As technology progresses at an incredible speed and the power of communication at the touch of a button increases for the individual; so does the digital marketing potential to reach your target audience at their work desk, home or on the move, anywhere in the world at any time.
An ever increasing range of digital platforms are now available to display your products/services and make contact with your curent or prospective customers. Understanding these platforms and utilising them effectively will help enable greater market growth for your business.
Don't forget about utilising analytics collected via digital interactions either; evaluation of this data enables proactive decision making and adjustments for future marketing campaigns and individual tactics ensuring a greater return on investment (ROI).
The technology we use today has hugely impacted on how people receive information, when and how quickly. "Social media" has been a big factor in this behavioural change, and it is here to stay.
The big question is what can Social Media do for me as a business and what is it? When used effectively it can be a great route to current and potential customers that in fact rewards both parties by offering two interation, not just "push", you are also "pulling". By this it means your target audience choose to receive your message via social media platforms such as Twitter, Instagram, LinkedIn and therefore are a lot warmer to your message and products/services. A very different approach to "pushing" a message, its a relationship almost where you offer value and the user responds.
Social Media Outreach is a two way relationship and should always be thought of in that fashion.
It's an ever developing marketing tactic but like websites and analytics there are now firm user patterns and best practice that are recognised in the marketing industry to follow which can bring proven results on social media.
Also it's not just about hard results such as increasing enquiries, many business use Social Media Outreach to provide added value and information to their current and prospective client base thus solidying themselves in the market place or increasing social awareness of what they do. The rewards for this effort can then be seen back in the business.
Social media channels such as Twitter, LinkedIn, Instagram, Facebook, Blogs are just some of the fantastic and positive ways to engage your current and prosperive customers. However,they must be used with best practice methods to ensure succesfull returns, its not just about telling them how good you are.
Social media can be employed amongst other tactics as part of a marketing campaign or be a whole campaign in itself for goals such lead generation, improving social relations and showing the human side of business, communicating corporate social responsiliblity or awareness, LinkedIn profiling, increasing subsribers to a mailing list and demonstrating a strong set of skills and knowledge to show the market place your still up to speed with all things new. These are just a few possible Social Media Outreach campaigns.
How a client employs the "marketing mix" alongside developing and executing marketing campaigns to maximise engagement with both current and prospective customers is vital.
No single approach to market is the holy grail, a clear plan is needed to ensure return on investment is maximised from activity spend and all parts of the marketing mix work together for great results aligning the marketing strategy with key business objectives. Those objectives may be growth of market share, growth in a certain sector, change in attitudes regarding product/service in the market place, better social media presence, becoming a "trusted advisor" to your customers, increase sales of support services, etc
Campaign planning is vital towards an overall successful marketing strategy. Usually many campaigns are run over a period of time utilising a range of tactics within them, all tackling key areas the business wants to grow or affect. A well executed campaign can maximise returns on investment. However, putting these campaigns together and the individual tactics involved can be a tricky process.Along with getting the right approach to market a budget also needs to be understood. Putting together a strategy and budget could be for monthly or annually actioning.
Whilst digital marketing progresses at a tremendous speed there is still a place for print. Whether it's a striking booth design for an important conference or an advert/article in the leading industry magazine it still needs to “say the right things” and match your brand identity, whatever the print format.
Effective use of the print space to get your message across is vital, as it is often a restricted by word count and/or design parameters and sizing’s to work in.
The correct copy, using best practice marketing methods and experience, matched with design and appropriate tone of voice can provide a great result when engaging your current or prospective customers via print.
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