In a move worthy of Victor Kiam (of Remington Razor fame), braincells agreed so wholeheartedly with Samantha’s assessment we asked her to join the company; from Monday March 12, she will be Director Digital Marketing Client Services at braincells.

Sam’s focus, in addition to her traditional client services role will include the formulation and implementation of digital marketing strategy and activities for our clients that cover the spectrum of growing marketing channels.

As Sam points out, to tell a compelling brand story you need to, “Start by mapping out an ongoing content creation plan so that you can keep the story alive.  And then create content that is engaging in a variety of formats – words, pictures, video, games – there’s no limit here.”

You can see these principles in action in the new digital strategy we put together for Blackwood Valley Beef (BVB). This family owned company has a fantastic story to tell; they’re fourth generation farmers, producing the very finest, organic, grass-fed beef.

Their website (www.blackwoodvalleybeef.com.au) capitalises on the growing trend of consumers wanting to know the provenance of their food and build a relationship with suppliers. It outlines the company philosophy, heritage and farming techniques, has an e-newsletter facility and allows customers to order online.

It links through to a YouTube channel, where Blackwood Valley Beef can highlight videos that reflect their company values. This month, they’re featuring a cancer survivor discussing the scientific benefits of eating grass-fed beef.

These videos then create a great discussion topic for their facebook page. Facebook also allows Blackwood Valley to interact directly with customers and keep them informed about upcoming food events and what’s happening on the farm and their local community.

In an age where every man (and more than a few dogs) have their own website and facebook page, it’s not enough to be digital. As Blackwood Valley Beef proves, you need to have a clear, consistent and simple purpose.

It is important to understand what people want as a result of visiting each channel, and tailor the message to the medium. As always, it’s about delivering on your objectives and measuring your return on marketing investment.

To find out how braincells can help beef up your digital strategy, please contact Samantha.

Tip 1 : Create content that demonstrates what your company does. 

Social networks provide a great forum for expressing your company's value proposition - creatively and in formats that are much more interesting than just words. Blendtec is probably the most talked about example here. Their marketing department created a series of YouTube videos that demonstrated how their blenders could pretty much blend anything.  Check out WillitBlend on Youtube.

Tip 2 :  Interact with visitors. 

As people respond to your great content, there needs to be acknowledgement and response in return.  Remember that it's the conversation about you that is key and you need to participate.

Tip 3 :  Hope for the best - prepare for the worst. 

It's also a good idea to map out strategies for dealing with complaints or criticisms before they actually occur.  This is a social environment and you can't please all the people all the time - so it makes sense to accept this and prepare ahead of time.  This thinking and planning takes into account relevant scenarios and outlines who should respond, when is best and guidelines for how.

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