Your strategy may depend on
- What you are trying to achieve
- Your Sales Process
- Customer Behaviours
Defining What You Are Trying To Achieve
The first step to a digital marketing strategy model is to define what your goals are for your activity in line with the overall marketing strategy.
Understanding the steps that customers take before buying your products allows you to tailor a social strategy to get customers into your sales funnel. If you have a short sales funnel, then the goals may be related more to visits to sales pages and sales activity.
Whereas if the sales process and/or the decision making is longer then building trust and developing an email marketing list via the distribution of free guides such as this one may be a better goal for the organisation.
Your Sales Process
If you are selling a product that is bought once or as a commodity, then this will affect the way your audience interacts with you and their buying process. This type of product may be best suited to social promotions, and the goal of social media strategy may be immediate sales.
For relationship based companies that involve a regular purchase of a product or service, particularly by subscription then the style of social media is different than a transaction-based approach.
The existing behaviours of your customers should define how you use social media and digital marketing to grow.
With every action you should be thinking will my audience see this and how will they react?
What Social Media Platforms To Use
Deciding what social media platforms to use for your business, should be deliberated upon as part of an integrated marketing strategy. Your approach should be designed to utilise the character, values and behaviours of your business and your customers.
You should identify the platforms that your customers are most active on, and focus on doing these well. This is preferable to the scattergun approach of trying to be active on everyone, and not giving them the attention they need. This can be negative as infrequent posting could suggest a lack of attention to detail and focus within your organisation.
What Social Media Platforms Do My Customers Use?
To determine which social media platforms your customers use, you should create as much information about the demographics and behaviours of your ideal customer as possible. The more you know the easier they will be to target and engage with using social media.
For more retail based businesses Facebook and/or Pinterest are worth exploring, with LinkedIn the professional network with great potential for business to business clients.
This analysis is not definitive, depending on customer behaviours and research it can change.
For example, many companies marketing B2B find Facebook an effective tool. Particularly when using it’s highly targeted advertising platform.
What social media platforms should your business use? Is not easy to answer, but whatever your analysis suggests try not to not to overreach. Start small and build rather than go scattergun and retreat to a choice few.
Once you understand these factors you will be able to:
- Identify the right social media platforms to use
- Set effective digital media advertising strategies
- Create content that your audience will respond to
- Define the goal of your campaign, sales/contacts/sign ups
- Identify how best to promote your business on social media