SoLoMo makes a great addition to an already solid marketing campaign, but by itself will not save your business. In a recent post, I shared a few tips on how to integrate SoLoMo into your marketing strategy. Now, I want to break that advice down even further. Specifically, what are the predominant digital marketing interfaces and how can your business decide which ones make sense to use?
Online marketing channels businesses might use to connect with their audience may include, broadly: website domains, social networking sites, and mobile applications. The main differences between these interfaces are: the type of content carried (visual, text, or a combination?), how much content they support (is it limited to 140 characters?), and how often updates are normally made. The answers to the questions below should give you a head start in understanding which variables you are looking for in a digital marketing platform.
1. What is your audience expecting?
This seems pretty obvious, but a lot of SMBs have yet to catch up in this department. Are you easy to find with a quick Google search? If you don't have a website, you have work to do. Install the basics and work from there.
2. What do you sell?
Are you selling a product or service? How is it utilized? Factor this into the development of your digital marketing strategy. For example, if you're selling a product it may be a lot easier to develop visual content than if you're selling a service.
3. Will customers need ongoing support?
What is the relationship between your customers and your product/service? Is it used in a straightforward manner or do problems arise that often require attending to? Issues are content! Use digital media to help your customers tackle obstacles when they come up and in turn gain their trust. If problems aren't a frequent issue, invite your audience to tell their success stories.
4. How fast is your business sector changing?
If the shape of your business is evolving rapidly, become a commentator on those changes. This is a win/win, because not only will you be on top of the most recent developments in your industry, your customers will respect your authority in the field.
5. Can your target market be defined geographically?
If not, great - the Internet is your business' life-blood! If so, start making use of geo-local mobile applications. Put yourself on the map so you can start reeling in customers surrounding your geographic location.
Creating content and posting it on social media is a great way to pull in new clients to your customer-base, but it needs to be done correctly. Just setting up a Facebook page for the sake of setting up a Facebook page can end up being more detrimental to your brand's image if you don't use it correctly. Any digital marketing interface you decide to use needs to be integrated with all other brand channels.
So, give your business a check-up and diagnose a digital marketing strategy based on the expectations of your target market, and then execute and engage.