Hello and welcome to the final installment of our blog series 4 Considerations for Digital Marketers in 2016. To date, we’ve tackled three critical areas of online marketing that are bound to receive a lot of attention in the coming year. Namely, the marketing potential of wearable tech and virtual-reality simulators, two simple attributes that will dramatically improve content-driven campaigns, and most recently, why Ad-Blocker should exhilarate – not terrify – us.
In this ever-changing industry where today’s certainties aren’t guaranteed tomorrow, the simple act of being aware is the best strategy for ensuring a brighter future. So read on to learn about another dimension of marketing through digital channels that should be seriously considered at the start of 2016.
4. The Importance of Niche Social Media
Businesses are no longer apprehensive towards social media. Heavyweight hitters like Facebook, Twitter and Instagram are now regarded as the most essential components of the online promotional mix – either get social or consider your business irrelevant. But there are plenty of other, less crowded social platforms out there just begging to be employed for marketing purposes.
While the networks mentioned above are, indisputably, the premier channels for social media marketing, they’re decently polluted with other brands trying to accomplish the same goals. The unique selling point of any social media is its ability to facilitate community engagement, and often it’s a cost-free endeavor – particularly if you’ve got a young unpaid intern at the helm. But in all seriousness, making an impact on Facebook or Twitter is significantly more difficult in today’s media climate. That is, unless you’re willing to bust open the piggy bank and shed some decent coin.
This is why in 2016, brands should begin exploring less popular networks for a more targeted reach and access to an untapped community of potential customers.
Quora for Sharing Insight
One of the Internet’s fastest growing and baby-face social networks is Quora – an online Q&A-based community that’s kind of like the unofficial yet sophisticated sequel to Yahoo Answers. Quora has emerged as the ultimate resource for dependable answers on a variety of topics. Every day, experts with varying backgrounds weigh in on a multitude of queries, to share insight and provide users with unprecedented wisdom. In my opinion, Quora is a fantastic tool for building brand awareness, evidenced by the many politicians who’ve used the platform to demonstrate their prowess in a publically viewable space. For instance, Hillary Clinton has recently taken to Quora to answer a series of questions related to her bid for presidency. Heck, even Barrack Obama will get involved every once in a while and chime in on a pressing issue.
Entrepreneurs, too, have often tackled questions via Quora that are pertinent to their business offering, casually slipping in a reference at the tail-end of their answer to drive awareness and stimulate curiosity. And that’s an important notion to be mindful of when producing marketing content for Quora and other alternative media, to ensure that it’s native to the platform. On Quora, for instance, your answer will not receive much traction if it side-steps the question to blatantly promote something.
Medium for Social Blogging
Another rising platform is Medium – the Internet’s equivalent to a macro-blogging network. Conceived and launched by one of Twitter’s co-founders, Medium is the quintessential publishing platform for aspiring, established and novice writers alike. The idea is affably simple – all content that’s shared via Medium is not only available to readers of a particular blog, but the entire community of users who are active in the network. As Medium builds strength and more people, brands and businesses adopt the platform for any and all discourse, like Quora, even politicians are beginning to appreciate its capacity for user engagement. Consequently, Medium is beginning to replace the “blog” section of any given website for an organization. Indeed, the content is much the same, but the depth of reach has been amplified by Medium’s community-orientation. When a user stumbles upon a great article, it happens organically. Because great content is great content – it speaks for itself regardless of who are what’s behind it.
While nothing will ever replace Facebook and Twitter, it’s always wise to establish a presence on other social media platforms. However, when you determine which network to adopt, just make sure that it’s congruent with the message you’re trying to communicate. I mean, you would never post text-based content on Instagram, right?
So there you have it – four essential considerations for marketers to make in 2016. It’s an exciting time to be alive – we’re living through a digital revolution, and the Internet has produced so much opportunity for marketers to be creative and discover new ways to connect with people.
2016 has finally arrived. How will you tell your story and where will it take place?