My First Year in a Career: The Truth About Professional Life

Grace

Congratulations! You finally landed your first career after college. After spending tens of thousands of dollars on a fancy new degree, you’re ready to put it to action. Your professors loved you, you got a few internships under your belt and you thoroughly impressed everyone with your final senior marketing plan to increase donations for a local non-profit. Doing this stuff full time should be a breeze, right?

Well, not necessarily. While your confidence is admirable, it turns out 73 percent of employers don’t feel college is preparing students for the workforce. That’s a little … disheartening.

Don’t fret, though. We’ve all been there. In fact, I was there only a year ago. I interned here at Quinlan summer 2014, continued freelancing with the company as I finished up my last semester at SUNY Fredonia and then was hired as a full-time employee in February 2015.

To make it through your first year in the real world, take note of my own five biggest realizations:

Understand that you’re basically starting from scratch.

career advice

I’m by no means saying everything you learned in college was a waste. Those essays, presentations and capstone projects you spent countless hours slaving over? That’s valuable knowledge that will serve as the fundamental basis of your career. The reality, though, is that no college program can prepare you for the exact responsibilities that come along with your job description.

“Effective marketing isn’t about looking up the answer, it’s about creating the answer,” Anum Hussain of Hubspot explains. “For example, social media wasn’t taught in a classroom until recently, yet it’s been around for years. Nobody taught professional marketers already in the business how to ‘do social media’; they had to figure it out on their own. That’s your future: figuring out marketing. Forever.”

The best way to figure out how to do your job? Just start doing it. Complete your tasks the way your boss tells you to, watch how your coworkers successfully master their own responsibilities and ask a ton of questions along the way. You’re not going to start pitching annual marketing plans on your first week, but over time your experiences will build on one another. Just remember: it’s okay not to know everything right away.

Personally, I found that it helps to follow industry experts on LinkedIn and Twitter (like Neil Patel or the experts at Hubspot). Take the time each day to read about how they’re successfully using the latest trends, and try incorporating them into your own work.

Always double.. no. Triple check your work.

career advice

I swear I’m not just saying this because one of my job responsibilities is proofreading. You’re new–it’s your job to prove you can be trusted with the big stuff. A sure-fire way to squash your boss’s faith in you? Making silly mistakes.

“At your first job, details matter, whether they’re taking drink orders, coding Excel grids, or sending perfectly-worded tweets,” Megan Reid, a career advice writer for Levo, writes. “Master the details, and you’ll convince your boss you can crush any task.”

If you’re not sure about something, ask someone. This, of course, comes with boundaries. You don’t want to be that annoying girl who can’t handle anything on her own, but you also don’t want to jeopardize an important project just because you were too afraid to ask your boss to clarify something. In the end, your boss will just end up being more annoyed that they had to spend the time cleaning up your mess. Trust me: they’ll appreciate the fact that you care enough about your job to come to them with questions.

It’s seriously worth it to join a professional organization.

career advice

If you’ve considered joining a professional organization, you’re not alone: 92 percent of young professionals believe that today’s professional groups provide great opportunities to network.

Professional groups offer plenty of perks. I joined the Public Relations Society of America and The Advertising Club of Buffalo and in my first year alone, I was able to attend a variety of events, such as skill-building labs, happy hours, exclusive webinars, award nights, professional panels and networking mixers.

And it’s not enough to just show up. I chose to join the student chapter liaison committee for PRSA–a group that works to increase communication between the student and professional chapters. I thought this would be a perfect fit for me, since it wasn’t too long ago that I was in the student chapter myself. Not only have I been able to work one-on-one with some key professionals in the area, but I’ve been given the opportunity to have full control over new initiatives–an opportunity most entry-level employees don’t receive in their office.

I have to admit, though, that I’m pretty lucky. Quinlan is all about supporting my professional development by funding my dues. If your company doesn’t already have a policy in place, put together a well-researched pitch asking for its support. In the best case scenario, your organization will front the bill. If not, at least you’ll show your coworkers that you’re serious about you fueling your career.

Your lack of experience shouldn’t stop you from being a leader.

career advice

Yes, you may be the youngest person on your team (or, if you’re like me, in the entire office), but that doesn’t mean you have to wait until you’re in a senior position to take on a leadership role. The trick, though, is finding a clever way to do it.

Employers want candidates who can lead in the workplace and motivate coworkers,” Nicole Cavazos of ZipRecruiter writes. “If you want to be taken seriously, you should be able to provide numerous examples of your leadership skills. This can include instances when you’ve taken the initiative in teams or spearheaded a project.”

Showcasing your leadership is all about showing initiative. While you’re there to master your specific role, don’t confine your contributions to the company to the responsibilities outlined in your job description.

After my six month review, I mentioned to my boss that I wanted to help find an intern for our department. I successfully managed the outreach and interview process, and ending up finding a candidate that was a great fit. Then, by my annual review, I was given the responsibility of coordinating the internship program for the entire agency. Not only does this allow me to collaborate with people outside my department, but I’m able to attend career fairs and meet recruiters in the WNY area.

You’re the only one in control of your future.

career advice

While it surely helps to have supportive managers and kind coworkers (shout-out to my Quinlan peeps), your success is determined by what you bring to the office each and every day.

Your professor may have made it their personal goal to help you succeed, but understand that it’s not your organization’s job to move your career along. It’s your responsibility to make a mark on your company and develop skills along the way.

To stand out: volunteer to help fellow employees, always keep a positive attitude and take advantage of any professional development opportunities within or outside your office. It also really helps to earn a credible certification (I opted for Hubspot’s Inbound and Hootsuite’s Social Media Marketing). Most programs offer short training sessions, which will help you dive a little deeper into the latest techniques that can help take your work and personal development to the next level.

Need a little more entry-level career advice?

I’d love to chat! Tweet me at @grace_gerass or @QuinlanCompany.

8 Big Conferences That Content Marketers Need to Be at This Year

Grace

As a content marketer, you understand the importance of staying up-to-date with industry trends in order to keep your brand relevant, interesting and able to stand out from the noise. Unfortunately, there’s only so much we as professionals can learn from sitting behind a screen all day.

The solution? Attend a damn content marketing conference, already.

The reality, though, is that between hotels, transportation and the event itself, conferences can get a little pricey. In case you need to convince your boss (or yourself) that you need to spend the time and money to go to a conference every now and then, here are a few solid reasons:

  • You should invest in yourself. You’re never done learning–which is why you should take advantage of new and exciting experiences that may be outside your comfort zone.“Conferences are extremely important for continued growth,” Quinlan’s Creative Director Frank Conjerti says. “Blogs, social, and video training are all great resources for learning, but it’s sometimes difficult to get inspired by just staring at your laptop.”

 

  • We all need to re-energize. If you’re dealing with a nine-to-five job (or really any routine position, for that matter), it’s pretty likely your drive is going to turn stale.“It’s hard to break away from routine tasks,” Quinlan’s Account Director Jessica Chapman says, “and a conference is the perfect remedy to reset your brain for new and fresh thinking.”

 

  • You can meet new people. Conferences bring people with similar interests together from all different places–each with their own unique set of experiences.
    “You’re not just learning a ton, but you’re meeting and interacting with like-minded people that are passionate about their careers,” Frank says. “There’s a reason people who attend conferences come back recharged.”

 

  • You’ll learn directly from industry leaders. One of the biggest things conferences have going for them is the key industry leaders they invite to speak.“It’s inspiring to hear from other leaders in my field,” Jessica says, “and to know that sometimes even the largest companies are facing similar challenges on a day to day basis.”

 

Now, you may think that you’re “too busy” to look into which conferences you should consider this year. Luckily for you, I already started the research (you’re welcome).

1. Content Marketing World

content marketing world

Presented by Content Marketing Institute in Cleveland, Sept. 6-9.

Who should attend: Content managers and creators, company leaders, marketing and PR professionals.

Session sneak peek:

  • How to Create a Documented Content Marketing Strategy
  • Developing a Mobile Content Plan that Converts
  • Creating a Facebook Content-Marketing Lead-Gen System

 

What to expect: As the name suggests, Content Marketing World is all about strategically using content marketing to attract and retain customers. Attendees learn how to customize content marketing, how to dominate search with content and how to measure their content’s value, along with other code-cracking tips.

The conference is set up so that B2B companies, consumer-driven companies, nonprofits and small businesses all get their own specialized sessions. More than 100 speakers will attend over 150 sessions, including:

  • Rand Fishkin, Wizard of Moz at Moz
  • Jay Acunzo,vice president of platform at NextView Ventures
  • Ardath Albee, author of Digital Relevance and CEO of Marketing Interactions, Inc.

 

2. Social Media Conference

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Presented by Ragan, PRSA and PR Daily in Lake Buena Vista, Florida, March 9-11.

Who should attend: Any position from entry-level to C-suite in PR, marketing and corporate communications, media relations, HR, branding, public information or social media.

Session sneak peek:

  • Winners and sinners in social media
  • Afraid Google’s new search algorithms will make you irrelevant?
  • Innovate with Instagram: Secrets of building brands and followers with buzzworthy visuals

 

What to expect: Disney’s Social Media Conference will get attendees up to speed on proven PR and marketing strategies for existing and emerging social media channels. Workshops will touch upon powerful storytelling techniques to fire up brand advocates, metrics to prove social media success to management and smart tricks for blasting content across the appropriate social channels.

To meet the needs of a diverse audience, there are three different tracks: social media strategies for marketing and PR, social media needs for internal communications and what’s next on social media platforms. One of the best parts of the conference? The speakers:

  • Steve Clayton, Microsoft’s chief storyteller and general manager of Image & Culture
  • Thomas Smith, Disney Parks’ social media director
  • Brooks Thomas, Southwest Airlines’ social business advisor

 

3. Inbound

inbound

Presented by Hubspot in Boston, Nov. 8-11.

Who should attend: Marketing and sales professionals, business owners and agency executives.

Session sneak peek: Since Inbound isn’t until November 2016, the website hasn’t officially released this year’s agenda. If it’s anything like last year’s list, though, I wouldn’t be worried:

  • Serendipitous success: 7 Habits of Lucky People
  • 5 steps to a successful video strategy on Youtube
  • The intersection of content and social media

 

What to expect: Inbound is a new type of conference that combines traditional keynotes, small breakout session and product dives with unique networking and entertainment opportunities.

“I was actually surprised at how many people went into each session too absorbed in their phones to talk to anyone,” Jessica says. “I got much more out of the sessions by simply disconnecting when I could.”

With speakers like these, there’s really no reason to be glued to your phone. The 2015 lineup included:

  • Amy Schumer, featured comedian
  • Aziz Ansari, comedian and author
  • Jonah Peretti, Buzzfeed’s co-founder and CEO

When you aren’t learning about the latest branding strategies, you can spend time socializing at INBOUND Rocks, happy hours, and various parties in the area. Inbound isn’t for everyone, though.

“There may be situations where you cannot get into every session of your choice,” Jess adds. “If you’re going for a very niche area of training, a smaller, more concentrated conference may be a better fit.”

4. SXSW Interactive

SXSW interactive

Presented by South by Southwest in Austin, Texas, March 11-20.

Who should attend: Key creatives, web developers, designers, bloggers, wireless innovators, content producers, programmers, inventors, tech and new media entrepreneurs, gamers and game developers, investors, and educators.

Session sneak peek:

  • Everybody Dies: What Is Your Digital Legacy?
  • We’re Not Gonna Take It: Ad Blocking and User Revolt
  • What I Learned From Publishing a Book on Instagram

 

What to expect: SXSW is a launching pad for new creative content that uses outside-the-box thinking to rejuvenate passions and creative juices. In addition to the usual conference learning panels, SXSW offers new media presentations, music showcases and film screenings that  provide buzz-generating exposure for creators and compelling entertainment for audiences.

“SXSW is an extremely unique experience,” Frank says. “The crossover between industries creates an incredible energy. The topics covered by experts range from public speaking and management skills to artificial intelligence and wearables.”

Some of this year’s speakers include:

  • Frank Cooper, Buzzfeed’s chief marketing officer and chief creative officer
  • J.J. Abrams, the creative force behind Star Wars
  • Maxine Williams, Facebook’s global director of diversity

“I was able to attend sessions with Tim Ferriss, Mark Cuban, Eric Schmidt of Google, the team at Pixar and Biz Stone, amongst others,” Frank adds.

5. Social Media Strategies Summit

social media strategies summit

Presented by Global Strategic Management Institute, in Chicago, April 26-28.

Who should attend: Digital, marketing, PR or sales VPs, directors and managers who deal with social media.

Session sneak peek:

  • Capturing Social Media Data & Accelerating ROI
  • Empowering employees to be advocates and champions of the brand
  • Become a digital video content creator on a budget

 

What to expect: Social Media Strategies Summit teach attendees how to use social media marketing to increase engagement and revenue through intensive, classroom-style workshops that dive into the most challenging topics around social media strategy, alongside peers and with one-on-one time with workshop instructors.

Some speakers include:

  • Elly Deutch, McDonald’s global social engagement campaign and advocacy manager
  • Cassandra Clark, Facebook’s client solutions manager
  • Lauren Gray, PepsiCo’s communications coordinator

Even better? You can actually have dinner with some of them!

SMSS also has upcoming conferences in New York on June 1-3 and Boston, November 2-3.

6. Ad Age Digital Conference

ad age digital conference

Presented by Ad Age in New York, April 5-6.

Who should attend: Digital marketers and agency gurus.

Session sneak peek:

  • Brand Building in the Third Decade of Digital
  • Behind the Work: The Best in Branded Content
  • The Future of Advertising in a Streaming-Video World

 

What to expect: In a world where digital advertising is now considered traditional, the industry is moving towards an ad-free future. Ad Age’s Digital Conference invites brand, technology and media leaders to teach attendees how to engage consumers on their own terms — while also hashing out big topics like ad blocking and ad fraud.

  • Seth Farbman, Spotify’s CEO
  • Ev Williams, Medium’s founder and CEO; Twitter’s co-founder
  • Marc Pritchard, Procter and Gamble’s chief brand officer

7. MozCon

MozCon

Presented by Moz in Seattle, September 12-14.

Who should attend: SEO, social media, content marketing, branding, mobile, analytics and digital marketing professionals.

Session sneak peek: Like Inbound, Mozcon hasn’t decided to release its schedule yet. The 2015 agenda,  though, was pretty cool:

  • Ultimate Search and Social Mashup: Expertly Curate Owned Audience
  • Surviving Google: SEO in 2020
  • Marketing Innovations: Creative PR, Content, and SEO Strategies

What to expect: Headed by Rand Fishkin, Wizard of Moz, MozCon covers everything from building a loyal community to making data-driven decisions in marketing. Perfect for the number-crunching lovers, different sessions cover technical SEO and email marketing to content strategy and digging into your creative side. Some of last year’s speakers were:

  • Adam Singer, Google’s analytics advocate
  • Courtney Seiter, Buffer’s social media and workplace culture examiner
  • Cara Harshman, Optimizely’s content marketing manager and blog editor

 

8. Social Media Week

social media week

Presented by Crowdcentric in New York, Feb. 22-26; Los Angeles, June 6-10; Miami, Sept. 12-16; and Chicago, Nov. 14-18.

Who should attend: C-level execs, mid-senior level marketing managers, digital professionals, tech entrepreneurs, media and publishing gurus, bloggers and journalists.

Session sneak peek:

  • How to Run a Successful Social Media Campaign without Breaking the Bank
  • No one cares about your news, content or brand – now what?
  • Creating Ideas That Socialize: A Behind the Scenes Look at How to Curate the Internet

 

What to expect: Social Media Week seeks to understand how humanity and technology are coming together to change the ways we live, work and create. Each session gives ideas, innovations and insights into how social media and technology are changing business, society and culture around the world.

SMW hosts conferences on six continents, including Europe, North America, South America, Africa, Australia and Asia.

Did I miss a good content marketing conference?

Let me know. Tweet me at @grace_gerass or @QuinlanCompany.

The State of Design in 2016: Our Designers Tell All

Sarah

The typical consumer is exposed to over 5,000 advertisements and brand exposures throughout the day. Whether it’s websites, company logos or the Starbucks coffee we brew in the morning, design is all around us. And as members of the advertising community, we all need to pay attention to these ever changing trends of design.

So, what exactly is the state of design in 2016? I interviewed some of Quinlan’s designers to see what they thought about the ever-changing trends and how they utilize them in their day-to-day work.

Let’s take a look.

1. Responsive design.

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Designers are building interactive experiences. According to Pew Research Center, 64% of cell phone users have a smart phone, which shows how imperative responsive websites are as more consumers are utilizing mobile devices to access the internet on a daily basis. With visual aspects and photography digitally changing each year, designers are constantly using different platforms when creating a piece of work.

Michael Belfatto, Quinlan’s senior web designer, shared his insight on how responsive design trends are different this year.

What do you think we should expect from responsive design in 2016?

“Websites need to be more and more responsive,especially as we see a steady increase in users coming from mobile devices and tablets. This trend is not going anywhere anytime soon. Interactive and simple designs will also remain a trend to make the users experience quick, easy and manageable. We will be implementing a mobile-first strategy before we create desktop websites, since that is where visitors are coming from.”

How have mobile trends changed from 2015 to 2016?

“In 2015, websites were minimalistic, simple and had a flat design. I expect to see a continuation of this, since smaller devices (mobile) will still require a simple website that has just the right amount of content for a user. In addition, I expect to see animation continue as a trend with more movable pieces on a website to add interaction.” 


The general guidelines of flat design will be widely spread around small brands and blogs artwork all over the web. At the same time, those on the know on graphic design will be moving on to Flat 2.0 (an evolution of flat design that incorporates some three-dimensional effects to make it more usable.)

Google now penalizes sites that don’t offer a mobile-friendly experience. As a rule of thumb, if users can’t fully experience your site while using their phones on their daily metro commutes, it’s time for a website update.

How do web designers and web developers work together? Is this something we will see more of in the future of design?

“Design and coding are very different, but they go hand in hand when it comes to responsive website design.. Being part of the creative process helps both designers and developers plan and execute a design.”

Millennials are requiring us to design the technologies of tomorrow, which is why it makes perfect sense that web design trends will adhere to mobile-friendly and simplistic themes.

 

2. Creative risk. 

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Design is all about creating something beautiful, unique and promising. The old, noisy designs are quickly fading while creativity and originality remain in demand.

Jillian Minderler, one of Quinlan’s graphic designers, explains her thoughts on the future of design and creative risk, which she hopes to implement into her work.

What is your biggest influence as a designer in 2016?

“I am constantly inspired by new trends. However, I believe my biggest influence will be to remain classic instead of staying too trendy. Experiencing new clients will also have a big influence on my work and the amount of creative freedom I can exhibit.”

What creative risks would you like to see happen in graphic design for 2016?

“I would love to be able to work with less rules and have more freedom. Stepping outside of our comfort zone is something designers should experience. I hope to see clients take creative risks to see if there could be more opportunities out there.”

Are there any design trends or techniques you would like to learn more of and see in the future?

“Education is endless:there is always more to learn. I would like to learn more about typography and utilize more playful techniques with design. Learning to use type in different ways would be an interesting experience and could also  help create more hands-on approach for design.”

 

 3. Strategic design. 

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There may be a new direction for designers as they become more acclimated to the planning and execution of a project. The demand for excellent designers won’t fade away anytime soon, but their role is evolving to include more and more strategy.

Krista Roberts, another one of Quinlan’s graphic designers, works not only with art strategy but also with the clients to develop a streamlined design process.

What strategy would you like to see designers bring to the creative process?

“I would love to see more input in the end result of a project. It’s great when everyone is involved in the process but there needs to be more of a ‘nurturing eye’ to fully understand the background of a design, whether it be traditional print or a digital ad.”

Now that designers are more involved with the planning process, how has it benefited them?

“Designers are now more valued and respected more than ever before. There’s a lot of background information that is required, and I believe it has taken a long time for designers to be considered valuable in general. We can now understand the client’s needs as we develop a plan and build trust in our relationships with clients.”

Are there any specific trends you envision staying in the future of design?

“That would be communication. Humans talking to humans: something so important and simple in a world filled with technology. There is no longer a ‘corporate’ structure when it comes to communicating and that is something that helps us work together as a community. Clients can also gain more from this approach. We are able to ultimately communicate better as professionals and it is something that will stay in the creative process for any design in the long run.”

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Trends will continue to change,- but the foundation of design is here to stay. Designers everywhere can agree that working together and experimenting can help their artistic and creative freedom down the road. Regardless of the obstacle that may come with new clients, trends or demands, designers still have the ability to create new and innovative pieces that can change the way we view art in advertising today.

 

What are your thoughts on the future of design? Tweet us @QuinlanCompany or find us on Facebook.

Why managing your own social media promotion is a sure-fire way to fail

Malorie

When agencies develop a strategic media campaign in 2016, it’s pretty much a given we’re going to include tactics for social media promotion (unless the client is trying to reach dinosaurs). Once we present our ideas to clients, though, their responses are always the same: “We’ll be handling the social media promotion in-house.”

Don’t get me wrong. I’m sure your team is wonderful and fully qualified. But what many marketing managers fail to realize is that they may be doing their company a huge disservice by “handling this in-house.”

Facebook, Twitter and the numerous other social media outlets have developed amazing, self-service platforms that make it seemingly easy for anyone to do it. The platforms are selection based, you can choose your own budget and you can monitor it yourself — so why wouldn’t you do it in-house?

Because what they don’t tell you is how to do it effectively.

I can’t count the number of times I’ve been served ads for a brand when I don’t fall anywhere near its target audience and have no interest in what the company is promoting. As Quinlan’s media director, this makes me cringe. It’s just bad social media promotion! The entire benefit of using social media promotion is the control you have over precise targeting and segmenting of audiences.

Still a little apprehensive? Don’t worry. I put together five reasons why you should trust a professional with your social media promotion.

1. You don’t know how to determine the appropriate channels.

twitterThe first step in any good media plan is determining the appropriate channels based on your target audience. Whether it’s distinguishing between using social or digital display, or which TV station or social media outlet we should select, you should always look at the usage for that target group of users. Professionals can use tools, such as ComScore, to provide the top social channels for a defined target audience.

For instance, if we’re looking to reach women over 45 years old, we might not want to use Twitter promotion because the usage of Twitter by this group is low in relation to other social media options.

I’ve often seen brands select social media outlets based on their own usage patterns. In the worst case scenario, this is bad because they do not fall in the target audience. In the best case scenario, this is bad because they have determined that their focus group of one must be statistically reliable to apply across an entire marketing segment.

2. Not all parameters are created equal.

facebook

We’ll use Facebook for this example. I was recently setting up a campaign for Quinlan where we were looking to hire an experienced content professional. I wanted to target current titles that a person might have in order to reach people who were qualified for this opening. In this case, entering “content marketing” produced several results, including  job titles, interests, educational background and more.

Specifically selecting job titles allowed me to significantly reduce the pool of potential applicants and spend my budget most appropriately (and not waste money reaching people who weren’t qualified). If I had entered interests, I would have certainly increased the pool of potential applicants–but an interest in this area does not equal qualification for the job opening.

Hiring a professional ensures that you are getting the appropriate targeting for your campaign objective and not spending precious budget on impressions that have a low likelihood of converting.

3. You’re forgetting about certain targeting parameters.

mobile

There have been countless times where I’ve seen an ad served to me on social media and realized almost immediately why I recieved it even though I have no interest. Why? Because a key piece of targeting, which would have dropped me from the segment, was left out.

Say I am a college or university and I want to reach potential students. I might look for someone who has graduated from high school, has an equivalent diploma or is still in high school and also falls in the age group of 15-24 years old. This way, you catch both the high school sophomores before they make decisions and those who didn’t attend college right out of high school. At first glance, this seems like a solid target audience, right?

Wrong. You’d be missing a critical piece of targeting since we would want to exclude anyone with any type of degree already. Why would we waste impressions (which equal dollars!) on someone that isn’t likely to attend school again?

You might say, “Well, maybe those people would want to go back to school. We don’t want to exclude them because they could potentially decide to go back and earn a different degree.”

If this is the logic, we should just remove the age parameters from the demographics as well because people of other ages could go back to school. Social media, and media in general, is supposed to help you reach those individuals that are most likely to convert. Not anyone who could potentially convert. This isn’t a good use of your marketing dollars because targeting everyone is targeting no one.

4. Truth is, you’re not making the most of your budget.

budget

This part seems pretty simple for many brands, but it’s actually much more complex. Many times clients will say they have a set amount of money put aside for social media promotion, so they want to support a certain amount of campaigns throughout the year.

We know you have a finite amount of money to allow to this marketing line item. We get it. But let’s make the most of the dollars you do have! This requires a quick review in the social media platform to determine the total audience estimate of the target you are trying to reach. Once you have this, some basic media math will allow us to develop a plan with the appropriate reach and frequency to build a successful campaign. This way, we can determine the optimal spend level for each campaign.

If you have multiple campaigns and a limited budget, these audience estimates can help you to determine priorities and budget accordingly. This method is preferred, versus assuming that all campaigns are equal, which they aren’t (unless they have the exact same audience for each one).

5. You need to be able to segment the appropriate audience and goal.

target audience

While this also seems pretty simple, it’s actually the most often overlooked. Social media promotion allows us the opportunity to speak differently to each target segment. It allows us to provide offers that speak to their needs and wants and use messaging that they will find most impactful.

Professionals can help you to segment your campaigns to each audience and goal. We can help to develop the most appropriate messaging, offers and images to provide the best return on your spend.

Next time you consider handling your social media promotion in-house, it may be best to think twice. Are you truly an expert in the field? If not, it’s probably in your best interest to let the pros help you navigate the very complex world of social media promotion!

Want to talk numbers? Tweet us at @QuinlanCompany.