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.
I'm Aptera's Content Strategist. I've been writing about tech and marketing for 5 years and have certifications from HubSpot and The Content Marketing Institute. A big science and literature geek, I taught college rhetoric and composition while I was still busy going to school for way too long, earning bachelor's degrees in anthropology and psychology, along with a master's in British and American literature. Look me up on LinkedIn.