Would you start a cross country road trip without a map? Of course not! Here’s how the grey haired geniuses create a MAP to successful digital marketing.
Transcript
Robert Riggs: A plan.
Besancon: You got to have a plan.
Riggs: An architect’s plan which we find is completely absent out in social media.
Besancon: Yeah, online marketing, social media, one of the things we’ve noticed here at Clarity is, we walk into companies, midsize companies, large companies, there’s no plan. We call it a map, and not like a roadmap; this is a map and we’ve got a little acronym there that we use called your Methodology, your Approach, and your Performance, and those are the three critical things you need to have that we’ve noticed over the last four years of business that people just typically are not utilizing before they go start go [00:00:48] stuff on the wall.
Riggs: So building a house is no different from building a marketing plan for social media, so let’s start with the M.
Besancon: Yeah, so methodology. One of the critical things about methodology is, what are you going to do? Who are you going to be? What platforms are you going to be involved in? You don’t have to be on all of them. If your audience or your target clients are not on Pinterest, then maybe you shouldn’t spend a lot of time on Pinterest and post on Facebook, Twitter, or Instagram.
Riggs: Yeah, you got to understand who the audience is and where are they. So now I have a map A.
Besancon: Yeah, when we talk about approach, what’s your voice? What’s your brand message? How are you going to make those conversations and those connections with your target audience or your particular clients? So for example, are you going to be cute, calm, or creative? Those are kind of the three C’s we use.
Riggs: And then the P of MAP.
Besancon: The performance. You’ve got to test. You’ve got to track. You’ve got to look at the data and all that really stems back on your methodology, right? So what are you trying to accomplish in the beginning?
Riggs: And so one of the things that we do to try to get to the bottom of the M and the A of the map is a brand storming session. Yes, to really understand, who are you online? Who are your customers? How do you need to talk to them? But that really is like the foundation of this house.
Besancon: I mean, these common-sense conversations.
Riggs: And what you have to think about as a business now, you’re a publisher. You’re a media producer. You’re a news company because no one can tell that story better than, no one might–not even tell it. Nobody can tell that story better than you can tell it.
Besancon: If you’re not telling it, who is? Someone out there is going to tell your story.
Riggs: Yeah, a critic, maybe your competitor is telling a story about you but you’ve got to understand who’s your story. It all starts with map.
Besancon: With map: methodology, your approach, your performance and your platforms.
Riggs: That’s the Clarity clip.
