Whether you want to get bums on seats in a theatre, or whether you want to get people along to your business networking event, or whether you want to get people looking at your online and social media content the basic rule is the same - you need to advertise.
Kevin Costner's character in the film Field of Dreams heard a voice saying 'If you build it, he will come' - but for the rest of us building a great website or other social media channel is no good unless the people that it could help know that it is there.
That means that we often need to cross-promote on multiple channels to reach the people that may become our future customers and to stay engaged with our existing customers. The most successful businesses use social media to listen to their customers, to find out more about how they can help them and to reward their loyalty.
Every day there are more apps and digital channels vying for the online attention of a global audience. If you want to reach and influence the slice of that audience that can help you achieve your business objectives you need a content creation and marketing plan that identifies:
- Who your target audience is
- Where they are hanging out online
- How you can make their life easier/better
- What content you can create and share that they will want to see