I just finished reading a blog post from Skip Prichard. This article discussed “new media” marketing with the traditional marketing methods you learned in school. The article contained an interview with Tom Doctoroff. Tom is the Asia CEO of J. Walter Thompson, and one of the largest global advertising agencies, and he wrote a book called Twitter Is Not A Strategy: Rediscovering the Art of Brand Marketing. Tom writes about how new media marketing fits in with traditional branding and marketing fundamentals. It is really about getting back to the basics and putting the focus back where it belongs -- on the consumer.
As creative people, marketers are drawn to shiny new things. However, creative marketers should approach digital marketing the same way they do traditional marketing. Although the practices and strategies are somewhat different, it all starts with identifying your target market, defining your goals, and coming up with a plan. Know your market, know your message and be authentic.
Know why you’re in business. Elevator speeches and slogans don't really explain what you do and why you do it. You have to know why you’re in business and who you want to be in business with and what you can do for them.
Why I am in business?: I want smaller companies to be able to take advantage of development and marketing techniques that larger more established companies use to build and market great online products and services. I want to be in business with disciplined hard chargers with vision and creativity. You can’t take mediocre ideas, products and services and make them great. You can, however, take great ideas, products and services that are underperforming and make them perform better in the market. I want to bring people together and change the world for the better, online. I don’t see that happening with with a pet rock.
Sometimes business owners latch on to social media and online marketing without understanding how to approach it or knowing what it can do for them. They go out and hire a social media “expert," only to find that six to twelve months down the road, they have seen nothing from their efforts and decide to go in another direction.
They didn’t start with the basics. You may think you’re brilliant and you very well might be. However, if you don’t have the basics mastered, all of your talent will be wasted. It really will.
Who is your target audience? Who uses your products and services? Have you talked with your customers? How often do you talk with you customers? What are the pain points that your product or services solve for them? Do you know?
You waste your time if you cannot answer those questions, because your message will be scattered and ineffective. Find your perfect customer. Find that person who reflects the values you hold dear. Talk to them. Talk only to them. Don’t worry about boiling the ocean and appealing to everybody. Not everybody will like you and certainly not everybody will buy your product or service. Find that perfect person or business to talk to. Do the homework.
Then you can start thinking about your digital marketing platform.
Everything you do should point to your website. That’s where you convert visitors into customers. All your other digital marketing efforts guide users to your website, so it needs to be logical, focused and guide your visitors to the information they need.
Social media marketing has reinvented the game when it comes to follower engagement and interaction. It’s often the best way for a small business to reach out to their target audience. It’s an attention getter at best. At worst -- well, you just drive people away. It is NOT a sales platform. Educate, entertain, engage. Your main objective on social media is to increase follower engagement, and not necessarily your sales.
In order to have an effective digital marketing campaign, you need to invest in your content. It holds your marketing plan together. The content you create will improve your SEO, engage your followers, and, basically, let people know who you are, what you are and where you fit into their life. People have to trust you before they spend a dime with you. Gain their trust with great content.
While social media is effective in terms of reaching out to a large number of people, email marketing is a great way to enter a subscriber's personal space. Email still has the best ROI of any digital marketing component. A DMA survey published that "...66 percent of online consumers made a purchase as a result of an email marketing message."
Sending emails can help you increase your sales and attract followers on social media.
Wash, Rinse, Repeat
After you've executed the strategy, you can evaluate your success. Then hone and improve your marketing campaign based on your evaluation, which means -- and this is important -- you have to know what to measure! If you measure the wrong things, you will make your life miserable, because you will not move the meter and you will be frustrated, alone, and will have wasted your time. If you learn and refine, you cannot fail.
Wash - Rinse - Repeat!
I am an artist, an analyst, a researcher, and an online development specialist serving the online information industry.