Myrna Plaisir Daramy is the advisor who shops across the US listen to. In this issue she explains DMO™ and its importance to bridalwear retailers…
It’s no surprise that in order to have a successful business today, you and your team need to embrace technology.
Whether you have incorporated technology applications like Bridal Live or Everywhere Bridal to streamline your internal workflow, or you have included social media into your digital marketing strategy in order to increase your visibility, you use technology in order to enhance your ability to meet and service your customers.
Specifically, in the bridal industry, businesses need to meet the clients where they are online – brides go to websites, share and browse on social media, and check out online reviews. It’s important to meet them in those spaces.
I know many of you have a love-hate relationship with technology which makes total sense since it is constantly changing and somewhat overwhelming. But the reality is, in order to make all the effort you put towards marketing your business the most effective, you need to have a positive approach when it comes to your digital brand.
You don’t need to do #allthethings, but you do need to be intentional about what you incorporate both internally and externally. The digital marketing tactics that you implement into your overall marketing strategy should be reviewed on a regular basis to determine whether they are effective.
The term ‘optimize’ has become a popular buzzword in tech and the modern landscape of digital marketing. According to dictionary.com, the word optimize means “to make the best or most effective use of a resource.”
When it comes to the internet, your major goal is to make the best use of the platforms you use when you upload any of your content.
If your internal systems are online or cloud-based, your data should be optimized to help streamline your workflow. Your website should be optimized to relay the services you offer and your social media content should be optimized to engage your target audience.
Some of you may be familiar with the phrase SEO (Search Engine Optimization), even if you aren’t sure exactly what it means or how important it is for your business. To put it simply, SEO is the art or techniques used in order to obtain a high ranking position on search engine result webpages on your website for search engines like Google, Bing or Yahoo. It is all the tactics you use to get Google to
place your website at the top of a search listing.
For example, if a bride is searching for her local bridal salon and isn’t sure where to begin, she may enter the words, ‘bridal boutiques in London’ into her search bar. What appears in those top three spots below the advertisements are websites that have been optimized for those search words. SEO is one of the most effective ways to get your business in front of the people who need to see it. Although I won’t go too deep into SEO now (as I will save it for another article), I want you to at least get a high-level grasp of this type of optimization.
But have you heard of Digital Media Optimization (DMO)? DMO is my own coined phrase for what optimization has evolved to in today’s digital market space. Over the past decade, I have worked with and educated thousands of business owners on the topic of optimization. I created a holistic framework that makes digital marketing tactics more tangible and easier to understand.
To break it down into layman’s terms, Digital Media Optimization is comprised of these four major elements:
- SEO (Search Engine Optimization) – what I described above regarding the optimization of your website
- SMS (Social Media Strategy) – This refers to tactics you use on the profile accounts that you have on social media platforms
- SEM (Search Engine Marketing) – This refers to the paid advertisements that you create for the web
- CMS (Content Management Strategy) – This refers to the strategy that you use to determine where you place all the content you produce in order to promote and connect with your target audience.
Now I know what you’re thinking…those are a lot of acronyms! But don’t worry, there will not be a quiz later on these terms! Just know that it is important for all wedding professionals to have an overall understanding of these terms so that you feel confident about how you apply these elements in your business moving forward.
To boil it all down, this basically means that optimization is not just about your website, it’s not just about social media, it’s not just about paid ads, and it’s not just about blogging. It is a culmination of all of these things while having some principles in place whenever you choose to upload any content online. If you have an amazing website, but no one gets to see it because you haven’t established any SEO tactics, then it is not optimized. If you have an amazing social media following but it doesn’t seem to generate any customers who are paying you, then your social media strategy is not optimized.
So why does DMO matter?
Too often, I see my bridal professional clients feel the pressure to incorporate every digital marketing tactic under the sun in the hopes of connecting with prospective brides without really knowing whether all of their efforts are effective.
They spend a lot of energy and put a lot of money towards increasing their social media presence because they think that it will generate more business. They would rather spend more time trying to grow those channels which I consider as rented real estate rather than invest in establishing a solid digital blueprint of their digi-home (aka their website.)
They think they have to do it because their competitors are doing it and appear to be killing it. But the reality is, what works for one business may not necessarily work as effectively for another. No business is the same and I have never implemented the same exact digital marketing strategy. You have to assess what works best for your business and implement accordingly.
You cannot afford to ignore DMO because the web is the media that tech-savvy brides today use in order to engage with you. Chances are, they will research and check out your entire digital blueprint before they even try to connect with you. You want to make sure that when they encounter your brand – whether it be from a Google search or a tag on social media – it is easy for them to decide to reach out
and contact you.
The content you generate online needs to be authentic to your brand and engaging enough in order to establish trust and convert prospective brides into real customers.
Just remember as you go about your day… it all matters. The social media content. The blog content.
The search engine results and marketing tactics.
At first glance, the prospect of working on these four areas might seem intimidating but it doesn’t have to be! Tackle each area individually. Bring it all to the table. Consider this to be an invitation into more growth, a better call-out to your ideal clients, and great profits within your own bridal business.