Marketing in a Digital World

Marketing in a Digital World

Many of today’s companies and industries are taking advantage of the digital channels and platforms that are available to consumers.  Information in today’s world is available at the click of your “mouse,” and what happened a minute ago is already old news.  As your concert association competes for the entertainment dollar in your area, you should be taking advantage of these digital channels and platforms as part of your marketing initiative and campaign.  It’s not just about setting up a Facebook page and hoping people will visit.  It is about getting people engaged and understanding the concepts of “new” marketing and how it can work for your association.

Inbound Marketing vs. Outbound Marketing

Chances are you are currently using the “Outbound Marketing” concept in your concert association.  This consists of direct mail, phone calls, print advertising, etc.  While these things can be effective, you are probably not seeing the results and return on investment you want.  The decline of Outbound Marketing is a response to a recent fundamental shift in consumer behavior.  People are more in control of what they receive and how.  Most advertising today is seen as “interruption” marketing.  Think of all the tools that help you avoid these marketing tactics such as: call-waiting, Tivo, don’t call lists, spam filters, and many more.

In Outbound Marketing the communication is usually one-way, the marketer offers little or no added value, and the marketer rarely seeks to entertain or educate.

Inbound Marketing takes a “new” approach to reach customers and gain their loyalty to the brand.  The marketer provides value, the communication is two-way, and the marketer seeks to entertain and educate.  This is also referred to as relationship marketing or peer-to-peer marketing.

In Outbound Marketing the marketer seeks out the customer, but in Inbound Marketing the customer comes to the marketer via search engines, referrals and social media outlets.

Inbound Marketing & Social Media

Social Media is big, and it’s getting bigger.  The platforms may change but, the idea of connecting through broad digital channels is not going to disappear anytime soon.

Like any marketing effort, you must set a specific goal for your social media marketing campaign.  What are you trying to accomplish with social media?  Choose one or two specific goals and you will be able to target your efforts and streamline your process to specifically reach those goals.  Using social media tools such as Facebook and Twitter are platforms for you to engage your customers and potential customers.  Do not use these platforms for the “hard” sell.  Customers know when a salesperson is being disingenuous and they will turn you off.  Customers also know when a sales person is genuinely interested in understanding their needs to finding how best to meet those needs.

Remember, you want to educate, entertain and engage.  Also, using a social media platform is not a replacement for your website.  They should work in conjunction with each other.

Here are a few things you should provide when writing content on your social media platform – Information, Observation, Explanation, Application, Opinion, and Prediction.

Always remember to include a “call to action” when producing your social media content.  You don’t want your viewers to just read a post and move on.  You want them to engage in the conversation.

Calls to Action – Voice, Join, Share, and Give

The results of a successful social media campaign will produce:

-          More Leads

-          Inform and Educate your audience

-          Renew relationships with existing clients

-          Increase your presence year around…not just during the concert season

-          Introduce offerings and enhance your brand and reputation

-          More sales!

It is important to understand the concepts of marketing in a digital world before you jump in and create that Facebook page or Twitter feed.  Setting goals and having a plan of action will produce the results you want.  In my next Livewire article, I will talk about what to do with your Facebook and Twitter pages to make them more effective and interactive.  Please comment below about any other social media platforms that you would like me to discuss in the next article.