MY Online Marketing Mantras

These are a few of the mantras that I try to repeat to clients to shift their paradigm to thinking about ONLINE marketing and their online presence. What are the mantras that you follow in your online marketing strategy?

 

Image via SANTIMB on Flickr CC BY NC SA- Advertising does not Guarantee Visibility

- Visibility does not equal Brand Leverage

- Visibility is nothing without Engagement

- Engagement can not result in friction points and frustration, as these “de-stimulate”  and greatly impact conversions

- Engagement needs a series of personalized touch-points in order to create qualified leads that are then filtered into conversions

- Visibility through online advertising does not mean engagement and brand awareness in the online world

- Since online advertising is not interruption based, the challenge is in creating interactive ads and campaigns that will grab the attention of the online community and create conversions.

- Online advertising and other social media channels are used in combination to create multiple effective touch points with leads and community leaders to create brand engagement and awareness.

- Valuable content and value added in the community create a positive brand image will will eventually lead to more conversions

- Conversions are not instantaneous, online marketing, just like any sales process requires significant lead nurturing to make them convert and become clients.

- As each online experience is unique, we now have the tools to target each and every targeted group with individual messages and tailored communication strategies that will create multiple gateways for them to find out about the brand and come through gateways customized for them.

- In the online world, any activity performed by a company leaves a lasting footprint in the world wide web, unlike offline, where there is no feedback past the expiry of the month in which an add or press release was rolled out.

- On Digital Echo: Online campaigns, do not have an instantaneous effect, before becoming viral, a certain time-slot needs to be given for the online community to discover the content ( which we will be working on), get interested in it, explore it, adopt it and then start spreading it and becoming brand ambassadors. This resulting echo will further resonate the campaign and the brands position. That is why, the campaigns need to be present and fed with content for certain period to maximize their reach.

- Online advertising gives companies full statistics in terms of how many people viewed their messages/ads, how many clicked on their ads, where they came from, what they did, how much time they spent on the landing page… something offline advertising can not aspire to. Furthermore in online advertising you pay for targetted leads and people who actually viewed the ads , and not a mass of newspaper subscribers that disregard the ad, or people who switch channels during commercial times.

- Leads need to be put into a personalized nurturing process that will ensure their conversion with time through a series of various online and offline touchpoints with the brand.

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  1. Danielle’s avatar

    And I bet that even after you share these mantras with them, they’re still skeptical about TRULY embracing online/digital media. I cannot begin to explain how much education and explanation it takes to get people who still believe in traditional media to allocation budgets to online activations/media.. (FRUSTRATING!) They don’t understand that to develop all of these touchpoints, it not only takes time..but constant engagement..and in order to get that constant engagement,,you need MONEY!!…I get these questions a lot,,”why do we need a blog when we have Facebook? Do you really think social media is full-time job? Why can’t we just hire an intern to do it? Wed on’t think that social media is suitable for our brand because we are a luxury brand and we think that part of the appeal is being unapproachable! ARGHHHHHHH!!!”

    And to be a person who is developing these relationships across the online world,,you need to be constantly engaged whether or not you have a client backing you up financially! It truly is much more work than it seems. Thanks for sharing these mantras, I will definitely be using them!

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