In my last blog post I talked about the information overflow we all experience in our life’s today. That there is a challenge for marketing to get through the “noise” to the customers with the message. I mentioned the importance of being consistent in your communication, that consistency and frequency are important factors in all channels, but even more important in social media channels. I also talked briefly about “Theme Communication” and how that is one way of making your communication consistent. I thought it would be good to explain some more details in that concept.
The idea is to focus on one topic, and only one, during a certain period of time. To maximize the effect, the same topic should be conveyed on all your communication channels during this period. How many different topics you should have per year is depending on your type of business, but first of all it depends on your production capacity. Remember, consistency is key. You will not get the results you are looking for if your communication is not constant. So, make sure to match your ambition to your capacity to produce the material. One topic per quarter can be a good start.
Here are a few ideas on what you can do to create your own Theme communication.
Decide on a topic for your theme.
Normally it is easy to come up with a good topic to talk about. It is more difficult to NOT talk about anything else. Depending on your business it can be difficult to completely shut down other topics, but it should at least be a clear focus on one topic.
Blog and Newsletters
If you use both or just one of them, it doesn't matter. Create a fixed number of blogs and/or newsletters for your theme. The right frequency is important. A good start is to have minimum 1 or 2 per month. Make sure to talk about or around the same topic in all of them. Can be different aspects on the topic, different customers problems and solutions, use cases, product releases etc. In general, it is a good idea to stay away from the obvious sales pitches in this type of material.
This is material that your customers can have a use for, and are ready to “pay” for to get it. It can be a white paper, a video, a list of tips, infographics, etc. Of course, they won't pay with real money but to get these resources, you will ask for their contact details (Inbound Marketing). If you are using a lead generation system this process can be automated and trigger a series of different activities like campaigns or personalized contacts by sales department, etc.
Create a space on your web site where you talk about the topic, it can be a specific section in your front page for example. This is a good way to have your website to be perceived as active to your customer. It will be updated/changed at least every quarter as a routine.
As mentioned above, e-mail campaigns can be automated with a lead generation system, but it can also be done manually. Create the e-mails in advance and schedule them to be sent regularly. Talk about your topic and attach different lead magnets or links to your blogs and newsletters.
With these channels, frequency and consistency get very important. If you use LinkedIn as your main social media channel, don't be afraid to post something every day. Facebook twice a day, and Twitter several times a day. YouTube is a bit different from the other channels. Good video material can live for a long time, and can be easily used as a lead magnet. A video demo or instruction have a value as long as they are relevant to your product.
Regardless the channels you use on social media. Make sure to be consistent and with an appropriate frequency, meaning not too much but not too little either!
A lot of work? Well, yes and no. The good thing is that once you have created your blogs, newsletters and other lead magnets, you have a lot of material to talk about. Social media post can and should be short so they are easy to read. You can create posts with different angles on the same blog or lead magnet. All of this can be created in advance and then scheduled to be posted. And, yes there are tools to automate this.
Remember to plan for it and produce the material in advance. Create a schedule for the production and make it a part of your business daily routine. Ideal is to have everything done before you start the theme period. You want to avoid being forced to produce material in the last minute to fulfill the scheduled publications.
It is a great advantage to produce things in bulk. The topic is on top of your mind during a concentrated period, and makes it easier to relate to the different aspects of it.