These days, it doesn’t matter whether your background is in print, digital or PR: digital marketing is where it’s at. You’ve got to be comfortable with digital, even if you may avoid it in your personal life, such as by boycotting Facebook or cringing the idea of having your own blog.
Digital marketing is here to stay. It’s efficient; offers high ROI and well—it’s where everyone’s eyeballs are.
So, how can you do digital marketing in a meaningful and authentic way? The following strategies are designed to help you connect with your audience and increase your levels of engagement.
THESE DAYS, IT DOESN’T MATTER WHETHER YOUR BACKGROUND IS IN
PRINT, DIGITAL OR PR: DIGITAL MARKETING IS WHERE IT’S AT. YOU’VE GOT
TO BE COMFORTABLE WITH DIGITAL, EVEN IF YOU MAY AVOID IT IN YOUR
PERSONAL LIFE, SUCH AS BY BOYCOTTING FACEBOOK OR CRINGING THE
IDEA OF HAVING YOUR OWN BLOG.
DIGITAL MARKETING IS HERE TO STAY. IT’S EFFICIENT; OFFERS HIGH ROI AND
WELL—IT’S WHERE EVERYONE’S EYEBALLS ARE.
SO, HOW CAN YOU DO DIGITAL MARKETING IN A MEANINGFUL AND
AUTHENTIC WAY? THE FOLLOWING STRATEGIES ARE DESIGNED TO HELP
YOU CONNECT WITH YOUR AUDIENCE AND INCREASE YOUR LEVELS OF
matchcraft // 5
Yes, humanize your digital presence! Your customers—people—want
to connect with other people, not with logos and corporate talk. This
doesn’t mean that you can’t push your corporate brand or
promotions, only that you should do it a very authentic way. Talk
about things on a personal level.
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“Your customers want to connect with other
people, not with logos and corporate talk.”
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Here’s what we mean:
• Take a stand on some issues, without fear of backlash. It’s okay to
express beliefs, political opinions and interests. You can’t, and
won’t, please everyone. Don’t expect to! But you can become more
human and authentic by owning what you believe in at the brand
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• Express support for people, charities, events, etc. that you
legitimately care about.
• Share insights into your day-to-day company life that will help
people connect with you. It could be images of your team working
on its next great advertising campaign, a group of employees
taking a walk at lunch break, or even a picture of everyone at
happy hour or a company event.
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Stiff, scripted and overly conservative corporate talk may hit all the
points you want to discuss—but it will certainly shut people out.
Your customers are prospective buyers are savvy. T
hey don’t want anything that doesn’t feel real and genuine. It’s okay
to speak to them in a casual way, like you would chat with a friend.
Make jokes in social media, admit to wrongdoings, and show a bit of
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There are so many great tools out there that allow you to open the
door to customers, right in the moment when something worthwhile
These tools create magic! They take your customers along for the
ride, right in the moment with you, wherever you are.
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• Use Periscope to stream a presentation
• Have your CEO talk to customers in real time about new products
and news, via Facebook Live
• Host live twitter chats or live tweet about events, hot news stories
or causes you care about
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There’s a huge case of Fear of Missing Out (FOMO) in digital
marketing. Don’t try to do it all. In fact, find peace in the fact that you
cannot do it all. Rather, focus on the marketing channels that truly
count to your customers.
If your customers aren’t on Twitter, then don’t worry about being on
Twitter. If your customers don’t like video, then don’t use video.
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Amid all the juggling and the execution, don’t lose sight of the
master plan. Data still counts—it will help guide you.
Pay attention to your engagement metrics, what type of content your
customers are responding to; what content they share the most. By
listening to these cues, you can continue to craft and refine your
plan to see the best results.
While marketing trends are always evolving, remember, marketing
best practices remain. Test, test, test and refine your strategy based
on what works.
A pioneer in the marketing and technology space, matchcraft provides a
best-in-class technology platform that enables companies to successfully
sell and manage search campaigns for their clients.
Unlike other marketing technology platforms, matchcraft helps organizations
efficiently manage even the smallest campaigns, enabling our clients to
provide spectacular service to all of their customers.
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