Remaining scrappy is all about simplifying your marketing efforts down to what’s really important, executing your plan in the most effective way and always welcoming new ideas and inspiration. Sometimes, brand messaging and campaigns can be convoluted and messy. This week at #SproutChat, Nick Westergaard, Chief Brand Strategist at Brand Driven Digital and author of Get Scrappy, joined us to share his knowledge and insight on implementing a smarter, scrappier digital marketing strategy.
Always Think Scrappy
A scrappy mindset is a great way to operate. Startups adopt this way of working out of necessity but the really smart ones maintain it. Scrappy organizations look for inspiration in a range of places and use limited or minimal resources to launch campaigns that have a big impact.
A2 To #GetScrappy with digital marketing you have to know WHO you are as a brand & what you stand for. #SproutChat
— Nick Westergaard (@NickWestergaard) June 1, 2016
A1 The #GetScrappy mindset is about putting your brains before your budget, doing more with less, and seeing ideas everywhere #SproutChat
— Nick Westergaard (@NickWestergaard) June 1, 2016
A1: Finding new ways to engage the same audience, often with the same content used year to year #SproutChat
— Brad Lovett (@Brad_Lovett) June 1, 2016
A1) Putting in work when others take a break. Looking to constantly try new things to get an edge. Hustle. #sproutchat
— Kyle Murray (@TheKyleMurray) June 1, 2016
A1 A "scrappy" mindset: you're willing to take the pieces of what you have at your disposal + use it. #SproutChat https://t.co/PqbQJuzjU4
— Melissa Kimble (@Melissa_Kimble) June 1, 2016
A1. Think like a startup with no budget #GrowthHacking #SproutChat
— Mic V Adam (@micadam) June 1, 2016
Build Brand Awareness through Your People
Most organizations don’t fully lean on their employees or customers to spread brand awareness and build recognition on or offline. Ignoring these passionate, dedicate individuals is a missed opportunity. Use tools like Bambu by Sprout to entice and empower your employees to share company news and consider developing a brand advocate or ambassador program to mobilize your brand champions and get them sharing your marketing messages.
A3 is in reference to a key strategy in doing more with less —> Embracing your people power #SproutChat
— Nick Westergaard (@NickWestergaard) June 1, 2016
Q3: we use a student team to drive our content & act as brand advocates! Peer to peer voice is critical #SproutChat https://t.co/40lKZUw3aS
— MJ (@MegJagnow) June 1, 2016
A3: Our employees are the most valuable marketing asset we have, and w a tool like @BambuBySprout, they help us reach new ppl #SproutChat
— Andrew Wasyluk (@socialeyze) June 1, 2016
A3: Employee advocates are your culture superstars – they raise their hand to help you communicate your culture and brand #SproutChat
— Caitlin P. (@itsCaitlinP) June 1, 2016
give them the tools they need to be your ambassadors. keep them in the loop, use their content. #sproutchat https://t.co/pWWE5Ccw0A
— jake green (@j4kegreen) June 1, 2016
Q3: We have a great #SocialEmployee team spreading the #TeamOnsharp love! https://t.co/UohO9vwQeU #SproutChat
— Jazzy Lara (@OnsharpJazzy) June 1, 2016
Look for Ways to Integrate Marketing Efforts
Digital marketing entails a range of ways to get your message out at scale. Regardless of an organization’s size or spend, operating in silos is a great disservice to the success of any digital campaign. Every aspect of marketing should utilize data from other functions in order to more effectively reach its target audience.
A4 – In #GetScrappy I talk about connecting digital dots. New forms of digital have cropped up so fast it's easy to get siloed. #SproutChat
— Nick Westergaard (@NickWestergaard) June 1, 2016
A4 We have to look for ways to connect paid and organic social, SEO, and email (YES email). Get obsessive about integration. #SproutChat
— Nick Westergaard (@NickWestergaard) June 1, 2016
A4 Another tricky aspect of integration – so few of our systems talk to each other. #SproutChat
— Nick Westergaard (@NickWestergaard) June 1, 2016
A4 Allows us to see up & coming trends & helps keep our finger of pulse for marketing efforts. #Sproutchat https://t.co/Gb42esJH5t
— Glenda Vaquerano (@GlendaVee) June 1, 2016
A4: We rely on social to tailor our blog content. If something does well, we re-purpose it + continue to share across the board. #sproutchat
— Recovery Brands (@RecoveryBrands) June 1, 2016
Pay Attention to Metrics
Start with a solid strategy but don’t neccessarily be married to it. Part of a scrappy mindset means being nimble and pivoting if need be. Once a game plan is in place, you should determine what metrics you’ll need to pay attention to and what benchmarks will equal success.
A6: Unlike ALL of the media that came before digital, we actually have a wealth of numbers. But not all matter. #SproutChat
— Nick Westergaard (@NickWestergaard) June 1, 2016
A6: Remember how we started w/strategy? If we have an objective in place we're more likely to isolate metrics that really matter #SproutChat
— Nick Westergaard (@NickWestergaard) June 1, 2016
A6. Every situation boils down to giving you more time or income. You can put anything in relation to time or money #sproutchat
— Chris Desadoy (@EliteYouTubePro) June 1, 2016
A6: Track whatever metrics you can (Thank you @SproutSocial!) and analyze depending on your immediate and long term goals. #SproutChat
— Johnny Nieves (@johnnynieves5) June 1, 2016
A6: It depends on your goals. Great ones to measure: traffic, conversions, and engagement. #SproutChat
— Express Writers (@ExpWriters) June 1, 2016
A6: 1. Determine your goals. 2. Figure out which metrics best showcase how/if those goals are being achieved. #sproutchat #marketing
— molly buccini (@mollybuccini) June 1, 2016
A6: What's your desired outcome? Is it shares? Clicks? Comments? That will help you leverage which metrics to watch. #sproutchat
— Recovery Brands (@RecoveryBrands) June 1, 2016
Join us every Wednesday at 2 p.m. CT on Twitter for #SproutChat and stay up-to-date on upcoming topics and discussion questions via our Facebook community.
This post #SproutChat Recap: How to Get Scrappy with Digital Marketing originally appeared on Sprout Social.
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