digital marketing techniques

In the modern day, all businesses are going digital and are engaging in a race to build a strong online presence. The reason one should have online popularity is because it is easier to target your audience online and it serves a base for a huge outreach. With the growth of social media, having strong online presence has become a necessity. Platforms like Facebook, Twitter and LinkedIn have gained massive popularity and it is important for a venture to be active on these platforms for an extensive influence.

Here are some ways in which one can build a strong online presence:

1. Great content is the way to woo your TG

Attention span in the digital era has considerably reduced and you have very less time to actually grasp the attention of your audience, so, your article or video needs to be packed with entertaining yet informative content. Also, platforms like Twitter have only 140 characters so the content needs to be crisp and attention-grasping.

Great content packed with keywords and information also leads to better search engine results of your company.

2. Branding is the way to go

In an era, where your venture is capable of becoming a brand; you’d be stupid not to adopt branding. A combination of a logo of various colours, tagline, font, style, ads etc helps you brand your product/service. This ensures higher recall and better recognition of your brand.

Almost all e-commerce sites are branding themselves such as Myntra, Flipkart, Amazon, Shopclues, Romwe etc. This increases the value of the offering and also helps the customers associate themselves with the product or service being offered. Hence, to build a strong online presence, branding is crucial.

3. Track your analytics

One can use various SEO told such as Google analytics, Followerwonk, Google Panda, Iconosquare etc to measure the performances of your brand individually and in comparison with other brands in the same market. It gives you a fair idea of important metrics such as engagement, new users, users who have left popularity etc. These tools are mostly free but charge nominal fares for a premium version.

Also, tracking your analytics gives you a fair idea of what strategies are working and what tactics need to be worked upon. These analytics also give you a clear idea as to what time your audience is online so that you can engage them better.

4. Keep up with the dynamic trends

The digital world is dynamic and the trends keep changing and one needs to constantly evolve with them. You might want to put up a kick-ass article but you can’t be uploading only one in weeks; your target audience demands more than that. Videos on Vine and Vimeo are catching up steadily and all brands can definitely tap the video market. Also, not to fall behind, one should understand how hashtags work and not use them for the sake of using.

To be updated about the on-going trends, an entrepreneur needs to keep researching and monitoring the inclinations of the virtual world.

5. Engage your audience

It is not sufficient to just gain a huge base of followers, you need to constantly engage them and keep them interested in your venture. If this step is not implemented properly, users will switch to other products and brands. Social media is the best way to create engagement online. Through hilarious and informative posts, videos, dubsmashes, pictures, articles etc, one can easily captivate the audiences.

For instance, through their varied content, pages like Scoopwhoop and Storypick keep their audiences engrossed via Facebook.

You don’t have to be omnipresent in the digital world but make sure you deliver and keep the Target audiences interested and in the process, increase your growth.

White noise. Clutter. Information Overload. Short attentions spans. We’ve heard these being bandied about plenty whenever any “expert” waxes eloquent on digital marketing.

But how do you leap over these inevitable hurdles while on your way to building digital equity? Let me be honest, it’s tough. It comes with time and it comes with keeping up with change. Here’s what an entrepreneur can do to rise above the digital din in an attention economy.

1. Bank on content – Tell me a story

At the core of any product, individual or brand is a story. Tell that story and tell it well. Make content the blood that runs through the veins of your brand and you will never fail. With consumers becoming more and more ad savvy by the day and suffering from ad fatigue, a good story is truly the only way you can possibly ensure stickiness.

2. It takes a few turns and swings – Evolve with the times

Each day we have a tiny window to grab people’s attention and make an impact with content. And it takes a number of elements to succeed. Test these elements. Do your AB testing and analyze what’s working and what’s not. It’ll take a while and the formula will change every now and then. There’s no shortcut to building an audience. It’s a long, winding road. Accept that and evolve.

3. Stay ahead of the change – The first-mover advantage

New platforms and new trends breed new opportunity. If you look at vine stars and brands who made the first move to Instagram like Starbucks, Nike or Red Bull – they are far ahead of the curve now and reaping the benefits of having taken the risk to play with a platform when no one knew how to. They earned massive followings when the platforms took off and latecomers were just left picking up scraps. Early adopters get a unique chance to build an audience before it gets too crowded. So, get on Snapchat NOW!

4. Video made the digital a star

You know that every single day, the readership of newspapers and long form content is dumbing down. That also explains the rise of the single most childish but undeniably successful form of content – the listicles. But how about jumping the queue and getting on to the video bandwagon right away. Look at what Truly Madly did with an expensive but exceptionally successful video with the comedy collective AIB.

They reached their audience, made them laugh and download the app. And no one says, you need to start big – take the plunge with small videos where the stakes aren’t high. But do them now, because they are going to be the reigning medium of storytelling online – from choice point videos to augmented reality. The digital natives have given up on TV and they are now counting on you and the web. Why should you wait?

5. Honey! They shrunk the screens – Make for mobile

More than 50% of digital content is now consumed on mobiles and tablets. So, whenever you set out to strategize your content or design, envision its effectiveness on mobile. Remember that people won’t read for too long on mobile, or they won’t be impressed with designs that bleed on small screens. So, optimize for the smallest screens and you’ll not lose an audience that is always on the go.

6. Be the home of all things digital – But find your niche

Do one thing but do it well – there’s still wisdom in that. Make sure that you can deliver every aspect of digital marketing – from analytics, to design to the all-important strategy. But find your niche, your groove. It could be video or a certain segment of brands or a specific kind of campaign like Twitter QnA. But aspire to be in top tier of a certain kind of digital marketing – so that when brands need that specific skill, they know where to go – to you.

7. It’s human to err – Be transparent

It’s one of those words that has the best of intentions but the worst of implementation. It might seem counter intuitive to tell prospective customers what you don’t know. But admitting that you struggle actually increases you credibility. It shows that behind the Brand or the organization, there are humans who are learning and evolving, just like their audience. So take your mission statement to the streets. It could take the form of a blog that charts your organization’s journey through case studies of success. It could be that one thing that helps your rise above faceless agencies or brands.

So, bring your personality and humanity to marketing – whether digital or offline. That, along with a willingness to bounce back from pitfalls and embrace change is really all you need.

Tag: digital marketing techniques

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