Many times clients ask me what the difference between a marketing agency and an advertising agency or a communication agency is.
People who are out of this industry are many times lost about these two concepts. They little to nothing where one ends and where the other begins and does not distinguish the line that separates advertising from marketing.
We will try to give some light about this question in the simplest way possible.
An advertising agency is one whose role is to publicize a product a service or company. This by using the traditional channels (television, radio or press) or online channels (website, online radio, blogs, forums, etc…) placing a product or service in the mind of the client.
A marketing agency works more globally. Because before doing the advertising campaign that any advertising agency would do. It draws a strategy, an action plan which indicates not only the channels but also the message to be transmitted. A method that in turn, segments your potential clients into groups.
Which defines each of the messages according to your advertising. And also, once launched, perform an analysis of the results with which to “feedback” the action. Improving it if needed in future occasions. But the marketing agency is not alone here, but also has to be involved in other equally important aspects. Such as the distribution, the price or even the definition of the product. That is, the famous 4P’s of marketing (product, price, promotion, placement) giving a more global response to customers.
In this sense, we can say that an advertising agency is a perfect ally for a company that already has a marketing department or at least with a Marketing Director. While a marketing agency is the ideal partner of any SME with concerns about doing things but that lacks the person to perform that function.
Seven mistakes in social media marketing
Many of you will think that the task of the Community Manager is straightforward. You have to write a copy, an image and ready, right?
It’s much more than that. It is a task that you must do with enthusiasm, bring creativity, be original and very careful with spelling. In addition to that, you must have a defined strategy, a reputation crisis plan (just in case) and a content calendar. You must use tools that will serve you to monitor, study the competition.
A single error can affect your account and create a crisis immediately. So you must be very careful with the mistakes that I will show below according to my experience:
#1. To be polite
Sometimes we will find excellent comments, others difficult to understand and others negative. Do not panic! We must always respond according to the personality of the brand and with education. We can not play to become clever or make the user feel we are fed up with his comments. (Sometimes happens), we must always respond with a calm tone, helping the user as much as possible, still meditating and not taking it personally.
#2. Spelling mistakes
We can not write and publish. We must reread it since there are times when the mechanical process of work makes us not pay attention to what we write, and we post it without revising. Sometimes that can play tricks on us, so we must be very attentive to what we publish if we do not want to have the typical user who is regularly reviewing our work.
#3. Confused accounts
Very important, and we cannot be confused when it comes to publishing. It is a bad mistake since we could play the position. It would seriously provoke a negative impact on the image of the company. And believe me, it should be a horrible feeling especially if we have a significant number of followers.
#4. Excess of Hashtags
It is not necessary to use many hashtags in a publication; it is an error because it saturates and makes it difficult for the user to read. Just put 3 and have value, that is not close together and give them that first touch so that the user is interested and read the full copy.
#5. Leave the profile picture blank
Community managers must have a taste for aesthetics and take care of the visual sense of the account. We must update the image of the profile according to the strategy (temporality, promotions, exclusive events…) Since users can judge the brand, increasing the abandonment and the option of hiring a service or the sale of a product. Because the aesthetics provide values such as security, exclusivity, and quality.
# 6 The one who answers is a person, not a robot
Sometimes users will ask us the same things, we must respond differently, we are people, and they should notice it. They should feel special in each response.
# 7 Accommodate with the account
A community manager must always be investigating, watching the competition, being original, proposing strategies. We must find the campaign, that triumphs. Do not fall in the temptation to settle for a few I like. We must grow and assert ourselves to achieve new professional and personal goals.
I leave you as a reflection a phrase that I love and is all that is necessary to do your job well.