1) It’s important to know your product inside and out. Know your brand and what sets you apart from everyone else. Once you are able to pinpoint your place in the market, stick with it. Being too diversified or spread too thin can lead to disaster.
2) Don’t be a follower; be a trend setter. It’s not always good to do what everyone else is doing. Just because your competitor might be successful in one model approach does not mean it will hold true for you.
3) Know your customer. It is important to understand the audience that wants your product or service. Ask yourself the following questions: Who are they? Where are they? How do I find them? Identify the mass digital retail outlets and platforms where your customer lives and thrives, then invest the majority of your time and resources there to start.
4) Identify the top three partners for your strategy. When starting out, everyone wants to be everywhere, but it’s important to be patient and have a strong foundation on which to build upon. Having three strong key relationships will be vital to your digital success.
5) Don’t be afraid to take calculated risks…sometimes. You need to be bold when the time is right, but do not mistake being bold with doing the same thing over and over and expecting a different result. If it does not work the first or second time, try a new strategy.
6) Beyond having great content or programming, it is important to have a viral marketing and PR strategy behind it. Do not rely on the platforms or digital retailers to determine the success or fate of your content from standing out among your competition.
7) In our vast world of new media, it is hard to make heads or tails of the direction our industry is moving. Know that most of it is just noise to distract you from your core goals. Remember not to get lost in it. So stay focused and don’t be quick to jump on the next big thing that the media is pumping out.
8) Opinions are a dime a dozen and everyone will have one. Listen to your own voice and follow your gut. If it doesn’t feel right, then it most likely is not the right path for you or your organization.