Does Your Audience Care?

Here’s a question to ask to keep your digital marketing on track: does my target audience care? Am I talking about what I care about, rather than what they care about? If the former, you need a course correction.

Effective Marketing Is Not About You!

Content about new business, a successful presentation, or a great team meeting, may excite you and bore your audience. Content that is useful is interesting. The rest just isn’t.

Talk about what matters to your audience. Don’t get caught into thinking that if it is about you they will automatically care.

Communicate Value

Consider these pointers to be sure your content creates value for your audience.

  • Speak to your audience. Does the content address a need? Provide helpful information? Offer a chuckle? Speak to your audiences concerns.
  • Be personable. Talk like a friend. Make sure everything you add to the conversation helps to build connection and relationship.
  • Be honest. Don’t just share when you think you are perfect. Share lows too. Help people see that you are just like them, with wins and losses.
  • Care. Don’t just think about what matters to you now. Think about what is top of mind for your audience.

Strike a Balance

It is fine to share your wins and joys, as long as you do that in balance. Consider the value of your content to your target audience above all other priorities. Keep your audience in mind when building your digital marketing plan.

Get the Word Out Through Your Employees

Your employees are your greatest digital marketing asset. This is the age of the everyman publisher and that includes the people who make up your workforce. Use them!

If your employees aren’t raising awareness for your business, then you’re missing out. Employees are out in the field representing your brand. That’s a powerful asset to harness.

Here are five ways to help your employees spread your brand message.

Share your brand message.

Provide employees with your brand messaging materials. This makes it easy for them to use the proper messaging and positioning to showcase your business. Make sure everything you share with employees is to the point and accurate to your brand message.

Empower employees as the ultimate insiders.

Involve employees in new business planning. Let them see what’s new first. Give them access that outsiders won’t get. Make them feel important and special.

Then let them know how they can help spread the word. Give them ideas, make it clear what will be most helpful.

Reward efforts.

Be sure to provide tangible thanks when employees engage with prospects and share important brand messages and campaigns. Figure out something meaningful. Be sure to reward consistently.

Let your employees represent!

Send your employees to conferences and events. Sending employees to targeted professional development seminars and conferences is a great way to empower your team and get in front of new audiences.

Make sure they know what outcomes will be most valuable. Let them know what success looks like. Do you want them to collect contacts? Attend particular activities? Define what makes the investment worthwhile.

Be a great employer.

Happy employees will tell positive, compelling stories about you. Make sure the daily experience of working for you is great! People who love where they work will spread the good word about you.

How to Ensure ROI for Social Media

Social media is not free. It takes time to develop and implement your strategy. Increasingly, you need to pay to get your content seen.

Every business is right to ask if the investment is worthwhile. The only way to know if you are getting a return on your investment for social media, is to set goals and measure success. That’s easy to understand, but deciding what to measure to get meaningful insight can be a challenge.

Metrics let you show the impact of your efforts, allocate resources, track progress and optimize for continued success.

Define the Right Measures of Success
Defining the right metrics starts with having a digital strategy. There, you define your goals. The right metrics measure progress toward your goals.

There are three general types of metrics to consider:

Business-Level Metrics

Business-level metrics speak to the goals of your organization. Here you show how your digital efforts are contributing to the big-picture goals of your brand. Generally, business-level metrics are data that show financial returns like profit and savings.

Examples: Market share, revenue, brand equity, brand awareness, share of voice, customer lifetime value, and brand affinity

Performance Metrics
Performance metrics, also called key performance indicators (KPIs), measure performance against the goals in your digital strategy. This data provides direct measures against the defined goal(s). These metrics generally have set time frames.

Examples: Sales, reach, engagement, engaged users, clicks, traffic, quality traffic, audience growth, leads, mentions, earned impressions, and conversions

Optimization Metrics
Optimization metrics provide insights on how to improve your social media and other digital efforts. This data is collected to show what’s working and what’s not, so that you can fine-tune your online activities.

Examples: Click through rate, cost per click, conversion rate, engagement rate, engagement per post, reach per post, retention rate, and growth rate

Take Time to Assess
With measures defined, determining your ROI on social media becomes easy. Set aside time once a quarter to track your performance. Although you may be active on social media every day, it takes time to see the impact of the effort. You want to understand the trends in your data.

Listen to your data. Make changes as needed. Capitalize on what is working well.