If before we would say “what is your Target”, today this change is deliberate, be-cause we know that behind the numbers, profiles, avatars, there are… people!
So who are the people who buy your products?
Who are the people looking for your products?
Who are the people who might want or need your products but don’t know they are available on the market?
The 3 questions are also purposeful, as they imply different degrees of engage-ment, which represent different levels of information, and as such, different levels of effort to be undertaken by the company.
You certainly spends less resources investing in customer loyalty, so that they re-purchase or extend their purchases to more products, than trying to gain new cus-tomers. But the ideal is, of course, investing in both simultaneously.
So how can you monetise your efforts and get the help you need?
The answer is: with Information. The more you know about your Target, the more assertive and effective your strate-gic approach will be! To have information about your Target, you have to relate to it. If in the past, information came essentially from your sales team through contacts with customers and prospects, today you have more help that you can benefit from, which helps you meet your customers and their needs faster, and strengthen the efforts of your sales team.
The digital universe is a world of information from which you can constantly gather statistics that add value to your strategy.
Statistics show that it is on social networks that people spend most of their time when surfing online, so the probability of your Target being in a network is very high, which is why companies increasingly recognise the need to make themselves be seen in these platforms. But, for both the company and the users, it is not enough to be present, the usefulness of the contents is valued by the latter and the information must be collected and processed by the former. This is the only way to guarantee useful learning for the continuous “fine-tuning” of your strategy.
What types of content generate the most interest? Who reacts to your content? What days of the week and times show the greatest interaction? Which gender and age group do you most interact with and what kind of content? What products and campaigns receive the most attention? Information accumulates, and patterns are defined over time – fools are those who think that these answers are obtained im-mediately, people are complex and do not always have the same behaviour, but they certainly have a recognisable pattern despite the deviations, and this is infor-mation that will produce noticeable results when worked on.
However, there are ways to speed up this information gathering, reaching the an-swers you need faster. Through ads on social media, you have the ability to seg-ment your audience into various categories of interest, geography, age and gender, getting results much faster than organic results, accelerating your learning curve about your Target. Furthermore, it has the added advantage that information is al-ways coming in, also allowing the segmentation to be readjusted in good time, and interpreting the results.
There are more digital tools that you can and should use together, such as your website, blogs and other channels, that when tailored to your business, and coher-ently aligned with each other, can more effectively reinforce your entire digital communication strategy, bringing in information that will help your decision making! What is certain is that there is no greater world of information than the digital, and this is information that keeps flowing and that can make a difference for your busi-ness!
Brandtellers is a digital marketing specialist and Google Partner.
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