Create Honestly and Share Regularly – The Best Digital Marketing Strategy

There are parts of your marketing strategy which should be streamlined and intentional. You know the bits. Your website should be set up like a funnel, that allows people to flow through it to a contact us or purchase page.

The messaging on your website should be unique and authentic, but also heavily dependent on data science.

Maybe you write a blog or newsletter, which is also framed intentionally and strategically. You’re answering the questions of your readership and providing value.

And while you should run through stints of strategic social media posting schedules (say if you’re running a hiring campaign), a lot of your social posts should be a glimmer into your daily happenings.

Here’s why: people are craving other people. Personal brands are on the rise, and gone are the days of the corporation.

Let’s use Red Bull as an example. Do you ever see them talk about the drink that they offer?

All of their social media content is action sports athletes doing their thing. It’s base jumpers, and surfers and snowboarders and the like.

Their logo is blasted all over everything, but not once do they say “hey social media – drink our energy drink.” It is implied. You see the logo and the branding, you see athletes doing their thing, and then your brain pieces it together “Oh, that looks like it takes a lot of energy. They must drink Red Bull before they do that.”

When you really sit back and reflect on it, it’s pretty brilliant. Now, this is different on TV for Red Bull – with the whole Red Bull gives you wings campaigns.

But, you’re not on TV, are you? You’re on social media.

So here’s the strategy: have less of a strategy. Share authentically and let the audience fill in the blanks. Sell what you’re selling, but make it less obvious. Don’t make social media your only marketing strategy, and take the pressure off of it.

We should be using social media as a system of sharing less serious topics, and then maybe lean into Google, where people are looking for you already.

Write blogs and send out newsletters, run Facebook ads to act as your direct sales messages.

If you’re selling something in every single social post you make, people will get tired of it pretty quickly.

Create things people want to watch. And how will you know people want to watch it? Because you’re putting yourself in their shoes, and you’d want to watch it too. So create honestly and share regularly.

To Your Success,

Jay Ashcroft

four32 MEDIA