Through all of the changes 2024 brought on, I was hoping 2025 would be more of a cruise with all the new tools. A time for moving into mastery over our online presence. Well, a cruise is not what I’m looking at right now. My clients are worried, to say the least. Big changes are on the horizon, and the clouds of uncertainty float heavy in the air. Last year was a time of disruption due to technology. I saw it coming, and I hunkered down and committed to learning the new tech. The ROI is paying off.
One of the biggest questions that has arisen in digital marketing, especially social media marketing, is what's next? How do we move forward from surviving to thriving?
Back to my mantra,” What do you want to say and who do you say it to?” This will give you the platform that is best suited for your connection to your people. Bold visuals, exciting video? Instagram, Reels, YouTube Shorts. Informative? Facebook and YouTube Classic. B2B? LinkedIn is a powerhouse.
Yes, engagement, the level you chose, depends on your business. For deeper insight, my article on Engagement Marketing. Even if your feed is not geared towards engagement-heavy posts, building that relationship with your people is essential. Broadcasting without substance gets old quickly. Make sure your posts provide usable information tailored for your people.
When times get tight, value rules. We are consuming more content than ever before, and even in my own streams, the junk is 5 to 1. Believe me, I count. I can’t stress enough the importance of bringing value into every post, every video. Keep it short to keep your people’s attention and your own sanity. You need both quantity and quality to gain purchase in today's platforms. One topic, one video.
There are plenty of visuals out there, and the only way to gain traction is through repetition. If you rewrite the book visually or follow too many trends, your visual message will become diluted and lost in the abyss. Be strategic about your brand and use your visual elements wisely. One of my clients I could not stress enough that every single image had to have the Brand Blue sky and a white element. From blog, to SEO, to post. This paid off for them time and time again.
This week I am taking one of my clients through a social media test campaign. We have stopped the regional paid ads and are running a strictly local geo targeted campaign to test the Social Media Organic Reach. This means they may take a hit on overall sales for the next 4 weeks but we need to test to know what ROI we can expect from the organic posting. I’ll let you know the results.
The next test is short video posts. Knowing how video will change the numbers will affect our future strategies. Do we still need 2-3 weekly static posts or one weekly video?
So hold on to your hats, the changing weather is not the only wind blowing hard these days. There have been significant changes in the last few years in our online world, and now it’s time to master some of the new tools at our workbenches. This is a time of experimentation and testing the waters. Looking to capture that steady wind that will fill the sails without blowing the boat over. I’m more of a strategic mind when it comes to uncharted waters, so I will be stepping out of the box at controlled intervals. If you are a spaghetti thrower, I’d get that pot of water on now. You’ll need to start tossing at the wall before the summer arrives.
If there is a topic you’d like to hear more about, by all means, comment below or direct message, and I’ll do my best.
Nothing better than a good question to jump into.
Reach out for a talk over coffee or a hike, I give information freely. I only ask to be paid when I do the work. tgold@bigwaterci.com
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Trina Gold
Master Creator
