A digital marketing strategy comprises of series of actions that help an organisation or brand accomplish its marketing goals through digital media. These mediums are carefully selected online channels where the company can market its products and services to masses.
According to Richard Rumelt, an organizational theorist, a digital strategy is not extracted from what a company does but in fact it is extracted from what a company doesn’t do on its online platforms. There are three steps to plan out your digital strategy for your brand:
Identify the challenge, the missing element on your online channels that you need to work on.
2) Guiding Principle
Design a policy that gives a direction to deal with the diagnosed challenge.
3) Coherent Actions
Implement a set of coherent actions in order to overcome the challenge and accomplish the desired goal.
In today’s day and age, the digital landscape has evolved greatly and so marketers have to think smartly in order to reach out to their target audience. First and foremost, you need to map out your channels of communication and the number of audience or followers that you have on each platform.
prioritize a list for posting social media content according to the popularity of the medium in the context of your brand and where the customers are engaging with the brand the most i.e. identify the digital touchpoints for your brand. So the Facebook page of your brand can be one single touchpoint while a separate search within Facebook that is relevant to your brand can be another.
Let us introduce you to various touchpoints within your social media platforms that can help you create an effective social media or digital marketing strategy that is consumer-driven, modern and interactive:
Instagram Stories have become a new popular touchpoint for brands and individuals to generate interactions with their followers. Its popularity can be estimated from the fact that now brands think of design strategies for stories that are just put out for 24 hours but ensure to appeal to their followers and create interactions.
A good example, in this case, would be Almas, an apparel store that creates smartphone view friendly Instagram stories that are eye-catching, directs us to the product and are engaging. There are also a variety of apps that you can use to design and animate your brand’s Instagram page stories.
To create further interactions on your Instagram or Facebook stories, you can use a variety of options provided by these platforms such as Q&A box, Quizzes, Polls, & Ratings.
Posting on any of the social media platforms is a common touchpoint for all brands but what makes it unique is how you can transform the same touchpoint into an engagement post that gets your audience in contact with you.
Questions of discussion, opinions, polls, small quizzes, guess & win games, Fill-in-the-blank posts, and prediction posts in times of ongoing sports matches are great ways to get your audience to engage with your social media.
Nowadays, brands such as Garnier hold live sessions with experts and celebrities to discuss the problems that their products can tackle e.g. if Garnier has a hair shampoo, they will be discussing hair problems with experts asking for tips and taking live questions to be answered in real-time along with how their product can be useful for consumers.
As mentioned earlier, search option within a social media platform are a separate touchpoint and in order to appear in top results, use keywords that are common, easy and relevant to your brand which can help its posts appear at the top.
Avoid jargons or very long posts as attention spans have become shorter. Pay great attention to grammar and spellings as nowadays, audiences are more observant and get disappointed if a renowned brand has grammar or spelling mistakes in their social media posts.
Facebook or social groups are another touchpoints where masses can be introduced to your brand through shared posts or posting your brand’s social media page link whenever there’s a query that is related to your product or service.
Instagram and Twitter outreach relies on hashtags so the more you use common yet relevant hashtags to your brand, the more you’ll be able to divert traffic towards your page. You can use the hashtag of the city you’re located in, the country and the general term of the product or service that you are selling.
3D and 360 posts:
Facebook has recently introduced this feature of making 3D post and upload 360 photos & videos. What makes them unique is the interactivity it generates as users swipe and turn their phone to interact with the post. A good example would be Surf Excel which has used this feature to showcase its products in a new manner.
It’s important to incorporate all of these touchpoints in your strategy as in today’s digital age, consumers are more observant yet have small attention spans so brands have to really put an effort in creating appealing interactions through their social media in order to increase the outreach of the brand and its message.
We hope this post and its tips will help you derive your exclusive digital marketing strategy that is effective and interactive.