Although it’s an asset to master IT languages for digital marketing, there are certain tactics which digital marketers who aren’t well conversant with them can opt for, in order to orchestrate successful digital marketing campaigns. After working in this domain and going through works like “Mastering Digital Marketing like a Boss” by Yann Gourvennec (Disclosure: with whose agency I work) and Herve Kabla, I reckon there are certain tactics which people who aren’t tech savvy can work on to enhance their digital marketing prowess.
I would like to dissect this topic through the prism of social media, and explain how digital marketers can leverage the various platforms to their benefit.
Social media is at your discretion
The world – with all those you wish to reach – is within your reach here. It’s possible to deliver results with an effective social media strategy. According to Yann and Herve, what needs to be kept in mind is that “content is at the heart of digital marketing”. Your solution is what you have to offer, but the customer is more concerned about his problem. This poses a quintessential content marketing challenge to digital marketers. Live in the realm of your customers to bring forth content that would address their problem. Lead generation will follow suite.
Coming back to the ‘content is at the heart of digital marketing’ point, you should be able to tailor your content according to the customers you wish to connect with. Another interesting finding that I would like to mention here is that digital has caused the ‘traditional’ Ps in the marketing mixto evolve. Your efforts should be targeted towards achieving more visibility.
Social media platforms and tactics
Connect with people whose interests resonate with yours. Once you connect with them and enter your microcosm, try to socialise and interact before posting your content. Get people to be interested in you, your content comes later. Instigating an interest is foremost, so that they can eventually click open your post and come to where you want them.
Once you interact with people and initiate a two-way communication, it’s possible that you stimulate an interest within those who apparently do not seem like your ‘ideal target market’. Hence, Twitter provides you with the opportunity of widening your scope of reach.
According to Yann and Herve, you must “post content that is your own, and is linked to your sites, and also the information posted by other Twitter users in your area of expertise, answers to messages from your followers, as well as all forms of Twitter-based engagements, from #FFs to live-tweets.”
It is possible to write longer posts and publish articles on LinkedIn. The content you created for Twitter was to stimulate an interest in your offering; now you need to describe why the customer should read about your explanation of his problem. Here, the content needs to be more specific and focused so as to make sure the customer sees a possible solution.
It’s essential that you interact with professionals here as well, after all social media is there for us to socialize. Ask questions and understand what your audiences are looking for. You might well have the solution but asking them could reveal those keywords that would guide you to structure your content. The best solutions are ones that aren’t sold, but are sought after.
“LinkedIn enables you to nurture your community, and to even create ‘corporate’ pages where you can publish information, from job offers to brand content”, remark Yann and Herve, while explaining the use of Twitter as a tool.
If you publish lengthy articles on LinkedIn, make sure you put in links that are relevant (and exemplary), as it would engage a customer with your reading for a bit longer and augment his knowledge of your solution. Your efforts here should be to ensure that the customer gets to know what you have in store for him.
In order to explain your offerings to audiences in an unregimented manner, it’s best that you resort to blogs, both in the short and long term. It’s quite rightly pointed out by Yann and Herve that digital marketers should understand that blogs contribute to the indexing and visibility of ones company on search engines.
Again, it’s the content that matters here as well. Blogs are an asset for both B2B and B2C companies. We must realize that engaging with your audiences, as is the case elsewhere, is formidable on all social media platforms. Comments are quite helpful in comprehending what customers and some experts say concerning your posts. It opens up a channel for a two-way communication, which is just what you want.
Collaboration can bring you laurels in this arena. Should you collaborate with external ‘experts’, you drive your endeavours towards leveraging the valuable network of this ‘expert’, which could be a digital marketing agency that helps you with high-quality strategic content.
If you happen to be a B2C brand, it’s not uncommon that you sustain a presence on Facebook. As Yann and Herve explain, “communication on Facebook must be based on visuals. Statuses that include pictures generate 20 to 70 times more engagement than those with only text and links”, you must embellish your content with visuals.
Apart from pictures, short videos with some humour or surprise for viewers, are a great means to grab attention. It is necessary that your content is actually clicked-open by customers, and for this to happen, you should try and incorporate some catchy visual that makes a prospect interested in what follows from this visual.