This means that almost one in two businesses do not have a defined plan to find customers online in a predictable and continuous way. Without a strategy, you run the risk of wasting time and money in unsuccessful marketing channels and letting your competition take over your potential customers. Unfortunately, not all of the blog posts and YouTube videos in the world will help you discover the most suitable marketing channels for YOUR business among Facebook, Instagram, LinkedIn, Google, etc. Fortunately, building a digital marketing strategy is not a difficult exercise in itself. In this article, I’ve prepared a 5-step action plan to help you define a digital strategy that’s right for your situation (and how to continuously improve it). 1) Know your target customer The first essential step in defining your digital marketing strategy is outright to identify your target customer .
Be careful, I am not talking to you about identifying a market. Example: pregnant women aged 25 to 38. I’m talking about defining a customer avatar, also called a Nigerian Email Database buyer persona . If I use the definition of Hubspot that popularized this name, a buyer persona is a “semi-fictitious representation of your ideal customer based on market research and real data about your current customers.” ” Note that your buyer persona is not defined only by basic socio-demographic characteristics such as that person’s age, gender, location, occupation and salary. Quite the contrary. The buyers personas are also characterized by: Specific behaviors (including purchasing behaviors and digital activities) Interests (hobbies, interests, brands that he or she likes, etc.) Culture (common experiences – millennials do not have the same culture and have not had the same life experiences as young people from Generation Z) The beliefs Fears and frustrations Objectives and motivations.
Where does he or she live?
The principle of this methodology is to know your ideal client better than he knows himself in order to talk to him about what interests him (which allows you to orient your content strategy), to write marketing messages aligned with his beliefs, position your offers as potential solutions to its problems and aspirations. In this way, the marketing you are going to employ will reach them, more than the messages used by your competitors because they will feel understood and even appreciated. It also explains why you love a tech brand like Apple, while others hate it. This also explains why you decide to be accompanied by this young consultant, rather than with his biggest competitor who has a greater notoriety! And it goes even further.
Knowing your ideal customer and their behaviors will help you think about where they are most likely to spend their time on the internet. Let’s take an example. Young women aged 18 to 25 obsessed with their physical appearance and fans of makeup are more likely to spend time on Instagram than on Twitter … They’re also big fans of Kylie Jenner and her cosmetics brand , so you already know what to talk to them about and what words to use. Now that you understand the importance of precisely defining your target customer, let’s take a look at the questions you should ask yourself to define your buyer persona . Hubspot recommends answering these questions to build a fictitious profile of your ideal customer. Age and gender.
What is his family situation?
The position : What position does he or she occupy? Salary : In which salary bracket is it? The interests : What magazines or blogs does he read? What websites does he visit? What are his hobbies? What does he like to do with his days? What brands does he like? The challenges and objectives : What are the motivations and objectives of this person? What does she want to accomplish or achieve? Frustrations : What frustrates this person? What is bothering her about her current situation? Buying motivations : What are the reasons that would make him buy your product or service? Objections to the purchase : What are the reasons that could prevent him from purchasing your product or service? Depending on the articles you read, you will find other questions, but the ones I have just provided are more than enough to establish a typical profile of your ideal client.