influencerTip #1 - for digital marketing success start with your why
Just about one of the most important things that you can do is to start with a purpose. Once you have defined your digital marketing purpose, it then becomes the benchmark which you use to measure all decisions about the content that you share with your audience.
Your purpose is your authentic aspirational reason for doing what you do.
Knowing the why about what you are doing on digital marketing guides your decisions about what you contribute and gives you something to work towards.
Staying true to your purpose also helps you build trust with your audience.
For your purpose consider how you measure success (ignoring the dollars) and take into consideration the comments from your customers that make you the most proud. Your purpose should translate into what your audience wants. A good purpose can be used to motivate your preferred customer to consider how you can solve their problems.
A great place to start is with aligning your digital marketing purpose to helping people.
Need some help and inspiration?
Consider the purpose of the brands you most trust, for example the brands that have ranked highly on this Roy Morgan most trusted brand poll are there for a reason. Have a look at what they and others like them do. As a consumer, ask yourself what is it that you like, and dislike, about what they share?
Reflect on how purpose shines through what some of the worlds most reputable brands do, for example Google's purpose "to organise the world's information and make it universally accessible and useful", Apple's "to bring the best user experience to its customers through its innovative hardware, software, and services" can be seen in everything that they do.
Not sure where to start with describing your digital marketing purpose?
Something that can be helpful is to start with a specific, measurable, achievable, realistic, and timely (SMART) goal that describes the essence of your purpose, and then look for the key words that are both relevant and recently used by your audience.
For example, at Fictional Foods - our purpose is to help families make quick, easy, healthy and enjoyable meals. As we work through the digital marketing steps we will continue to explore this Fictional Foods example in some more detail.
In the example the SMART goal is bolded and the key works underlined.
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