Resolve your target audience's problems with content to win them over to your brand

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Today's digitally savvy consumer (read as mobile powered) is looking for solutions 24/7, 365. Brands can transform their digital marketing by being 'Right There, Right Then' with their message to win them over.

When a consumer wants to know something, wants to go somewhere (on a holiday, to a restaurant, to a business location), wants to do something and wants to buy something, they need to connect with the brands that have solutions right away. Simply put, these are the four basic need states that digital marketing needs to answer. And answer quickly and effectively. By being 'Right There, Right Then'.

micro moments by Google

Today's marketing needs to be in the here and now. It is about intent, and the answer to that intent needs to be there right away. Today's audience is starved of time, and have very little attention. Brands need to adopt the following five 'experiential' forces to transform their digital marketing.

1.  Synchronize

Today brands need to have a well synchronized multi channel strategy. In our world of Always On, it's important to be across all consumer touch points (including all offline) to lead the consumer towards becoming a customer. The process of learn, discover, research, socialize and buy is best optimized to be seamless and uniform. You can't transform your digital marketing unless it is founded on a one brand many channel strategy.

2.  Localize

Brands today need to have content to meet the demands of the consumer – in many forms. But what's critical is context. Consumer behavior is changing because of what mobile uniquely allows them to do – to find most answers when they need it, around where they are. Mobile's geo location technology empowers consumers more than ever. Brands need to focus on local first, specially those in retail.

READ THIS6 Ways to Be There in Today's Search Driven World

3.  Personalize

Mass marketing is fading fast to micro marketing where products and experiences that are created to treat customers individually—along with personalized marketing treatments—are what's winning the marketing battle. You really need to know your audience, and their intentions. Audience insight is your first key step. Insight is what transforms your digital marketing.

READ THISCustomer Insights is your First Step in Digital Marketing

4.  Socialize

Today, it's absolutely essential for a brand to be there on social media. Consumers and customers want to be empowered by brands to be connected and be in the know. And social media is where they turn to for that connection and brand engagement. Social is where today's consumer gets informed and inspired.

READ THISHow to Make your Social Media Rock Solid by Listening and Acting Quickly

A website is no longer enough, and on your website you must include social sharing buttons and ensure that web content is always shared on social platforms that you are on. Social media interaction is key – you really cannot engage and interact on your website with your audience as you can on social. Make this your key channel and be relevant. With today's social "buy buttons" social has become a marketplace. But it's not about just selling.

Move from Selling to building Relationships – this is what will end up giving you a far more robust presence online. One that meets and engages today's audience.

5.  Maximize

Your brand's content marketing needs to be both relevant and engaging. That content, that information needs to be in the here and now. It needs to be current, always-on and outstanding to rise above the rest.

READ THIS8 Must Have Steps to Unleash the Power of Content Marketing for your Brand

Brands need to realize that one size does not fit all. The campaign is traditional. The TV spot is losing its impact. Localization is really becoming important. And personalization of brand message is what is cutting through. All these factors are critical to help transform your digital marketing.

And that's the basics of digital marketing strategy. That's 101. Please share this post with your friends and colleagues today... And do comment if you feel you want to add to this.

Now read this:

Intent is the new black in digital marketing. In-the-moment marketing is what's hot.

Use the Power of Here and Now: Convenience Marketing with Wearables

6 Winning Social Media Post and Content Ideas that help engage audiences

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Here are some ideas for social media posts that help your brand keep your audience engaged. You should not be posting content that's focused purely on your brand – that's boring. But even if you post on topics that are interesting, that somehow connect to your brand, you still need inspired content buckets to use to vary it up a bit. Here are a few content types that you can use to keep your audience interested and engaged:

Before you start, you really need to know your audience. Your customers, your targets are looking for content that helps them, content that is useful to them, in context of your brad or product. It is critical to realize that Customer Insights is your First Step in any Digital Marketing. Once you are armed with that insight, you can develop posts that serve to those areas of interest...

1. How-To 

'How-to' posts have immediate value for your audience. They are practical, it helps them with their daily lives or solves a particular problem they may face. 'How-to' posts also makes your brand look an authority on the topic – and you become a go-to source for information and inspiration. You'll need to think about your audience and not just interaction with your brand. What do they really need to know, versus what you want to tell them? Think of them first, not your brand. Think value.

2. Tips 

Tips are simple posts that could be quick lists or small nuggets of information for your audience. They should be readable quickly – one should be able to skim over them. Tips are tactical and different from How-To posts because they don't need to explain a whole process in detail. Tips are highly ever green and shareable, and have key word value as well. 

3. Lists

List posts are for quick, immediate consumption. They can be shared easily, and people consume these "listicles" far more readily and easily than any other type of posts. They are optimized for web and mobile consumption and get shared more often. Good list posts are not long. The points can be one liners and can easily be converted to visuals. List posts can be built around your brand or product, but should ideally, go beyond that in providing value.

4. Tools

Tool posts are like Tips and How-To posts, but these don't necessarily have to be your brand related directly. You can curate these from around the web if you need to. Grab hold of useful sites, plugins, and downloads that make your life easier and share them with your readers. Keep the content useful and relevant to your topic and your brand.

5. Influencer content

You can get relevant and insightful content from influencers in your domain. Influencer content adds credibility to your brand and also builds relationships with the right influencers you use. They in turn can help build audiences and engage them for your brand or product. You can simply curate influencer content and serve it up for your audiences on relevant topics, or get the influencers to participate and contribute to your content.

10 Essential Steps to Influencer Marketing Success for your Brand

6. Thought leadership

These are point-of-view posts that establish your brand as a knowledgeable authority on topics that your audiences find relevant. The purpose of these posts is to demonstrate understanding and command of the topics you want to lead on. These may not have tactical impact on your audience, but have larger corporate impact as a brand. They make your company look great and reliable. They should be transparent and open, and have consumer/customer value as an end goal, and should not be about corporate drum beating.

6. Interactive and participatory

You can have your audience participate and contribute to your posts and your content overall. User generated content and opinion goes a long way in convincing your audiences about your brand or product. It's so much better that just one-way posting from you. Mix it up with polls, ask for UGC (User Generated Content), request them to share their opinion, create quizzes, and ask your audience to develop content with tips, experiences and hacks.

Keeping your content types varied and interesting is key to engagement.  That's Digital Marketing Strategies 101.

Now read these related posts on content and social media:

8 Must Have Steps to Unleash the Power of Content Marketing for your Brand

Winning Content Strategy: Always share something valuable and useful

7 Useful Social Media Post Ideas for winning Content Marketing

Customer Insights is your First Step in Digital Marketing