BUILDING A DIGITAL STRATEGY – CHANNELS

It’s a long, sometimes difficult journey navigating the digital service-scape. What makes it easier, is having a plan. Over the coming weeks, we’ll discuss the how to optimise each of the following areas to create value for your customers:

  1. Marketing Channels
  2. Website + Landing pages
  3. Lead Information + Consumer database
  4. Remarketing

Read on to see what you’ll need to build the foundations of a sustainable, digital marketing strategy.

Customer Profiling:

The first question you have to ask is, “Who are you selling to?”.

If you’re an existing business, you may have an existing customer database. From this database you should be able to isolate some key features your customers share. Demographic information such as age, gender, and income, as well as geographic information can help build a complete profile of who your exisiting customers are.

If you’re a new business, you may need to do some research. You can conduct primary research with focus groups and surveys to gather specific information, or conduct a competitor analysis and learn who is already being served in the market.

Once you know exactly who’re selling to, you’re ready to talk to them.

Channel strategy:

There are a number of channels that you can master to reach your newly profiled customer. These channels can include your social pages (content marketing on Facebook, Instagram, Pintrest, Twitter), Pay Per Click campaigns (Adwords, Facebook Ads), physical interactions (in-store) and organic searches (Google, Bing).

Each of these platforms can be used in unique ways to reach your audience. When creating a digital strategy that encompasses all channels, ensure the message you promote  is consistent. Consistency across your channels is important for a few reasons:

  1. You only have a short amount of time to capture a customer’s attention. Your customers ability to recognise and recall your brand will improve if you are disseminating one, clear message.
  2. Creating a legitimate brand requires a consistent image and actions that support this image. Consumers are good at identifying scams, so when they are sent mixed messages, warning signals will sound.

In summary, before your depart on your big digital adventure you will need to pack the following: a profile of exactly who’re selling to, and a consistent message to promote across your channels. Stay posted for more tips and tricks.

Still stuck? Don‘t be afraid to give ZOIK a call! We’ve been doing this for a while now, and love helping businesses connect with their customers online!