Digital Marketing: How To Win Online

In last week's 60RUM, Ph. Creative gave us some top tips for doing business online. Missed it? See below for his 60 second summary

Wed 25th, Mar

As part of the series of events run by the Liverpool Chamber of Commerce for Digi-March, we covered a range of tactics to help make the most of your time online and capture the interest of your target audience.

It’s becoming more and more difficult to capture your audience’s attention as the digital space becomes inundated with brands and businesses promoting their products and services across many of the social media channels. In this post we will summarise what we covered and provide some recommendations on how you can start to win online.

So… what is winning?

Winning is when you become the thought leader and the go-to-person in your industry and the best in your sector on a local, national, or even an international level. However, it takes hard work, a long time, and you need to follow some frameworks to make sure you keep on the right path and don’t lose sight of your defined end goal.

Where to start?

Customer Journey - Framework 1

This framework allows you to understand the journey you want your eventual customers to take. It follows a methodical process that starts with them being strangers and having no knowledge of your business, to becoming a customer who is delighted and willing to spread positive word-of-mouth recommendations to their networks.

Content Journey - Framework 2

This framework allows you to understand the content you need to create in order to take your “stranger” to a “delighted” customer. To be able to use this framework effectively you’ll have to have an understanding of who it is you’ll be targeting and what content they’ll be interested in reading (blogs) and viewing (visuals/videos).

To find out more about persona mapping workshops and how to find out your WHY, take a look the slides here http://www.slideshare.net/MarkRussell11/liverpool-chamber-of-commerce-presentation-200315-1

So… what is a persona?                 

A persona is semi-fictional character that you create based on your ideal target audience. You can have as many personas as you want, however to keep your marketing efforts streamlined and effective, it’s ideal to create a persona for each of your products. If you have many then choose your best selling products or the customers who generate the most profit.

Below is a picture of a persona workshop that we undertake when starting a digital strategy at Ph.Creative. This enables us to start to create a customer content journey (a combination of Framework 1 and 2).

Winning with influencers

After you've created your personas and understand their journey to becoming your customers, you’ve got to think about who will be influencing their decision making process. An easy way to categorise and organise your influencer marketing is by understanding them as follows:

Influential influencers: Big media publications and final decision makers

Collective influencers: Groups, institutes and communities

Brand influencers: Bloggers and journalists

Local influencers: Those working in similar businesses and in your industry

What about content?

Content marketing is all the rage in today’s noisy online world. We explained the importance of creating purposeful content and being able to match the content you create to the different parts of the frameworks which in turn creates a timeline you can implement. Below is an example of a timeline we created for a client, this shows the use of See, Think, Do, Delight types of activities over a period of time.

                                    Customer Content Journey - Example

Last but certainly not least… social media

The final part of the jigsaw is being able to make sure you use social media as a tool to listen to your audience, start conversations and ultimately sell. We explained some tools that you can use along the way to make sure your social media efforts are streamlined and maximise your time online.

Some of the networks we covered were:

Facebook Advertising: Perfect for promoting your content

Pinterest: Ideal for retail, fashion, education, and food businesses

LinkedIn Groups: Great to build authority in a certain niche

Twitter Lists: A tactic you can use for social listening

Final thoughts… be more like Charlie Sheen

Check out upcoming 60 Really Useful Minutes here

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