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Lesson 5: Strategies – What Digital Marketing Platforms To Use And Why

Problems:

  • Not all properties suit all businesses.
  • It takes a lot of trial and error to know what works.
  • You are spending a lot on guesswork marketing.

Solutions:

  • Pick platforms based on the type of media and mediums your audiences already like interacting with.
  • Create content using onsite posts first, then post to different mediums making the process much easier.

Without Having To:

  • Spend lots of time and money on testing.

A question we are asked on a regular basis is: “what platforms should we be promoting on?”

The answer to that question is an open-ended one. Perhaps the better way to ask to ask would be “what kind of media can we best serve our customers through”. If you don’t yet know what type of content your audience wants to engage with, then it is too early to decide on the “where”.

If you know this, then great, you can create a content list. You can then decide where to post that media. The answer to the original question then becomes “wherever your audience hangs out online, and wherever you can find influencers that might like to link back to your website”.

When I ask marketers what they think the purpose of digital media content is, I get a range of different answers from people such as:

  • It’s a way to get my brand out there and get known.
  • It’s a way to sell stuff, through paid or organic links.
  • It’s a way to connect let’s your customers and provide better customer service through messaging etc.
  • It’s a way to educate and help your audience learn about your products and services.
  • It’s a way to get people that are following you on social media platforms to come to your website and buy stuff.
  • It’s a way to get popularity lots of likes and shares on social media platforms.

All of these answers are true, but rather like the tip of an iceberg, there is a lot more to digital media marketing than what you see happening on these platforms.

If you already have a fairly good idea of what your audience wants to know or learn about, then you have a good foundation to work from. Knowing what your audience wants to know makes it easier to figure out what type of content you can produce for them.

For example, if your audience is interested in “how to” instructional type content with pictures, then image based digital media platforms like Pinterest, Flickr, and Facebook are going to be beneficial places to post your content.

If on the other hand your information is data based, then infographics and charts are probably more useful. These can also be added to image platforms but better utilized on your website and then linked to offsite or Tweeted about with a link and short description.

Pages on your website can be converted into multiple image posts or broken down into tweets and promoted on visual sites like Pinterest and Google Plus.

If you have short punchy statements to make, headlines and paragraphs on your pages, you can break these down into snappy Tweets – which then link back to the full article/post. You can use these as teasers, that create curiosity and the desire to learn more on the website page they link to.

The great thing about Tweets that they are sort of like the tasty entree before the sumptuous feast…the entree being the taster, and feast the rest of your article.

It is a relationship building opportunity, preceded by an enticing catchphrase or question.

Before you choose the social digital media platforms you want to use, you first need to create a document or mind map listing all of the kinds of contents the type of content that you can create. Brainstorm all the ways you can create VALUE, not just momentary engagement.

Think of offsite content as a teaser that leads your audience to helpful content that offers more satisfaction than the offsite post itself. Of course, it has to be highly related to what was posted offsite so you are delivering what you promised.

Remember that every piece of content that you post needs to be EITHER engaging and educational or entertaining in some way that creates satisfaction in its own right, OR it has to lead people to something of value elsewhere on your own website.

I can’t stress enough that your off-site content should be thought of as an offering and a glimpse into something bigger and better if they stay connected with you.

So what else does can social and digital marketing do for your business?

  • Help you find influencers who if you provide useful information for THEIR audience, they will help you get found.
  • Help you get links to your website, so your pages rank better in Google and other search engine results.
  • Helps you to condition your audience and overcoming their potential obstacles to buying BEFORE they even arrive on site.
  • Helps you to improve your reputation with Google and other search engines, again improving WHOLE website rankings.
  • Gives you valuable feedback on what works and what doesn’t because you can test a whole bunch of stuff without relying on organic traffic.
  • Delivers a targeted market to your website if you know how to find those people by doing a course like this one.
  • There are alot of other seemingly subtle benefits that will become apparent, but for now these are the most obvious ones.

You can also check out what your competition are doing to stimulate some ideas.

Don’t get stuck on the idea that you have to do what they are doing. Just because they are doing it doesn’t mean you should. We can show you how to decipher the best platforms for your business just by helping you do some homework. It will become apparent throughout this process what to use and what not to. As time goes on you’ll be able to look at your analytics too, and work out what strategies are working the best for your business. Keep the good ones, and don’t put energy into the low return ones.

One thing to note is that it’s not always your social and digital media posts that are to blame if they don’t CURRENTLY convert. It could well be your landing pages. But don’t worry, we will cover that too.

Here are some questions to ask yourself regarding your competitions activities and your own:

  • Where do your competitors post content – and why?
  • Where do your market, your audience hang out now?
  • Where can you demonstrate authority, what respected sites can you can post your own content on?
  • Where can you connect with your types of people and engage with them?
  • What are some conversion rates you currently have for each channel as a benchmark?

Intent: For each channel write down an objective or intent. With every activity you should have a clear objective or objectives for that content.

What do you want to achieve?

  • Increased followers.
  • Website links from Google plus or Pinterest and other websites who see your content and share it. Make it easy to share that content with short URL’s. If you use URL shorteners how can people share the actual URL easily.
  • Increased click throughs.
  • Signups on your website to a newsletter or downloadable file.
  • Tell a story and educate audience about your product or service.
  • Improve customer relations.
  • Build trust, condition and pre-ciprocate.
  • Entertain them.

What types of content can you create with each channel?

  • Short tweets – Twitter, Reddit, comments on other sites (no spam though)
  • Teaser posts – GooglePlus, Facebook.
  • Informational posts – guest posting on other peoples blogs.
  • Posts that influencers may want to link to from outside social – guest posts, interviews, infomercials
  • How to’s – Ehow and other how to sites like Instructables or Share it.
  • Pictures and Infographics – Flickr, Pinterest, Google Plus.
  • Charts – Flickr, Pinterest, Google Plus.

Do an image search when creating pictures and see what shows up in image searches. We will talk about the benefits of Google plus later, but website pages and posts promoted on Google plus are more likely to show up in Google image searches.

Think about:

  • The purpose of your content.
  • The policy (how many words and what you want to include for each purpose (we will show you how to do this for each channel in topics).
  • Procedure, the how to product that type of content. For example type of image, Carrot seed oil and stick with call to action and link.

Use the AIDA principle when creating posts: create….

  • Attention.
  • Interest.
  • Desire.
  • Attention.

Spread your focus to influencers who might want to link to your content and think of them when you create posts, not just the people who are your potential customers. This is how you get links to your website from multiple sources and long term organic traffic benefits!

Remember that search engines like Google and potential influencers are also your audience.

You are building relationships through content – the more you can connect with them BEFORE they buy and teach them to like and trust you, the more likely that are to buy when they reach your website. By altering the standard mindset of sending people to your website and expecting them to buy on their first or second visit, think about how you many ways you can satisfy them BEFORE they get there through your social and the digital marketing platforms.

In our one on one webinar training we take you through matching the best Social platforms for YOUR business. You can download Lesson5 worksheet (PDF) to get some ideas for which platforms might be good for you.

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