The way to reach and talk to your target audience has changed, it finally became what that the greatest marketers always wanted it to be: being able to interact with clients in-depth and learn about their tastes and preferences first hand. The only way to achieve this, is by making use of the tools offered by the digital media.
Sounds good but ... if we linger around the cyber space for a while, we may easily come across pages of companies that have fallen into the trap. They indeed have pages and social media accounts -on Facebook, Twitter, etc.- but that provide little or no information to help them meet their marketing/management goals. That is, their publications don't increase the number of visitors that come to their website, so they can't offer more information to them -information that would lead them to take action, that is, to the buy your products or services. In other words, they have a car but they don't know how to drive it and, let alone, know the places it can take them to.
In addition to increasing traffic, social networks should guide your customers in order to "convert" them into prospects that will become be potential customers. To do this, you must use “landing pages”. That is, pages where visitors can download free content in exchange for their contact information. At the beginning, it's best to only ask for their name, last name and email address.
And to make the best out of this strategy, you can hire a service to create databases with this data. These will be as valuable to you as your own brand is, since they will offer information about your customers, their likes, dislikes and hobbies.
When starting to apply a digital marketing strategy to your social networks, you must first:
- Define your goals
- Outline your target
- Join efforts with your sales and marketing teams
- Establish attraction strategies and create content (eBooks, videos, discounts, offers, exclusive releases, prizes only online).
- Publish periodically and give a follow-up to the interventions of your clients: Guide them constantly to your site.
- Analyze your performance every week and make decisions about it.
- Never publish irrelevant information for your company that is, information that doesn't help your brand grown or further inform about your products or services (saying good morning, talking about current events, etc.)
After reading this, one can see the importance of having a digital marketing agency that will not only be responsible for generating content for your company's website but also, will provide an adequate distribution platform for it.