Project Digital Marketing Infrastructure
- Building brand awareness.
- Lead generation (formation of a flow of potential customers).
- The marketing infrastructure is the set of tools that help you achieve these goals.
For its construction it is important:
- Know your audience.
- Understand the points of contact with it and the channels of interaction.
- Develop a range of marketing tools (from a slogan to a website).
- The target audience can be divided into clusters. Among it, you should highlight the core (35–40% of your audience) of customers who are united by something (age, income level).
Stages of interaction with the audience:
- External communications (the purpose of this stage is to direct the client to the means of internal communication). For startups, typical formats are: social networks, digital communications through advertising, work with media resources, conferences, events.
- Point of sale (conversion from a potential customer – lead to an actual customer). Examples: landing page, website, social media page, call.
- Content. Businesses often make one mistake – they are looking for new customers, rather than focusing on existing ones. That’s why the focus is lost. Ways of retention: loyalty programs, savings systems, additional services, consultations.
- Tip: Collaborate with sales teams and marketers, analyze telephone conversations with a client, watch what repels a person at the acquisition stage.
Principles of working with influencers on Instagram
Now businesses are fighting not with each other, but with the indifference of consumers:
- business page posts are read less;
- a subscriber costs more and more and is often just a number in the page statistics;
- sales from organics are falling (a lot of offers, it’s hard to stand out);
- ROAS (Return on Ad Spend) across channels becomes less than 100%.
92% of people tend to trust recommendations from others, even if they don’t know the person personally. Therefore, you need to attract influencers: bloggers, reviewers, gamers, streamers, pranksters, celebrities. They are classified as follows:
- Mega-influencers (more than 1 million subscribers). They have a huge reach that they use to build brand awareness.
- Macro-influencers (from 100,000 to 1 million subscribers). Among the advantages are high target coverage in a particular market, content quality and openness to cooperation.
- Micro-influencers (up to 10,000 followers). A small but loyal audience provides a high level of trust and engagement.
- Nano-influencers (less than 1000 subscribers). Such influencers have authority and trust in a particular community. Their ads look like friendly advice, which is why they have the highest engagement rate.
They can be for you:
- brand ambassadors. Represent the brand in a positive light, increase awareness and increase sales.
- brand advocates. Satisfied and loyal customers whose experience of interacting with the company is positive in all respects.
- brand evangelists. A super-loyal client, ready to defend the interests of the company, work for the benefit of word of mouth.
What will you get:
The influx of a new hot audience.
Influencers generate highly targeted leads. Therefore, the conversion can be significantly higher (up to +316%) than in conventional channels (context and target).
Focus as a guarantee of effective marketing communications
Marketing communication should begin with the choice of goals. They are divided into:
- Business goals: sales, profit.
- Marketing goals: users, purchase frequency, check size.
- Communication goals: understanding, memorability, branding.
- Now let’s look at the main channels:
TV. Low cost of contact, large coverage, but also high cost of entry, advertising noise threshold, effective frequency.
Outdoor advertising. Low unit cost, acceptable contact price, but poor quality.
Digital. Various formats, good targeting, but high competition, low engagement, works worse offline.
SMM/Influencer Marketing. Potentially low cost per contact and high engagement, but harder to manage.
How to improve efficiency?
Focus all communication around one opinion:
- Focus on one goal (avoid multidirectional goals). For example, you should not build knowledge and loyalty at the same time or work with different audiences – young people and the older generation.
- Clearly understand the target audience.
- Choose communication channels, take into account susceptibility – the psychophysiological state of a person when in contact with communication. That is, in what mood is he, what can he think about, is he not hungry.
- Communicate one message.
Things to remember:
- Uniformity is important. If the message is read the same way, its memorability decreases. One message does not equal one creative.
- The latter can be adapted to better convey the message.
- How does communication work? The impressions received from interaction with the brand are superimposed on the personal experience of a person. So they evoke a rational and emotional response. He motivates you to take action. For example, buying a product.
- Essence of communifications. Consider the needs and values of the consumer and the context of the environment in which he is located. This will help convey to the potential consumer an opinion that will change his behavior to the desired one.