Thank you for stopping by! If you’re coming here after a presentation, I hope you enjoyed it and picked up a few valuable ideas. There just wasn’t enough time to discuss all components of the framework, so I thought this would be a great way to fix that.
I pulled together some great resources and thoughts to help you get more on what we talked about and get started on your plan. You can also check out the annotated version of the presentation below.
1: Target Market Profile
Demographic segmentation is weak at best. You have to look far beyond age, gender and location. Our goal is to understand the values and motivations of your ideal customers. To get there, we first develop a marketing persona, layer on the empathy map and then find an archetype that best fits them.
The final result is a combination of those three layers that details, in depth, who your customers are and what’s really important to them. Create no more then 3 to start with.
2: Digital Objectives
You have to be able to clearly and logically detail exactly how digital marketing activity will tie back to core business objectives. Developing digital objectives is usually a 4 step process that involves defining a core business objective (usually: to generate revenue), then broad marketing objectives that if achieved, will undoubtedly lead to generation of revenue. We then move into the digital space and come up with 3 to 5 objectives based on the broad marketing set.
Finally, we sharpen those into simple, clear and measurable objectives (get to 1000 subscribers, for example).
The channels you select act as a bridge between your target market(s) and your digital objectives. I usually recommend starting with (or cutting down to) 3 to 5. Trying to do too much, on too many platforms can spread you or your communications team too thin – killing effectiveness and any hope for real connections. Move three things forward a mile, rather then a hundred things forward an inch.
4: Engagement Map
Putting together a proper engagement map will help you be more effective with your time, lower marketing costs and create a cohesive marketing strategy. Choose a heart that your audience will be most comfortable with, then develop supporting assets that will act as funnels to engage and attract different target groups.
On the map, have a clear understanding of what the purpose of each asset is and based on that, set up metrics to track your success.
5: Content Strategy
There are two frameworks I use to develop content. The most effective one is based on McKinsey’s customer journey model because it addresses each part of the decision making process. Going from Trigger all the way to The Loyalty Loop, you would develop pieces of content that help your customer along their decision journey.
This approach pays significant dividends as you have an opportunity to turn customers into evangelists by understanding what they need at each point of the process.
I included an annotated version of the social media strategy presentation below.