who you are targeting and what they really want. You may want to create some personas, for example, Julie is 25, just got engaged, and wants to do a destination wedding. That way, you are able to engage uniquely with that one person. I know this all sounds like a lot, and you’re bootstrapping, you don’t have the time and resources, and maybe you’re thinking I can’t afford to do all this, but really can you afford not to?
About Suzanne McDonald
Former Boston Globe journalist and CEO of Angles & Insights marketing consultancy, Suzanne is an omnivore of all things new media & client success. She’s pioneered award-winning courses at area universities and digital marketing campaigns, including “Best Viral Video Award” for #Ticknado.
Suzanne also founded and curates Newport Interactive Marketers networking-learning community, providing marketing insights to SEOs, social, PR & content pros and to brands and nonprofits big and small.
Suzanne holds a master’s in Mass Communications and Journalism from University of South Carolina and engineered a BA into a journalism program at Framingham State University, magna cum laude.
She has 15 years’ experience at daily newspapers, 6 at The Boston Globe, until she took a voluntary buyout to launch Designated Editor in 2008. In 2015, Suzanne launched Angles & Insights to better reflect her expanded abilities to meet clients’ needs beyond SEO, social & content.
Suzanne has a rare ability to solve clients’ root problems with technology that removes guesswork and makes employees’ lives better. Current Angles & Insights projects harness technology – like CRM, marketing performance, and Analytics – to drive not just clicks and engagement but sales and brand loyalty.