Marketers - what's in your toolbox?
by Lynne Capozzi
There will always be debate over which tools will best serve marketing efforts. Wordpress for blogging, Facebook for networking building; the list goes on and on. As I find myself in the crux of these discussions more and more (most recently I attend OMMA Social in New York) my answer is always the same: there isn’t just one tool that can do it all. Sure there are technologies that market themselves as all-you-need solutions: “Wordpress is not just a blogging platform it’s more … ”. “Twitter should be the core of your social marketing strategy”.
The fact is, all these tools are very integral to your marketing mix, but none of them is a silver bullet. Today, marketers must leverage multiple technologies and best practices to get the job done right. The companies who are reaping the greatest benefit are the ones who take advantage of a full toolbox to engage with their audiences from all directions.
So, make sure you have a diverse set of social tools and you’re set, right? WRONG!
Today’s marketing role comes with a very different definition than it did ten years ago. Social media and digital marketing have changed not only the way we operate, but how we evaluate the effectiveness in reaching our audiences. The integration of social media has become a crucial component to any successful marketing campaign – blogging, Twitter accounts, Facebook pages, Wikipedia – and there are many great platforms to help manage these important activities.
When engaging in social media, many marketers assume that if their website incorporates these various components – user generated content, message boards, blogs, user profiles, social networks and streaming content – they are equipped with all the necessary tools to engage their audience. This isn’t enough. Marketers must find a way to get their message heard using these mediums in a new way.
It’s time to turn up the volume on your social marketing campaigns. It’s time to pull Drupal out of the toolbox and use social publishing as the glue that binds the other channels together.
With Drupal, a marketer can do more than just turn these social media channels on. Drupal lets marketers take conversations and content already being developed by their audiences through these mediums – Twitter streams, blog discussions, Facebook fan pages – and effectively turn them into fine tuned channels for true brand recognition and management. All of these channels can be difficult to manage, each with their own learning curve to maintain and monitor.
As marketers are focused on building targeted audiences and social communities, a social publishing platform like Drupal Gardens, in particular, can make it easy to quickly build microsites for launching a new product, a campaign or event, or forming a community site. More so, these sites can easily be integrated with your social channels for a seamless and controlled campaign with all the various components working in union together.
At OMMA Social it was heartening to hear so many young digital marketers say they already had Drupal in their toolbox or at least recognized it as a critical part of the mix. I’m confident that enthusiasm will spread.
If you haven’t already, check out Drupal Gardens to see why it should be a surefire component in your toolbox. Or you can join me on the Acquia webinar Microsites for Marketers tomorrow, Thursday the 16th at 1 pm EST. (link to registration)