As the world of digital marketing continues to expand, experiment, and tighten up techniques, it’s time for the industry to buck up and think beyond “likes.” If your management or board of directors is still thinking in terms of attention without substance, the new year is your time to change their thinking.
The “old” digital marketing strategy thinking goes something like this: get all the attention; go viral. The “new” digital marketing strategy thinking is more like this: engagement is greater than attention.
Here are four goals for a digital marketing strategy that will help your company move beyond the stigma of “like” counts to get tangible results on your sales and earnings reports.
Digital Marketing Goal #1: Educate
Digital marketing has a lot in common with traditional marketing, but it also has one glaring difference: traditional marketing can focus on what the brand wants, while digital marketing should focus on what the audience wants.
There are a lot of ways for people to not just tune out your online content, but for them to make it disappear completely – a feat they can’t do with traditional advertising. That is why incorporating a goal to educate your audience is so important.
No matter what industry you are in, there is always room to educate, even if you have to get creative. Poll your customers to find out what their pain points are, and strategize ways to educate them on solutions – chances are your leads are having the same pain points, too.
Digital Marketing Goal #2: Engage
Online audiences are quick to see through – and call out – marketing gimmicks. The new way to “hook” digital audiences is simple: be genuine. This tactic will result in organic, engaged attention, which is better than any fleeting attention you might get as a return for your exhaustive efforts trying to go “viral.”
Some of the best viral moments come from content that was not planned; brands that are true to their own mission statement and invest in creating an online persona that is in line with their industry can develop a natural strategy that will lead to engaging content.
Digital Marketing Goal #3: Collect
If you are able to build a strategy around educating and engaging, you’re setting yourself up to collect expansive data on your online audience – something that “likes” alone aren’t going to do.
The sheer amount of data that can be collected through digital marketing methods can be overwhelming, so take some time to identify which metrics are most valuable to your company and focus on building a story about your audience using those pieces of data.
Digital Marketing Goal #4: Connect
Once you have data on your audience, use that data to deploy smart, personalized drip and nurture content that helps you connect through the inbox instead of crowding it.
Even if you aren’t getting super granular with your data like some of the world’s biggest brands, you can still use even the simplest data – like name, birthday and geographic location – to create personalized communications that delight your audience.