Are you looking for ways to generate more buzz around your current practice or show? Are you trying to decide if you should allocate more time and resources to digital marketing? Do you feel ready to tackle a digital marketing strategy but aren't sure where or how to start? If you answered "yes" to any of these questions, you'll want to check out the tips below. Culture Days took advantage of the abundance of knowledge and experience present at the 2014 National Congress on Culture to create a series of short videos featuring advice from Congress speakers who are also experts in digital marketing, sponsorship, and community mobilization. This post recaps some of the advice given in the first installment, Digital Marketing: Tips for the Novice to the Seasoned Pro, Part 1.
Let’s start with the basics: what is marketing? There are two types: broadly defined, traditional marketing is the “paper” form of advertising while digital marketing is the “electronic” form. The issues primarily addressed by the experts in this video revolve around the measurability of marketing success and the groundwork to be done before diving into marketing tactics. Here are a few of their best tips:
Ask yourself: what is the goal I want to achieve and which route should I take to achieve it?
Define your goals, purposes, time frame, resources, audience, and network before you start. Once you’ve identified your aims, you can decide which digital channel is the best fit for you.
Know where your audiences spend time online.
Try to think like your audience or customers. A digital marketing strategy starts with understanding your audience and finding out where and how they are active online. Interact with your audience: ask them for feedback and listen to it. Once you understand them and how to find them on the Internet, you'll be in a better position to design a digital marketing plan that grabs their attention. Adopt an audience-centric strategy.
Focus rather than spread yourself thin.
There are plenty of networking sites and platforms. The best way to ensure that you don't spread yourself too thin is to figure out early on where your audiences “live” and concentrate on crafting content tailored for them. Whenever possible, base your choices on data and intuition. Before you start, gather information from groups already involved in digital marketing that have target audiences and goals similar to yours. Have a look at their following and its level of engagement, as well as their online content and conversations.
Make sure you dedicate sufficient resources and time to your marketing.
Carve out half an hour to an hour of your time daily and dedicate that time to researching, writing content and interacting with your audience on social networks. There are plenty of content curation and scheduling tools out there that can help you save some time.
Monitor, measure, rinse and repeat.
The great advantage of digital marketing is that within it every single little action can be measured. In a constantly changing digital landscape, measuring your audience's level of engagement and the impact of your actions is crucial to success. There's an infinite amount of data and metrics out there for you to gather, so make sure you choose those that are the most relevant to your goals. Keep track of your results and use the lessons you learn from them to improve your marketing over time.
Treat your marketing as an art form.
Digital marketing presents an opportunity for you to spread the word about your practice/organization in the most creative way possible. Get your creative juices flowing and make your digital communications stand out from the rest. Above all, remain authentic.
More videos featuring advice on digital marketing, crowdfunding, and sponsorship are coming soon, so be sure to keep coming back to culture365 and subscribe to the Culture Days newsletter for regular updates!
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