Let’s Start Here:
Digital media doesn’t perform well just because it’s posted
Undergraduate studies taught me many things; however, some things have to be learned rather than taught. One lesson, in particular, is how important digital media placement can be when trying to execute a campaign successfully.
The marketing mix is remembered by “The 4 P’s” – product, price, PLACEMENT and promotion. Each of these “P’s” are equally important but it seems in real-world execution, “placement” gets overshadowed by the other “P’s”.
In a digital media focused campaign, placement is the decision of when, where, how and how often you’re going to post about the topic. This seems like something that needs to be considered strategically, correct?
Keywords: Placement | Execution | Strategic
As a communication professional, it is crucial to understand the communities we influence. Actions speak louder than words, and in this case that refers to how we place our media for the public to engage. Digital media is malleable (almost to a fault) and can be manipulated to intercept audiences intended and unintended. All things considered, don’t think the intended audience will engage with the content if the content isn’t targeted to them; moreover, no audience is going to be engaged if the content isn’t attractive and actively trying to gain their time and attention.
How do you gain the time & attention of audiences?
1. Use LIVE functions on social channels
Pulling from a Forbes article from 2017, think about how your brand can relate to audiences by using LIVE features. Does your audience want information on new products as they arrive or as they’re available? Does your audience want to see what is new with your organization? Using LIVE functions on social platforms enables your audience to join you in real-time as you give them the content they wish to see.
2. Tell a story through your feed
Whether it’s for a week, month or quarter, give your audience a storyline to follow. This can be especially useful for an organization that relies on heavy community support rather than generic content that seems like it’s thrown out there just for likes or because it’s “a nice, pretty picture.”
3. Don’t be afraid of influencer marketing
The traditional relationship building in public relations with gatekeepers (news producers, reporters, journalists, etc.) is still useful for print and broadcast coverage; nevertheless, when it comes to digital media strategy building relationships with influencers of all sizes can be instrumental in the success of an organization’s campaign. Influencers from nano-sized to mega-sized can be useful to an organization, especially when they’re advocating for your brand.
Yes, there may be costs associated with sponsoring an influencer’s content but the reward is worth the cost. When your audience sees modern gatekeepers supporting your brand, they’ll want to support your brand.
Be careful when choosing an influencer, as their actions can reflect on your organization in a myriad of ways.
4. Be transparent as an organization
Audiences love to see the people behind the magic of an organization. Instead of posting team pictures, highlight specific employees and ask your audience to engage with them directly with the content.
Ex) Post a picture of an employee on their birthday and have your audience comment “Happy Birthday (insert name)!”
Ex) Have your audience give their opinions on certain projects to gather real-time research results (if applicable and with client consent).
5. COMMUNITY MANAGEMENT
Engagement is a two-way street – consumers engage with the brand’s content and the brand should engage with them. This builds a relationship (or community) with the audience and then shows them that there are real people behind the scenes who post, comment and share stories. Take time daily to answer DMs personally, comment back to your audience and even share their UGC (user-generated content).
Keywords: Community | Gatekeepers | Transparent | Real
Above all, be creative in your digital media efforts. Audiences get bored with constant advertising (literally everywhere you look, there’s an ad of some kind), so give them something to remember.