The primary issue faced by this client was that their offering were too niche offering wedding related service over the website. Their service, though highly effective was not being tapped due to lack of awareness as well as the absence of an optimal community of buyers, sellers, influencers and decision makers who could perceive this particular concept in the right manner.
Tech savvy wedding couples, their families who are the influencers and decision makers in the radius of the client’s offering circle.
Understanding the client’s business is the primary step. We studied the complete business model of the client using our needs analysis framework and picked up the value proposition of the client’s business. Using the digital branding proven Social Media Marketing Methodology, we identified and understood the client’s niche offerings and leveraged The digital branding’s methodology around analytic-powered lead generation and retention. In this case, community creation with appropriate users, influencers and decision makers encouraged them to participate in relevant discussions.
The very first step in providing the solution was to identify and select the core value proposition of the client and create appropriate keywords. Keywords work as commands and directors that can drive traffic to your content/cause. Team the digital branding were able to analyze and identify keywords that were then used to select befitting content.
The right content needs to be published through the right channels in the right medium in order to reach the target audience. The content selected was aimed at amplifying the client’s niche market concept and also provide adequate knowledge and a lucid understanding to the viewers. The content was published as comprehensive blogs, kitchen tips for the to-be wed, articles about negotiations, budget calculator based on regions, publications across social channels.
With the diminishing rate of organic reach among social channels, targeting based on user segmentation was the key. Demographic studies were conducted to establish the right target audience and these results were used to publish content accordingly. For eg: Wedding families who are the influencers and decision makers, were identified in the radius of the client’s offering circle and positioned for the right message to reach the right person at the right time, empowering the end users to participate in community discussions.
Delivering carefully selected content was a key aspect of the whole project. Presenting the data through the right medium could make or break the ultimate target.
There’s nothing to beat numbers at the end of the day. Our game plan was cohesive with analytical measurement that was able to track as well as identify the most optimum channel strategy. The engagement and lead generation from each channel was tracked as well as analyzed to provide not only current metrics but also market trends for further market probes. Based on these results, cross-promotion of viral content through successful channels was carried out. Re-targeting was another engagement method for getting our selected content to reach more influencers.
The retargeted leads were tracked through our social CRM that was automated to recognize and form suitable communities. We successfully formed the communities by invitation, engagement, measurement and personal targeting.
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