Involved: one-way communication with irregular activity on social media platforms
Engaged: two-way communication with frequent activity on social media platforms
Trends continue to show emphasis on utilizing social media as a part of the marketing strategy. While it might seem worthwhile to have profiles on Facebook, Twitter, Instagram, and LinkedIn – consider how often you are posting content and participating in conversations with clients, other industry leaders, and prospects on each of those platforms. Recognizing where your audience is most active will help to build credibility and accessibility for your business. The goal of any marketing strategy is to create visibility that translates into business growth. Understanding how your business fits within social media will help to create a marketing strategy that develops into successful return on investment.
Here’s an example: During a team meeting with your employees, you observe there are a few individuals who are consistently participating in the conversation and bring new ideas to the group (engagement). Then there are those individuals who show up for the meetings but do not add much to the conversation (involvement). Would you rather present yourself as involved or engaged?
Whether your business is B2B or B2C, these are the five (5) things you need to do when developing your digital marketing strategy:
1. Identify where your clients are most active – LinkedIn, Twitter, Facebook, Instagram, Snapchat, Periscope, Pinterest, or Email Marketing
2. Choose the top two (2) platforms where your clients are most active and begin to establish your presence before engaging in new ones
3. Review the most talked-about topics by your clients
4. Create and publish content that is most relevant and educates your clients and prospects about new ideas about products, services, and industry news.
- Blog posts
- Photos or graphics
- Short videos
- White papers or studies
5. Most important, engage in conversations with your clients on each platform to create two-way communication for your credibility and accessibility