So far, in our blog series on The Science Behind Digital Marketing we have touched on the importance of Marketing as well as some of the key pieces to a successful Marketing plan.
We began this series by discussing how and where to build a presence for your company online. Just like location is important when physically advertising for a company, the location is important online as well. If companies are marketing to people who aren’t interested in their product or service, the marketing efforts will be falling on deaf ears. Therefore, companies must understand their audience’s demographics to market to them correctly. Understanding the demographics of their consumers will allow a company to better know how and where to take their marketing efforts.
Taking time to strategically research buyers and become educated on what makes them tick, not only allows a business to know the best places to market, it also allows businesses to learn what will best capture the attention of their audience. This bring us to our next key pieces of a successful marketing plan, the content. Posting content your audience will find interesting or helpful is clearly important however companies have found that doing it consistently is equally important. After researching their audience, a business will better understand their customers so understanding what they would find interesting is the easy part. Consistently engaging with their online followers is where companies seem to be falling short. That being said, its critical to understand that consistency doesn’t mean posting multiple times per day. Showering your followers with tips, education and specials is great however, it needs to be balanced and strategic. Over engagement with customers may be looked at as pushy or annoying. This piece of marketing is another area where companies find themselves frustrated feeling under educated. How often should they post to followers online? Depending on which site your company uses will depend on the frequency you will want to post. According to Constant Contact posting on your companies Facebook a minimum of three times and maximum of 10 times per week is recommended. Posting on sites such as Instagram, may be best done more often depending on your audience however it will be different for different products. Researching similar companies or brands might give you a better idea of how sites can be used. One thing that is clear is that companies that randomly post on Social Media sites are less likely to remain in the eyes of their buyers compared to a company that has a consistent posting schedule. The business that doesn’t post consistently will have a much lower engagement rate, meaning lower leads and less profit. Posting irregularly also shows a lack of organization and consistency as a company. This is not the message you want to send to viewers.
A final piece to consistent engagement is being sure to respond to every comment and review on the page. This could be an article all on its own however to put it simply, treat your followers as you would want to be treated. I personally dislike it when I take the time to comment on a company page and get no response. Don’t ignore your followers unless you want them to ignore you. Responding professionally and as quickly as possible is the way to go.
Now that you have your platforms set up and you know the basics about posting on them, you can sit back and let the fun begin. What fun is that you ask? Performance tracking! Time to track your hard work, building relationships and see your success grow. Learn more about that in our conclusion to the Science Behind Digital Marketing.
If you have found this blog series helpful so far, please comment below. Or, if you have found other sites not mentioned in this blog to be helpful, share your thoughts and ideas. Networking is important, so lets Network away! We love to hear from you!