Marketing 2.0 101 (not the best name for a class, but I digress) dictates that a strong internet campaign is better than none at all, and that none at all is better than a half-assed one. The reason for this is simple: Failure is always possible, but kind of trying never yields the possible results of giving your all. As a citizen of the internet (we still don’t have a national anthem, bear with us), I can tell you what does and doesn’t work when it comes to creating an online campaign, regardless of your industry:
Emotion Over Facts: Maya Angelou once said "I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel." People are bombarded with thousands of random bits of information every day. Whatever excess info is given is likely to end up locked away in some scary part of the subconscious that is only unleashed in games of Trivial Pursuit or Jeopardy. Tell a story. Testimonials and visuals give people the ability to empathize. Take advantage of it.
Purposely Follow Popular Culture: Do you have a Twitter account? The answer needs to be yes. If so (yes), then you should scroll through the trending topics in your region, in your country, and worldwide. If something is trending, it means that people are discussing it. Be on top of it, and get in on the conversation (when appropriate). Your brand needs to be represented with a human face, and if you aren’t relevant, people downgrade your status to third-cousin-in-law-twice-removed and aren’t going to retweet you, much less invite you into their lives!
Learn How to Write Captivating Copy: Are you still reading? That’s probably because the information I’m giving you is perceived as valuable and easy to read. SEO is not copywriting. Think about Apple, McDonald’s, Target, Facebook, etc. Jot down what kind of friends those companies would be if they were people.Decide amongst yourselves what your brand sounds like. Does it sound like an angry, bitter grandfather? Does it sound like a knowledgeable friend? Does it listen well? Does it have interesting stories and life experience? Once you decide, structure your “voice” around that ideal. People are more likely to listen to you (read: also buy from you), if you sound like a person they relate to.
Give an Incentive: Even when it isn’t a down economy, people love freebies. A coupon, a discount code, advice, ANYTHING! The more you give, the more you’ll receive
Good luck out there!