This month we have a guest blog from Rich Fletcher – Marketing and Operations Director of Dermace.
What does it mean when we say: “short-term gain for long-term pain”?
Basically, it means that you’re doing something that will benefit you right now, but will be a waste of time very quickly. In fact, it might even cause you more problems later on down the line.
But how can that affect your content?
“Content” is a word that’s used an awful lot these days, but in the context of this post it means: The media and stories that you generate as a semi-permanent make-up technician.
Things like, images, videos, posts, reviews, client stories etc
Your content is your currency in the market, but you must spend it wisely.
If you are posting your work on Facebook and Instagram, what kind of shelf-life do you think that content has? If you’re lucky, someone may hit “like” and move on. Most probably, it’s getting lost in the noise and it’s gone forever.
Of course, “short-term gain” in this case would be to say that you’d run paid ad campaigns on the content you’re posting. This would get it in front of more people, and may increase engagement a lot more than just posting. However, this is also a fairly short-lived benefit for your precious photos and reviews – and costs can spiral quickly.
My advice would be to post your content, first and foremost, on your website. Yes, I said website!
Having a website is critical for you to take ownership of your our own content. Instagram and Facebook could wither and die within weeks if recent events are anything to go by – and at that moment, all your hard work just cracks – like an abundance of eggs in a very dodgy-looking basket.
If you set up a simple website, with an even simpler blog, you can post your content there, and then link it to your Facebook or Instagram accounts. You get the same impact on social media, but your content lives on in the shape of blog posts that Google can index (meaning better rankings when people search). You could even set up reminders to re-post a blog entry to Facebook after 6 months or so, and keep your activity high. The point is, imagine if Facebook went away. Where would your content be?
Remember MySpace? I rest my case.
Remember to use your content to it’s maximum potential – and don’t assume people are actually seeing what you’re posting every time.
I’ll be talking about this, and the dangers of conversational Facebook posts, at the Micropigmentation UK Conference in May.
See you then!