Any successful firm starts with a digital marketing strategy. However, things may have changed since you planned your digital strategy, or you may not know some parts of your plan as well as you think you did.
It’s time to hit the pause button, and answer these 3 questions for your digital strategy:
Who Are Your Users?
Who are your users? Your customers come to you because they’re looking to have a specific set of needs met. What are the commonalities that draw them to your firm?
It seems both intuitive and overblown that you need to know your customers. It seems intuitive for the basic reason that your customers keep your business running, and getting more customers will make your business thrive.
However, some aspects of customer research seem overblown. How well does a company need to know their customers, after all? Satisfied customers will spread word-of-mouth, interested people will find you, and a good campaign is a good campaign.
These natural processes, though, can be greatly boosted through a strategic social media plan that’s targeted at the right customers. As with helping spread feedback, there’s always something more your company could be doing. Though your company may have cursory demographic information, the more specific you get, the better. If your site’s bounce rate is higher than you want, or you’re not seeing the kind of conversion you want, it may be time for a site redesign. However, if your site revamp isn’t driven by the unique needs of your users, you’ll find your customers jumping ship.
Similarly, if you’re devoting a lot of time to running great social media campaigns, but you don’t have a really specific idea of who your users are, you may be wasting a lot of energy. Even more, you may be missing opportunities to take advantage of the unique features of each social media platform.
For instance, if one of your buyer personae is in their 30s, it’s a better idea to focus on sites like Facebook or Google+, which skew older. If you’re trying to appeal to millennials, something image- and hashtag-heavy would work better for that group.
Your users should drive the very experience of using your site, as well as how you tell your brand’s story across platforms. This requires a deep knowledge of your users—not just their demographics, but also their behaviors, their desires, and how they interact with your brand online. SPINX is capable of providing this information, with one-on-one user interviews, focus groups, usability studies, and beta testing.
Who Are the Industry Influencers?
Who are the five most influential people in your industry? In every industry, there are people who are considered experts, and they are looked to as gatekeepers. People take the expertise of these industry influencers into account, and trust their judgment. It’s essential for your company to accomplish what your customers pay you to do, but that’s not enough. You need to get your brand noticed, and influencers like these can provide much-needed amplification.
So, who are the five most influential people in your industry? If it’s been a while since you sat down and hashed out a road map for your digital strategy, you may not have incorporated the current industry influencers into that plan.
Only in the last few years have online firms taken the power of industry influencers into account. A strategy for targeting industry influencers is a bit conceptual, since, as Macala Wright explains on Mashable, “there is no single way to measure online influence.” However, even from researchers’ imperfect attempts at measuring influence, it’s clear that influencers have a tremendous impact. In the cosmetics industry, for instance, consumers cite online vloggers as more important than advertisers in their purchasing decisions.
Though there isn’t one way to measure influence, it’s possible—and necessary—to create a plan to target industry influencers and measure their impact. Mashable lists several free and paid tools for measuring influence, but a digital marketing agency will be able to create a long-term plan. Influencers don’t just take up any business’s cause—they have to be excited about your story. A good digital agency will create the kind of strategy that will contact these influencers and turn them into brand evangelists.
Who Are You?
As one viral post on digital strategy explained, “Brand stories are what drive interactions with our customers.” Everything that you do, from your site design to your marketing strategy, should be co-ordinated with your branding. Your brand image is your company’s identity, your personality, and that which will guide your relationship with your customers.
There are ways to hone your brand personality yourself, but this is where outside eyes are useful. A fresh perspective helps avoid an echo-chamber effect as well as provide new ideas. At SPINX, we have experience delving into a company’s past and present and coming up with a plan for the future. We can get to the core of your business and come up with a comprehensive brand strategy. With that brand strategy, you can most effectively leverage the power of social media and grow your business. Check out our guide to what SPINX can do for your digital strategy and planning.
Have you revised your digital strategy recently? Let us know what worked for you.