The Bread and Butter...
In today's media landscape your content must be visual and shareable - mobile first!
"...developing a comprehensive digital marketing strategy is a complex and time-consuming task, the three following steps are key...and will get you started and aiming in the direction for success."
- 1. Clarify Objectives + Strategy
- 2. Create Brand Consistency
- 3. Build Your Digital Marketplace
Facebook - "The Signpost" is a giant of social media. As an early adopter of this platform, I saw it at its best, no ads, organic reach and clean design.
Now it is a colossus. In many ways you must have a Facebook profile, but for my business clients, its not the key tool, its a signpost to your site and a teaser for your content. Here is a relevant blog article.
Facebook has potentially high engagement, but, it's full of shit too.
Set up Business Page
Use Woobox Apps
Limit of 5000 followers
Facebook Paid Advertising - targeting tools
Multiple (free) browser extensions for Site Management
Linkedin - "The Resume" I liked Linkedin as well back in the day in its duller incarnation - you may think this guy is some grumpy old sod:) Since being bought by Microsoft in 2017, its turned into Facebook lite.
Key points - a recruiter's wet dream. Linkedin is the place to keep your personal business profile. In terms of engagement with business pages or news feed - debatable whether people spend anytime there, unless they're researching your company or planning to sell you something.
Business pages do have good SEO potential, so keep the business page light and lively.
Exporting contacts is a great feature. Good messaging system - allied to some excellent free browser extensions make Linkedin a sales machine...even now!
Limit 30000 followers
Groups was a fantastic feature (nowadays use Facebook groups instead).
Twittter - "The Newsfeed" Twitter gets a bad rap in mainstream media - maybe that is a sign that it is highly competitive with MSM as a newsfeed and advertising vehicle.
Post multiple times per day - advertising, not primarily an engagement channel.
Brand your hashtag, spread it across social and paid media.
Highly functional + connectable.
Great content launchpad - if you post it, someone sees it!
Massive browser extension backup. Article here.
I like the lists function - its a big tool.
BeBee - "The Blog" BeBee.com is a hot ticket item. Its got a lot of its own stuff going on, blogging, sharing, collaboration, community, messaging, jobs, business pages, groups and some of the stuff the old Linkedin had (but forgot about) - new kid on the block, or should that be "blog."
Excellent shareable space - due for major improvement in 2017
Not as good a platform as blogger or Tumblr yet, but has other advantages - watch this space.
Top Quality Leadership Team
Community - open network
Pinterest - The "ScrapBook" Pinterest is massively underrated. It hits a lot of the major SEO metrics right out of the park, works as a visual search tool and offers great integration with other platforms.
My top tip - see not so old after all! See article here
Its not what pinterest does, more its what you can do with it - strategically its a lynch-pin for our business.
I love it!
YouTube - "The TV" The World's second biggest search engine.
YouTube is an interesting one. If you spend the time creating good quality video, then you can re broadcast to all your static channels later. Footage can be easily re-purposed.
Time is the key with YouTube - If your strategy is long term, you will eventually get to it and build the kind of content You Tubers like. YouTube can easily become a media hub for your business or hobby.
YouTube is a global TV station without ad breaks. Think Quality.
Instagram - "The Selfie" Instagram is easy - upload a few pics, use a few automated scripts and hey presto, followers. If you actually intend to sell something, then there is a little bit of strategy involved.
From a business perspective, its an easy channel to do, but takes a little nuance to do well.
A good trick is to look at how some businesses use it. Some use it a fairly static ad platform, uploading great pics and good titles. Some brands like to create a theme. Others front load the comings and goings of the company or group - there is no right or wrong, its all visual marketing.
If you can - use a desktop up-loader. Run your images through Canva.com or GIMP, producing a far more professional looking result. Followers are key to Instagram. It looks wrong for a business to hover around the hundreds and have less than 50 images uploaded. If that is all you can manage - hire a pro for a week, get them to set it up with high quality graphics Then leave it as a static ad with a redirect to your main site.
Search - "The Boss" The key engagement platform. Google Search often defines your digital strategy and approach to market. If you're not on page 1, you are not being found in the world's top search engine.
SEO and SEM are key tools.
Search is a topic with tools, analytics and techniques all on its own. Get Google certified for free - if you have the time!
Thats all for now, folks!
Target Your Audience
In this quick list we looked at some of the more popular social platforms. There are many, many, more! Depending on your niche and strategy, you will find the right media.
Beware that most platforms are evolving at speed - keeping up to date is a job in itself.
On this page we have concentrated on the front end of your web platforms. Analytics are equally important.
Google Analytics is the default choice for your own site, but most of the rest have their own internal tools - use them to make valid choices.
Read this article