Do you have a clear digital marketing strategy? Are you getting the most out of your online presence and converting it in to product sales or table reservations? Don’t know how? Look no further! We have created a quick guide to help you develop your digital marketing strategy. We have developed this guide based on P R Smith’s SOSTAC® marketing model, which we base the majority of our strategies around.
What’s the situation?
The first thing we need to determine in your strategy is your situation. Who is your target audience? What do customers currently think of you? How aware is your audience of your products and services? What is your budget? A popular way to determine all of this is a SWOT analysis. To do this you should analyse internal Strengths & Weaknesses, and external Opportunities and Threats, and use them as a basis for strategy creation. Once you have determined your market position and current parameters to work in, you can move to step 2.
What are your objectives?
This is a vital question to ask yourself, and you really need to this part right or the rest of your plan will fall apart. Set objectives that are realistic and measurable, and benchmark them with KPI’s along the way. Try to avoid vanity metrics such as page likes and followers here, what you want to achieve should be much more geared towards your overall business objectives.
Example objectives could include:
- Increasing online reservations / sales by 20%
- 10% increase in sales during coupon redemption period
- 50 new positive reviews on Trip Advisor.
As you can see all can be measured, whilst still tying in with business objectives (awareness and sales).
Create a strategy or two!
Your strategy should be based on the situation and objectives. How can you take advantage of your strengths to maximise opportunities and increase sales? How can you overcome weaknesses to defeat external threats to your business and grow awareness? You don’t have to go in to too much detail yet, just get an outline few ideas here.
Examples of strategies could include:
- Use strong Facebook presence to promote coupon deal on public holiday dates through the year
- Improve customer service scores by dedicating time to online engagement on a daily basis
- Create blog that highlights menu range with recipe guides to increase traffic to website in order to grow online reservations / sales
Food Industry Social Media Strategy Example: Taco Bell
@SorryGrieder Can you ever forgive us?
— Taco Bell (@tacobell) March 16, 2015
Taco Bell are excellent at responding to customer service issues over Twitter. Their social media strategy involves responding to as many of their customers as possible, ensuring everyone is acknowledged by the brand. Their tone of voice is fitting to their audience and they use humour to help diffuse situations. Make sure your social media tone of voice is decided during the strategy development stage & you have a clear customer service plan in place.
Get the detail right with your tactics.
This is where you can get creative. Firstly you need to find your online audience. Once you know where to target, you can focus on how to target them. You can also click here for a free social media channel guide to help.
Use relevant images to get more attention to your posts. Spend a day photo shooting your product to make it look amazing. You don’t need an expensive camera or photographer to do this. With Social Media native content works best, so a photo taken on an iPhone and uploaded to Instagram will do better than one taken with an SLR. If you are a restaurant take some nice photos of the venue, people enjoying themselves etc. All of this will form part of your content, and in the world of marketing content is king.
Develop a content calendar so you can align key content with specific dates and promotions. For example you may have images of romantic couples dining to use around Valentine’s Day. This will help you to send a clear message to your customers.
The key here is to be creative in your approach. Come up with something unique that your competitors aren’t doing, and get good at doing it. It’s easier said than done, but if you manage it you will be on to a winner.
The time for planning is over; you now need to execute your plan. But wait! Make sure you brief all relevant parties on your strategy. Double check you haven’t overlooked any details before you jump in. Do you have a Social Media Customer Service plan? Is there a crisis management system in place? Once ready follow your plan, but be prepared to change it, which is where the final step comes in to play.
Control the outcome!
How often you measure and what metrics are down to you and the objectives you set earlier. Just remember that no plan is set in stone. If something is not working or the situation changes you have to adapt. Too often marketers sit on a strategy and play it out to the end, even if it didn’t work from day 1. Be critical. Mistakes will be made, and it’s what you do with the information gained that will make the difference. Set yourself monthly targets that align with your objectives, this helps you to determine what needs improving in the short term to reach long term goals.
Get us to do it for you!
If all that sounds like a lot of work then do not fear, we can do it for you! We offer digital marketing strategy development and execution. We can develop a campaign with you, then launch and manage it whilst you sit back and enjoy the results. Give us a call on 01444 801041 or email firstname.lastname@example.org to find out more.