Posting Content Over Christmas Vacation?

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Some content marketers see the last two weeks of the year as down time. Do you?

You may believe that consumers will be spending time with their families, engaged in conversation, and too busy traveling to see your brand’s content.

This may have been true in 1989. But now at family gatherings, even Grandma is checking her phone. Families will be showing each other things they like online, the kids will be on Snapchat, Mom will be sharing images of her festive food and holiday loot with absent friends and family on Instagram, and Dad will read some blogs while checking email (and playing Clash of Clans).

 

More Travel = More Time on Social

Traveling once meant brands could not reach consumers while they’re away from their favorite media for a week. But now every extra minute delayed at an airport or sitting in the back of the Family Truckster means more opportunity for content to be seen. And let’s face it, after days together with family, most of us need to escape into our devices. 

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If the Griswold’s Christmas was happening now instead of 1989, they would all have their faces buried in their iPads and iPhones.

 

New Devices = More Time on Social

And speaking of devices, people are getting new gadgets! Lots of people will be spending quality time spent with their new iPhone 6S or new iPad Pro. Give them something new and interesting to read! And if they didn’t get the gifts they wanted, they’ll be diving into Amazon to buy something else.

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Even Cousin Eddie will be on Facebook throughout his extended visit.

 

Tips to Win The Season

Your competitors and many brand marketers are not paying attention and may have left an opening for consumers to see more of your stuff.  In the fight for attention, there may be a great opportunity with more consumers on social and fewer brands on social! Some suggestions:

1. Schedule posts ahead of time. I’m not suggesting that you work 24/7 over the holidays. Schedule two weeks worth of posts now for all of your brand’s pages. If you need some help on this check out Manalto.

2. Double down on Facebook. Play the odds with the platform with the biggest audience. The extra online activity outline above includes a stop at Facebook. Your focus here should be sharing videos, native Facebook videos, not links to YouTube. Bonus – Here are 10 new tips from a Facebook Product Manager on publishing videos: http://media.fb.com/2015/12/11/10-tips-for-using-video-publisher-tools-on-facebook

3. Holiday Reruns! If you don’t have time to create 2 weeks worth of content in the next couple of days, look back over the past few months and reuse some of your favorites.

 

Good Brands Build Their Communities. But Great Brands…

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Many marketers are talking about organic reach on Facebook decreasing rapidly. It seems no one realizes that organic reach has been low – under 20% – for

well over a year. But as reach does continue to drop, it’s time to grow your community before it’s too late and there’s no organic content seen again. Or perhaps I should say it’s time to become part of your customer’s community.

Good brands grow their communities. Great brands become part of their customers’ communities.

This is going to take a three-step process that will rely on your community as well as some ad dollars. It will also require the best, most engaging content you’ve ever created!

 

Step 1: Create engaging content that people want to share

What do people want to share? Marketing messages? Flashy offers? 

No. It must be something that makes them look cool / smart / sexy to their friends. You must create something that will give consumers the dopamine hit they crave each time they share a post.

 

Step 2: Pay for ads with that terrific content

What are you prepared to do? I hope the answer is spend a buck or two on Facebook ads. It’s time to see Facebook as an advertising channel, not a free news service. Mr. Zuckerberg, you created the most intersting communications channel since television. Here’s your dollar.

The good news is that it really only takes a dollar (or a few dollars) to be in the game. Facebook ads are really cheap right now considering the reach you can get versus TV, newspapers, or even email marketing.

 

sean c 1 What are you prepared to do?!?
All of this “new” Facebook work is going to take a bit of courage, faith, and maybe some of the Chicago way.

 

Step 3: This is the easy one…and it’s out of your hands.

Remember in Step 1 where I said you had to create the best, most engaging content ever? This is where it pays off. Your fans and their friends who saw the ads and posts will share them.

A typical overly commercial, online-banner-ad-looking piece of junk will get ignored just like TV commercials and banner ads do now!