Monday, February 07, 2011
Marketing Consulting PhilosophyMy aim is to develop and implement "New Marketing" strategies that help you communicate and engage with your target audience both online and offline
What is New Marketing?
Technology has changed the way your audience connects with your product or service. Modern consumers use Google and social media to learn about your brand or organisation - looking for content that helps them answer their buying questions and provide solutions to their problems.
"New Marketing" strategies and tactics are designed to help you and your organisation create, publish and promote brand content.
Effective brand journalism will help you:
- Connect with your target audience
- Develop the opportunity for two-way communication with prospects
- Build a community around your product, service or organisation
- Move prospects along in the buying process
- Get found online
- Build brand awareness
The 6 Step Marketing Process
- Plan strategies and implement tactics based on the dynamics of online search, brand journalism and social media
- Create brand content that helps answer you target audiences buying questions
- Publish content where you target audience is looking for it - online and across social media channels
- Promote content through search engine optimization, e-marketing and social media to get found online
- Manage content (review, update, archive) on an ongoig basis
- Analyse data to measure marketing performance
Social Media StrategyOne of my roles as a Marketing and Sales strategist is to help build a social business model that aligns tools/technology with business objectives.
If your organisation has the right mindset i.e. passionate about customers, interested in the opinions of stakeholders, want to add value to relationships, motivated to engage with target audience online, etc. but is missing the strategic framework, then I can help you:
- Understand all the factors that require consideration before jumping into social media
- Develop social media objectives
- Decide the best way to integrate social media into your existing culture
- Establish your social media "capacity"
- Learn how to listen to stakeholders and monitor what they are saying about your company or brand
- Ease into the process of particpating in online conversations
- Engage your employees in the process
- Develop a system that makes it easy to maintain your social media initiatives
- Develop social media content that stakeholders find useful and helpful
- Set up social media tools and implement tactics
- Understand social media ROI
- Set up analytics and reporting
Social Media Strategy Framework Overview
- Target Audience - Assess audience needs and buying questions that can be addressed through social media
- Objectives - What are your social media goals?
- Social Capacity - What is your ability to create content, maintain social tools & manage your community
- Governance - What social media policies do you want in place?
- Listening - What are people saying about your brand? Listening to stakeholders offers the information required to produce relevant content and shape your social media strategy
- Social Tools - Which social media channels best fit your strategy?
- Content Strategy - Content is the most important component of a social media campaign. It must be relevant/useful to your target audience and adaptable across social media networks
- Blog Strategy - Develop a voice; Help build two-way conversations with your audience; Host discussions; Facilitate sharing of information; Have a clean, functional, usable layout with ability to insert widgets, links, sidebars, etc.
- Data Collection - Use analytics tools to measure engagement i.e. leads, sales, page views, visitors, subscribers, followers, fans, comments, etc.
- Results vs. Goals - Measure results vs. objectives; Why did you succeed or fall short?
- Refine - Assess data; Adjust your strategy; Test new ideas