Digital Strategies, Part 1
By Tiffani Robinson, IP&L Guest Speaker | Digital Marketing Expert
At first glance, one might inquire about the wealth of knowledge I might possess in reference to Digital Marketing. You see I have over ten years in the field with a few published works available and conferences I’ve held sessions at… oh! And the main point I should mention that makes my expertise on the topic a tad bit peculiar… I’m completely blind. Nonetheless, I believe this gives me an advantage over competitors and industry leaders. When I first started losing my vision in 2015, I knew the way I viewed and practiced my focus had to fit the situation that was quickly and imminently approaching. Here are the three areas I decided to focus on and how you could benefit by not thinking outside the box. I challenge you to operate on a level where a box is not even in your peripheral and, therefore, doesn’t even exist.
Words are everything to me. I am highly sensual in the matter that through my other senses I can successfully function in the world. Basically, I feel my way to navigate. I noticed something very strange when I lost my sight. My spending habits changed. I became a better steward of my time and money. It wasn’t that I didn’t have the capability to act on my impulses to buy a pair of pumps or waste hours online thumbing through status updates and YouTube tutorials. My appetite had changed because I was not enticed by what I saw and, therefore, to captivate my attention the things colleges, blogs, and “experts” would preach became null and void. They really had to work hard at moving me in an emotionally compelling way. I’m not alone. Many consumers in my generation are moving toward cause-driven purchases and lifestyles. No longer can you haphazardly slap a logo on your products and think that will suffice…You have to resonate with your audience through storytelling. I spend a great deal of time researching storytellers and perfecting truncating content into bite-sized forms for various platforms. Storytelling is an art form and should be respected as such. Take time to read various genres of books as much as time permits.
There is a wonderful podcast called “LeVar Burton Reads” and every show is a short story narrated by Burton himself. It is a great practice for your mind and will ultimately help you with your content in how to effectively reach your audience.
The Power of 1 vs. 100
Many hiccups I notice organizations make with their content strategies lie in how their messaging is structured and not who. You can’t take a net fishing approach with your marketing. Today, a common phrase “birds of a feather flock together” stands so true in the digital world. Entire feed algorithms for social powerhouses like Facebook and Instagram are based on this theory known to sociologists as “homophily.” If you alter your content to speak to one idea of a person realized, others like that subject with similar interest, activities, and/or views will gravitate toward it just as humans organically do. This requires some analyzing of your current database. Comb through who your core, emerging, and wildcard demographics are. Summarize your findings into an idealized person for each category and make them real so that your team understands how and what to do in order to turn brand watchers into advocates. Sounds crazy but make those profiles your “office friends” because who knows better at speaking to someone than a familiar friend.
In the next blog, I will focus on Design Thinking and how it will transform our marketing efforts.