Marketing your brand on Digital Platforms

Digital marketing can be confusing. Here’s a simple way to look at it in terms of your business.

Digital changes marketing by enhancing it in ways, which were not possible earlier.

The 3 pillars of marketing don’t change.

I recently spoke on an FB Live session for Welingkar Institute.


If you’d like a copy of an infographic I’ve created summarizing the content of the video do tweet me at https://twitter.com/sanjayshetty

How to get new clients?

I saw this question posted on Reddit (Question: Any tips on getting new clients? ), and thought my response could be useful to more people as a blog post, so here goes.

Find their watering holes and showcase yourself there

watering-holesIf you know who your potential clients are, the best way to attract them is to go where they frequent.

FREE Report: 6 WAYS TO FIND YOUR AUDIENCES WATERING HOLES

When I used to do technology consulting, I found the maximum new clients by going where they go – “Technology Conferences”.

I would often speak at technology conferences or technology community events.

Invariably, after my session I’d be interacting with people who had questions about the topic I spoke on or about further advanced topics.

We exchanged business cards with each other and provided each other a means to connect. (This is important enabling each other to connect)

In fact quite often they wanted a copy of the presentation(this hook’s them to you) and would share their business cards with me after the presentation so that I would share the presentation with them. (Enabling this exchange is critical!)

Regularly speaking at these conference helped increase my credibility and enabled me to reach out to a lot of potential new clients at the same time.

But then came the Internet and a very costly lesson

I kind of replicated online what I did in the real world. I recorded a video on social media and communities and their impact on corporate communication and distributed it on YouTube.

It had thousands of people viewing it. BUT…

I didn’t enable them to share their contact data with me. I didn’t give them a reason.

Obviously people could like and share the video and even comment on the video. There was also a link to my blog in the video and in the description. I just didn’t tell them what they’d get.

What could I give? (VALUE: The Hook is important) Even something as simple as –

valueexchangeSign up here to get a powerpoint presentation of this video for quick reference (and get notified when I create such new content) would have been something of value to quite a few.

It would have encouraged them to exchange their contact information with me. It seems logical now.

However, at that time all I gave them was a lame – Read more at my blog…

Action Steps to Get New Clients

  1. Find their watering holes, i.e. places where they hang out,
  2. Showcase yourself there and
  3. Most important give them a reason(VALUE) to give their contact information to you. Give them something they’d consider valuable, in exchange for their contact information.
  4. Download NOW

    FREE Report: 6 WAYS TO FIND YOUR AUDIENCES WATERING HOLES

References: The video I had created was about “How community and social media changed corporate communication” – and it has 14600+ views as on today 🙂

Key Elements for Building a Content Strategy

Creating a Content Strategy can be confusing. People often get confused between Content Strategy V/S Content Marketing

Altimeter Group’s recent Research report on “Key Elements for Building a Content Strategy” is an interesting read. However, I felt that a little more detailing would help.

I’ve created a graphic below to explain the key elements in more detail.

Creating a Content Strategy requires 4 elements

  1. Content Vision
  2. Content Strategy
  3. Content Development
  4. Content Marketing

Key Elements for Building a Content Strategy

Failing at Social Business? This could be why

Top 3 Social Media Mistakes

Mistake #1: Content Creation

Yes I know it sounds strange. However, it is so easy to create content on social media that people just dive in and create lots of content. They have a content calendar and various kinds of content, but sadly no ROI.

Mistake #2: Confusing Content Strategy with Content Marketing

Content Strategy vs Content Marketing

Strategy is about figuring out what to do, rather than the act of doing(creating) which is distinctly different from the act of marketing the content you have created.

Mistake #3: Social Media Measurement i.e. Measuring the wrong things v/s Key Performance Indicators

We get excited looking at the number of comments, on a post, excited about engagement and even driving engagement at the cost of achieving business objectives. This happens because one mixes up Social media metrics and business metrics (KPI).

Succeeding at Social Media: The three key elements

The first element in a winning Social, Digital marketing strategy is defining the business objectives.

The second element is to know how to create the right strategy to meet those business objectives

  • Who are you targeting?
  • Start with the end in mind.

The third element is monitoring KPIs(Key Performance Indicators) to know that you’re on track to achieve the business objectives.

After the above 3 things elements are figured out, you then go about the actual job of doing/creating – content, defining campaigns, engagement strategy, influencer, advocate, community engagement etc.

Wanna Succeed at the Above? Get the Report on Succeeding at Social Business

How to build your brand advocacy program?

Can you imagine constructing a 20 storey building without a blueprint?

Who needs a blueprint

Obviously not! However, most people go off building a brand advocacy program which might involve thousands of brand advocates just like that!

What is a framework?

The basic structure of something : a set of ideas or facts that provide support for something

The RIDE Framework

The RIDE framework helps you define a brand advocacy program that is unique to your organization. It contains a set of ideas which will help provide the necessary support for your brand advocacy initiative.

It provides a systematic approach to to creating a brand advocacy program.

Why use the RIDE framework?

Most organizations have their own ways of doing things and culture. The RIDE framework provides a  system that you can use and is flexible allowing you you to prioritize based on your situation and company.

What are the Components of the R.I.D.E framework?

It helps you think about the essential pieces which are needed for any successful brand advocacy program.

  • Rewards and Recognition – What’s in it for the brand advocates how are you going to provide them recognition
  • Impact Measurement – What’s the program doing for you, is it helping the organization
  • Discovery – Where and how do you find and discover your brand advocates
  • The 3 E’s – How to Evangelize, Empower and Engage your brand advocates

The hidden step 1 – Define your business objective?

There is a first step in creating your brand advocacy program. It’s about determining why you need it, how it’s going to help the organization. This is often the most critical part. Having a clear business objective ensures long term success of the advocacy program.

RIDE - The Brand Advocacy Framework

Is there a step 0?

Yes. Listening. Often the best way to think about your program, is to start by first listening to the conversations, and examining the content put out by your brand advocates.

More often that not this will help you to get important nuggets proving the necessity of the program. It gives great insight into the needs and issues faced by your customer and helps you see how your brand advocates are filling in gaps which you might not be addressing correctly.

Just like you can’t go about constructing a 20 storey building without a blueprint, the RIDE framework helps you to think through the essential elements necessary for a successful brand advocacy program.

Get started now

Video: How to build a brand advocacy program – Video covers the RIDE framework
Book: Brand Advocacy Book

Get and Retain More Customers with Low or Shrinking Budgets – via Brand Advocates | Using Digital, Social Media, Communities, Technology and Visual Thinking