There is a very small industry segment that maintains a successful sales cycle with loyal customers and client base without an online & digital presence but that is the exception and not the rule. Digital marketing all starts with your website, your home base. Your website needs to be visible and accessible with current and relevant content. If your website looks exactly the way it does when you set it up a few years ago with no updates and no way for your clients and customers to interact then you are failing to create a loyal connection.It all starts with your website and then adding your presence on social networking sites increases traffic and engagement to your website/stage.
You don’t have to call it a blog, call it whatever you want as long as your audience knows that it’s where you share your specials, knowledge & expertise, your story.
This is your online storefront that gives you a stage to reach your audience and maintain contact (loyalty) with them. This is where you update why they need to do business with you. For some clients it’s a few lines talking about their specials for the week with a printable coupon unique to that week, for others it’s pictures of merchandise coming soon to build excitement, perhaps you spotlight employees or divisions to highlight company strengths, the topics are endless and planning that content is critical to your communication strategy and is the lead for sharing your content on the other social media sites.
How do I know if it’s working? What Goals do I set to measure success?
The hard truth is you have to set your goals before you start because you have to know how you are going to measure success. It’s easy to track the number of facebook likes or twitter followers but I challenge you to understand that the quality and relevance of those likes and followers is much more important than the total counts, also evaluating shares, comments and the total picture of how your content and efforts are received.Understanding the difference between key performance indicators and value to the business in the context of marketing goals can determine success or failure.
Depending on objectives, there are a number of ways to measure social media success and it’s important for companies to take a practical and business goals approach to marketing on the social web.