Gone are the days, when you had only Face book and Twitter to create a social connection with your clients and prospective customers. The fleet-footed evolution of the social media provides you with a myriad of platforms aka screens to make ‘out of the box’ campaigns! Indeed an exciting time for the marketers.
Now, this calls into question, does this ‘many screen’ scenario make your life any easier? Dwell on this: you have a compelling story, your research analytics prompt you the perfect prospective platforms, you have carefully crafted creative content yet you don’t make any impact!!
There is an interesting biological angle in the whole story! The prominence of social media with too many screens and options has rewired our brain. Studies say that average human attention span is decreasing; however, our multi-tasking ability has increased. Hence, while waiting for an elevator in a mall, airport or a super store you no more get engrossed in the innovative, engaging interactive display of the digital OOH, you are either answering to mails you intend to or inattentively scrolling down your inbox, ignoring various painstakenly drafted shout out mails by various companies or you are simply in a chat in the constantly live Whatsapp. So what happens to those thoughtfully created content and well-sketched business plan.
The omnipresent social media never goes on a vacation!!!! And the social media marketing evangelist tells you “always be present in the social media space”, this puts you under a perpetual pressure. However, in this high-tech era, we have our marketing automation tools. Viola!! The repetitive, energy-consuming tasks are taken care of .You have powerful programs customized for your target population all round the clock. You save money and time. What more do you want?
But, social Media, as the name suggest, is social, humane, it is unique in the way it connects and engages. The beauty lies in its two-way communication. You interact with your target audience. A continuous flow of emotion less robotic content can alienate you from your target community. And hence sadly, your carefully crafted contents are finally sent to the spam folders. A spam bot is what you position yourself as, in this highly competitive and cluttered market space.
Social media marketing is a skill which you acquire through experience. The cut and try, hit and miss cases give you the seasoning, the maturity and the sophistication in creating content, strategizing your marketing activity. Automation tools have to be effectively and judiciously used through creative thought process to build a brand which connects!
Everybody loves to read a story…
And in today’s digital era, where a consumer keys in as she thinks about a product or service, the importance of building an online persona of your brand becomes very important. And blogs allow you to tell your story and position the persona of your brand. Thus the persona of the brand is now what your customers say and feel about your product or service or organization. Hence it’s the content you have on the social media that creates a significant impact.
Subsequently, your customers start engaging with you through your blogs. The personal interaction with them brings your brand closer to them and helps build trust in you! Getting the content viral is something which every marketer aims at. Viral is nothing but the positive effect of ‘word of mouth’. Until date nothing could beat the word of mouth marketing. And this is done by the readers of your blogs. The readers eventually become your best brand building evangelists!
Is it as simple as said? No, unfortunately it isn’t. Bad blogs can not only be ineffective but a bad content can totally delineate your customers from your brand. The dissociation can be damaging to the extent of completely destroying a brand.
The most essential and preliminary step of blogging aka branding is to understand the need of the customer. Each audience has need. You need to understand and empathise with their intents. And then you know the destination. Accordingly you need to ideate the content to connect to the core. The emotional connect that you create with your blog is what imparts the timeless unique identity to your brand, which in turn stands out and forms an indelible bond with your coveted customer.
Nonetheless, to achieve all this you need to understand the dynamics of the disruptive marketing and identify the intent of the leading customers. Once you can answer them with your well researched, well strategized and well curated blog, you have established your brand story.
Experience economy is believed to be the next economy after agrarian, industrial and service economy. The main characteristic of the ‘experience economy’ is that in this economy, ‘experience’ will be sold as a commodity instead of as a value addition to service or goods/product economy. Now many brands provide experience of the brand for free to customers so that they buy the product or take the service. For example, in Music World stores, you can experience music using headphones for free before you proceed to buy CDs. So as of now experience is provided as a value addition. But now the time has come to commoditize and sell the “experience” to buyers or guests for a price. For example, people go to Disney Land and spend hundreds of dollars just for the experience. Similarly, Hard Rock Café is a theme restaurant where people do not go to dine but to gather ‘memorable’ experiences.
In the experience economy, a place may be developed using infrastructure and props to enhance certain kinds of experiences. It is staged. People enter an experience zone having certain expectations. The developers have to ensure that these expectations of the guests are fulfilled and they get their money’s worth.
In the experience economy, people pay for sensations. The components of experience can be anything and everything under the sun. It depends on human nature and what they wish to experience: physical, emotional, intellectual or spiritual. Moreover, as experience is subjective and personal and differs from person to person depending on attitudes, mindsets and culture, people will have different kinds of experience from the same place.
(1) The Character of the Target Audience: No communication is effective if you do not keep your particular audience in mind while designing it. You also have to understand the characteristics and behavior of the members of your particular audience, like their age group, gender, geographical location, their likes and dislikes, their culture and beliefs as well as their online behavior (if possible).
(2) Tonality and Purpose: Next thing to keep in mind is the purpose of your content. What do you want ‘your’ content to do? Do you want to inform your audience about something? Do you want to persuade your audience to take a particular step through your content, like say buy something, inoculate their children against polio or register for a forum, and so on? Or do you simply want to entertain your audience? The tone of the content should complement your purpose of communication. However, it has been found that a friendly, conversational tone is suitable for most purposes.
(3) Choice of Words and Articulation: Right words articulated in the right context and in the right tone are very important for the content to be effective. Balance is the key here. Overdoing anything can be very harmful for the content.
(4) Structure: A simple structure makes it easier for your audience to grasp your content. You may follow the 4Ws and 1H structure to keep things uncomplicated. The 4Ws stand for ‘What’, ‘Why’, ‘When’ and ‘Where’ while the H stands for ‘How’. Answering these questions would roughly cover the topic from all angles.
(5) Visual Accompaniment: Since a picture always attracts more attention than a written text, always put a relevant picture along with your written content. And your content will never go unnoticed.