There is no arguing that we are in a competely digital age and how we as companies choose to interact with our exisiting and prospective customers must evolve to reflect this. Unfortunately many companies throw themselves into the world of digital marketing without thinking first or having a defined strategy. This can not only waste a considerable amount of time and money but it can actually have the opposite to the desired effect, damaging your brand and causing issues when you do try to implement a tailored marketing strategy.
Keeping Up With The Buzz...The Rules Of Social Media Strategy
The main difficulty which many companies face is the sheer fluidity which marketing in this digital age demands. However there are some basic principles which will always apply to any marketing engagement or conversation. We are going to outline these key rules later in this article.
However before you start creating any content or routes of engagement there are a few best practices which you should follow to ensure that you are building on a solid foundation to start with. Examples of these best practices include:
- Ensure all data (from email address to customer information) is up to date.
- Create and follow a standard brand guideline, make sure to cover areas such as tone as well as fonts, sizes and use of colours and images.
- Enure your data and profiles are up to date and optimised, making use of keywords and hashtags.
- Have some form of anaytics installed or up to date benchmarks which can be used for ROI calculations and benchmarking.
Rule 1 - Have An Objective or Goal
Many companies blindly jump into social media. However, social media is a fairly unforgiving marketing channel and by jumping in without any defined objective or goal you can find yourself causing damage to your company's online (and offline) brand reputation.
Before you post anything on social media, whether it is a video on YouTube or a market niche article on LinkedIn you should first ask yourself the following questions:
- Who am I trying to engage with? - Are you speaking to joe public or a potential business partner?
- Why am I trying to engage with them? - Are you sharing your knowledge, trying to establish yourself as an industry authority or promote a campaign or attract new customers?
- What do I want them to do next? - Do you want them to friend or subscribe? Or do you want to drive them to your website or email you?