HOW A PERFECT CONTENT STRATEGY CAN MAKE YOUR BRAND GO VIRALOctober 6, 2017
WHY YOUR BRAND NEEDS A PERFECT ONLINE REPUTATION MANAGEMENT (ORM) STRATEGY TO STAY CREDIBLE?October 9, 2017
How does a normal post, video, image or a message go viral? What are the mechanics that make a NOBODY, a SOMEBODY?
For me, it’s the soul. Didn’t get it? It is the content and the way you post the content, in the way you engage with your audience and make them believe what you are saying.
My friend was looking to open a restaurant in a rather crowded area. I told him not to do so, as there were already restaurants there, but that was the risk to be taken. We did a bit of brainstorming, market analysis and came to a conclusion that a good and affordable restaurant was missing. Within few days he scouted for a place, cooks and simultaneously did a rather different kind of marketing, “Home cooked food, delivered at your doorstep @60 Rs/plate.” He had his people in the area spreading the word. He focused on student groups rather than individuals, slowly this took pace and his restaurant was up and full. What worked for him was A. HOME COOKED FOOD. B. DELIVERED AT YOUR DOORSTEP. C. MINIMAL RATE OF RS. 60. Bingo!
Once you generate the hype you are 50% done. The rest can be capitalized by your product’s efficiency and who have been taking it down. His restaurant received good reviews at the start, he also requested them to share reviews on Google and Facebook Listings. He had a different menu based on different days of the week, with a weekend special on Saturday & Sunday. He had a team dedicated to sharing everything (while himself kept an eye on all the activities) right from the cooking process to the menu on social media he targeted on the length & breadth of the same area he operated. His success can be an example, there are many who work the same way, but still, success stands a bit away from them, WHY? Because it is all about strategy and how well you execute it. Your content should speak volumes; your product should carry a value on it.
Let’s break down this strategy to better understand the metrics behind it.
OBJECTIVE & NUMBERS
A Summit point is very important, without this you will find yourself hanging on a cliff. An objective with a number is necessary because you can measure your progress day-by-day; the objective also keeps you motivated, focused and determined on your work. Don’t fake numbers, advocate actual facts. Targeting a million impressions and then achieving half is negative, but targeting half and achieving it can be provide a boost to your moral.
The protagonist is the content, the better the content; the better the user engagements. The content is what makes your brand go viral. Be it a blog, article, or video that attracts enormous numbers of visitors and in which you – as an organization – invest a lot of time and effort. Keeping in mind the VIRAL ELEMENT an advertising video is what works best, followed by a creative image and then a blog. An advertising video makes it possible for the user to understand the product/service in an easy & entertaining way. What’s more important is that it should address a wider target group and have the potential to go viral.
TARGET BASED CAMPAIGN
What would have happened if my friend-turned-restaurateur targeted in a different area for a different audience? FLOP would have been his cash-flow. The right audience waits for the right material to be delivered. Campaigns focusing on the geographical conditions can broaden your brand awareness and brand reach.
Useful content for a specific target group segment create a lot of involvement and response, you start to relate to a target group and they get to know about what is trendy and what is not. Content marketing is something many companies want but without a solid base, you will spend up to your budget faster and will get nothing in return. So here comes the strategy factor which should be optimized in a better way so you have your budget well utilized. A proper, well-managed, structured and targeted content strategy having a core objective can boost your brand in the short term.
In the end, it will all pay off well.