I recently listened in on a podcast discussion from White Paper Source composed by instructor Lee Odden. The theme of this podcast discussion was on how to integrate your social media marketing with all of your marketing strengths.
Essentially with digital marketing, you want to incorporate social media with other Internet channels such as your webpages or blogging page. Lee makes a point that in today’s social world of digital marketing, we have been given the ability to create, consume, publish and interact 24 hours 7 days a week. And he’s right. Everyone and anyone can create and publish digital content, but how can we control and sift through the content we consume? Were looking for quality, not quality.
Odden also makes a point stating that:
90% of all data in the world has been created within the past 2 years.
WHAT!? Yes. It’s true. Were bombarded with information overload on a daily basis, that’s why as marketers we need to establish this key point: as a brand, how can our content be of value to customers, especially against all of the information out there?? Odden discusses that we need to start thinking of social media as experiences and outcomes, rather than just tweets, Info graphics and video posts. He’s right. There needs to be a tactical shift in optimizing customer’s experience.
Content needs to be created to solve THEIR problems and to answer THEIR questions. Have you ever thought what it ‘s like to purchase from your brand? What’s the journey like from a purchaser’s perspective? Social platforms play a huge role, social channels are there for intent to purchase. Recommendations of products and brands happen on social, and from there that’s when the prospective consumer makes their decision.
If you’re a business and have a webpage, make sure you are active on social platforms and make sure they’re integrated into your site. It’s an easy one-stop shop for viewers to go from a viewer to a buyer. Lastly, key note to remember! The type of advertising and marketing you choose to hit your viewers with, should be different depending on what stage of the buying process they’re in.
- problem recognition
- information search
- alternative evaluation
- purchase decision
- post purchase behavior
For example, most brands stop consumer engagement and interaction once the purchase is over. If you want your brand to be memorable and your customer to become loyal, think about direct mail incentive strategies to keep to keep YOU in THEIR minds.