Anyone with a bit of tech savvy can set up Facebook and Twitter accounts and begin posting updates. . But can they accomplish the needs of a business in this digital age?  Can a tech savvy youth create competitive advantage, the key for businesses in meeting their goals?

For most small businesses the answer is NO!   They will contribute to the plethora of un-optimized, under-utilized social media accounts. The result —Digital Hubmany small businesses “try out social media” and contend “it doesn’t work!”

There is an alternative approach- Digital Marketing Optimization (DMO). DMO leverages the power of each media platform and integrates them to drive traffic to your online environment, while achieving your business goals.

DMO designs an online environment that easily connects to other social communities, expanding the reach and exposure of your site. It increases “socially referred traffic” as unique users can easily share comments through audio, video and text links.

Here are six keys to make Digital Media work for small businesses:

  1. Design a Step-by-Step Digital Strategy
    • Begin where your company is—based on marketing efforts and staff expertise
    • Incorporate the company culture and values
    • Focus on customer engagement, not selling the company message
    • Review website for effectiveness
      • expand to Online Hub
      • add call to action
      • refine search engine optimization
      • link to social networking sites
  2. Clarify your Brand and Value Proposition
    • Target your niche market
    • Differentiate your company position in the marketplace
  3. Optimize Digital Media Platforms
    • Increase the reach and effectiveness of traditional media, PR, and online hub/environment by connecting and integrating content with social and digital media.
    • Develop the potential of each platform to increase site traffic, search engine rankings and sales revenue
      • use same keywords across all platforms
      • enhance the  user’s digital connection and participation with your online hub
      • build interactivity, conversations, relationships
      • incorporate engaging “calls to action”
      • implement Digital Asset Optimization to note all online content
  4. Develop an Engaging, “Sharing” Content Strategy
    • Create rich content that promotes sharing easily with friends, colleagues
    • Encourage user to mix your content with here input (mashup)
    • Reward conversation and engagement
    • Include keywords in content updates
    • Produce consistent updates
      • Utilize staff resources through training
      • Outsource updates through regular client input
  5. Expand your Database into Targeted Social Communities
    • Leverage current users by allowing them to sign-in with social network identities
    • Make it easy to share user content to other sites
  6. Monitor, Measure and Benchmark Performance
    • Analyze user interactions to determine  “opportunities left on the table”
    • Track referral traffic
    • Relate performance to customer goals, satisfaction and results
    • Use expanded Return on Investment (ROI) for evaluation