It’s always a good idea to sit at the fun table.Esther Hicks
If you ask most people what “being digital” means, some probably will answer: to be virtual, to use electronic technology or being on the internet, and while technically these answers aren’t wrong, they don’t accurately describe how it links to communication in a business sense.
So, what does “being digital” really mean for a business? The following Mckinsey & Company definition explains it perfectly.
“Being digital requires being open to reexamining your entire way of doing business and understanding where the new frontiers of value are. … At the same time, being digital means being closely attuned to how customer decision journeys are evolving in the broadest sense.”
Is content… still king?
If you are involved in marketing then there is no doubt you’ve heard the phrase, ‘content is king’. Today, this statement is truer than ever. What is changing, however, is how people on social media consume content.
With more and more content being produced and changing customer behaviors, brands are having to change the way they think about, produce and share their content on social media. All to capture a customer’s attention for long enough to make an impression on them.
Standing out means spending more time and resources to produce content that not only appeals to your target customers but adds value and makes them feel connected to your brand.
Does your business need to be on all social networks?
The answer all depends on where you believe your potential customers to be. Each social network has evolved over time to appeal to a specific audience for a specific purpose. The trick to deciding which platform to join depends on your business goals and the type of site-specific content you can produce.
Aligning your part of your marketing strategy with the right social platform, whether it be Facebook, Instagram, LinkedIn, YouTube or Twitter will help you connect with your target audience. Understanding where your customers are and then sharing content that is relevant, reliable and consistent will not only build trust in your brand but also cement your name in their minds as a leader in your industry.
Real engagement takes patience
For most brands, building up customer engagement is a slow but invaluable process. Not only does positive engagement help grow your following online but it also provides businesses with direct access to customers’ insights and feedback, which are crucial to any successful marketing campaign. Cultivating genuine and meaningful conversations and replying to comments and questions all forms part of a good organic engagement strategy. It’s through real engagement that a brand can share a side of their story that’s not always achievable through traditional marketing methods.
Is paid advertising worth it?
The honest answer is yes, for most brands leveraging the power of paid advertising on social platforms gives them access to a specific audience, enabling them to be seen and get their message across more effectively.
Social media giants are constantly making changes to their algorithms, and in most cases making it more difficult for organic content to reach a wider audience.
However, with most of the world’s population now on one or more forms of social platform, these changes aren’t necessarily a bad thing. With the large amounts of data, these networks collect and process, using paid advertising lets brands place the right content in front of the right audience at the right time. There are some exceptions to this of course, slower more organic engagement works better on LinkedIn where relationships are usually cultivated on a more professional level.
Effective communication on social media takes an understanding of how to create content that grabs attention, copy that persuades, which networks will deliver the best results and how to create positive brand engagement. At Brieffin we handle the time-consuming tasks and create professional strategies that help our clients make the most of the ever-evolving social media and digital landscapes.
Our Moment of Bliss
“ Stockholm” – Atlas Genius
We can crawl or we can run towards the sun… while we listen to our wake-up-and-smell-the-coffee collection on our Spotify playlist.