Social Media Asset Management: What It Is and Why You Need It
Social media can be a powerful marketing tool when employed properly. However, marketers often fail to capitalize on this golden goose due to inconsistent branding and failing to understand their target market.
In this blog, we’ll be skimming over the challenges of social media marketing and how said challenges can be overcome with the help of social media asset management software in the shape of Desygner.
What is Social Media Asset Management?
To understand social media asset management, let’s first delve into social media as a whole. Social media has forever changed how content is consumed by users online. According to a 2019 survey by Pew Research Center, nearly three-quarters of adults in the United States use social media, and the average user spends about two hours per day on these platforms. Also, a growing body of social media statistics suggests that the aforementioned trend has led to an increase in the amount of time people spend consuming content online and has also changed the way that content is discovered and shared.
Despite its unexpected emergence, social media has shown no signs of slowing down, and it is for this reason that social media marketing has gained such traction in recent years.
The amount of content on social media is, to put it simply, quite astonishing. And if that wasn’t enough, each social media platform has its own set of rules that one must abide by. To maneuver through the sticky and tricky landscape of social media, companies often opt to use social media asset management software.
Social media asset management software belongs to a class of software that provides creatives and marketers to create and share content faster all while safeguarding brand consistency.
The result? You’ll be able to target your market segment easily, create a better brand image, and reinforce your brand’s consistency.
Learn more how DAM can support your social media marketing
What are the Challenges of Social Media Marketing?
Challenge #1: Defining Marketing Goals
It is never wise to attack without a plan of attack. Similarly, to begin marketing without a plan, or rather, a goal from social media marketing, is synonymous with setting yourself up for failure.
Marketers often face difficulties in creating social marketing strategies that align with the business’s goals. At the end of the day, if your marketing goals are not well-defined, you’ll find it harder to actually evaluate your marketing performance and measure your marketing campaign’s effectiveness. In some dire cases, you might just end up hurting your brand’s image!
Challenge #2: Identifying the Right Platform
By now, you’ve managed to correctly identify the goals of your marketing campaign. The next step to take is identifying which platforms to leverage. Though it may be an easy task to select all of the social media platforms, this approach is far from the most effective. After all, when it comes to marketing, ROI( Return On Investment) is what makes or breaks a deal!
More often than not, market researchers fail to thoroughly enough to identify the platforms where their target audience is most active. Therefore marketers end up wasting their efforts and resources on platforms that are not, quote-on-quote, “bankable.” After all, investing in the wrong platforms can exhaust your budget faster than a speeding bullet!
Challenge #3: Understanding the Target Audience
The first aspect of social media to understand is this: With your classic shops and stores, customers seek out brands, whereas, on social media, brands have to seek out customers.
Marketers commonly create content first and then decide to understand and adapt the content to their target market. They do so because they operate on the misguided notion that good content leads to customer attraction, whereas the reality could not be farther from the truth.
Great content may generate engagement, but if it isn’t tailor-made to address your target market’s requirements, it’ll be far from effective.
Even more concerning is the fact that marketing without understanding the target market’s needs can have the adverse effect of damaging your brand’s credibility and reputation. After all, no one wants to be pestered with unwanted and irrelevant information online!
Challenge # 5: Measuring ROI
If the return on a certain marketing strategy cannot be measured, it can’t be integrated into a business. Wondering why? It’s because, at a certain point, the expense of a certain marketing endeavor outweighs any potential gain from it.
Therefore, to know the success of a marketing campaign, it is imperative to be able to measure the success of the said campaign.
Especially when it comes to social media, measuring ROI is very difficult as social media has an intangible effect that is more psychological than analytical. However, that’s not to say that social media marketing is not an effective marketing strategy. When push comes to shove, social media marketing can well surpass traditional means of marketing!
What are the Benefits of using Desygner’s Social Media Asset Management Solution?
1. Improves Brand Trustworthiness
With Desygner, you’ll be well-positioned to build trust with your customers. We know that building trust over the internet sounds like a tough row to hoe, but cohesive branding goes a long way in improving the trust associated with your brand image. Naturally, the more trustworthiness associated with your marketing campaign, the higher the conversion rates!
For instance, if a potential customer clicks on an ad that leads them to your landing page that doesn’t properly display your branding, they could hit the back button and never return.
Keeping branding consistent through all marketing channels is no easy task. Not only does this require an insane amount of resources and workforce, but it also requires an equal amount of time, both of which only up the costs of your business.
On the other hand, when it comes to Desygner, you’ll have instant access to things like brand guidelines, fonts, templates, graphics, and design files- simplifying a team’s worth of work with a simple click of a button!
Learn how to create a consistent branding experience across all your social media platform
2. Up-To-Date, Accessible Information
With Desygner, your social media marketing assets are readily organized and accessible. Whether you want to organize videos, photos or logos, templates, or graphics, Desygner can help you with them all!
With organized resources, it’s easier to ensure that all your employees are working with up-to-date information. Say goodbye to inconsistent branding!
With Desygner, employees in each and every department can access updated files at any time and from anywhere. This increased efficiency leads to a higher productivity ratio and reduced wastages within your corporation.
3. Cloud-Based Collaboration
Last but not least, Desygner’s social media asset management software is a cloud-based tool. This means that you can access data from any place, at any time. Keeping in mind the current trends in today’s work-from-home culture, Desygner provides you with the flexibility to work remotely.
With social media asset management software such as Desygner, your employees will always be on top of any updated social media assets. Desygner will automatically notify users about any updates.
Whether you want to improve productivity, introduce remote work, or speed up asset searching, a Digital asset management software solution is the way.
Desygner has built up a reputation for being an expert in social media asset management. Having worked with clients such as Coldwell Banker Real Estate, with nearly 64 franchises, and maintaining brand consistency throughout 49 countries, we’ve got the credentials to back our claim to fame!
However, our list of partners goes well beyond just Coldwell. We’ve collaborated with UCPA Sports Access and Sinclair Pharma Aesthetic Company, for whom we put our pedal to the metal, managing marketing assets for their six global brands simultaneously. To learn more about our partners, check out our case studies.