Before launching your activity, you should build a strategic digital marketing plan to include several basic components.
First and foremost, brands have no choice but to create a spider strategy to indicate their digital presence – digital assets – through which the brand has a chance to meet its target audience and begin its relationship with potential customers. That is why brands invest a lot of resources and energy in building websites, apps, branded social sites, blogs, and so on. This phase is based on three layers.
Owned Media
During its setting up stage the brand establishes its own media, a virtual meeting place with its audience.
Paid Media
The next stage requires generating traffic to the digital assets through initiated campaigns. Now that there are enough people who have popped in, we would very much like those visitors to have their friends share their experience, this stage is called:
Earned Media.
The most typical goal of digital marketing moves lies in the hope to turn our users into promoters, namely supporters of our digital assets, by directing their friends to our site, our apps or our blog and to our brand on social media.
Online stores marketing is based on four types of conversions:
From People to Visitors
Creating initial traffic of users to our online store . At this stage, no deep involvement or familiarity is happening with our audience. We should therefore dedicate our efforts to promotion and advertising including search engine optimization, programmatic advertising on the web, content based marketing, mobile advertising and electronic public relations.
From Visitors to Friends or Users
At this point, we would like to start getting to know our visitors and try to initiate a relationship with them. Enticing them to become our friends on Facebook, our followers on Instagram or Twitter or even just register to our website or blog, will be the first step in a relationship on which a market dialog can be established. This stage requires considerable investment in content that engenders involvement and interest, content that stimulates the user to consume our content, and believe that our digital property (website, app, blog, etc.) is an important source of content for him, and therefore he should connect to our assets on a more permanent basis.
From Friends to Customers
After we turned visitors into friends, we want to try and add another layer to this relationship, that of a business dialog. In other words, turn those friends into customers who might spend money and generate new revenues in our online store . We can do that by conversion – products such as coupons, loyalty benefits or digital coins that the consumer can accumulate on his visits to our site, and which can be used in our brand store. For example, a product that moves users from a venue where there is no business dialog to one where there is a chance to do business (a physical or digital store).
From Customers to Promoters
There is no question that the most important and influential message in the digital age comes from our friends or social environment. Our friends or friends of friends on more distant circles, influence our perceptions and decisions far more than any advertising campaign. In addition, one has to bear in mind that the digital consumer craves sharing and influence. People would like to be involved, share and make a change.
This stage in the Go-to-Market program focuses on decisions and activities aimed at influencing friends / followers / users / customers to help us spread our message and content. In short, distribute, share and become our promoters / store’s supporters.
In order to help them help us, we should focus on creating a user-friendly UI and UX frames (big sharing buttons, connectivity to all networks, etc.) and create content that stimulates sharing and distribution. For example, video content inspires sharing more than text, short content is distributed more than long content, humor earns more sharing than any other type of content, and content with game elements is often shared more (gamification format).
In fact, this is the whole story of real and effective digital marketing
Attract-Engage-Convert-Inspire
The correct way to build a long-term digital marketing plan is to produce specific content and methodology for each stage of the conversion sequence.
A set of advertising / promotion activities for the visitors’ stage.
A set of attractions and triggers for those who have already visited (for them to become friends / followers / users/ promoters)
A set of conversions – moving engines, moving users from a lack of business related relationship to one which entices the customer to spend money with us.
A set of triggers that will convince customers to become our brand / business promoters.
This the ultimate Go To Market plan of the Digital age
How to implement the go-to-market program?
The observation stage:
- Start with the first conversion phase observation – from people to visitors – examine the brand’s site, mobile app and social activity performance.
Online store’s Performance:
At this point, we’ll examine the site’s performance compared to our competitors. You can use tools such as Similler Web or Alexa to understand numbers such as visits, time on site and bounce rate. At this point, we’ll also look at organic search performance – we’ll select five relevant terms and search for them on a search engine. If your brand does not appear on the first results search page, you should work on your organic search plan.
Mobile Performance:
In the observation stage we will examine our app performance compared to our competitors’ performance – use, users’ profiles, bounce rate, territories, users’ feedback and so on. We will use Google Play data as well as tools such as https://www.data.ai/en/
We’ll also test organic search performance in the app stores – select five relevant terms and search them on the store’s search engine. If your brand does not appear on the top three shelves in the store, you need to create a smarter mobile organic search plan.
Social network activity performance:
We will examine brands performance on social networks compared to our competitors – number of members, followers, comments, engagement sharing performance, etc.
- Second Conversion Performance Observation – How well do we succeed in converting visitors to friends / followers / users
Go through all the digital assets of the brand and its competitors – website, mobile, social, blog, etc. – in order to examine the extent to which content and activities are generating sharing and trigger continued use. This is the first step in building a relationship with the target audience.
- Observing conversion performance from users to customers – the next step in the comparative observation task is to examine how well we are doing in moving users to spend money with us and initiate a business-oriented dialog – third conversion – from friends or users to customer status. To what extent does the brand and its competitors use moving tools, such as coupons, special sales offers and the like.
- Observation transition performance from customers to brand promoters – In the final observation step, we examine the extent to which the brand – compared to its competitors – generates a trigger for sharing, feedback of user experiences. In other words, to what extent accurate actions have been taken to convince users to become brand promoters.
The planning stage of the marketing activity based on the findings of these observations:
Conversion A
Based on the performance of this step, we will suggest detailed ways to move more traffic to our digital assets. We will use all means to initiate this traffic – programmatic advertising, social networking, collaboration with Influencers, mobile promotion, content-based marketing, organic promotion and search engine optimization, public relations on the web and brand guerrilla activities.
Conversion B&D
In order to turn visitors into users / friends / followers and later persuade them to become brand promoters, it is necessary first to produce engaging and retention-enhancing content and reuse. This means content that produces value to the target audience we have defined for ourselves. As visual the content the better – video and images – which is the content type that generates more significant distribution and sharing potential. Beyond that, managing the digital assets of the brand should be handled in every respect as a business, including a logical organizational structure consisting of analytics and community content professionals.
Conversion C
At this stage, we will add triggers that will bring users closer to a business dialog with the brand, such as:
Incentive activities – content attractions that may move visitors to our digital properties and bring them closer to purchasing points.
Social shopping – assumes that users are influenced by their network friends (not necessarily close ones) and in turn, influence others. A brand that knows how to create a long-term relationship with users can be there and impact the users’ dialog.
Group purchasing – A brand can invite community members to win a valuable and attractive prize when they initiate the gathering of a large group of buyers in a predefined time range for group campaign. Distribution and response is then almost guaranteed. This is more effective than most campaigns, which use open media.
MPOP – Mobile Proof Of Presence, known also as mobile activity check-in. A brand invites users to prove their presence at a branch or store and win a prize (as individuals or as a group). This is an effective tool of moving to a location where they can do business (the brand store or the relevant shelf) when the brand and the user do not have a business relationship (Facebook, for example).
Social Influencers – Influencers are increasingly beginning to serve as an excellent moving tool for brands. Their followers listen to them and a buying recommendation based on listening may work to their advantage.
ComTov Audio :