Anyone not taking advantage of online marketing and social media nowadays is missing out on a big opportunity to develop a relationship with their customers, stay in touch with their customer base and acquire new customers.
Social media is versatile. Be it social networks such as Facebook or Twitter, the YouTube video platform or the digital pinboard Pinterest: each of these channels focuses on a different format and provides a different way to connect with users. Videos score points on Facebook and YouTube, while the focus at Pinterest is on carefully selected photographs and infographics, and Twitter is all about short, snappy messages and images.
Good social media marketing knows what makes a certain channel and target group stand out. To get the most out of it, it’s not enough to just randomly scatter your message. You need a social media strategy that takes into account the characteristics of each platform - and even more importantly - that suits your company and your customers. After all, they should be interested and feel that your message speaks to them.
Getting a user’s attention in this age of digital information overload isn’t an easy task. Messages and, more importantly, the way they are packaged in content - text, images and video - should come across as authentic and hit the right note. Today’s internet users don’t just want information - they also want to feel involved and entertained.
If you manage to reach, speak to and move your target audience, you’re on the best path to acquiring new, loyal customers.
To get this message across on social media channels, you need the right digital assets: digital assets in the form of text files, videos, images, graphics or audio files that make up your message. For maximum success, these assets should suit the company and the channel they’re being used for.
Digital Asset Management (DAM) helps you clearly organise and save these files, as well as make them accessible to others. It functions as a central content hub. After all, it’s often the case that the necessary files exist but are simply buried deep in a file structure in a network drive and various tools of individual users. Nobody can keep track of this. Important information like image rights or how many times a file can be reused can’t be found at first glance, and has to be painstakingly researched. This costs both time and money.
DAM not only offers a clear overview of existing digital assets, but also allows the import and export of files or conversion into other formats. Various channels and end devices mean different requirements when it comes to an asset’s size, resolution and format. Based on the source file in DAM, assets can be adapted to meet these requirements - without there being umpteen different versions floating around.
DAM also offers search functions and more information: files can, for instance, encompass meta data and important input such as licencing and rights. This means that all digital assets can be easily archived and content made completely accessible to all users: a catalogue of possibilities.
DAM also provides important metrics on past campaigns and the use of assets: the Social Media Marketer can use DAM to quickly recognise which files have been used where and how, and adjust or reuse them as appropriate.
Users get the most out of their DAM software when it’s linked either directly with social media channels or with a tool like HootSuite, where you can manage and add content to several social media accounts. Thanks to this integration, marketers can for instance approve specific content for specific channels. Marketers also have a clear overview of what content works best on what platforms.
The combination of DAM and social media platforms facilitates a high level of automation, meaning posts can be planned in the best possible way: you can easily manage and set the time and location of publishing on the system. All this makes DAM the ideal tool to simplify and manage the distribution of assets in social media. In addition, important information about the success of the content in individual channels can be collected and saved for later analysis.
Hereby, DAM increases the efficiency of social media marketing. The marketer no longer wastes time looking for the right files, as they can easily find, convert, edit and newly arrange files in one system. This software also lets you automate and easily plan campaigns and posts. Last but not least, the data saved and tracked by the DAM system can be used to analyse individual campaigns and their success.