How to Jump Into Social Media — As a leader in traditional handwritten communication you might be surprised to read that Wall Street Greetings is, if you will, jumping canon-ball style into social media and online digital advertising.
Maybe you can relate, we started out dipping our toe, testing the waters. However, it becomes clearer every day that everyone, our audience included, is online all the time. You're reading this online! (Which, we might add, is why the value of a mailed handwritten note is more meaningful than ever right now.)
We noticed that in the B2B greeting card space there is not much social media activity. However, our industry neighbors in the stationery and gift retail categories successfully use social media to expand their brand recognition and have created a fanatic following for boutique greeting cards. Paper Source a leader in the stationery and gift industry based out of Chicago, boasts 188K Instagram followers, 30K Twitter followers, and over 4K YouTube subscribers.
Wall Street Greetings aims to be different than other corporate greeting card companies. We consider ourselves a partner, not a supplier. Therefore, we are dedicated to offering the very best greeting cards for business. All of our cards are designed in-house by a distinguished collection of award-winning greeting card artists. We partner with new and celebrated artists to feature eye-catching photography, watercolor, oil, pastels and graphic designs.
Our graphics team spends hours perfecting the layouts, color choices, font types and themes of each design we send to press. “Design is one of the few disciplines that is a science as well as an art. Effective, meaningful design requires intellectual, rational rigor,” says Debbie Millman in her book, How to Think Like a Great Graphic Designer. Our team understands the complicated task of creating compelling artwork for business, keeping in mind compliance regulations, brand appeal and the client relationship. This dedication offers our buyers a curated collection of greeting cards that specifically fit the needs of business professionals.
We believe our customers are going to enjoy seeing more of our products and design influences online. When you start following Wall Street Greetings on Twitter, Facebook, LinkedIn and Instagram you will receive a daily dose of professional content and design inspiration.
In today’s market an online presence is important for all businesses. If, like us, you are just getting started or maybe rethinking your strategy use the following to help guide your efforts to reach out and build relationships with customers and prospects in unexpected ways:
- Understand your audience
Attach numbers to your client groups. What percentage are new clients, what percentage has left, and what percentage are loyal returning clients? On average, what is the length of time you work with a client? Create a paragraph bio of your target audience so you can identify what needs you can meet through your social media communications.
- Develop your brand voice
It is all too common for businesses to set marketing strategy based on what everyone else in their space is offering. However, the more effective measure is what does your business offer that is distinct from the competitors? Articulating the top five key-phrases or words that represent your brand will shape the voice of your social media campaign.
- Create a content bank
Find articles and key influencers online that you can reference and your followers would appreciate connecting with their content. Think about how to build on relationships and shared information. Make sure they are informative and align with your voice. Take photos and prepare images ahead of time. Create unique design templates that can be used for each content category, such as layouts specific to featuring quotes, people, products, or promotional content.
- Designate one person to manage all social media outlets
Having one person manage the accounts keeps things organized. Most likely, you are not concentrating on just one platform. The task of organizing scheduling and creating content is best assigned to one person that can delegate the support work needed for each social media campaign. This also ensures that the voice of your brand stays consistent.
- Set-up a master schedule
Once you have a content bank you have to organize how frequently and in what order to schedule posts. It might be helpful to reference a calendar of national holidays and find dates that coincide with your business messages. You can also set campaigns in place and target goals on how many posts, followers, messages you plan to release during each campaign. Use Microsoft Excel to create a monthly schedule that you can duplicate and reuse annually.
- Choose an automated scheduling tool
You can schedule your posts ahead of time on each individual social network, or use a tool like Hootsuite to schedule all of your social media posts in one place. Hootsuite offers a free option for up to three platforms. This prevents you from having to log in and post content each day. The time it takes to post is most likely the reason your good intentioned social media efforts get neglected. An automated scheduling tool will help you combat this repetitive decline.
As we’ve worked through the exercise of developing our social media strategy our team has found a renewed sense of dedication to what makes our company, and our products, unique. Articulating the messages, images and personality of a business is important work. Our dedicated, loyal customer group have reason for committing to our company and its products. Making our team stop to consider what makes these loyal buyers continue making purchase decisions with our business has helped us set a strategy for sharing this message to new prospective customers. It is an exciting task, initiated by a commitment to digital advertising and social media to build brand alliance.