This is my first blog post here, so I’d like to tell you a little bit about myself. I’ve been working as a digital marketer for seven years and after dealing with a wide variety of different e-commerce projects, I have a lot to share with business owners and marketers. The niche has a fierce competition, so no one can afford to make mistakes. In a series of posts, I’m going to explain things that took me a while to understand and implement.
I love learning new theory but this doesn’t bring much value unless you practice, test, and implement changes. Let’s get started from the grounds of my work. So, what core questions I ask and bear in mind when I start working on another project?
You may be surprised, but I focus on who my client is trying to reach. Different products serve different needs and should be sold to different people. Moreover, usually, I have to work with a few priority audiences.
Gender, education, location, and age change quite rarely, while behavioral habits, interests, beliefs, and external influences change more often. And they may change unexpectedly. For example, because of the extremely hot winter sells of warm clothes drop, and you need to be a super creative to encourage people to purchase your parkas.
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But if you know your audience well, you can still run promo campaigns that drive sales.
This is more complicated than deciding when to publish your another post. Here I mean the point at customer journey when you want to reach your target audience. Probably, you remember a traditional customer path: Awareness–> Familiarity –> Consideration –> Purchase. If not, don’t get upset. Today, the picture is completely different. It ‘s much more complex.
Purchase experience becomes more personal and, as a result, people need different triggers to help them determine what problem they have and what product or service is able to solve it.
You should learn the variety of paths that lead your customers to a target action. Ask your managers, interview current clients, or hire a consultant. Just learn your audiences better.
This is my favorite part. I like crafting a message what you would like your potentials to hear. It is fascinating to come up with ideas on how to help people change their minds and, therefore, generate more sales.
The point I consider vital here is that your team and you should clearly understand if the brand you promote is well-known among the target audience. When people understand the benefits of your services, a convenience of your location, and your unique selling proposition, you have more than a half of your job done. Otherwise, you should work hard on developing the brand awareness.
Typically, I craft directional messages, messages of reality, new idea messages, messages of necessity, and reframing messages (you can find more about them here).
Create a perfect message and then you need to get to the target audience. There are a plethora of digital marketing channels to use. Sometimes, it makes sense to conduct experiments; sometimes old, good PPC works well. Since choosing the channels may take a while, be sure to plan enough time for analysis.
Also, don’t hesitate to use automation tools, such as research at Google, to make discoveries that may significantly improve the effectiveness of your campaigns.
This is partly counter-intuitive but this is the last question I address. Why am I doing this?
You should be able to measure your success by using appropriate indicators and metrics. Sometimes I struggle to differentiate between the important metrics and those that measure success. Either way, at some point of the project, it becomes clear.
From my experience, if you have an ability to hire an analyst, just do it. You’ll find it extremely helpful when somebody can analyze all the metrics and evaluate your results without fear or favor.
By figuring out everything above, you have one main question left. How to put all of that in action step-by-step? But this is a topic for another post.
Hope that you’ve enjoyed this piece. If so, follow us on social media not to miss my further publications. Bye for now.