Before we begin with the ‘How To’, let’s first discuss the importance of digital marketing for an organization in today’s day and age.
In a time when everything is online, and the consumer is “always on”, businesses need an equally responsive, online presence to survive. Without being swallowed up whole by competitors.
Most people reading this article are already part of organizations with a digital presence but are also most likely to be a part if the 43% who believe that their digital marketing efforts aren’t yielding the response they expected.
It is crucial to know that Digital doesn’t just need understanding, the follow-throughs, and the execution is just as important as the inception and launch of the plan.
Here are a 5 ways you can drive the thought, concept, and plan for digital within your own companies.
1. Consider it integral to your plan. Not just an extension.
Digital is a whole individual field on its own. Yes, parts and facets of it can be integrated with other functions, but that will simply take away from the core essence of its objective. Only an independent structure of digital in a company can describe its strength.
Its separate working mechanism can determine the reach and the bandwidth of its operations. For all the mentioned reasons, it will be an organization’s huge flaw if it doesn’t consider digital as a separate and integral part of it.
2. Choose the right people.
This may sound like a no-brainer, but it’s one of the most overlooked aspects of driving digital within an organization. Several organizations looking to set up their digital department choose to go with their in-house staff.
What happens as a result is the digital responsibilities are bestowed upon a senior level manager or a department head. This counters point one of Digital being a sole entity within the organization.
So whether you choose to go with a 360° Digital Marketing agency, or choose to hire in-house experts, digital needs to be driven by someone who knows how to drive.
3. Tools and platforms help. A lot.
Not to sound like a broken record, but one of the most important aspects of digital marketing is execution. From Social Listening tools to help identify the conversations about your brand in the digital space, to marketing automation tools that help you reach a wide and more relevant audience, a craftsman needs tools to finish a masterpiece. So why should this be any different?
Think of it as an investment and not an expense. And if you’re not ready for an investment of that size, an agency would be your best bet.
4. Welcome new thoughts and ideas.
One thing that sets digital apart is that it’s constantly evolving. Ten years ago, you would have been considered a pro if you had a million followers on your page. Today, not so much. Today, it’s the engagement rate that will make or break your brand.
Since every mind works differently, 5 minds putting in their individual ideas would definitely work to your advantage, as compared to just one dictating orders.
From stories to video content and visual and voice search optimization, think beyond now. Think new.
5. Accept that slow and steady will eventually win.
While all eyes should be on ideation and execution, there is one thing that should be inculcated in the culture of the organization. There is no shortcut to success.
Understanding the target audience of your digital efforts, their likes and dislikes, and suitable campaigns will take time. Consistency is the key, and as long as everyone does their bit, the buzz of the digital environment will spread within the organization.
If you’re brand new at the digital game, expect to fail at first. That’s okay. It’s through these failures you’ll receive and understand unexpected feedback.
Just keep at it.
With these simple steps, you can begin your quest to drive digital within your company. If you need a hand, get in touch!