2. Understand WHERE YOUR Markets ARE and
Where Their Needs Can Be Engaged
Source: www.hbr.org
3. Who Are These People and What Do They Want?
Source: http://mr6.cc/?p=2721
4. Where and How Can I Engage Them
SEO Social Media
Site
Content WOM
Targeted Ads Email
Source: http://www.flickr.com/photos/electric_crayon/5479942600
5. Where Do They Land?
http://www.flickr.com/photos/uon/4364055922/
Strategy doesn’t have to be written up on a boardroom whiteboardStrategy doesn't have to be complicatedStrategy doesn’t shouldn’t be over analyzed. It can be realized in a moment. It can be an epiphany. But IT must be communicated, and realized across the entire organization – customer service, sales, marketing and IT.Then, it is important that it be implemented and communicated across ALL segments of the business and across EVERY channel. And IT must be consistent.The important thing is to understand that no matter the inspiration, no matter the timing, nor its simplicity, IT must be thoroughly defined and believed.
Once an understanding of the target market is achieved, it is time to determine and understand the channels in which they are engaged.Is it SEO?Is it Social Media? (BLOGS, FB, Google+, Flickr, Slideshare, Tumblr, Yelp, etc.)Is it from Banner Ads from relevant sites?Is it via Email?Or is it just WOM?More than likely, it should be implemented by all.
What are people’s online personas? (note web article: http://blog.hubspot.com/blog/tabid/6307/bid/17588/How-to-Easily-Create-Remarkable-Content-With-Marketing-Personas.aspx)Do they have alter-egos?What are peoples online habits?What attracts them to browse a certain site? Where are they in the sales cycle? AIDA sound familiar?
Once the market strategy is intact and communicated. Once the understanding of your target market is made. It is time to connect the dots.How does one create interest, build trust and loyalty, so that it’s brand is shared? SEO should be analyzed and content structure of your web site put in place.Social media channels should be developed and continually updated.Ads should be carefully targeted and placed on relevant web sites.
When YOU DO attract someone’s interest, are you delivering them to relevant pages?Does your landing page match their interest?Does the page keep their interest and have asking for more?Does it have the information they desire?Is it easy to navigate and easy to read and find what they seek?Does your page include some kind of “call-to-action”?Does it allow the seeker to share or follow you in the future?Can you follow them? Are you able to get a better understanding of their habits, behaviors or needs?Do they “act”?
So now, YOU have answered all of these questions. You have spent all this time, brain power and some dollars on attracting people to your site.YOU have created interest, WOM, and engaged. YOU have built and THEY have arrived. Sorry. More questions.Did the seeker act? Did he or she make a purchase? Did they opt-in for emails or follow your Blog? Or did they browse your site? If so, where? For how long? What did they click on? What path(s) did they take?I hope you monitored all of this new and hopefully repeat traffic to your site.Because NOW its time for some serious analytics. Time to gather information and a better understanding of your customers.Its TIME to THINK.
First, a company must determine the What, Who, and How? The strategy then must be consistent across all channels – offline and online.A company must also know where. What web sites, SM, email – much like TV, radio, and print – but better targeted.It is then important to encourage customer participation with the brand. Once their interest is aroused, it is important to answer that interest by delivering relevant information and monitoring their behaviors.All consumer information - interest, behavior, and actions - must be consumed and then dissected.The successes and failures of the consumer engagement or calls-to-action need to recycled – or re-thought – and the strategy or rules of engagement revised accordingly.
