Coordination: Conducting the Digital Orchestra

Three times last week I was asked by marketing managers, “What’s the number one thing I can do to make sure I’m getting the most out of my Social/Email/Mobile programs?”

In one word, the answer is “Coordination,” just like an orchestra.  Together, a group of musicians in the same room can create a lot of noise.  But, when coordinated and led together, they make amazing music.

As your organization’s marketing “conductor” you MUST ensure that all of your “instruments” e.g. digital marketing channels are working together to create one impactful “song.”

There are thousands of social and digital tools and spaces. Are you in the right ones and are you using them in concert with one another?

You probably have a website and maybe your organization is using Facebook, Twitter and email, but are you using PPC? Do you have a blog? Are you considering mobile? If you are using a multiple channel approach, are all those channels working together, towards the same goal? Many organizations, using one or all of the tools listed above, are doing it without a strategy or a defined intention. Digital marketing, when done right, can be very powerful, but how do you ensure that you are using these tools effectively?

Here are the components of a coordinated digital marketing campaign:

Preparing Your Ensemble

It is important to have clear objectives when it comes to your digital efforts. What is the goal? What action are you driving users to take and where do they need to go to fulfill that action? Chris Brogan talks about defining how you are using your “outposts” to drive traffic to your “home base.” What is YOUR “home base?”

It will be different depending on current campaigns you are running. The point is not where it is, but that the goal, the “home base,” be defined and that the messaging and call to action is clearly and consistently communicated across all channels.

Make Sure Everyone’s Using the Same Sheet Music

Make sure all departments are involved and informed. From human resources to sales–it is important that anyone representing your organization be equipped with the information necessary, to allow your organization to maintain a consistent message

Distinct Notes Together Make a Song

Once the “home base” is defined and the call to action is determined, all channels should work together to drive users to the location to complete the action. The messaging should be consistent with your organization’s brand and the call to action should be clear and simple. This is especially important in terms of “search.” Google has begun to incorporate new algorithms that account for social linking. Which means your message can be pretty powerful if you maintain consistency and clarity across your online channels.

Call and Response

Additionally, something that often gets overlooked is the role that social dialog has in the overall strategy. Be sure to plan for engagement and response within your overall strategy. It’s vital to the success of your campaigns and your organization’s success in social spaces.

Don’t Forget to Record Your Performance

Lastly—How will you measure success? What tools will you use to track activity and conversions. Some suggestions can be found here, on Beth Kanter’s blog.  It is important that you identify where traffic comes from and if those initiating the requested action, actually followed through, in order to track conversion and identify your most effective channels.

By tracking and measuring activity and conversion, your organization will be able to monitor the success of the campaign and use that information post-campaign to improve future efforts.

 

Tell me. Does your organization incorporate all of our suggested components? Are there pieces we aren’t considering?

 

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