Digital marketing has given access to a world of possibilities, allowing companies to sell their services and products in the countries all around the world, which was for them totally impossible before. Google AdWords, Social Media, SEO… we are using those words constantly, but very often we lose control. This mainly comes from the fact that digital marketing is too much often used as a goal, and not as a mean.
This is today’s dream: you started a new photography business and want to promote it online. The first steps will sound great—after you have created a web, Facebook and Instagram page, you will start to post content and, thanks to your friends, get immediately a series of encouraging likes and comments. No doubts in your mind—new business is about to come.
And it is true, for anyone who got an idea and wants to promote it, digital marketing sounds like the fabric of dreams. How many times did we hear about a singer who posted a video on YouTube and two nights later reached the No 1 rank in the charts (like 2Cellos or Lana Del Rey…)? How many times did we hear that a company led by 22 years old geeks managed to sell a million applications in China? Whatever your age, whatever your budget, the possibilities seem to be endless.
The big fight for likes
However, sooner or later you will have to face the hard reality. You will realize that on Instagram there are millions of amateur photographers who get more likes than you, that the number of people who follow you is stagnating or that most of your Facebook fans are not relevant for your business.
Here is the downside of digital marketing: the more it is accessible, the more competitors hiding around in this wild world you will have. Because everything has become digital marketing. People promote themselves, their life, the way they spend their time, their hobbies and thoughts with the same tools companies use to promote their business. Here’s how the landscape looks like: on one side, you will see people craving to show how amusing their life is. On another side, you will see big companies with enormous budgets and all the necessary working force to promote themselves everywhere they can. What is common to those two categories of competitors is that both are chasing for more likes, fans, and followers. It has become a battle for likes and shares, the number of followers becoming often more important than the quality of the followers themselves. So, how to use digital marketing and not abuse from it?
Eventually, digital is not your goal
The mistake made by lots of companies is to consider digital marketing as a goal, while it is only a way to achieve their business objectives. Your ambition should be to get something financially, not to get more audience or content to share. And while lots of companies think it is enough to broaden their audience, what they really should do instead is to think strategically. For example, it might be necessary to balance your strong digital strategy with non-digital operations like attending events, meeting your audience face to face, etc.
This is why it is better to keep cold heads and not to become overly enthusiastic about the 50 likes you just got. So think of the next step – how to convert those likes into tangible results? At the end of the day quality is always more important than quantity, and the number of likes is not that relevant as it might seem. What you need to think about is how to engage with these people and how to become relevant for them. Another important thing is to know how to target your audience and this is not a once-in-a-while job—you need constantly to challenge your results and think forward. Whatever the stats will tell you, success is eventually about how much you managed to convince a client.
Nadalex is a copywriting agency entirely dedicated to your verbal strategy. We are based in Belgrade, Serbia, and Lausanne, Switzerland, and work for clients all across Europe.