Social media provides content creators with a powerful tool for sharing their content with thousands of people simultaneously by simply clicking the “Post” button. However, to get the most out of these channels, you’ll need to have a solid strategy. And since every social media platform is different, each requires a different approach for promoting your publications.
To help you navigate the fast-changing world of social media, we’ve created a special tutorial for digital content creators: our Guide to Social Strategy. Inside, you’ll find the numbers, insights and tips that matter. Take a look!
In this tutorial, you’ll learn all the essentials about five key social media platforms and answer valuable questions, including:
Should I still promote content with Facebook?
What kind of publications should I share on LinkedIn?
Why should I consider a video strategy on YouTube?
Who can I reach by posting content to Pinterest?
How should Twitter fit into my social strategy?
Explore the strengths and weaknesses that each of these platforms offers for promoting your digital publications with our full Guide to Social Strategy. Plus, we’ve picked out the most useful statistics to review engagement rates, audience details and more at a glance.
Want more guidance from Calaméo to achieve your goals? Consult our tutorials to learn how to embed your publications and create a personalized Theme. Or visit our Help Center for support in English, German, Italian, Spanish and French.
Many marketing campaigns today are entirely digital, but not all of them are successful. Companies should put thought and intention into their digital marketing campaigns so that they reflect the brand and reach the right audience. Here we have compiled the top tips for creating a successful digital marketing campaign.
What is digital marketing?
Before we dive into how to create a successful digital marketing campaign, let’s first define digital marketing. More people than ever are using the Internet for almost everything in their lives. So it’s no wonder that companies are doing less traditional marketing (printed media, billboards, television, etc.). They are now embracing digital marketing, which comprises all marketing that uses the Internet or an electronic device. Due to widespread use of the Internet, digital marketing can of course reach a much larger audience via these digital channels than traditional marketing. So how exactly should your brand approach these potential customers?
Take advantage of key moments
There are several factors to take into consideration for your digital marketing campaign, timing being one of them. You need to know when consumers will be open to your campaign.
ZMOT
According to Google’s ZMOT model, the Zero Moment of Truth is the stage in the purchasing cycle when consumers research a brand or product online before making their purchase. The Zero Moment of Truth arrives between the stimulus (needing a product) and the First Moment of Truth (buying a product). Consumers make their decisions based on Internet research, consulting several sources. Your brand needs to make a good first impression during this preliminary research stage.
Micro-Moment Marketing
The ubiquity of smartphones has changed digital marketing over the past few years. The ZMOT concept has evolved to now encompass micro-moments. Rather than one moment in which consumers sit down to research (ZMOT), their research is broken up into many (micro) moments throughout the day. These are the small increments of time during the day that consumers are on their mobile devices researching or considering a product or brand. Now, digital marketers have opportunities all day long to grab consumers’ attention and the possibility of engaging directly with them.
Consumers encounter a plethora of digital campaigns every day because they are constantly connected. Differentiate your brand by personalizing your content to make it unique. Make sure that your brand is recognizable (and that your content is mobile-friendly).
No matter the medium or the channel you decide to use, any material that you put online should reflect your brand ethos and be well-constructed. Otherwise, consumers won’t get a true sense of your brand and will favor another brand that feels more authentic. Consumers consult several sources before making their final decision. There is a lot of competition to vie for consumers’ attention, so make sure your digital presence is strong.
A successful digital presence can be the key factor in consumers deciding to go with your brand over another. Ensure that your content is engaging and the customer journey or path to purchasing is clear.
💡TIP: To personalize your digital publications, enrich your content with the Calaméo “Editor” tool!
Make it easy to navigate
An arduous and time-consuming search or buying process can turn potential customers off. Enrich your content but make sure there is a path for the customer journey. Create an effective and clear Call to Action (CTA) to give consumers some direction. Calaméo users can put links directly in the publication so potential customers can be easily redirected to the website to make a purchase.
Make it shareable
We all remember digital marketing campaigns that have gone viral. You can instantly recall the brand and exactly what they were promoting. Viral campaigns often include video elements or an eye-catching graphic. Sometimes they are social media campaigns that encourage users to upload their own content, or user-generated content. Not every digital marketing campaign should have the goal of going viral, but it should at least be easy to share! Make sure that your campaign is shareable and optimized for social networks.
Remember the ZMOT and Micro-Moment Marketing concepts? Consumers have to start their search somewhere once they realize they need a new item. In fact, 89% of customers begin their research with a search engine. SEO, or Search Engine Optimization, is a valuable tool that will help you nab the right audience at the right time. You do this by using key words and phrases in your campaign that your target audience is searching for. Want to know more about SEO? Read our SEO trends for 2021.
Analyze your results
You won’t know if your campaign is successful unless you are analyzing all the associated metrics and data. Are you looking at your leads, sales, page views, clicks, “dark social” shares? All of these (and more!) add up to give you a full picture of your digital marketing campaign’s success. If you are publishing with Calaméo, you can easily track your publication’s statistics. This feature is integrated in Calaméo and intuitive to use. Another option is Google Analytics. It’s a great tool for tracking how consumers are engaging with your content.
A successful digital marketing campaign depends on several factors. Make sure you are taking advantage of key moments, creating content that reflects your brand, targeting the right audience, and analyzing your results. With these tools in hand, you will be well on your way to creating a successful digital marketing campaign.
As shown in our latest infographic, brand identity is a very important component of your brand. And brand image is just as crucial! However, “brand image” and “brand identity” are often confused, so let’s define each of these concepts.
What is brand identity?
Brand identity is what you, as a company, want your brand to represent: the image of it that you want to project, and how you want it to be perceived by the public.
Brand identity includes the following elements:
your brand style guide (logo, typefaces, colors, etc)
the tone of your words
your values
your history
your positioning
Brand identity is therefore entirely dependent on your company and its overall strategy. The clearer and more precise your identity, the better. This will allow you to follow a logical guideline for your company and for the public.
💡 TIP: reinforce your brand identity in your digital publications with our White Label feature (available to PLATINUM users) and personalize the viewer so that it matches your brand style guide.
What is brand image?
Brand image is how the public perceives your brand, what they really think of it. It’s a feeling, and, in a way, the reputation of your brand.
Brand image depends on:
your public speaking and communications
your marketing activities
client experience
A positive brand image is essential for your brand. Not only will the public think highly of your products, but this will also help increase your sales because your customers will be your best ambassadors when they tell their friends and family about you. On the other hand, a negative brand image could be catastrophic. If your products are only associated with bad things, there is little chance that they will sell.
💡 TIP: to improve your brand image, it is important to offer high value-added content such as digital publications. Tutorials or magazines are good ideas of content to propose, but there are many other types of content you can publish with Calaméo.
How do they influence each other?
The influence of brand identity on brand image
Brand identity contributes to maintaining a good brand image. For example, a new product with a high price will be perceived positively by the public if the brand has a luxury positioning that is part of its identity. The high price will be perceived as a guarantee of quality by the consumer, who will therefore have a good image of your product and your brand, because it is in line with your identity.
On the flip side, if your brand contradicts its identity, it can create bad press. Imagine creating a new product whose manufacturing method goes against the values displayed by the brand. In this case, your customers may have the impression that you have lied to them about your motivations and convictions.
Therefore, you must master your brand identity and stick to it.
The influence of brand image on brand identity
Brand image is a good indicator of the effectiveness of your brand identity. As a matter of fact, a good image will reinforce the idea that your identity is clear, controlled, and understood by the public. It then be a matter of continuing to make your decisions in the same way.
In contrast, a bad brand image will require changes. This could mean an entire or partial rebranding of your identity: choosing a new logo or new values, for example.
Conclusion
Brand image and brand identity are therefore two very important elements for your brand. One represents the image that your company wants to give to your brand, the other is the real image that the public has in mind, its feeling towards your brand.
Ultimately, these two crucial elements depend on each other, so make sure not to neglect either one.
