For those who work in the business of information distribution – marketing, media, or public relations – the task of figuring out where our targeted audiences live and who they are can seem nearly impossible.
I’ve spent my career working within media as well as with clients in non-profits, corporations, and public affairs. The massive shift in the technology and media landscape means that we are now inundated with a barrage of information all day, every day, from every angle. We can now fit the morning paper, every magazine subscription, all of our friends’ and families’ phone numbers, as well as an infinite amount of music in our purse through our phones, tablets, and laptops. (No wonder my bag feels so heavy all the time). All these distractions can make it more difficult for brands to tell their stories to a captive audience.
Fortunately, part of the beauty of technology is that with innovation comes increased efficiency.
For my first post here on The Hub, I wanted to share a few ideas on how you can turn this complicated online world we live in into something meaningful – and deliver a return on your investment.
Customize your content, connect across platforms
From an iPhone screen to a Twitter feed, content discovery takes many shapes and sizes. But no matter how many new distribution channels there are, it is still important to tailor your message to each channel and device.
Once you’ve decided how to tell your story in each medium, you need to decide what the action you want your reader, customer, or voter to take. Is it read, donate, vote, sign up? Capture their attention, capture their information, and then follow up.
Personalize your outreach, then follow up
Now you’ve got people paying attention to you. But how do you follow up and then measure that engagement? That’s where the value of a fan, a follower, a like, a share – and perhaps most importantly, an email – can offer you long-term value. If you’re merely driving buzz, but not capturing that new lead, it is a missed opportunity. If you do capture information and then fail to follow up over email or social media, it is like forgetting to send a thank you note after getting a present. Make sure you have a good database solution in place to bring all your leads into one system and go after them with your story, your offer, and your value proposition.
Don’t let good content go to waste
One of the flaws I’ve seen in the marketplace today is that some brands don’t promote their best stories with an online paid media budget. For the hours and energy that go into creating the content in the first place, it is important for it to be seen, and one way to ensure that is through efficient online advertising.
In particular, with the advent of advertising within social media platforms, it is easier than ever before for brands, politicians, and publishers to ensure that their message is seen by the people they want to reach in a medium that their audience trusts.
Content syndication platforms like Outbrain can help publishers find like-minded readers and bring them back at a low cost. Promoted posts on Facebook can make sure that all your fans – and then some – see the hard work you put into the content you created. A promoted tweet can help to ensure that your message isn’t lost in the 60-second tweet cycle – and that the right people in the right places actually see it. A well-placed Google search ad can help your brand stand out among the everyday Google-ing. Remarketing ads can make sure that when someone leaves your site, you have tried your hardest to make them come back. These are just a few ways that paid media can help you defragment the web and target valuable members of your audience where they live online.
From readers to voters to customers, if you are trying to reach them online, it is likely that you will have to go out and find them before they find you.
And then, it is up to you to make sure they come back.
