My collegiate experience consisted of each of my marketing professors referring to marketing as “both an art and a science.” Another discipline I consider to be an art and a science, would be cuisine. When you stop to think about it, cooking a dish and digital marketing have a lot in common. there are mainly 6 ways marketing is a recipe for good business.
1. It all starts with a dish you want to try.
I don’t know about you, but I love Pinterest. I can pin food all day long in the hopes of actually trying each recipe one day. One I keep seeing (but haven’t gotten the chance to try) is for Parmesan Spinach Gnocchi. What dish do you want to try: increasing sales, raising awareness, or maybe establishing your brand? Whatever it is, you need to decide before moving forward. Objective-based marketing is the ideal way to approach your goals, it makes tracking the performance of your campaign a breeze. Measurement and analysis are as important to objective-based marketing as they are to developing the perfect recipe.
2. Measure out each ingredient as needed.
This is the equivalent of deciding on a digital marketing strategy and the tactics that accompany it. Say you wish to establish your brand and the recipe for success calls for ½ an onion. The onion represents how you wish to position your brand in the minds of consumers. While the ½ symbolizes creating Facebook ads. Now, whether you slice or dice your onion is up to you, either way, it equates to the frequency of your messaging. Do you want a pulsing, continuous, or flighted schedule? Once again, it’s all up to you and is simply dependent on how much of the onion you wish to see in the dish.
3. You may need to stop by the store and purchase the correct ingredients.
Let’s be honest with ourselves, we don’t always have the ingredients we need to make the dish we want. Therefore, if we want it enough we go to the store and pick them up. The same rules apply to digital marketing, we’re not always where our audience is present so we get to adapt. This is done by joining various social media platforms, advertising on a diverse set of websites, or partnering with influencers. We’ve all tried following a recipe without the correct ingredients, and although sometimes it works out alright, we know there could have been something else that would have elevated the dish to the next level. Don’t let your strategy be that dish, once you pinpoint where your audience is, figure out the best method to reach them. Say for instance, you’re trying to establish your brand, it may be worthwhile to partner with an influencer in your field to mention you to their followers if you know they’ll respond well to you. No matter what the missing ingredient is, don’t be afraid to go get it!
4. Read the directions carefully and follow them step by step!
If you developed a posting schedule follow it. You’ve already spent your time creating a routine, why wouldn’t you stick with it? I get it, life gets in the way and you may forget about things, but 1) this is your livelihood we’re talking about and 2) that’s the beauty of queuing content. Now, I shouldn’t need to tell you about the amazing benefits time management yields, but I’m going to anyway. By composing your content in advance, you can sit back and let the good times roll as your posts and videos are being pushed out automatically. It gives you time to engage with consumers on your posts, their posts about your product or service, and write more content. Going back to our branding example, if you planned to have a “Testimony Tuesday” where you highlight the positive experience of your influencers experience with your product, stay on it to ensure the posts are going out on time each week you decided to post. Posting on a regular schedule gives audiences stability and encourages them to stay up-to-date with your content and share it with friends.
5. Please don’t burn it.
What happens when you expose food to heat for too long, it burns, right? How do you think one could burn a digital marketing campaign? You guessed it, you let it sit for too long without stirring it around. This would be not engaging with comments on your posts by replying or reacting to consumers who are talking about your brand. Nothing on the internet is truly private so by building rapport with consumers on the web you’re subsequently building your credibility. Plus, it exposes your brand to potential consumers! Utilizing tools like Hootsuite to track the keywords your target market is using or how often you’re being mentioned in posts is a great place to start when trying to boost your SEO ranking efforts in addition to learning more about your audience.
6. In the long run, you shouldn’t be afraid to try a little variation now and again.
Looking at the big picture, you need to have variety. Although you may want to continue establishing your brand you need to find fresh ways to do engage with users. During college, how many days did you eat Top Ramen before you got sick of it? Personally, it was two days of straight ramen before I went online to find slow cooker recipes. In short, Digital marketing is all about sharing engaging content; so don’t shy away from trying new and out-of-the-box ideas. You never truly know how people will react until you shake things up.
Much like cooking, digital marketing is a craft, it takes time and dedication to do it well.
If you enjoyed this piece, please feel free to read my post about the benefits of digital marketing the benefits of digital marketing or how the popular cartoon Steven Universe is basically a huge metaphor for marketing strategy.