Basics of a digital media Strategy
At BLU Flamingo – one of the services we offer is digital training.
The one thing that consistently stands out every time we conduct a pre-training survey is just how many marketers are heading straight to tactics without spending enough time building a good strategy.
Now there’s a lot of material out there on building digital strategies – so much so, that it can be a little confusing.
We’ve decided to break it down into the most important elements in the simplest way ever – jargon free, so you can implement today!
You’re probably rolling your eyes at the obviousness – BUT marketers don’t spend enough time thinking this through – please pick the right objective and let it be known THROUGHOUT your organisation.
Is it to create awareness & if so, Awareness of WHAT? What’s your Value proposition? Is it customer care, affordability?
If it’s to generate leads then what kind of leads and so on and so forth
Define the objective with some KPI’s (Key performance indicators). If it is awareness; how will you know when you are successful? Is it when you get a million impressions? If it’s leads how many leads do you want a month? 10, 100? & of what quality? The more specific the better.
Define who it is you want to reach and do a prototype of them Are they male or female? What age? What are their hobbies + interests, where do they live, how much do they earn a month? Where do they go for information on your product? Again, the more specific the better
Define if you will “always be on” or if this is a 2, 3, 6 month campaign etc
Do your research – ensure the platforms you choose are platforms that your target audience is on – no sense selling adult diapers on snapchat unless you know for sure majority of snapchat users are over 80. A quick tip here- ask your current users how they find you and which platforms they frequently use in a poll.
Very important! Put aside a budget to promote your posts or run search ads and understand what you can achieve for the amount so as to be realistic with number of leads you can get etc
Also known as content – will you use static images or will you use video? Will you use testimonials or will you write and promote a blog – again goes back to your audience and what research tells you they prefer
Holy grail of closing the loop. Factor in how you will get data on your performance & at what frequency – weekly? Monthly? Prepare to act on this data and have a team responsible for getting it
Last but not least what are the tools that will help you plan and schedule content, do SEO/SEM / get analytics and even create content, make a list and ensure you have a team good at using said tools to optimize performance!
Target Audience
We get asked a lot about how to define your target audience.
Everyone talks about it but no one ever really tells you HOW to do it.
So here’s a top tip.
Go to 3-5 of your TOP customers and ask if you can ask them a few questions about how they find information, which platforms they use regularly, even what kind of content they would find useful coming from you, Once you have this information use it to then choose your platforms content and demographics of your target audience!