Digital Marketing Dos and Don’ts: Everything You Need to Know
Seek help from experts
For some people, it seems easy to think of new marketing strategies. The truth is that there are people who study and do their living by developing digital marketing strategies for others. If you are reading this, you are probably not an expert. It is better to ask for the help of one, to talk with him/her about your business, your products or services, so that this expert may develop a strategy according to these features.
Another option is to learn from experts; especially about digital marketing in social media (this is an art within an art.) Don’t act alone, assuming you know what you are doing.
Know your audience
One of the basic rules of “The Art of War”, by Sun Tzu, is to know your opponent. According to this Chinese erudite, if you do not know yourself, nor know your enemy, you all chances and Murphy Laws against you. You can implement this concept in the business world: know yourself, know your business, your strengths and weaknesses. Know your audience: what they want, they are not looking for, what they might need. By knowing this, design your digital marketing strategy.
Don’t focus only on text
We live in a culture of the image, and there are thousands of audio-visual tools to develop your digital marketing strategy. Don’t focus only on text, because probably nobody will be interested in what you’re trying to communicate. Find videos (or make them with the help of experts); search images (gifs, for example), and, take this advice: don’t use the same image (or the same format, at least) in all social networks, because each one has different dimensions and interfaces. Find out what type of image and / or video is better suited to each social network. Another advice (quite obvious, but necessary still): do not copy, especially if it’s protected by copyright.
Interaction is paramount
The worst thing you can do about digital marketing is to ignore the public, or using too much automatization. It is important to keep in touch with users and potential consumers instead of directing them to the FAQs section. They have questions, suggestions, comments: pay attention to them. Never let go any opportunity to interact with people (you do not have to chat with them for hours, of course: they probably have better things to do, honestly) and give them personalized attention. They will feel important, well-attended. Cultivate this attitude and sell like a boss.
Your website should always have a comment section, and you should monitor it and answer. Sometimes it has more power than an expensive advertising campaign.
It applies to both your knowledge of technology and for the content of your website, blogs and social networks. There is no point having an online presence if you do not know anything about the latest trends and if you don’t permanently feed your content. The fact that you have many things to do at work is not a valid excuse, really. Digital marketing is as important as working on your products or services. Not letting others know about what you do or sell is equivalent to never having done anything at all. Program yourself and invest time and energy in social media, your website and your blogs. Learn about new apps, on how users find out what they need. There’s the money.
Do not use spam, for God’s sake
Spam may seem effective, but there is nothing more annoying to internet users (yes, you included, buddy) than dodging advertising and closing popups that become an obstacle to the content you are looking for. Everyone counts the seconds to close advertising on YouTube videos. Everyone deletes spam in their email inbox, as they were cleaning the dust from their desks. All of us are wary of pop-ups, because we know that the Internet is dark and full of virus.
Please: do things right. Of all the possible ways of doing digital marketing, spam is the worst of all.
Don’t create mobile-unfriendly content
Remember that most Internet users use more their smartphones than their desktops or laptops. Don’t hold back: do everything as possible to make your digital marketing strategy fits into smartphone technology, so that your images, videos and texts meet these formats. If you can develop apps for your business, do it. If they are fun, the better.
Remember that trends are born and die very quickly, and you can’t relax about it.
Do not “like” yourself
It’s okay to be your biggest fan. It’s OK if you believe in yourself and repeat pretty words in front of the mirror every morning before work. What is not good at all is liking your own posts (and even worse, answering your own posts… and liking them!) It looks narcissist and desperate, because likes should come from your fans, your users, your consumers.