FORT MADISON – It’s time to get personal…at least when it comes to using social media to promote your business, organization or other cause.
“The important thing about posting on social media is to be yourself. You're not just a business. You're a person, you're a father, a mother, a grandfather, and people can relate to that. So just be yourself,” Courtney Dickerson told Rotarians in Fort Madison last week.
Dickerson and Riley Cressner founded their own digital marketing company, Crossroads Media, to help businesses, organizations, nonprofits and any other organization that wants to get their message out there online and target specific demographics that will benefit the most.
Cressner is a marketing specialist for Sullivan Auctions LLC. She and her husband, Nick, live in Keokuk.
Dickerson was also a marketing specialist for Sullivan Auction House before retiring in March. She and her husband, James, live near Carthage, Illinois.
Dickerson said social media posts that delve deep into the company should be kept to a minimum to avoid losing viewers.
“People go online for entertainment. Another key thing is to be consistent, because people need to know what to expect. But more than anything, people want to do business with people they feel like they know.”
Kressner's role in the partnership involves graphic design, photography and helping businesses and organizations brand themselves in the marketplace.
Kressner says color choices in logos and graphics can also come into play: Some people choose bold, bright colors, while others opt for more modern, neutral tones.
“But you want to avoid changing it because it will make your brand inconsistent. Consistency will help you not confuse people, and it will help people recognize you and know what to expect,” Cressner added.
They said customers can take photos to post online, but that's not required.
“People are sending us photos they've taken with their cell phones. They don't have to go out and get a professional photographer to capture what's happening in real time. We're taking those ordinary photos and turning them into amazing social media posts,” Dickerson said.
Meanwhile, Cressner, the team's photographer, said business owners often miss out on photo opportunities in their workplaces.
“They might think, 'Oh, they don't want to see that,' because it's not something special to them. It might be special to someone else. Sometimes it takes an eye to find something that can be turned into a really good post.”
Dickerson also explained the difference between paid online ads and organic posts.
“Paid ads are more target-based and focused on a specific group or demographic — for example, people who are married, have kids, have two dogs, or who frequently search for those kinds of things.”
Another benefit of paid online advertising is that it has high visibility and comes with tracking features that allow you to see what demographics are viewing your ad and your site.
“They offer tracking features that organic posts don't have, which helps you understand your audience better,” Dickerson says. “I would recommend paid ads over simply promoting your organic posts.”
During the question and answer session, the pair were asked whether identifying the product was more important than conveying about the people behind the business.
“Yes, you need to explain what you're selling, but keep it concise,” Dickerson says.
Dickerson said groups can get thousands of views by paying just $25 for a paid ad online.
Currently, Cressner and Dickerson are in the process of forming a legal business partnership, or limited liability company, and won't have a brick-and-mortar storefront. Instead, they meet with clients at their businesses or local restaurants to discuss their specific needs and desired outcomes.
“Every business is different and every business owner is different,” Dickerson said.
After the initial meeting, the two will develop a marketing plan proposal and send it back to the prospective client for revision.
“We want to do this to support other local small businesses. We need social media support here, but a lot of people put it off because it's time consuming,” Dickerson said.
“Some companies have dedicated people running their social media campaigns, but smaller businesses don't,” Cressner added.
To contact Crossroads Media, call Dickerson at 217-357-5219 or Klesner at 319-795-0607.
