The Power Is In The Execution
At Alsayegh Media, we’re fortunate to have the opportunity to work with both public and private sector clients. And as someone who works day in, day out with the latter, I can confirm they come with a unique opportunity for creative executions on one hand, and their fair share of challenges on the other.
Having pretty much experienced all there is when it comes to this sector, here are three of my top tips when it comes to developing exceptional content pieces for clients in the private sector.
- Quality over quantity
This might seem obvious, but you’ll be surprised just how many neglect this. If you’re involved in social media or marketing in general, this should resonate with you on so many levels within your content strategy.
Choosing to focus on the quality of content allows you to establish relevance with your target audience based on key market insights. It refines your messaging objectives and simplifies its medium of execution. Nothing makes a follower or fan desert a brand more than a newsfeed clutter caused by excessive posting of irrelevant content.
- From hearing to listening
Followers love to be heard and they love it even more when their ideas are brought to life by their favourite brands. So pay close attention to responses, engagement and take their suggestions into consideration by integrating them into your overall marketing and social media strategy.
This is first-hand insight straight from the horse’s mouth – as good as it gets – and allows you to add considerable value to your brand positioning and perception; not to mention audience loyalty and continued engagement.
- Plan and adapt
I always work by the motto of plan, plan and then plan some more. At the same time, this comes with the core understanding that the only constant variable is change. This is why you should be flexible enough to adapt your tactics and jump on a trend when it’s red hot.
This tip links in quite nicely with number two, because without listening, you can’t possibly be truly aware of what topics are hot and which ones are not. For this type of real-time marketing to be successful, you need to create a mini-strategy – defining the platforms you’re going to use, a timetable for events you can predict (so you can anticipate trends) and KPIs for how you’re going to approach trends when they arise (and they will).
There have been some great examples in recent years, such as Oreo’s ‘Dunk in the Dark’ during the SuperBowl in 2013, and in 2015 with the dress – was it blue and black or white and gold? I can’t tell to this day!
Rosette Younis is Head of Social Media – Private Sector at Alsayegh Media, and one of the agency’s original team members. She has lead social media strategic executions for brands like du, Baskin Robbins, Emerson MEA, City Centre Clinic, Dr. Sulaiman Al Habib Medical Group, TDIC, Dubai Properties and Vogue Fashion Week. Rosie is currently pursuing her Master’s of Liberal Arts (ALM) in Management at Harvard University – Harvard Extension School.