Top tips on how to become a purpose-driven digital marketeer

We all want to make a positive difference in the world. To feel part of something meaningful and encourage others to do the same. If you’re considering a career in digital marketing, you can extend these personal values to your professional life. We offer some top tips for becoming a purpose-driven digital marketer.

Harness data to understand what matters to your audience

A brand’s values are equally as important to consumers as their product or service - if not more so. Making a genuine effort to understand your customers’ values and interests is an excellent basis for building a strong and loyal community and creating advocates.

To help understand what matters to your audience you need to harness your data. This includes website engagement analytics, results from email marketing campaigns, social media analytics and data from PPC campaigns. These data sets can offer meaningful insights into your audience demographics, interests, digital behaviours (including preferred social channels) and the kind of search terms they use. Looking at these in a holistic way will help you develop effective customer personas and devise targeted digital marketing campaigns to reach, engage and convert your audience.

Keep focussed on the channels that work

It’s natural for digital marketers to experiment with different channels and test new audiences and approaches. There’s no harm in doing so - to a point - but try to remain focused on your end goals and what your customers want. You don’t need to be on every social media channel just for the sake of it. You need to be where your community and customers are. Listen, learn
and maintain your focus.

Involve your audience

Good digital marketers are skilled at creating content-focused campaigns that engage customers and encourage them to participate. A great way to do this is by creating a UGC (User Generated Content) hub. Media outlets such as the BBC and Guardian use UGC as a way of telling a wider story around a news article. Their reporters can’t be everywhere at once so getting insights from the public is hugely valuable for building a cohesive community and getting compelling, unique content.
UGC is also incredibly valuable for consumer brands - and it needn’t be focused on aspiring social media influencers. How about travellers sharing inspirational images on ethical tourism sites? Or artists posting creations on Adobe’s social channels? These types of audience-focused campaigns are surefire ways to drive engagement and create loyal communities.

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