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The Ultimate Social Content Marketing Playbook To Succeed In The Watch Industry.

By 
Dion Herveille
October 10, 2020

Content Marketing Is The Present - And Future -Of All Marketing.

Traditional marketing is becoming less and less effective by the minute; as a forward-thinking marketer, you know there has to be a better way.​ Enter content marketing.  Content marketing has exploded with the rise of digital.  Content marketing is defined as the strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience and, ultimately, to drive profitable customer action.​ Instead of pitching your products or services, you are providing truly relevant and useful content to your prospects and customers to help them solve their issues.​

Content marketing is not a new concept though. Brands and businesses were already publishing content in the earliest magazines and newspapers over a hundred years ago. Then, like now, the aim was to strengthen customer engagement, customer acquisition and brand awareness by providing useful, engaging information. With the rise of digital, marketers increasingly see the potential and appeal of content marketing. At first, it was a new and exciting approach to inbound marketing, and an effective way to drive online traffic. Now, marketers are using content marketing as an advanced strategy for attracting qualified leads, nurturing their engagement down the funnel, and converting them to customers. However you define content marketing, the main takeaway is this: It works. Here's why: Awesome content – that is, great content marketing – is legitimately engaging. Your audience doesn't need to be convinced to read your content. They seek it out. They can't help but consume it. They may not even realize the content they love is actually marketing. Or, if they do, they appreciate the goodwill shown by a brand that helps them make decisions pro bono.

​Ready to figure out your content marketing strategy? If you're overwhelmed or don't know where to start, you're definitely not alone. Because content marketing isn't as straightforward as it used to be. Not by a long shot. ​Today, more content marketing mediums and methods exist than ever before in the history of the world.  ​For choosing the right marketing channels to figuring out your content strategy, analysis paralysis is a serious problem for brands today. That's why we created the ultimate content marketing playbook focused towards social media content marketing int he watch industry. Quality content is part of all forms of marketing and is the foundation for all marketing, yet social is your superpower as social media is the fastest growing trend in the history of the world. This sector has grown faster than the Internet itself.​ Do you see the opportunities already?​

Developing A Social Media Strategy​

Content marketing is the backbone of all marketing.

Nowadays the strenght of your social media is determined by the strenght is your content, and the strenght of your content isn't determined by storytelling, but by telling your story well. Content is fire, social media is gasoline.​


What exactly is social media marketing?

​Social media marketing is best known as interacting with customers through the social
networks. Often, when discussing social media with non-specialists they just see it as the company Instagram page. As we’ll see, a social media strategy looks much more broadly at how social media is used across the business since it impacts marketing and sales. In most businesses, or parts of businesses, there will be two or three social networks that are the best fit for your audiences, so it makes sense to focus your resources on these. Often, the potential of social media is missed since it’s seen simply as a ‘free’, organic option to share to social networks. Yet there are many other options available in a strategic approach to social media ranging from and to paid, owned and earned media.

Why is social media marketing important?

Social media marketing – the paradox and the challenge of opportunity:
The challenge of social media is simple: when we socialise we’re hanging out, spending time with our friends, family or colleagues, and generally don’t want to be interrupted by ads from brands.

But it’s not as bad as it seems. Individuals do also socialize with brands and hang out with others who like these brands. According to research 78% of consumers trust other consumers advice more than they trust advertising. So, if you can influence the conversation that peers are having about your brand, you can end up turning your audience into your salespeople!

The paradox and the challenge of social media is simple to understand yet impossible for many brands to solve:

When we socialise we’re hanging out, spending time with our friends, family or colleagues, and generally don’t want to be interrupted by brands. But it’s not as bad as it seems. Individuals do also socialize with brands and hang out with others who like these brands. According to research 78% of consumers trust other consumers advice more than they trust advertising. So, if you can influence the conversation that peers are having about your brand, you can end up turning your audience into your salespeople! Therefor, social media is both an art and a science. It’s a science because you need to test and learn how the different social media tools work. You also need to know the rules of play and learn how to use each platform to maximum effectiveness. But social media is also an art. Creating content that converts for your target personas is a highly creative skill which can cause a follower to click and engage or simply scroll on down. ​Marketing is impossible without great content regardless of what type of marketing tactics you use, content marketing should be the foundation of your process, not something separate. ​ ​


How can social media help you achieve your business goals ?

Before you begin creating content tailored towards social media marketing, consider your business's goals. Starting without a defined strategy is like wandering around a forest without a map you might have fun, but you'll probably get lost. ​In general businesses use social media marketing for increasing their brand awareness, creating a brand identity and positive brand association, others use it for driving website traffic and sales. Social media can also help you generate engagement around your brand, create a community, and even serve as a customer support channel for your customers.​ Here are some questions to ask when defining your social media marketing goals:​

  • What are you hoping to achieve through social media marketing?​
  • Who is your target audience?​
  • Where would your target audience hang out and how would they use social media?​

​Social Media Content Marketing Statistics & Examples

Vanity metrics are easy to track, but it's hard to prove their real value. Instead, focus on your engagement, followers, and follower growth. Fortunately we've found that there is a strong relationship between vanity metrics like the amount of followers your engagement rate and your marketing goals. These metrics closely indicate, in an indirect way, the amount of reciprocity, commitment, social proof, liking, authority, and unity. While it's impossible to determine the exact value of each one of these proven psychological principles we do know that these metrics cover 6 out of 7 principles which are considered fundamental in converting your audience. Simply put: The bigger and more engaged your audience is on social media, the easier it will be for you to achieve every other marketing goal on your list!​

There's a reason the three horseman of the watch industry are all still around. It ain't because of some newfangled tool or tactic. Content marketing can take so many forms and speak to so many audiences and buyer personas, there are endless possibilities for what a single piece of content might look like and how to apply the psychological principeles correctly. Let’s look at the KPI's, statistics of these brand and the opportunity that lays ahead through examples of how you can engage your audience through their interests.

Rolex Social Media Content Marketing Audit

You have likely heard the expression “consistency is key” in quite a few different scenarios. And for good reason: whether when learning something new, breaking a bad habit, or even when navigating certain situations, consistency is key in just about everything. There are plenty of reasons why consistency in a social media strategy is a must​, but as social platforms become even more crowded with users, brands, and content, consistency and frequence are becoming even more important. In the social audit VICI MEDIA performed it shows that in the last 6 months Rolex​ has posted 55 times which is respectively 9% lower than the 6 months prior to that. VICI MEDIA found that the engagement per post totalled 150K (13% higher)  giving a total engagement on the page in the last 6 months of 8.2M (2% higher). As shown in the graphs below there is obviously a strong relationship between the frequency of posting and the weekly engagement for Rolex.

Furthermore, please understand that while we advocate consistency in every aspect of your content marketing, you can’t confuse consistency with redundancy! So if you haven’t yet bought into or even thought about how consistency can help your brand, there’s no time like the present. Social media is fast-paced by nature, organic reach is decreasing, and content becomes obsolete quickly. That’s why posting regularly​ (at scale) is so essential: If you go weeks between posts, it’s unlikely that your audience is seeing your message frequently enough for it to be memorable and make an impact. Now on the other hand, it’s also true that you don’t want to overwhelm your audience with posts, which can lead them to unfollow or block you. We recommend a happy medium: post several times a day  (depending on the platform and your audience) and spread posting times throughout the day to optimize your reach. It will take a bit of trial and error, but once you determine a posting cadence that is effective for reaching your target audience, stick with it!​​

Both of these metrics increased while the posting frequency significantly lowered. This indicates that Rolex invested more time and resources into dialing in their content to their audience and increasing the quality. This resulted in an increase in 9% in their average engagement rate to 1,348%, yet the follower growth of Rolex decreased by 13% to 396K. Given the trend of Instagram the past year of limiting organic reach can attribute the significant loss in unrealized potential growth to Rolex. Rolex took the first good steps to success, however they weren't able to crack the code yet to exponential success yet. VICI MEDIA found the solution to this by skyrocketing organic reach through creating dialed in high quality content on scale. To clarify further: High quality content at scale is the key.

Rolex Social Media Content Marketing Examples

Audemars Piguet Social Media Content Marketing Audit

Patek Philippe Social Media Content Marketing Audit

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