Some days I feel like a broken record. Clients come to me and want me to devise a social media marketing strategy, only they don't actually have anything to market. I try to explain this to them in terms which make sense. I use examples of the most effective marketing strategies and how they are based on regularly updated content; how web sites work best when they offer something different every day instead of the exact same thing; how easy it is to produce fresh content and how integral it is to an effective marketing campaign. But some of them still don't get it.
Perhaps they have a blog with a handful of posts from last year; or maybe they have a static web site which gets updated once a decade; or their business does absolutely nothing except sit there and wait for someone to come along and buy something, but what they do not have is a reason for people to come to their site and visit more than once a year.
How am I supposed to market nothing?
Before you answer that with something witty like, "that's your job!" I posit this: Perhaps not everything should be marketed.
If you really want people to come to your blog, write something interesting, informative and exciting, and update it at least three times a week (every day is best, but at least a few times a week.) The same goes for your web site. A static unchanging page is a recipe for an incredibly high bounce rate. Why? Because people have already seen it, why do they need to see it again, and again, and again?
It's like the highest rated episode of 'Seinfeld.' How many times do you want to watch it? Should they put it on every night, same time, same channel (or every channel, every hour of the day) and expect that people will tune in to watch? How many times will you need to watch it before you are desperate to watch something-anything-else?
Anyway, I can at least take solace in the knowledge that my problem is likely shared by a good many marketers doggedly pursuing social media success for their clients. How do I know this? Well, take a look at this hilarious, yet informative graphic from The Oatmeal. It pretty much sums up everything I have been saying all along.
Click here for The Oatmeal graphic.