Why do marketers engage on social platforms? Why do marketers invest in content marketing? What does it mean for a brand to be interactive? There is an abundance of brand social presence. Why would anyone care?
The answer to these questions and rationalization for brand participation takes on numerous explanations. But there really is only one solid reason why brands should devote time and money. Brand marketers need to be ever present and interactive with their target audience because the existing and potential customer base need their help and assistance.
The emergence of digital technologies allows brands to have a voice that travels wider and faster then traditional media advertisement. But the mere fact that a brand can use digital to reach out is not a reason to do so. Simply throwing up content and posts in blogs, media channels, and social platforms are not only useless, but may be counterproductive as well. You may in fact turn off your audience by producing content they do not want to hear and value.
The magic of digital marketing is sharing something that your audience wants or needs at the right time they are looking for it. So how can you be sure you are accomplishing this?
It starts by listening; not talking. Know the sentiment and heartbeat of your audience. In the past year buzz words like real-time marketing and contextual content have been thrown about. But if you really deliver information that makes sense to your audience based upon their needs, desires, purchase history, and challenges in a timely manner, you are addressing their necessities. That is what it means to have successful real-time marketing and contextual content.
The next step after listening is engaging. Have conversations. Learn more. Build a relationship such that your audience begins to open up to you. If you build trust, your audience will tell you exactly what they want. If you have this information in your pocket, your marketing becomes easy. There is no guesswork.
Back in 2011, I wrote an article “The Most Important Word for Marketing.” The answer was and still is empathy. If you have any empathy for today’s consumer and business professionals, you know they do not like to be interrupted with blatant hard sells. As a consumer, don’t you hate pop up ads on the Internet? How many still watch live TV and actually listen to the ads (besides the Super Bowl)? How many of you on LinkedIn, get a request to connect, and then the first thing they do after you accept the connection is email you a letter offering to increase your leads? This is a complete turn off and no trust is ever won.
Digital technologies and its ubiquitous use allow us to communicate with just about anyone. But beware. Do not abuse this privilege. Don’t interrupt people in your marketing efforts. I don’t care if your responsibility is content marketing, social marketing, interactive marketing, inbound marketing, digital marketing, online marketing, real-time marketing or whatever your title means. If you want to capture an audience, you better know them and deliver to their needs. A brand that espouses their agenda fails. A brand that delivers what their audience needs wins.
Listen. Understand. Know. Deliver.
Make It Happen!