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Why Social Media Shouldn’t Be Your End-All, Be-All for Marketing

Bold & Pop : Why Social Media Shouldn’t Be Your End-All, Be-All for Marketing

Oh yes! We are going there and we know how odd it is as a social media agency to be the ones to point this out but bear with us.. we know what we’re talking about after managing 100+ social media accounts throughout our careers! 😜

So you’ve heard the term “Don’t put all your eggs in one basket”, right? Well that rings very true for your marketing strategy. While we loveee social media and know the power it has to build your brand, community, and ultimately sales, it really shouldn’t be your end-all, be-all for your marketing. Why’s that? Because your social media efforts are much more effective in conjunction with a larger marketing plan.

Why you shouldn’t solely rely on social media:

  1. Constant changes: We don’t have to tell you more than once that social media companies are constantly making changes to their algorithms, which unfortunately we have no control over. This means that when a change happens and you’re not prepared to make adjustments immediately, your marketing is down the drain and your business suffers. When you have other pieces in your marketing plan, you’re able to have more flexibility to allow yourself time to pivot when changes occur.

  2. You don’t own them: You know the days when Instagram or Facebook are down and you can’t post for the day? Well that day you’re not actively marketing your brand if you don’t have a more comprehensive marketing plan! You’re basically out of luck. And not that we see this happening but what if for some reason Instagram and Facebook were to poof! disappear? Or your account was hacked and you lose all your followers and/or content? That means your only marketing channel would be gone.

  3. You’ll have more success with a comprehensive marketing plan: When you have a full marketing plan encompassing more that just social media, you can reach more people leading to greater success. Your target market isn’t always going to stumble across your social media posts so they may never even find you if that’s your only focus.

So what should you focus on when it comes to your marketing plan?

All of your marketing pieces should work together to maximize results. Here are a few areas you may be missing and how they work within your overall strategy:

Content Marketing: Yes, social media is part of your content marketing but it’s not the only strategy included in it. Content marketing involves anything of value that you create for your audience. It doesn’t necessarily sell your brand but it gives people an idea what it would be like to work with you or builds interest in your products. This includes:

  • Blog posts

  • Videos

  • Social media posts

  • Infographics

  • eBooks/White papers

  • Free resources (checklist, worksheet, etc.)

As you create this content, you want to make sure people are receiving it too. This means your blog posts can be shared on social media or in an email newsletter. You can use the free resources you created as an opt-in to build your email list. Blog posts help boost your SEO so it’s easier for people to find you when they Google search terms. You can also leverage your different content to help in your PR strategy by pitching yourself as an expert in your field (and you have the content to prove it!).

PR Strategy: Public relations is often overlooked (we get it.. you either don’t know how to get featured or you don’t have the budget to hire someone) but it’s a great way to get your brand in front of a new audience. Plus, you actually don’t need a budget and can do some of it by yourself! Sign up for HARO and you’ll get a list of stories that reporters are looking for sources for. Find the contacts for your local newspaper and reach out to them. You won’t know until you give it a shot!

When you do get press mentions, you want to make sure you’re sharing this on social media and in your email marketing so your established audience knows about it. That way you can build additional credibility with them as you simultaneously reach a new audience.

The backlinks for the article (if online) are also great for your SEO. Don’t forget to add it to your website too so when people do stumble upon your brand online, they know you know your ish!

Influencer Marketing: Influencer marketing is a little bit of a mix between social media and PR and seriously one of our favorite ways to help new brands hit the masses! Just like with PR, you don’t need to have a huge budget to do it! Use social media to identify some of your favorite bloggers/influencers and reach out to them to see if they’d be interested in trying your product in exchange for a shout out on social media. (Keep in mind influencers with a larger audience will require compensation so don’t count out nano- and micro-influencers!)

But once you secure some influencers and they post about your brand, you’re able to leverage that content for your own social media (helloooooo #reposts) and even leverage bigger partnerships or even some press! Plus showing that influencers love your brand is super helpful in your sales strategy too… anything to show there’s a strong demand for your product/service.

Email Marketing: Building your email list is another crucial part to building your audience. Just like with social media, these are your most loyal followers so you want to give them an opportunity to stay connected with the brand. Here is where you can share blog posts and other content you created. You can use a freebie to get them on your list. You can provide them with exclusive offers/discounts to promote sales. You have the opportunity to do a lot here once you get them on your list.

Sales Strategy: Obviously you need to make sales to stay in biz so creating a sales strategy is essential! Depending on your brand, it may entail pitching retailers to carry your products or if may revolve more heavily on selling directly to customers. Social media will fall into this, especially if you’re selling directly to customers, but it may also entail going to trade shows or other events to sell your products to retail/consumers or if may be seeking out your favorite local retailer to pitch your products to them. Whatever it is, it’s important to have this piece locked down.

Every single piece of your marketing strategy should be focused on this end goal so it should all support your sales strategy. For example, your social media is going to reflect your overall brand to help a retailer or consumer determine if it’s a good fit for them. (We had a client go into a meeting with GNC and get complimented on their social media efforts.. retailers notice and pay attention to the brands they carry!). Your content and email marketing helps build a connection with your audience and creates a following for your brand, ultimately leading to sales. Your PR and influencer strategy will help illustrate the demand for your brand to both retailers and consumers.

As you can see, all of these pieces intertwine with each other to start to form your entire marketing plan but you can only do this if you have these pieces in place! So yes, we’re still sticking with don’t make social media your end-all, be-all for your brand… create something larger to guarantee your success!

P.S. Exciting news! We launched the free #GoingBold Facebook Group and would love for you to join us! Come on over!

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2018 Year in Review: Celebrating our Biggest Wins and Fav Projects

Bold & Pop :: 2018 Year in Review: Celebrating our Biggest Wins and Fav Projects

2018 is on its way outta here! This year was really a transformative one for our business. We grew a TON… 38% to be exact, hit a lot of our yearly goals early and just felt like we reallyyyy hit our stride. Now don’t get us wrong, it wasn’t all easy and breezy and we learned a lot of great and not so great lessons along the way, but it was a year of so much growth and that’s where the gold is at.

Before we get to the celebration part of our year though we want to take a minute to THANK each and every one of you reading — the ones who have worked with us, the ones who have tuned in to our blog, the ones who are a part of our Facebook Group or the ones who follow us on Instagram or another social media channels! YOU guys are the ones who have showed up for us around each bend and are the reason we have had such an amazing year, so for that we truly want to thank you for being apart of our journey. You da best! 🙌🏻 Now with that, let’s get down to some of the things we accomplished this year shall we?

Bold & Pop :: 2018 Year in Review: Celebrating our Biggest Wins and Fav Projects

Eek! See, we told you it was a big year! And this is just a glimpse! Another one of our favorite things to do at the end of the year is to reflect on our work and some of our favorite projects. Although, this one is always tough because we really do love alllll of the projects we take on! Here’s a peek at some of our favs!


Favorite Squarespace Website Design Projects of 2018

Bold & Pop :: 2018 Year in Review: Celebrating our Biggest Wins and Fav Projects

Magnolia Rhapsody

This simple site got a few custom features to give it the oomph it deserved! Layered photos and graphics with micro scroll animations gave it just the touch it needed.

Bold & Pop :: 2018 Year in Review: Celebrating our Biggest Wins and Fav Projects

Run Like Clockwork

Another site we really got to flex our creative muscles on! Everything from hover animations to pop up text! There was a new interactive element around every corner.

Bold & Pop :: 2018 Year in Review: Celebrating our Biggest Wins and Fav Projects

EC Beauty Studio & Spa

Can you really go wrong with a gorgeous spa website?! We wanted to keep that tranquil vibe while also giving her a bold look. Color gradients and photo selection did just that!


Favorite Social Media and Influencer Marketing Campaigns

While we worked on some amazing design projects this year, 2018 brought us more social media clients than previous years. However, since those campaigns are typically in progress, you don’t always get to see the work we put into them. Most days we’re behind the scenes planning out their content on a weekly basis, taking photos for their content, networking with others, and executing influencer marketing campaigns to name a few pieces of each campaign. Here’s a peek at some of our biggest campaigns for the year:

Bold & Pop :: 2018 Year in Review: Celebrating our Biggest Wins and Fav Projects

Fitness Industry Social Media & Influencer Marketing Campaign

Bold & Pop :: 2018 Year in Review: Celebrating our Biggest Wins and Fav Projects

Beauty & Hair Industry
Influencer Marketing Campaign

Bold & Pop :: 2018 Year in Review: Celebrating our Biggest Wins and Fav Projects

Health and Wellness Industry 
Social Media Campaign


Favorite Branding Design Projects of 2018

Bold & Pop :: 2018 Year in Review: Celebrating our Biggest Wins and Fav Projects

EmpowerHER

Working with kickass women is our fav and Kacia Fitzgerald is a powerhouse! So when she decided to launch a podcast and team up with us on the branding… Eek so exciting!

Bold & Pop :: 2018 Year in Review: Celebrating our Biggest Wins and Fav Projects

Pink Lover

It’s no secret we love pink over at Bold & Pop so when we got the opportunity to design a logo for an ecommerce shop dedicated to the love of the color, we were in design heaven! 💕

Bold & Pop :: 2018 Year in Review: Celebrating our Biggest Wins and Fav Projects

Koket Boutique

Being a part of Koket Boutique’s journey this year was incredible! We brought her brand to life with a colorful, yet simple and sophisticated logo and a brand new website this year!


We knew 2018 was going to be big but the growth we’ve had and the projects we’ve been able to work on have completely blown us out of the water! Cheers to 2019 and all it has in store for us!

P.S. Exciting news! We launched the free #GoingBold Facebook Group and would love for you to join us! Come on over!

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