Page 58 - enLIGHTenment Magazine - February 2017

on the mark

Some of the types of posts that work are answers that content is new and engaging. When only shar-
to general or repeated questions. If you can respond ing content produced by a vendor, you are missing

to common questions that clients have in a short out on great opportunities to impact and interact
video, they will watch it and they will share it. Keep with clients.

your videos under one and a half minutes (1:30). An indispensable tool in your digital market-
Since many people do not have the volume up when ing strategy will be your marketing/editorial

scrolling through their social feeds, I add in caption- calendar. A marketing/editorial calendar is a struc-

ing, so the spoken words are seen on the screen.
tured and well-thought-out series of digital events
Stimulating engagement from potential clients is compiled in one place so that all your bases are cov-

not about only o ering a sales promotion or keep- ered. This is your blueprint for de ning the content
Mark Okun is ing the conversation one-sided and only focused on you will share, the platforms that you will share it on,

Business Contributor your company. Just as in any conversation when one and the frequency that you share. Your marketing/

to enLIGHTenment talks only about themselves, the other person gets editorial calendar is yours to design, so make one
Magazine and bored. To avoid turning o clients ask your follow- that works for you. There is no right or wrong way to

President of Mark ers pertinent questions, have contests, become an build your calendar; just build one.
Okun Consulting & outlet for local information, and simply be nice to

Performance Group. people.
THe cHaLLenGe

He has more than The biggest obstacle in this new system of marketing
30 years of hands- pLan your posTs
is con dence. It is not enough to dip your toes in the

on retail experience Depending on your social media platform, the digital pool; the players who want to succeed must
training and coaching number of posts you make daily or weekly and the embrace the digital changes with full belief in the

sales associates in the timing of the posts makes a di erence. Some posts returns that will come from those e orts.

lighting and furniture are be er made at certain times during the day. In There is not much time le to begin this new part
industries. addition, the platform determines the right time to of your marketing strategy. Resisting the change to

Mark@bravo engage with people.
reshape yourself or your business must be put aside.
businessmedia.com
With a focus on Facebook, a showroom can post We are all living and working in a digitally impacted

2 to 4 times a day with its original content as long as
environment. 

Depending on

your social

media platform,

the number

of posts you

make daily or

weekly and the

timing of the

posts makes a

di erence.

56 enLIGHTenment Magazine | february 2017
www.enlightenmentmag.com