Digital marketing can be overwhelming: Here are the two essential steps to get it under control:
1. Develop, monitor and defend brand identity
When you first enter a room, and no one knows you, you wield a certain power – The power to be anything, the power to recreate yourself. However only some of that power is truly yours, the rest is a result of circumstance and the other people in that room.
The first step is finding a brand name that will be easy to market. This business name generator will be a great help!
This is why most marketers believe that the “brand” isn’t created by the company, but their customers. But you can control certain factors that help your social media audience form that “brand perception”. The content you put out is the primary cause, and every social media manager’s most valiant struggle.
The solution:
- Identify the intersection of your buyer personas and your social media audience (on each platform) using surveys and secondary research.
- Note down their topics of interest that correlate with your business niche
- Create and curate useful content that matches those topics of interest
- Use a social media monitoring tool to catch and respond to mentions of your brand
You could set up notifications on a social monitoring tool like Brand24 on which each mention of your brand is associated with a “sentiment” and reported to you real time. This is great for averting potential boil-ups and making good on valuable opportunities to gain invaluable social capital (favor with your audience).
2. Fight the noise/value ratio battle on multiple platforms
Your established clients may encourage you to be present and active on all social media platforms. The classic ones, and the upcoming ones all the same. They’re afraid of missing out on action and falling behind in the development curve.
Not being on some social platforms isn’t necessarily a hindrance. In fact, you can allocate resources to social media platforms that matter more if you aren’t squandering them on social media platforms that don’t matter. There’s just so much content out there, that there is no point pushing on platforms that aren’t worth the effort.
The solution:
- Survey social media audiences and pinpoint where most of your brand’s potential buyers are present (You could do this by creating accounts and actually testing the platform or by accessing third party research of demographics)
- Allocate most resources (time, monetary and human) on the social media platform that promises the most returns and accordingly focus resources on the rest
Ensure your company’s unified communication readiness to avoid organization silos and build a productive digital marketing strategy.
I hope your digital marketing strategy will become much more productive and effective after this article. Good luck!
Image source: Pixabay
