Content + Email + Social = Digital Leverage
I love this definition of leverage:
- Power or ability to act or to influence people, events, or decisions; sway.
and this one:
- The use of a small initial investment, credit, or borrowed funds to gain a very high return in relation to one’s investment, to control a much larger investment, or to reduce one’s own liability for any loss.
Both definitions are downright defining digital marketing these days. But, you’ve got to know how to use the tools to wield the power of leverage. And the perhaps obvious – or not – key to wielding that power is an emerging theme not only in the evolution of marketing, but of humanity:
Leverage goes beyond influence. It creates advantage, ascendancy, and authority. It allows you or your business to be of greater assistance and benefit to those you serve. It connotes eminence, improvement, and mastery.
Creating leverage in online marketing is about allowing for the creation of a whole greater and more influential than any of its individual parts, and certainly greater than what happens in a single channel. Your customer relationships likely already span multiple marketing channels, and now the conversation you have with those customers and groups of customers needs to as well.
A thorough understanding of how to not only use but also maximize individual channels like social media, mobile, email and blogs is a prerequisite to recognizing the possibilities for integrating and leveraging them together. There’s no substitute for basic training.
So, ask yourself if you’re thinking about leverage in your marketing, promotion and customer communication. For example, have you adopted these simple digital marketing tactics yet?:
- Repurpose your blog content in your e-newsletter?
- Tweet a link to each new blog post and e-newsletter when published (this can be automated if you’re on a self-hosted WordPress blog)?
- Include a “Share to Social” feature in your emails?
- Launch a mobile-friendly version of your email program? Or if relevant, a mobile alert service?
- Include links to your Facebook, LinkedIn, MySpace, Twitter or other pages on your Web site and in all your emails? How about on your Web site?
- Use reader praise, questions and experiences (with permission) gathered from social networking sites in your emails, marketing materials and on your site?
- Create component exclusivity and change it up frequently. What do Twitter followers receive that they couldn’t find anywhere else? Which exclusive content or offers are available only to email subscribers or Facebook Fan Page members?
Marketers who have put these and other simple steps into practice understand leverage is not about working harder, but working smarter. It’s about using all resources and advantages available to you in order to be of greater service to your customers, your market, and the world.
When you do, your customers will not only stand up and take notice, but they’ll want to be like you!
Takeaway: Given enough space, digital marketing sprouts shoots and branches we can’t anticipate. Plant your seeds in many fields but leverage your nutrients to nurture them regularly. Then watch your reach and influence grow!