The importance of purpose in any online marketing strategy

In a virtual landscape dominated by images, by the power of visual content, brands and companies are faced with the need to find winning strategies to promote their activities on social media, without being banal and absolutely avoiding proposing content that is too static. 

Almost everyone is first and foremost looking to multiply the number of followers, investing large sums of money in sponsorships and hoping that new consumers will magically arise from the new followers. 

For communication and marketing consultants, one of the most difficult challenges is precisely trying to convey a clear message to their interlocutors: to make your mark on social media, you don’t need numbers, but quality content. When the company executives with whom we interface are not particularly social media savvy, being almost completely unfamiliar with the dynamics of the web and the virtual world, we often hear outlandish and completely nonsensical requests, which in some cases still represent one of the main obstacles preventing companies (even small ones) from fearlessly and definitively embracing all the opportunities offered by digitalisation, and in particular those provided by social networks. At a certain point, probably stimulated by some news read here and there on the Internet, or by a particularly specific conversation held at the bar in the morning, many CEOs and business executives suddenly realise that they have to set a completely different tone in their online communication, taking more care of their social profiles or even creating new ones, going beyond the (also hard-won) certainty of owning a company website. 

Many of these executives turn to external consultants without a clear idea in mind of what they need, without a real goal. All they want, in most cases, is the activation and management of a few social profiles, as if the success of an online communication strategy could depend on the mere existence of an Instagram or TikTok channel.

The role of social media 

Wanting to create social profiles to boost one’s communication is absolutely correct; it is a crucial objective that should be pursued by any company, regardless of its size. What is missing, in most cases, is a strategic approach to the problem, a well-structured communication plan revolving around a single word: why? It may sound trivial, but hardly anyone really has in mind what they want to achieve from their social presence. Many entrepreneurs and business executives are still convinced that being on YouTube or Twitter can reduce any company’s digital gap, with the possibility (never expressed in words but invariably coveted) of also increasing sales. 

The starting point for the planning of any social strategy, therefore, must be the identification of the primary objective, the reason that drives you to open new communication channels. If you cannot drill down, you probably do not need social channels, because your company is already doing well as it is (but nowadays everyone should have new channels, if only for the possibility of being able to tap into a larger pool of potential customers). 

The needs of companies 

Often, identifying the primary objective is the most difficult challenge in dialogue with a company that would like to enhance its social presence. In fact, once the primary purpose has been clarified, everything else comes almost automatically. All the executives then have to do is assign a qualified team to manage and supervise the company’s social channels, which must obviously respect the strategic framework agreed with the brand’s top figures. A profile with fewer followers, but managed wisely, with exciting and storytelling content, will undoubtedly engage a greater number of people (i.e. potential customers), thus prompting them to take a specific action within the company’s channels (such as a purchase).

The ultimate goals of their online activities are also taken into high consideration by virtual platforms dedicated to gambling and betting, in particular by all those UK betting sites animated by the desire to provide their players with a unique, safe, and memorable gaming experience. In pursuit of this objective, the platform employs a team of experts that carefully selects each game offered by the site, scrupulously evaluating it also thanks to the quality of customer service and the ease of payment methods. The aim, in this case, is to provide the user with a gaming experience that they will never forget. The very useful guides on the site also make life enormously easier for each player, who is thus continually helped and supported in finding the most suitable game for his or her needs. 

If we are clear in our minds about the real reason for performing a certain action, the subsequent steps will be further facilitated by a unique and enviable condition that is sought after by many and conquered by very few: mental clarity.