Online marketing is one of the best mediums for driving offline conversation. Researchers at the Keller Fay Group found that in 15% of conversations about products and 23% of conversations about services, included a reference to something seen online.
Measurement systems typically monitor digital metrics such as clicks, shares and re-tweets to determine how successful a campaign is while disregarding conversation that carry over offline. Marketers need to ensure sure that their campaigns are engaging customers both on and away from the digital world.
The following are 5 ways to maximize the impact of your marketing strategy:
- Create Buzzworthy Content
Content should focus on entertaining, exciting, and surprising people. Online users will share content with their friends and followers that they feel a strong emotional connection to. The content is more important than the delivery channel that is used.
- Post at the Right Time
Plan for digital content to be delivered at the times of day when people are most likely to interacting socially to increase the likelihood of conversation. Take advantage of these interactions by delivering a digital message that will be shared offline among people.
- Content Should be Useful and Easy to Find
Digital content should be conversation friendly and easy. With the rise of smartphone and mobile web usage, it is not uncommon for people to search the internet for information during a conversation.
- Target Influencers
About 25% of word of mouth comes from a mere 10% of the population, the influencers. Influencers are those individuals most active in making recommendations to friends and follower. They act a free brand PR, so it’s important to target your message to them as they have a significant impact on how your brand messages are delivered.
- Design with Brand Advocates in Mind
Brand advocates are some of the most frequent visitors to a site. These are the people passionate about your brand. It’s important to update your website regularly with fresh material so they can share with other potential customers on social media channels, e-mail messages or face-to-face.