The age-old argument of quality versus quantity is one that has been debated for centuries, but it's especially present in today’s world. Quality vs Quantity: which should you go for? Well, here's the deal...
At this moment in history, businesses are struggling with budget cuts everywhere. There seems to be an emerging trend towards the "more wins" approach; which means that, if your company can only afford doing a few things then do those few things really well. It's all about fulfilling promises made by providing top notch services or products and never cutting corners along the way!
So how do we know what the answer is to such an important question? Does your company concentrate on quality or quantity when it comes to digital and video marketing? The answer is... Both.
Essentially, Quality and quantity in tandem are important attributes when devising a plan for your video marketing strategy. The first part of the plan is understanding the context and the audience. For 90% of businesses the luxury of creating quality content on a consistent basis just isn't an investment option. And in that case you do have to put your eggs into the basket that makes sense for your company. Here are 4 questions that you should ask of your company when thinking about your content strategy.
1) What lifestyle does my brand represent?
If quality is synonymous with how you want to portray your company, product of brand then this is fairly obvious. Quality must take precedence over quantity. However, getting creative on your content is a great way to stay relevant and work with the social media algorithms to make sure you stay at the top of a feed.
2) How active online are my target audience?
Knowing your audience is marketing 101. Let's say for example that you are a parts manufacturing company that sells 75% of your products to a select set of businesses. Maybe you want to grow to new clients. However, you are still selling predominantly B2B. In this case, quality along with clarity would be the way to go. Your presense on social media while important is not going to be the thing that tips a potential customer of the edge into your "yard."
3) What platform will this content mainly be hosted on?
Another great focus in your strategy is understanding where you audience is online and how they find you. In this instance let's say you run a fashion e-commerce website. All of your business is done online and your audience are people who shop on the web. With a visual medium like instagram you can not only show off your creative products, but also get equally artsy with your video content. While quality will be a great asset to you brand (especially if you sell "luxury" products) staying relevant will create far more interactions which lead to more conversions.
4) Is there a realistic way to measure the return on investment for professional content?
The good old "If you build it, they will come." only works in nostalgic hollywood films. The truth is, it takes a lot of effort to build a working pipeline that creates conversion. But how do you know if it really works. This, in my opinion, is just as important as the content that you are putting out to the world. It's critical to understand what is working and what is not with your social media content, ads or promotions. Otherwise, your work may be in vein and a waste of time. Take the time to set up and understand the analytics tools available to you on the platforms you use. From Facebook Business Centre to Google Analytics, these advanced tools can show you where you should double down on your investments or walk away.
Talk to the pros
Yes, that's us. We've helped countless companies at all scales create content that works in their budget and reach their target audience. We can help you. Book a free consultation call with us anytime at blackwhitemedia.ca/cont for fof f act so we con learn more about your growing needs.