18th June, 2021
Any digital marketing specialist, guidebook or course worth their salt would tell you that in the digital marketing scene, "Content is King" But let's not get ahead of ourselves. Sometimes with all the noise about digital marketing tools on the internet, businesses and individuals interested in digitally marketing their products get sidetracked.
And before you know it, they spend tons of money investing in digital marketing tools that may not even yield results in the end.
Now, does that mean digital marketing tools are buckets without bottoms?
No, absolutely not.
Digital marketing tools are important. In fact, when utilized properly, they not only reduce the workload for the marketing team, they also improve the ROI of your marketing campaign.
Be that as it may, digital marketing tools are in no way the focal point of your campaign. They do not determine the failure or success of your digital marketing campaign.
What does determine your marketing campaign's success or failure is content.
Let me give you an example.
According to the CEO of the recently launched fintech startup
Piggyvest, they did not invest a penny in marketing when they launched the product.
All their marketing was bootstrapped on Twitter. No boosting, no digital marketing tools.
They currently have over a million users on their fintech savings platform.
Dain Walker a Branding and Marketing Strategist was able to build a massive following of about 274 thousand followers using his content alone.
Through valuable content that give insights on branding and digital marketing, he has been able to garner a strong following on Instagram and establish himself as an authority in his field.
Believe it or not, this has singled him out for many branding projects with renown businesses and artists.
Need I go on ?
From the examples above, we are able to see how businesses are able to connect with their target market by sharing content.
Sharing valuable content about your business does not mean you are selling your trade secrets.
This is where the
80/20 rule comes to play.
The 80/20 Rule
The 80/20 rule for digital marketing states that
" 80 percent of the content you share should benefit your target audience and 20% can be used to promote, create awareness for and market your business".
Your content can be educative, entertaining, inspiring or informative. Then, you use the remaining 20% to promote your business.
Why is the 80/20 rule important? Gone are the days where advertising is just announcing your services or products in a marketing pitch. These days, a majority of the world's population rely on the internet for a myriad of reasons.
As such, a healthy amount of people spend most of their time connected to the internet basically as the older generation is fond of saying, " their noses are always buried in their phones".
If you want to create good engagement with your target audience, it becomes inevitable that you put your business also on social media.
Then the issue of how to
attract these people to your platform, how to make them listen and believe what you say, arises. Ads might do that for you on a smaller scale and cost money of course.
But, with the
80/20 rule, you not only attract your target audience, you get to keep them hooked on your platform.
Nobody goes on social media to watch ads. People go there to be entertained, to connect with others, to learn, or be inspired.
And if you do not utilize the gifts of social media and the internet to keep your target market hooked to your platform with valuable content, then you are missing out a lot.
Photo Credit: Pexels
The 80/20 rule gives you the following benefits:
Establishes you as an authority in your industry. Saves you precious money you might have otherwise spent on ads Creates awareness for your business Makes it easier to connect and engage with your existing and target customers Gives you insight into the pain points of your target market. Which will in turn aid decision making. Breeds brand loyalty. You get referrals from people who follow you on social media and know about your business.
So You See... The benefits out weigh any losses you might incur by taking out time to share valuable content. Using content as a digital marketing strategy is not without it's limitations.
It would cost you time. Creating content to share everyday might not come easy to everybody Vulnerability. You are making your business open by engaging with others. While this can be used to an advantage, it is also dangerous. It might also cost money. This is not always the case. But, depending on the kind of content you would be sharing, money might be a factor. To buy equipments (videos), to pay professionals, for online courses too.
Finally, The bottom line is, you have to give first in order to receive. In this case you offer a little bit of value and get a lot of benefits in return. Create a platform to reach your target market today. Establish a connection, develop engagement and begin to reap the benefits of having a loyal following.
Thanks for reading :-)