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Hey What’s up Guys and welcome to the first episode of Inside the Mind
where we talk about in Online Marketing Strategy and how it all works together.
With this being the first episode and all that, let’s talk about what makes an online marketing strategy and more importantly what does not.
Now if you run a business, or if you’re the marketing person in your company, at some point you may have had a conversation that sounds something like this “We need to get a Facebook, Twitter, Youtube, blog, email newsletter”
Then you go out and you create a profile on said platform, and start talking about the stuff you sell.
And this is what ends up happening.
Ok Ok, I’ll cut you some slack, maybe, that’s not the case. Maybe you have all of these things and people are talking to you On a regular basis.
But when you ask for a sale…
Now a lot of businesses are just throwing stuff out there and seeing what sticks. And what many more is create one thing, and only distribute that through multiple channels. Sometimes it sticks, sometimes it doesn’t, but either way this isn’t social media strategy, this is social media vomit.
I mean, when it comes down to it all, the main reason anyone looks at huge a time suck like Facebook, (clicking through facebook photos) or as hyperactive as Twitter (tweetdeck sped up) and says…”Let’s represent our business there”
Is because they want to make more money. It’s the only way you could possibly justify paying an ADD riddled redbull addict to “participate in the conversation” on Twitter Because eventually You hope there’ll be a big payout in the end.
But Here’s the thing: Make more money by itself is not a goal, it’s a by-product of a successful online marketing strategy.
So. The first step in developing an online marketing strategy is to
define your goals
(::scrolling action:: Some examples of goals include: acquire new s, augment service, build word of mouth buzz, snipe s from a competitor, get feedback on a product, crowdsource ideas for improving experience, create loyalty programs)
Next: Do research to discover who your s are, what they talk about, where they’re talking about it, and how they interact the platforms they’re using.
In other words, once you know what you want to achieve, find your ideal s “in the wild” and learn everything you can about them.
Then, develop content that resonates with them, and moves them towards your goal.
Ok so here’s the thing about content. When thinking about content development, a lot of people’s minds jump directly to the written word. But content comes in all shapes and sizes.
- Content is a blog post.
- Or an email
- or an advertisement
- or a podcast
- or a tweet
- or someone else’s link that you tweet.
- or a status update
- or a picture
- or a forum signature
- or an app
- or a landing page
- or a webinar
- or a website
- or a video
Or you know, anything else that show’s up on a computer screen. Everything you publish online is content and, all of your content has to be designed to bring someone from point A, to your goal.
(show scrolling list again)
And Most importantly about content, IT HAS TO BE GOOD!
Ok Next, go back and look at all of the different platforms where your ideal s are, determine the strengths and weaknesses of those platforms, then play to the strengths of each platform to reinforce your message.
Youtube Artist Destorm Power does an excellent job of this. His “Homebase” Platform is Youtube, where he releases videos at least once a week and frequently collaborates with and covers other artists.
He uses his Facebook Page to give a behind the scenes look at what’s going on in his schedule, give motivational quotes and showcase his sense of humor. But the main reward for being a fan on Facebook, is that you’re able to hear the music well before the video is released on Youtube and he consistently uses Facebook to build a perpetual cycle of anticipation for the next release.
Let’s take a look at the most recent example.
He just dropped his most recent video “Love a Bitch” at 3pm on December 11th
There was a mention of it being finished on the 10th
A set photo released on the 8th
A set photo was released from when they finished filming at 11:32pm on the 6th
The announcement they were beginning to film at 2pm on the 6th
And the soundcloud track released at 3:14am on the 6th
SOooooo He releleased his song first thing in the morning, notified his fans that he was recording the video, then gave his fans a photo when they finished filming. Then gave periodic updates to progress of the video before it was released.
In between postings about the song and video, there were motivational quotes, and an announcement of him going Tour to break it up a little.
And he’s also on Twitter, where he really plays to the platform’s real time nature and updates about different things going on in his day,communicate one on one with his fans. and shares photos he’s taken with instagram (where he also has a following)
Now how does all of this make him money? As a Youtube partner, he get’s a 50/50 split of all of the ad revenue that is generated from his page. He also sells music through itunes, and can be hired for a minimum of $5,000 for speaking engagements.
So, if you want to follow someone who’s “Doing it right” go to Youtube.com/destorm and see what he has to say.
Phew! OK and lastly when it comes to Online Marketing Strategy, You have to, have to, have to set up performance indicators and benchmarks to measure your success.
Without a way to determine what success is, you will always be stuck in a vacuum unable to determine what parts of your strategy you can improve and what parts to trim.
Alright, that’s all I’ve got for today’s episode of Inside the mind, thanks so much watching.
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(cheezy soap opera voice over with elegant font) On The Next Episode of “Inside the Mind” We’ll be talking about content development, specifically as it relates to blogging.
If you have a question, leave a video response or ask in the comments below with a link to your blog and I’ll be sure to feature you on the next show, and subscribe if you want to be the first to know when the next video comes out.