Learn Online Marketing in a Fun, Interactive Way with Icon Academy

You’re reading the blog of a company called Icon Academy. And if you didn’t know already, you should probably consider subscribing to this site. Because here’s the thing – I don’t use normal blog articles to promote my channel. I use special articles, such as this one, to highlight specific topics that I learned about while creating videos for the site. So I encourage you to read the article below to learn more about marketing online and the specific lessons that I taught myself while creating videos for the site.

Marketing Online Is Different Than Marketing In Print

I don’t have my own print publication, but I do have my own digital publication, called Iconoclast. This blog article is the first of a three-part series that will teach you about the specific changes that you need to make if you want to market online successfully. The first part of the series, which you’re reading now, will teach you about marketing online in general; while the second part will teach you how to write copy for the internet; and the third part will walk you through how to craft a pitch deck and give you some action steps to follow.

If you’ve ever tried to market a product or service in print, you’ll find that most of the tactics that you learned to use are still relevant in the digital space. But since the goal is to attract as many eyes and ears as possible, you need to make some changes to your approach. In this article, I’ll discuss four specific areas where you can improve your marketing strategy and score some major digital marketing success.

1. Content Is King (or Queen)

In the old media world, you would create editorial content that was meant to attract an audience. You would pitch stories to an editor, who would choose which ones to publish and which ones to pass on. In other words, each article, podcast, or video would have a specific purpose – to grab the attention of the intended audience and direct them to your website or social media accounts.

In the new media world, you are the editor, and you decide what gets published and what doesn’t. When you create content for the web, your goal isn’t to catch the attention of an editor so that he or she can choose which content to publish. Your goal is to find an audience that cares about the topic and wants to stay informed about it. So you can take more direct control over the content that you create, which means that you can experiment and try new things quickly and easily. If you want to learn more, check out this infographic from HubSpot on how to write marketing emails that get opened.

2. Videos Matter, But So Does Text

When I worked for an advertising agency, we would always tell clients that video is the new text. In other words, just because something is in video format doesn’t mean that it’s automatically more valuable than plain old text or a simple blog post. In fact, sometimes a simple blog post can be the most effective way to get your point across online. Videos can help, but they aren’t necessary for every business or project. You need to identify the right fit.

The reason why videos matter is because they can engage an audience and make them more receptive to your message. When you can get somebody to watch a 30-second video of a cat playing piano or doing other fun antics, you’ve got a captive audience that wants to stay engaged. This means that they are more likely to listen to or read what you have to say because it’s interesting and fun to watch. While videos can be an effective tool for marketing, you should not see them as a replacement for traditional, tried and true marketing methods such as paid ads or social media campaigns. In the next section, I’ll discuss how to use social media and paid ads effectively in your marketing plan.

3. Engagement Is The Key

In the past, if you wanted to attract attention and gain interest from potential customers, you would have to rely on traditional methods of marketing. You would start with a newspaper ad, which is dated, low-tech, and pretty ineffective in today’s world. Then you would move on to radio ads and magazine spreads, which are more targeted but also pretty limited in their reach. Now that we’re in the internet age, the possibilities are endless. You can target the right niche, engage with potential customers, and create demand for your product or service through content that is rich in relevant, useful information. You can put a pin in the map with a YouTube video about how to bake the perfect chocolate cake.

The possibilities are endless, but to reap the benefits, you need to be engaged with your audience. When somebody visits your website or taps on your social media accounts, you should have some way for them to engage with you. If you want to talk about products, you can mention a specific product that you think they might be interested in. If you want to talk about your services, you can use the power of your social media accounts to engage with your audience and let them know that you are available to talk and that you value their input. You can use social media to create a conversation with your audience and encourage them to become both customers and brand advocates.

4. Make Sure Your Content Is Relevant

One of the greatest things about the internet is that it’s an ever-changing environment, and you have the ability to adapt and change with it. Traditional methods of marketing are not built for a perpetually changing world. You need to make sure that your content is relevant and up-to-date, otherwise, you’re just wasting your time and energy. You wouldn’t post a picture of a cat from five years ago on your Instagram account, and you certainly shouldn’t post about a topic that has already been settled upon. Just because the topic of your blog post is hot one day does not mean that it will be relevant to somebody else a few months down the road. You need to keep your audience engaged and interested in what you’re saying, so that they will come back for more.

To learn more, check out this interesting blog post from Segment on the top ways that your content becomes obsolete. You can also read this interesting article about how to create evergreen content that will still be relevant years down the road.

Where Do I Start?

Even if you’re already doing some of the things that I discussed above, you should still consider yourself to be in a constant state of marketing improvement. Just because you got a certain result from a campaign or strategy does not mean that you’ve arrived at the end point. There’s always something new that you can try to improve upon. If you want to continue your education, you should consider taking a graduate-level course in marketing or business administration. This will prepare you to lead a marketing department for a large corporation, navigate complex global marketing campaigns, and analyze market research data.

As you can see, the lessons that I learned throughout the process of creating videos for Icon Academy are numerous. And while I can’t go through them all in detail in an educational setting, I’m perfectly happy to hand over the reigns to the wonderful people at Icon Academy so that they can continue the conversation in a video format.