When it comes to digital marketing, there’s always room for growth and improvement considering how fast it’s evolving.
Follow our three-step process to improve your next campaign.
Step 1: Practice social listening.
Social listening involves actively monitoring your social media pages and various forums for conversations about your brand and products or services. It’s all about hearing what your audience is expressing, learning how they are referring to and talking about your industry, and understanding what concerns they might have.
Social listening can help you gain insight about your audience – there’s no better way to learn about your target audience than straight from the source. See what your audience has to say about your social media posts and campaigns. What do they find important and of interest?
Analyze these findings to make sure your content strategy is aligned with your audience’s needs and concerns. The content should be focused on what your target market values.
Some helpful free tools for social listening include:
- Facebook interest groups & the comments sections of your posts
- LinkedIn groups
- Reddit communities
- Google Trends
- Mention.com (Free trial)
Step 2: Get Agile! Adapt your marketing plan as needed.
Be ready to adapt your digital marketing strategy to communicate more effectively by altering your content based on what is happening in the marketplace. Over the past year and a half, we have changed our clients’ approach so many times we stopped counting. In these crazy times, what’s important to your audience can change on a day-to-day basis, which directly impacts your marketing message.
When planning your content calendar, adjust your messaging accordingly based on what is happening in your digital environment (social listening). Being agile means last-minute changes or holding off on posts that were previously planned or written. It’s important to stay flexible and make any necessary changes a priority.
Step 3: Create content that works.
The content that we find most effective is perceived as valuable by the target market(s). One of our key goals in creating content is writing what our clients’ audiences want to learn about… not what they sell (most of the time).
Social listening is one of the tools we use to guide our clients’ content strategy. It consists of several activities, which includes collecting the Voice of the Customer (VOC) from comments on our clients’ social channels as well as ones we are monitoring.
In addition, we assess the available data by looking at key performance indicators (KPIs). This would include reach, engagements, post clicks, link clicks, and website data such as most viewed pages. All of these metrics are showing some form of intent.
Sometimes we find the best content ideas are right in the comments section of our clients’ social media pages and website.
Your blogs, social media posts, and other content need to address the issues and challenges your target audiences have.
Need assistance creating content that works? Give us a call at (631) 842-4600.