Digital Media Marketing 101 – Start With a Strategy

2012 Raleigh St. Patrick's Day Parade

I was catching up on my RSS Reader one morning as I was researching ideas for digital media marketing content for my role as Digital Media Marketing Director for Fonville Morisey Realty in Raleigh, North Carolina.  A quote about branding from a Mashable post really spoke to me –

Good content is good content, wherever it’s hosted. Don’t start with a Facebook strategy (or a blog, or a YouTube channel) — start with identifying what content will be interesting to your users. Then as part of your content strategy, consider which platforms and tools are going to give your content the best chance to be seen and shared. ~ Tamsin Hemingray, director of content for digital marketing agency iCrossing

As a freelance web 2.0 marketing strategist during the two years I was not employed full-time, I would preach this to every client I had.  The tools are there. Yes.  BUT, create the strategy first.  Otherwise, how will you know what tools will work best for your brand?

EVERY marketer, every business owner should read this.  Heck – print it out and tape it to your desk, your bathroom mirror, use it as a bookmark.  I don’t care what you do to remind yourself that strategy comes first.

I probably sound like a hostile witness on the witness stand to you, don’t I?

Before you build a parade float is a strategy required? (I hope you answered yes!)

The thing is – as someone who has been in this new media space for quite some time now, it continues to boggle my ever-lovin’ mind that some companies tend to just open a Facebook Page or Twitter account because “everyone else seems to be doing it”.  I totally get that they are the most popular platforms (when was the last time you watched a commercial on TV and didn’t see a reference to “follow us on Twitter or find us on Facebook”?).  However, perhaps for your particular strategy, having a Twitter account isn’t necessarily your best avenue?  Then, what do you do with the community you have built (assuming that you used the medium correctly) when you figure that out and decide to concentrate your efforts elsewhere?

Whether you’re planning a huge event such as the Raleigh St. Patrick’s Day Parade every year, a wedding, or a marketing campaign, every single one of those things NEEDS a strategy in order to carry it out effectively and successfully.

A well-executed digital media marketing strategy is one that has been researched and planned properly.  It’s not a haphazard one that you as a marketer or business owner have scrambled to put together.

What’s that old adage?  “Think before you do”?  I think there’s a reason that adage exists.

In a series of upcoming posts, I will expand on this concept with the Top 5 Elements to a Successful Social Media Strategy. You’re going to have to stay tuned.

In the meantime, I pose a question to you and let’s see if you are on the mark – what do YOU think you need to have a successful social media strategy? Please comment below.

And if you didn’t start social media engagement without a clear strategy, then tell me why did you do that? Don’t be shy. Guess what – you’re not the only one! 🙂

The first post in the series will be released next week. Look for it!


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