For a company keeping an eye on social media, it can seem like a new platform is coming online, and becoming all the rage, every other week. You hear everywhere that businesses need to maintain a presence on one or all of these platforms, but where do you even begin? And social media is just one aspect of digital marketing. You also have to figure out how often you should update your website. How do you use tracking and metrics? Should you use marketing automation software? And as you’re trying to answer these questions, you have to worry about the likelihood of everything being different 6 months from now.
For this week’s Tech Club episode, James and I interview Aptera’s Digital Marketing Practice Leader Ron Mattocks about what the future holds for online marketing and what businesses can do to stay up to date with all the innovations.
We talk with Ron about topics including:
- How digital marketing today differs from marketing in the past
- Whether it’s tech innovators driving the acceleration or marketers themselves
- What it means to “close the loop” and how to use technology to track performance and ROI
- Why it’s so important to get your audience to share your content on social media
- What constitutes good content—and what makes it shareable
- Why trust is the basic currency of modern content marketing
- Which platforms hipsters use to promote their music
- What the danger is in becoming enamored with the technology and forgetting about who it is you’re trying to reach
- Why social platforms like SnapChat may be useful even for B2B companies like manufacturers
- What role digital could play in addressing the skills gap issue in the manufacturing industry
- Why so many homebuilders are reluctant to invest in digital marketing, even though it offers so many opportunities for connecting with buyers in that industry
- How social media can improve the honesty and helpfulness of businesses
- What you should ask any agency you’re evaluating as a potential partner
- Some ways you can use tracking technology to formulate a strategy
- The difference between digital tactics and digital strategy
- Why you’re never done formulating your marketing strategy
Ron lives and breathes this stuff, and he loves talking about it too—though he doesn’t like to admit it. We’ll likely be interviewing him again soon on topics like agile marketing and growth-driven design.
In the meantime, if you want to learn more, check out Ron’s post on The ROI of Not Doing Inbound Marketing.
And as always, send any questions or topic suggestions to firstname.lastname@example.org.
Other posts on digital marketing strategy: