Page 36 - GBC Eng winter 2021

And lastly, review and rehearse. This will separate the novice from the professional. We’re so accustomed to hammering something out on the keyboard and hitting that send button without pause. Take the time, put it down, and come back to it. You want to come out strong and sharp.
3. PARK IT
You’ve embraced the story, started to craft the content, and nurtured those creative juices...now where does the brand story go? How do you share it with the world (or at least the part of the globe that you want to see it)?
Despite the recent descent of digital media, the company’s website is still the hub of any communications strategy. According to a recent Forbes article, businesses that communicate quality informa- tion and look good stand out among competitors. “Without a website, people may question your legitimacy as a business. Having a website is an opportunity to make a great first impression and give people comfort that you’re a real business.”
What’s more, the website is where all your digital assets converge, such as, blog posts, newsletter archives, videos, links to all your social media platforms like LinkedIn, Twitter, Facebook, YouTube, Instagram, TikTok – and it’s where the user will either note a consistency or clashing of messaging.
Every day, the users of social media grow exponentially – today, there are about 3.78 billion social media users worldwide – and 73% of them say they’ve been impacted by a brand’s social media presence when making a purchase decision. What businesses must evaluate is on which social media channels is it best to share their content.
“Every day, the users of social media grow exponentially - today, there are about 3.78 billion social media users worldwide - and 73% of them say they’ve been impacted by a brand’s social media presence when making a purchase decision. What businesses must evaluate is on which social media channels is it best to share their content.”
4. PLAN, BUILD, EXECUTE
The most seasoned marketers will focus on setting up profiles and platforms over an array of social networks and keep the content clear, simple and engaging. But diving into all these channels without a strategy carries the risk of getting lost in the vast terrain of digital marketing.
A digital strategy roadmap follows a simple process:
Plan: Once target market and communication objectives are established, this initial stage identifies the best platforms and delivery methods. Should the business plan social media posts/streams, weekly blogs, newsletter email campaigns, LinkedIn posts, Twitter streams, YouTube lives, Instagram reels, Facebook groups, or all the above? Before any new content is planned, a company’s current digital assets; website, social media profiles, optimization, analytics, reach, etc., need to be reviewed, as well as a competitors’ presence in the same space.
Build: With platforms in place, it’s time to build the content and campaigns specifically for the chosen channel in addition to putting marks (or as the industry calls it “analytics”) in place to measure results. How often will it run? Who will manage it? What is being measured? And how well are we reaching our target audience?
Execute: After three to six months, measuring the effectiveness of your communications strategy is key to long-term success. Equally important is continually improving your delivery by monitoring engagement, analyzing reach, building/tweaking content, and repeating the process all over again.
5. ENGAGE THE CUSTOMER
A final word on engagement, all those efforts to drive traffic and generate leads among your target audience will fall off a cliff without connecting to the client. If you build it and they come, make sure someone answers the door. Research shows almost two-thirds of customers expect companies to offer customer service through their social media.
Handley sums it up well: “Technology can help, but it can’t do it all. Real social success requires you.”
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