While creating a multi-channel marketing and communication strategy, certain key platforms of online marketing such as digital marketing and social media marketing will be an indispensable part of the grander scheme of things. In the midst of piecing together your online marketing puzzle, you will ask yourself the question – Do I really need a blog for my business?
Consider this – of the 3 billion active users of the internet across the globe, 1.7 billion people have active social media accounts. Furthermore, the 2012 State of Inbound Marketing report has mentioned that social media has a 100% higher lead-to-close rate than outbound marketing. Beyond doubt, social media is an efficient and effective platform to increase customer engagement and revenue. Yet, there seems to be a conundrum when it comes to social media investment – not everyone is on the same page and top management is no exception to it.
When it comes to social media, there are certain things that work with your target audience, and certain things that just don’t click. The plethora of options to socially engage with relevant consumers today leaves businesses in a fix – what approach do I adopt to build an engaging and meaningful relationship with my core consumers? A closer look at your competitors, especially the socially successful and socially savvy ones, could hold the answer to your dilemma.
Twitter, the micro-blogging and social networking site, is a goldmine for businesses who want to build their brand on social media platforms. As a brand building medium, Twitter is powerful as it offers businesses an avenue to share bite-sized, interesting pieces of content with their follower base. It is a great tool for direct interaction with your audience and online communities, networking with industry experts, generating relevant leads and directing traffic to your website. One brand that has effectively leveraged Twitter is Innocent – the U.K smoothie maker with over 200,000 followers, says that its success lies in responding to relevant tweets by followers, and posting re-tweetable content.
Search Engine Optimization or SEO is the crux of a brand’s online ranking and its prominence in organic search results. A comprehensive and carefully strategized SEO plan can help build a digital value proposition to your audience. While it is one of the most vital components of building and sustaining online presence for your business, SEO guidelines keep changing – what worked yesterday to boost your rank juice may not work today.
Content marketing, in its very essence, has one core objective – to engage and retain a clearly defined segment(s) of the market which would ultimately translate into a desired customer action. Be it brand awareness or lead generation. But quite often, businesses invest considerably into content that speaks about the products and services that are being offered to the market. Simply put, the content and editorial pieces revolve around the offerings and fail to touch upon the most important aspect of a good content strategy – the Audience. Your product may be great for you, but how does it translate for your customer and are you saying it in their language?
Redesigning or revamping your brand is crucial to being relevant to your customers’ dynamic preferences, staying two steps ahead of competition, and showcasing your brand as adaptive and responsive. A fresh, user-friendly website packs the punch that you wish your brand’s new avatar communicates. However, in the midst of all the brand facelifts and website rejuvenation, organizations tend to forget a crucial aspect of the website’s digital footprint – SEO ranking.
Content marketing, by its very definition, refers to engaging the target customer groups through valuable pieces of content. It is not enough to fill the web pages of your business with random, heavy content; the content that you publish must possess the ability to bring in tangible benefits for the business by communicating a clear and specific message to your target group.
Most online actions happen on the website of a company. Therefore big traffic goals are essential as it translates into multiple customer actions on the website, be it buying, downloading, subscribing or even making a simple enquiry. Having said that, it is quite a challenge to break away from the information clutter on the net and connect with target groups of the business. Building traffic is one thing, but traffic that matters to your business takes a multi-channelled effort.
Content is at the heart of every brand. There was a time when most of the content generated by a company was in the form of Ads. And agencies used to launch a campaign and be done with it. With online consumption of content increasing, customers do research and gain significant knowledge about your products, services and also about your competitors much before your sales team reaches them. Thus it has become increasingly important to offer valuable content and gain thought leadership in the minds of your potential customers.