Anyone in business will know that a clear and structured marketing strategy is fundamental to any industry success. However, what many people don’t realise or tend to push aside is the important role that digital marketing can play in increasing brand awareness, building customer relations and ultimately driving those additional sales. As we continue to live in an ever progressing digital society, it is about time businesses took the leap to prioritise and implement a digital marketing strategy.
Traditionally much marketing material incorporated macro content or long copy as some might refer to it. This macro content in the form of marketing brochures and letters etc. is still commonly used today. However, in addition to this we have seen the emerging importance of micro content. It is this micro content that is crucial to digital marketing success.
Your digital marketing strategy will incorporate a mixture of aspects including; search engine optimisation, blogging, social media and more. For example if you were to think of a tree, the trunk of the tree would be the overall digital marketing strategy and each individual branch would represent a different aspect of digital marketing. For the purpose of this blog I will focus on the role of micro content within the branch of social media.
Although the different social media channels present the opportunity for varying content in different media forms, in order to avoid over complicating things at this stage we will talk about micro content in general.
Micro content is often short and sweet content that has a high value and impressive impact. Social media presents a medium in which businesses can get this snappy and informative content out to their customers and prospective customers quickly and efficiently. Not only are we now living in a digital society, we are also progressing towards an increasingly mobile society allowing us to be constantly connected to the internet and in particular the various social media channels. Nowadays people don’t have the time to sit and read long copy, customers now seek easy accessible and short informative content that they can access from their smartphones.
This constant connectivity is providing huge marketing opportunities for businesses that are able to utilise these social channels. Your micro content should be attractive and inviting to your reader. As the whole nature of micro content is keeping things short and sweet this is the perfect space to include a call to action and tell your customers exactly what you want them to do. For example do you want to click the link to buy the product that you might be describing or showing an image of, do you want them to like and share your Facebook and status or perhaps you are offering a competition or discount. Your digital marketing strategy and micro content can be crucial for driving traffic to your website, increasing your conversion rate, increasing, brand awareness, customer engagement and sales.
Now that we have recognised the important role that micro content can play in your marketing strategy, here are some tips on how you can utilise social media as part of your digital marketing strategy in order to create the best micro content possible:
- adapt your posts for each social media channel, for example twitter will only allow for 140 characters of short and snappy micro content, whereas channels like Instagram will require you to post visually attractive and appealing images.
- post frequently and consistently, don’t bombard your customers with information all at once, you can spread your posts out throughout the day, to ensure that you reach all users who might be accessing social media at different times of the day.
- ensure your posts are relevant to your industry and business. This doesn’t mean that every single post has to be specifically business related, in fact those business accounts that often work the best often post other information that might be useful or of interest to their customers. Having said that, the majority of your social media posts should have some relevance to your industry.
As represented here digital marketing is now a fundamental aspect to any businesses progression, so if you are serious about your business success start utilising social media channels and get producing your micro content now!