Contextual digital content at scale will explode your business for good or for bad. Are you prepared?
Executing a successful contextual digital content at scale campaign has the potential to expose the strengths and weaknesses of your company. Are you prepared for the growth? Tune in.
Contextual Digital Content at Scale will Explode Your Business for Good or for Bad
Hello, good afternoon, I’m Michael Winn, Chief Digital Officer of Digital Opps, a division of RB Oppenheim Associates. Thanks guys for joining in today, we’re going to talk about something that is a repeating theme on our digital marketing virtual lunch and learn and that is contextual digital content at scale.
Guys, this has the potential to literally cause your business to explode for good or for bad. I think we talked a lot about how it can work and how it can grow. But something that I thought about, we’re preparing to launch a new campaign for a client in the wealth management, financial segment industry, and the campaign literally has 79 pieces of creative that is broken into segment chunks of age groups, motivation groups, and geographical groups. We have video content, visual graphic content, and text content and we’ve created two different landing pages depending on the call to action in the campaign. But the thing that I think is interesting as we go to execute this campaign similar to other campaigns that we’ve executed, what we’ve learned is working with our clients that when you turn the fire hose on and you start to drive traffic like they’ve never seen before it exposes your weaknesses of your business.
Many of you listened in tuned into the Friday episodes of where we’re going through the book, Traction: Getting a Grip on Your Business Before it Gets a Grip on You and when I think about that book in light of the digital at scale strategy to grow your business and I think about businesses who want to grow, who want to advertise effectively but when you advertise effectively and you caused this massive influx of clients, interest and attention and it’s underpriced and you’re leveraging that. It can expose you and here some things that it can expose: if you’re not prepared to serve your clients and your prospects at that volume level, you can create a negative experience. And that’s really bad because if you sprinkle a couple of negative experiences over a long period of time, you can adjust and you can mitigate the fallout from those things.You can address them but if you push in a mountain, an avalanche of customers, which is what happens with contextual digital creative at scale, you could really cause a problem. If you have really poor customer service processes, you could cause a real problem, an image problem, a reputation problem if you have the lack of staff to be able to handle that process. Or poor follow-through, it’s going to expose your company and its weaknesses very, very quickly.
Again, referring back to the book Traction, part of the things that the we’re going to talk about coming next Friday is dealing with issues and addressing these types of things for your company. Do you have gaps in how you handle customer issues? Do you have gaps where you have a lack of staff? Do you have gaps in how you follow through when it comes to understanding and providing an easy transition for your clients and prospects as they navigate through your consumer life cycle? I think what we’re learning in Traction, is that traction has the potential to propel your business forward and grow but it also has the potential, if ignored, to bury you six feet deep. I think that’s just sort of an epiphany moment and something I wanted to share with you guys. I feel like those things kind of work in tandem with each other and the more I kind of go through this process and we learn from it, I’m looking forward to being able to share our growth experience with other companies and businesses who want to grow but who have hit a ceiling or feel held back but aren’t really sure what to do, how to break out of the mold, how to break free from the status quo. These are big things that I’m really passionate about hitting on. Like the Battle of Winterfell, overcoming even though it feels like you’re going to be destroyed but at the last minute the hero comes through. That doesn’t mean you’re not going to have some losses along the way but at the end you’re going to win. So again thank you for that Game of Thrones reference there.
But again, going back to contextual digital content at scale, meaning your business doesn’t have to rely on this one single bullet, this generic creative that says “hey we’re the greatest Tree Service, give us a call”. You can say “Tallahassee homeowners, we’ve pulled down trees and branches from your neighbor’s”, “hey Live Oak Florida, you have no trees on your roof?”. You can get very specific in the ask and in the text as well as the visual and the audio. All of the pieces of creative can be contextualized to really sing to the demographic, the psychographic, the geographic locations of your target audience. And when you do that, you are going to turn on the fire hose of attention and it is going to absolutely just swarm the gates of your business. Your digital footprint, digital castle and you need to be prepared. You need to make sure that you have the best customer service processing, make sure you have the best optimal staffing and team members ready to go ready to respond, you need to make sure you have a follow-up plan for those people who aren’t quite sure. We talked about the funnel, how people move from the awareness stage into the consideration stage and then into the conversion stage.
You need to make sure that you got those processes mapped out so that as people work through those stages you have a process and strategy. Because if you don’t, you’re going to see some failure and that’s disappointing. Ultimately the last thing you want, is get caught with your pants down and be understaffed or not have the resources to meet the demand. As great as it sounds to have more business than you can handle, it actually can really blow up in your face. If you’re not prepared for that situation. I think that’s something that we’re going to continue to evolve as far as what we do with Digital Opps and how we work with our clients. Not only are we going talk about how we’re going to bring additional business but I think we’re also going to play a role, as we’ve learned and experienced our own company, on how to really create this vision, traction, organization when it comes to thinking about how you’re going to grow your business. Those things work hand in hand. Of course we would do that, we’re doing it ourselves, and why wouldn’t we want to extend that experience and knowledge and share with our clients?
Guys, thank you so much for your time today again and I am Michael Winn, the Chief Digital Officer of Digital Opps, a division of RB Oppenheim Associates. We’ll catch you tomorrow, have a great day!