b'DIGITAL MARKETINGLeveraging your BusinessF i ve key s t r a t e g i e s t h a t n e e d t o b e o n eve r y c o m p a ny s d i g i t a l r a d a rBy Anna-Liza BadalooE ffectively using social media is one of the biggest2 BE AUDIENCE-CENTRICareas that CCAB members want to leverage forThe key here is to strike the balance between the content your business engagement, promotion and e-commerce.audience wants to see (such as engagement with trending EY Canada, a member organization partneringconversations) versus what you need to tell them (such as with CCAB on initiatives that support Indigenouscompany announcements and press releases). There is no entrepreneurs, takes social engagement very seriously, andneed to become involved in every trending conversation its robust reporting provides data insights that tell the story ofthat comes across your radar. What you do need to consider what their audience wants to see on social media.is what these trending conversations mean for your audience. Aboriginal Business Report recently spoke with Dylan Doyle,I recommend using the power of social search engine optimi-assistant director of brand, marketing and communicationszation (SEO) by building your content around potential search at EY Canada, to learn about five foundational social mediaqueries that either centre around your brand or industry, strategies that Indigenous entrepreneurs can leverage forsuggests Doyle. If youre a beauty brand, type beauty trends business success. Here is an overview. into Google. See what comes up and consider how you could tie that search query to a piece of content for your brand.1 ALWAYS ON, SHARE A VOICE Even on social media, content format mattersnot only to Always on refers to a brands ability to keep improving digital content on an ongoing basis, to ensure that it continues toboost audience engagement, but also to provide key data resonate with your audience. You can only maintain shareand metrics. Leverage the tools on Instagram, LinkedIn and a voice if you are actively communicating both your uniqueall your HERO platforms, notes Doyle. Question-based tools selling proposition and entering trending conversations withlike polls are great to gain insight into what content your audi-your audience, notes Doyle. He suggests using a hum, singence wants to see versus what you would like to see.and shout strategy. The hum focuses on the top of the marketing funnel and could3 USE VIDEO CONTENTFew tools are as effective to boost audience engagement on include infographics. Focus on things that are attention grab- social media as videos. For EY Canada, video has been crit-bing, tied to a theme, or relevant to broader industry trends,ical to both their organic and paid ad strategies. Doyle points says Doyle. The sing can focus on content served up to thoseto Cheekbone Beauty as an example of an Indigenous brand already engaged with the top of funnel content, whereas thethat is doing this well. shout could be a webinar, key partner event or important sponsorship. Its about taking the target group along theIn 2021 they released a stirring brand video called Right the journey versus just staying at the top of the marketing funnel. Story. It was a call to action for Indigenous people to take back Aboriginal BUSINESS REPORT 45'