Do the words “sponsored content” make you shudder? It’s ok if the answer is yes.
But here’s the thing: if you—like us—are a small business, sponsored content can help get your brand visibility that you just can’t get on your own. And that’s not your fault; you wear many hats, you don’t have enough hours in the day. You’re tired.
So let someone else help you get your name out there. BUT… it’s still on you to get that content to your desired audience.
We create a lot of content in-house. It’s authentic, it’s us. But we also invest in sponsored content because we don’t have enough time to do what we want. And it provides us with a fresh take on our product and brand.
Phil Martin and Stacey Gluchman sat down with Brandon Pecharich of PromoCorner to discuss the whys, hows, and whens of sponsored content.
So if you—supplier OR distributor—are thinking about using sponsored content to help grow your business, listen to this Express Training Bites to learn how it can benefit your business.
Express Training Bites: Sponsored Social Media Content – video overview
Watch the whole video above, take notes, or browse through the main points below.
Why does Warwick sponsor social media content?
- Small team needs help! Sponsored content saves us time and lets us share content we don’t have time to create.
- Sponsored content (like PromoErrday) provides a fresh voice, a fresh take
- Short 1-minute videos are easy to share on any social media platform: not too long, not too short
- So easy to repurpose this content, either as-is or break it apart and share tidbits where they fit
What’s your best practice for engaging with the sponsored content and encouraging engagement with it?
- Share it when it comes out (Something new! Something exciting!)
- Collect all the PromoErrday videos at the end of the week and say, “Did you miss it? Here they all are!”
- Videos are an easy, attractive add-on to any promotion. “Here’s the promotion, now watch the product in action.”
- Our PromoErrday videos are perfect for when we want people to know about the product without us doing a hard sell
“But social media takes TIME!” some say. How much time does it take?
If the content is already created, it takes very little time to share on any social media platform. Yes, it takes time to create the graphics you might want to go along with it or write a short blurb. But imagine how long it would take you to produce a professional-quality video vs. someone who does it for a living. It’s the age-old time vs. money debate.
Take some advice from Phil: he calls himself a “lunchtime stalker.” He takes a set amount of time each day, at the same time, to interact on social media. Make a habit, make a schedule of when you will spend time sharing and engaging on social media.
How often should you share your sponsored content?
As Brandon said: you paid for the content, you sponsored it, it is YOUR content, go out there and repost it all over the place. Broadcast it everywhere!
Some points to keep in mind:
- Don’t just post it when it airs; post it repeatedly
- You will receive new viewers each time you post it
- You are your own brand ambassador! The more you talk about yourself, the more people will hear you.
- It will seem redundant to you… but it isn’t to your audience
- As Kirby Hassman says: “Just because you had 10 people on your last video and you have 10 people on this one doesn’t mean it’s the same 10 people.”
How do you distinguish your voice on social media from the company voice on social media?
- Use your voice wisely (ie, stay polite and professional!)
- Whose voice is the brand voice? If you are a small company, make the brand voice align with the people who your brand is known for (ex: sales reps, owners)
- From Phil: “Your personal voices ends up as part of your company voice.”
So how about you: have you used sponsored content?
If you’ve successfully used sponsored content to boost engagement and generate excitement about your brand, let us know below. Or share it with us on social!