Why You MUST Include Integrated Cross Media Marketing In Your Marketing Strategy

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If you keep up with news in the marketing world, there’s a term you’ve likely heard being buzzed about for the past few years: cross media marketing.

Cross media marketing is a marketing strategy that leverages multiple channels, both traditional and digital. While similar to multimedia marketing, which delivers the same marketing message across multiple channels, cross media marketing differs in that it leverages each channel to drive customer behavior and interactions across all mediums.

And if you want to drive serious success in your marketing campaigns in 2017 and beyond, cross media marketing is a must-do. Here are three reasons why you MUST include integrated cross media marketing in your marketing strategy:

 

It Creates A Personalised Experience For Your Customers

One of the major benefits of cross media marketing campaigns is that you have the ability to create a unique and personalised experience for each customer.

By leveraging strategies like PURLs (personalised URLs), which create a unique and personalised landing page for each client, or VDP (variable data printing), which personalises digital communications in real-time to give each user an experience that feels specifically tailored to them, cross media marketing offers the opportunity to customise customer experience. And the more your customers feel that your content and marketing messaging speaks to them specifically, the more customers you’ll be able to convert.

 

It Gives You The Opportunity To Connect With Your Customers Across Multiple Channels

Cross media marketing also presents the unique opportunity to deliver your content and marketing messaging from each campaign across a number of channels. By diversifying your content channels, you increase the probability of getting your message in front of the right person.

By leveraging multiple channels, you also get the opportunity to strengthen your branding by creating a consistent experience across all channels. So, when your customers interact with you across each channel – perhaps first it’s on social media, then through a personalised mailer, then through a video ad or an SMS message that takes them to a PURL – you’re strengthening your brand messaging and solidifying the experienced for them.

 

It Bridges The Best Of Both Worlds

Cross media marketing is a must if you’re targeting a wide demographic (like milennials to baby boomers) because it bridges the best of both worlds: traditional and digital marketing.

By leveraging both traditional (like print) and digital (like mobile) channels, you’re able to cover all your bases and ensure that you’re not alienating any of your audience by focusing solely on a marketing channel that doesn’t connect with them.

So, for example, if you focused on strictly on traditional marketing channels, you might miss connecting with a more tech-savvy crowd, while if you focused strictly on digital channels, you would miss out on connecting with the more traditional folks. By having a cross media marketing strategy, you cast a wider net that ensures you capture all your customers, no matter what channel they prefer. And because cross media marketing drives specific interactions between channels, you’re also encouraging your customers to interact with you across all channels, including ones they might not be as familiar with, which increases their engagement with your brand.

 

It Gives You Valuable Insights Into How To Drive Revenue

One of the biggest reasons you must consider adding cross media marketing to your overall marketing strategy is because it gives you valuable insights into customer behavior and how to better drive revenue. By looking at your response rate (and where those responses are coming from), you can gather which marketing channels connect best with your audience, how to best deliver your marketing messaging, and how to continually optimise your campaigns to drive more revenue. The metrics on cross media marketing campaigns are incredibly powerful and can help you generate more revenue with your campaigns.

If you want to see real results in your marketing campaign, you must include integrated cross media marketing in your marketing strategy. By integrating print, traditional, and digital channels, you’ll

 

How Can We Help?

At Rogue Print and Mail, our proven track record of delivering the highest quality cross-media marketing, graphic design and print services to professionals speaks for itself. With fast turnaround times, industry specific templates and designs, an online portal available for any groups that wish to work with us to be able to store and manipulate their templates, and an in-house team to guide you in all of your branding, design and printing needs, Rogue Print and Mail is the preferred design and print partner for many hundreds of professionals across Australia.  

I sincerely hope that you found this information valuable.  For advice on effective branding, design and cross-media marketing, please don’t hesitate to call me on 1300 65 85 00 or email me at paul.stenhouse@rogueprintandmail.com.au  to arrange an obligation free 10 minute discussion with a member of our expert team.

Cross Media Marketing: How To Bridge Print and Digital To Drive Results

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The beauty of cross media marketing campaigns is that they leverage multiple channels – both digital and traditional – to effectively connect with more people in more ways.

When done well, cross media marketing campaigns can drive better results than traditional or digital marketing strategies alone. But how do you pull off a cross media marketing campaign? How do you bridge traditional methods (like print) and digital methods to drive results and hit your campaign goals?

Here are three ways to bridge print and digital to drive results and get the most out of your cross media marketing campaigns:

 

Create A Consistent Brand Experience

The most important part of any successful cross media marketing campaign is consistency. When you’re interacting with your customers across multiple channels and mediums, it’s important they have a consistent brand experience no matter where and how they interact with you.

For example, let’s say you sent out a personalised mailer that included a PURL that tied into a social media campaign. Your mailer, the landing page for your PURL and your social media channel should all have a consistent look and feel; you should use similar colours, fonts, graphics, copy, and other elements so each part of your campaign (and each channel) feels like part of a greater whole. If your mailer has a certain branding that’s totally different from your PURL landing page which feels completely disconnected from your social media presence, you’re going to confuse your audience – which will hurt results.

 

Use Print To Drive Your Audience To Digital

One of the best ways you can successfully bridge traditional and digital methods in your cross media marketing campaigns is to use print to drive your audience to your digital channels.

We already mentioned using a print mailer to send your audience to a PURL, but there’s so many other ways you can leverage print to drive digital results. If you’re running a local campaign, you could hang a billboard or other big signage around town that drives curious passerby’s to your social media profile or to an opt-in form to learn more about your campaign. Or, you can add QR codes to your marketing cards, where your customers can scan the code into their phone and use it to unlock campaign-specific messaging, coupons, and other special offers.

Using print as a way to drive more traffic to your digital channels is an effective method for increasing the results on your cross media marketing campaign.

 

Think Outside Of The Box

The most effective cross media marketing campaigns are the ones that are both unique and memorable. If you want your campaign to have a serious impact, think outside the box and brainstorm creative ways you can leverage print and digital to reach more customers, get more results, and drive more revenue.

For example, let’s say you were a new restaurant looking to grow your social presence through a cross media marketing campaign. While you would obviously want to funnel a number of your resources towards digital strategies, thinking of creative ways to tie in print could drive new followers you might not have otherwise reached. Maybe you partner with a local juice shop and have them pass out cards to their guests which include your social media URL, where they can enter to win a free dinner for two. Or, maybe you put a text code on your menu where diners text to get a link that sends them straight to your social profile. The possibilities with cross media marketing are virtually endless; you just need to be creative, think outside of the box, and come up with innovative ways to reach your customers.

 

How Can We Help?

At Rogue Print and Mail, our proven track record of delivering the highest quality graphic design and print services to professionals speaks for itself. With fast turnaround times, industry specific templates and designs, an online portal available for any groups that wish to work with us to be able to store and manipulate their templates, and an in-house team to guide you in all of your branding, design and printing needs, Rogue Print and Mail is the preferred design and print partner for many hundreds of professionals across Australia.  

I sincerely hope that you found this information valuable.  For advice on effective branding, design and cross media marketing, please don’t hesitate to call me on 1300 65 85 00 or email me at paul.stenhouse@rogueprintandmail.com.au  to arrange an obligation free 10 minute discussion with a member of our expert team.

Digital Marketing Basics For Small Business Owners

digital-marketing-umbrella-imageAs a small business owner, you’re probably wearing a number of different hats. You’re the CEO, the salesperson, the bookkeeper… the list of responsibilities of a small business owner is seemingly endless.

And another (important) hat that you’re likely wearing is Chief Marketing Officer. But unless you come from a marketing background, the world of marketing – and, in particular, digital marketing – might seem completely foreign to you.

But it’s important that you wrap your head around the basics of digital marketing. A solid digital marketing strategy in conjunction with more traditional avenues like print and direct mailers is essential for small business success in 2017.

Here are a few basic areas of digital marketing that you’ll need to know as a small business owner to hit your marketing goals in the upcoming year:

 

SEO

SEO stands for “Search Engine Optimization”. Basically, SEO is the practice of optimizing your website for search engines like Google or Bing, which will make it easier for potential clients and customers to find you. The better your SEO, the higher you’ll rank in the search engines for your chosen keywords and the more qualified traffic your website will receive.

On-page SEO refers to the actual code and content of your website (or, in other words, anything that happens on your actual website). Off-page SEO has to do with external sources, like relevant links.

SEO (and, in particular, on-page SEO) can get pretty technical. But luckily, many website platforms, like WordPress, come with built in SEO tools to help manage your site’s optimization.

 

Content Marketing

Content marketing has gained popularity in the past few years as a relevant and successful digital marketing tactic. Content marketing is pretty simple in nature – it’s the practice of creating high-quality, engaging content to connect with your audience as a way to drive sales.

Prior to the rise of content marketing, a significant amount of focus was put on SEO. Websites would create poorly written, low-quality content that was optimized to rank well in the search engines under the assumption that the traffic was what mattered, not the content.

But now, consumers demand quality content from the brands and companies they follow. They want to be engaged, to be educated, to be entertained. And content marketing is the way to do that.

Make sure that all of the content on your website and across your social media channels is well-written and consistent with your corporate voice. Consider creating a blog to deliver high-quality content to your audience on a regular basis. Every day, ask yourself the question “how can I add value to my audience through great content?”

 

Social Media Marketing

One of the fundamental rules of marketing is to target people where they already are. And these days, people are on social media. Social media marketing is incredibly effective because you’re building your audience and delivering your marketing messages on the platforms where people are already engaged.

Social media marketing can include building an organic following across different platforms, Facebook advertising, or creating video marketing messaging on platforms like Snapchat. How you leverage social media marketing is up to you. Research your target market, find out the most effective platforms to reach them, and then invest in building a presence there.

 

Analytics

The last digital marketing basic that you need to be aware of as a small business owner is analytics. Whatever digital marketing strategies you decide you want to use, it’s absolutely essential that you track your results and understand the analytics piece.

Your digital marketing success is reliant on understand what’s working, what’s not, and continually optimizing your strategies in order to get the best results.

As you start out in digital marketing, you’ll just want to stick with the basic analytics tools. For your website, Google Analytics is a great tool for understanding your traffic and audience behavior. If you’re focusing, Facebook Insights will help you understand what campaigns are working and which need to be tweaked. As you grow your digital presence and start to expand, you might want to invest in more robust analytics tools, like Kissmetrics or Raven Tools.

The bottom line is without analytics, you’re just guessing at what’s working with your marketing, which can lead to lost opportunities and lost profits.

Digital marketing might seem overwhelming. But once you master the basics, you can start experimenting with more complex concepts, and before long, you’ll be taking your small business into the big leagues.
How Can We Help?

At Rogue Print and Mail, our proven track record of delivering the highest quality graphic design and print services to professionals speaks for itself. With fast turnaround times, industry specific templates and designs, an online portal available for any groups that wish to work with us to be able to store and manipulate their templates, and an in-house team to guide you in all of your branding, design and printing needs, Rogue Print and Mail is the preferred design and print partner for many hundreds of professionals across Australia.  

I sincerely hope that you found this information valuable.  For advice on effective branding, design and cross media marketing, please don’t hesitate to call me on 1300 65 85 00 or email me at paul.stenhouse@rogueprintandmail.com.au  to arrange an obligation free 10 minute discussion with a member of our expert team.

Digital Marketing For Real Estate Agents: Analytics 101

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When you hear the words “digital marketing”, the first thing that comes to mind is likely the creative side of marketing: developing Facebook ads, writing email copy that converts your prospects into clients and finding new ways to engage your audience in the digital space. But there’s another side of marketing that’s not as well known but just as important: analytics.

Analytics are an absolutely essential element in a successful digital marketing campaign. In order to get the best results, you need to understand where your audience is coming from, the behavior that they’re exhibiting and how they’re reacting to your campaigns. Understanding your analytics is powerful; it gives you the ability to continually optimize your digital marketing strategy to get more optins to your email list, drive more conversions and turn more of those prospects into clients.

Here’s are some analytics that you’re definitely going to want to track in your real estate digital marketing campaigns:

 

Website Traffic Sources

Knowing where your traffic is coming from is hugely helpful as you’re developing and evolving your digital marketing strategy. Tracking traffic sources is going to give you meaningful insight into what avenues you want to invest more of your resources and which areas of your strategy need improvement.

For example, if you see a 50% traffic spike to your webpage from your social media after you post a real estate market guide on your Facebook page, you know that creating valuable content for your social media is a great avenue to focus on moving forward. Or if you notice that your email marketing isn’t referring any traffic to your site, even after launching a new campaign, you know you need to rethink your email strategy.

The best way to track traffic sources to your website is through Google Analytics.

 

Email Opens and Click Through Rate

You’re also going to want to have a firm understanding about the performance of your email campaigns, particularly opens and click through rate (CTR).

Opens are exactly what they sound like; they track the number of people on your email list who open any given email. The click through rate is how many of those people actually followed your CTA and clicked on the link within the email.

So, for example, let’s say you sent an email to your list of 1,000 people highlighting a new property that’s going on the market. Within the email, you included a link that drives them to your website and a form to fill out to receive further information about the property and scheduling a viewing. Let’s say 352 people opened your email and 75 clicked the link. Your open rate would be 35.2% and your CTR would be 21.3%.

Understanding your open rate and CTR can help you understand what’s working in your email campaigns, how to best optimize them and how to estimate the success of future campaigns.

All of the major email marketing platforms, like Aweber and Constant Contact, come equipped with an analytics package to help you track the performance of your campaigns, including opens and CTR.

 

Conversions

Conversion tracking is a must use analytic when you’re running Facebook ads.

Here’s what Facebook has to say about conversion tracking:

“Conversion measurement lets you track actions people take after viewing your Facebook Ads across multiple devices, including mobile phones, tablets and desktop computers.

By creating a Facebook pixel and adding it to the pages of your website where conversions happen, like the checkout page, you’ll see who converts as a result of your Facebook Ads.

The pixel will continue to monitor the actions people take after clicking on your ad. You can see which device they saw the ad on and which device they ultimately converted on.”

Conversion is super helpful because it allows you to calculate your ROI on your ad spend. So, if you’re running ads to get people to sign up for your next open house, you can see how many of your registrants came from Facebook and then divide that by your total ad cost, giving you the cost per acquisition (CPA) and allowing you to determine whether or not Facebook ads are a worthwhile investment for that particular initiative.

Be sure to check out Facebook’s tutorial on how to set up conversion tracking for more details on how to implement this awesome analytic in your next campaign.

.While the creative side of digital marketing is arguably more fun, really digging into the analytics is what’s going to bring real value to your marketing campaigns.

 

About Us

At Rogue Print and Mail, we understand the real estate industry. Our proven track record of delivering the highest quality print services to real estate professionals speaks for itself. With fast turnaround times, real-estate specific templates and designs and an in-house team to guide you in all of your branding, design and printing needs, Rogue Print and Mail is the preferred design and print partner for real estate professionals across Australia.

I sincerely hope that you found this information valuable.  For advice on effective branding, design and cross media marketing, please don’t hesitate to call me on 1300 65 85 00 or email me at paul.stenhouse@rogueprintandmail.com.au  to arrange an obligation free 10 minute discussion with a member of our expert team.

 

Content Marketing For Real Estate Agents: All Things Social Media

what-is-content-marketing-670x325Social media and content marketing go hand in hand. Here are some tips on how to effectively market your content on the world’s top 3 social networks:

 

Content Marketing On Facebook

Facebook is the most widely used social network in the world, with over 1.23 billion active users. Of all the social networks, Facebook has the most diverse user base and is the place where you’re most likely to make a connection with your potential audience, whoever they may be.

 

Facebook Advertising

Facebook advertising allows you to filter by location, age, gender, likes and other criteria to zone in on very niche groups and deliver ultra specific messaging to help you reach your objectives.

For example, say that you want to share an ebook that you wrote on the local real estate market with prospective buyers in the area to help drive qualified leads. Using Facebook’s filtering options, you could show your ad to people within the ages of 30 – 45 within 15 miles of your zip code who “like” and/or follow other local real estate agencies (meaning that they’re likely on the market). Having this option to customize your audience is a hugely effective tool in sharing your best content.

 

Groups

Another powerful place to share content is in Facebook groups. There’s two ways to go about this: participate in relevant groups or start your own.

For option 1, search for groups on Facebook where your target audience is likely to spend their time. This could be groups targeted to your location (like “Brisbane Professionals”) or to real estate specifically (like “Brisbane Real Estate Enthusiasts”). Become an active member of the community, bring value to the community and share helpful content that will help drive business.

You can also start a group of your own, like “Ask A Brisbane Real Estate Agent” and then run a “like” campaign to drive qualified leads to the group (see our Guide To Facebook Ads for more tips on how to effectively run a “like” campaign). Once you have a following, your Facebook group is an excellent forum for sharing content, establishing yourself as an expert in the real estate market and, ultimately, increasing your sales.

 

Content Marketing On Twitter

Twitter is also an incredibly popular social network, with over 310 million active users. Twitter is a “social networking and microblogging service”, and all posts on Twitter are limited to 140 characters.

Twitter is a great tool for building a personal brand, but with the 140 character limitation, you have to be creative with your content marketing efforts.

 

Generate content ideas

Twitter is one of the best places to look for fresh topic ideas if you’re feeling stuck for content. By paying attention to what your network is tweeting about, you can create content that adds value to the community.

Pay attention to what your audience is asking on Twitter. Do they questions on the current mortgage market? Consider writing a report on the state of mortgages in Australia and what they can expect in upcoming years. Are they completely stumped with how to use a new real estate search engine? Write a tutorial.

Monitoring Twitter will give you ideas for content that your audience wants and needs.

 

Use bit.ly

Because of the character limitation, it’s impossible to share any substantial content; your best bet is going to be to tweet a link to your website, Facebook or wherever the content is being hosted. But links alone can easily use over 140 characters.

When you’re sharing a link on Twitter, use bit.ly. Bit.ly is a URL shortening tool that allows you to shorten your links to a Twitter acceptable length. It also allows you to track your links and gives you great data on how each link is performing.

So, for example, maybe you want to split test 2 pieces of content on Twitter. By creating bit.ly links for each piece of content, you can measure how much content is coming from each of the links and which is getting more clicks.

 

Content Marketing On LinkedIn

LinkedIn is the go-to social network for professionals, with over 433 million members. LinkedIn is an excellent tool for connecting with other real estate professionals, driving referrals and establishing yourself as a subject matter expert within your market.

 

Post status updates, and post them often

With LinkedIn, one of the best ways to share your content and stay top of mind with your audience is by posting status updates often. Unlike Facebook and Twitter, LinkedIn still has a significant organic reach, which means you don’t have to pay for posts to get in front of your network.

Posting frequent status updates will also help you increase your reach on LinkedIn and reach more potential connections. When someone in your network likes your status update, it’s then shared with their entire network.

When drafting status updates, it’s important to keep in mind that LinkedIn is a professional network; this isn’t the place to share about what you had for lunch or a personal vacation. To successfully leverage status updates in your content marketing efforts, always be thinking of how you can add value to the community, both through your own content (like market reports) and through other helpful information (like relevant news articles or referrals to reputable print and graphic design partners in the real estate industry).

You’ll also want to be mindful of keeping a balance between sharing your own content and sharing other valuable content. No one likes a spammer, and if you consistently blast out your own content (especially content that’s overly sales oriented), you’re going to lose connections.

For more information on how to effectively use social media, be sure to check out our post on 6 New Social Media Tips for Real Estate Agents.

 

About Us

At Rogue Print and Mail, we understand the real estate industry. Our proven track record of delivering the highest quality print services to real estate professionals speaks for itself. With fast turnaround times, real-estate specific templates and designs and an in-house team to guide you in all of your branding, design and printing needs, Rogue Print and Mail is the preferred design and print partner for real estate professionals across Australia.

I sincerely hope that you found this information valuable.  For advice on effective branding, design and cross media marketing, please don’t hesitate to call me on 1300 65 85 00 or email me at paul.stenhouse@rogueprintandmail.com.au  to arrange an obligation free 10 minute discussion with a member of our expert team.

 

Content Marketing For Real Estate Agents: Writing Email Copy

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We’ve already talked about the importance of email marketing in your real estate business and gone over some tips to help you build your email list. And once you have your email list, you should be emailing them on a regular basis.

But just like writing for social media or advertising, writing email copy is a very specific skill and there are certain ways to structure your content to get the best results.

 

Choose The Right Subject Line

It’s a known fact that most people are inundated with hundreds of emails a day: personal emails, emails related to their business and emails from individuals and brands looking to turn them into customers. Choosing the right subject line is an absolutely essential piece of writing solid email copy, and it’s also arguably the most important piece, since it’s what determines whether or not a potential client opens your email. You have to craft a message that will stand out from the clutter of their inbox and compel them to click the “open” button to learn more.

When you’re choosing a subject line, try to come up with something compelling and enticing. You want the message to leave them intrigued and wanting more. If possible, you also want to create a “fear of loss” and make the end user think that whatever is inside that email is something a) time sensitive and b) they don’t want to miss out on.

So, for example, say you were sending out an email to your list highlighting a new property. Instead of using the subject line “New Property Available”, you might want to try something along the lines of “HOT New Property Showing THIS SATURDAY ONLY”.

 

Always Personalize

One of the fastest ways to drive people to the “Delete” button is to send out an email that reads like it could be addressed to anyone. Bulk, generic emails have a significantly lower open rate than emails that are more tailored to an individual. People respond to personalization.

Almost all email management tools (like AWeber, Constant Contact or MailChimp) have personalization options that allow you to use code in order to insert someone’s personal information that was collected during opt-on directly into an email template.

So for example, instead of sending an email that opens with “Hello XYZ Real Estate Subscribers”, you can insert a personalization code to address each individual subscriber. So, if you’re sending an email out to John Smith, you can have the email read “Hello John”, “Hello John Smith” or “Hello Mr. Smith”.

 

Use Action Oriented Language

When writing email copy, it’s important to use action oriented language in order to influence your audience and get the results that you’re looking for. And by action oriented language, I mean verbs.

Let’s use that new property open house example one more time. Sending an email saying “We’re having an open house for our new property on Saturday” only gives your audience information; it doesn’t actually ask them to do anything. So many people might read that and say “Oh, that’s nice. They’re having an open house.”

But what you really want is for them to COME to the open house, so you need to include languaging that lays that out for them. So you might try “Make sure you join us THIS SATURDAY for an open house at XXX property.” or “Don’t miss this Saturday’s open house”. The small change in languaging will help to push people towards the action that you want them to take.

 

Follow The 5 C’s Of Copywriting

When you’re writing email copy (or any other copy, for that matter), you want to make sure you refer to our Copywriting Tips For Real Estate Agents guide and follow the 5 C’s of Copywriting:

Keep It Concise

Keep It Conversational

Keep It Confident

Keep It Captivating

Keep It Clearly Structured

 

About Us

At Rogue Print and Mail, we understand the real estate industry. Our proven track record of delivering the highest quality print services to real estate professionals speaks for itself. With fast turnaround times, real-estate specific templates and designs and an in-house team to guide you in all of your branding, design and printing needs, Rogue Print and Mail is the preferred design and print partner for real estate professionals across Australia.

I sincerely hope that you found this information valuable.  For advice on effective branding, design and cross media marketing, please don’t hesitate to call me on 1300 65 85 00 or email me at paul.stenhouse@rogueprintandmail.com.au  to arrange an obligation free 10 minute discussion with a member of our expert team.

 

How To Write A Social Media Guide For Your Team

socialmedia1In the 21st century, virtually everyone uses social media: individuals and businesses alike. Individuals use social media as a way to connect with their friends and family, voice their opinions and create new connections with people and brands that they find interesting or inspiring. And businesses use social media as a way to connect with their audiences, build brand awareness in the market and establish their presence in an increasingly digital world.

With the sheer number of people using social media, it’s clearly important for you and your business. Social media is often times the first (and perhaps only) exposure that potential clients will get into your brand.

If you’re the only person managing your social media, it’s pretty straightforward – since you’re the one developing the strategy and actually posting on social media, it’s easy to control your messaging and make sure that what’s being delivered to your audience is exactly what you want.

But what if you’re not the person in charge of social media? What if you’ve delegated it to one or more team members –  how do you control what’s being put out into the digital-sphere then?

One way to keep things in control is to write a social media guide. A social media guide lays out the policies, procedures and do’s and dont’s of your brand’s social media for your team.

But how do you write a social media guide – what should you include?

 

Professional and Personal Posting Guidelines

When writing your social media guide, you’ll want to include two sets of posting guidelines: one for professional social media use and one for personal social media use.

For the professional guidelines, you’ll want to include what is and isn’t allowed when posting on behalf of the company. This will vary depending on your brand, but it could include guidelines such as “When responding to comments on Facebook, always end with the line Thanks, Team XYZ” or “Never use swear words for any reason across any company social media channels”.

Things get a bit trickier when it comes to personal social media guidelines: on one hand, your employees personal social media is and should be for personal use. However, as employees, they’re also an extension of your company and what they put out on their personal social media profiles can reflect back on your brand. Again, your guidelines for employees personal social media use is going to depend on your business, but as a rule of thumb you’ll want to prohibited anything that could reflect negatively on your brand and it’s mission and/or upset your customers.

For example, if you run a non-profit that is focused on raising awareness around addiction, you would likely want to include in your personal social media guidelines that employees shouldn’t post pictures of themselves using illegal substances or “partying” to excess.

You can also simply require that all employees turn their social media preferences to “private”; that way, if a potential client or customer stumbles across one of their social media profiles, they’ll be unable to access the content.

 

Voice and Tone

Another category you’ll want to include in your social media guide is suggestions for voice and tone. It’s important to establish a strong and consistent brand voice across social media channels, and this becomes even more important when you have multiple people posting on behalf of your company.

You’ll want to include a clear explanation of who you are as a brand on social media and how your team should post. Should they inject humor into posts or keep things more serious? Should their language be casual or more corporate? Should they give thorough, detailed answers to questions or keep things brief and concise?

Setting an overall voice and tone for your brand – and making sure that your entire team has a grasp on it – will establish a consistent social media experience for your audience, regardless of which team member is doing the posting.

 

Profiles and Passwords

You’re also going to want to include a listing of all your social media profiles and the login information for each; that way, your team doesn’t have to go searching for passwords when they need them.

 

How To Deal With Customers

This is a major component of a successful social media guide: you need to include clear instructions for your team on how to deal with clients and customers, including how to deal with negative comments or feedback.

Include everything from how to answer frequently asked customer questions (you can even include the exact copy you want them to use), how to handle a question that they don’t know the answer to and how quickly every customer comment needs to be responded to.

But the most important thing to break down is how to deal with negative comments or feedback from customers. There will definitely come a time when a customer posts negative feedback about your company or you get an “internet troll” who posts something destructive on one of your social media sites, and it’s imperative that you have a system in place so your team knows what to do when they find themselves having to deal with that situation.

Every company is different, but you’ll want to avoid deleting negative comments; it’s much better to deal with the situation directly and in a non-confrontational way.

If you need more ideas for writing your own social media guide, you can check out this database of corporate social media guides for inspiration.
About Us

At Rogue Print and Mail, our proven track record of delivering the highest quality print and design services to professionals speaks for itself. With fast turnaround times, industry specific templates and designs, an online portal available for any groups that wish to work with us to be able to store and manipulate their templates, and an in-house team to guide you in all of your branding, design and printing needs, Rogue Print and Mail is the preferred design and print partner for many hundreds of professionals across Australia.

I sincerely hope that you found this information valuable.  For advice on effective branding, design and cross media marketing, please don’t hesitate to call me on 1300 65 85 00 or email me at paul.stenhouse@rogueprintandmail.com.au  to arrange an obligation free 10 minute discussion with a member of our expert team.