As a company, our services are all about communicating and helping people communicate. We write digital content and sales copy, advertising copy, leaflets, brochures, press releases, web copy and radio commercials.
The value proposition as defined in the last Digital Strategy is to Save valuable time, boost your online profile and increase sales when we provide WORDS THAT DELIVER.
It’s not a complicated organisation. As a one man band, I have no employees or stakeholders to buy into my marketing plans or to convince that the marketing strategy is a good or cost effective idea. On the other hand, resources including time are scarce. My customers are in general small businesses who bought a website because someone told them they should be on the web but don’t know what to do with it or why having a website didn’t instantly solve all their problems.
To be able to stand back and evaluate a business with fresh eyes, identify the strengths and create a strong message to promote that strength, in whatever medium is apt, is what I do best.
The digital strategy I am planning to employ is Content Marketing which has the following five elements:
- A website
- A blog
- Social Media
- An opt-in
- An email list
The choice of Social Media to fit into the content marketing strategy was difficult to make. Both Facebook and Linkedin have much to recommend them. In fact, the CMO Guide to The Social Landscape rated Facebook as excellent for site traffic but of Linkedin said “Unlikely to drive significant traffic to your site. However, traffic is generally from relevant readers”.
Given the one man resource it would be better to have a limited number of relevant readers and give them an excellent customer experience that have a lot of traffic, maybe not as focused on what they want and serve them less well.
As someone said, “Go where the money is” and with only limited time, the profile of business people on Linkedin fits my customer profile. I have also carried out a straw poll of friends and customers, and the consensus was if they were looking for something they would Google it, but if they had your name as a regular commentator on all things writing if your name popped up in the search you would be preferred to other unknown candidates.
Looking at the “Honeycomb “model, the pods Linkedin focuses on Identity, Relationships and Reputation.
Identity; represents the extent that the users reveal their identity in a social media setting. “People buy people” and through blogs, posts and interactions I would hope to promote a positive profile and be identified by like minded people.
Relationships; when two or more users are related they have some form of association that leads them to converse, meet up or list each other as a friend. Linkedin is fairly formal, allowing users to see how they are linked to others, it also had a reference system so you can be introduced to someone you want to connect to. With Linked In you can’t just “Friend” someone you don’t know. From social network theory, we also use two properties in the “Relationship” pod called Structure and Flow. The structural property of a user’s relationship refers to how many connections they have, and the position in their network. A large number of connections is more likely to indicate that the user is a thought leader in that network.
Flow refers to the type of resources involved in individual relationships and how these resources are used, transformed or exchanged.
Reputation; is the extent to which users can identify the standing of others including themselves. In most cases, reputation is a matter of trust. On Linkedin, your reputation can be built based on endorsements and the quality and relevance of your content.
- The overarching strategy for the campaign has one simple Objective: Sales: What the objective targets is a 10% increase in sales of writing projects of all types based on previous year (April – June 2012).
- This has a timeline and an easily measurable KPI
However, the specific objective for the Social media element is to drive traffic to the website so that people can “Opt In” for free eBooks and a weekly update.
- Objective: Traffic increase the site traffic for all writing products from April 2013 through to June 2013 by 20%
The measurement of the traffic should be easily available with Google Analytics. The other metrics you can use with this information is the monthly referral traffic.
You need to know where your traffic is coming from. The top source will probably be Google. But after that, you would hope to see the social networks you are participating in. A simple way to measure their share of traffic is to Add up all the visits from social media in a month and divide by the total traffic. This calculation will tell you what percentage of your traffic is generated from social media.
Secondly, you can quickly look at Month over Month Traffic Growth Take a single months traffic/subtract the traffic from the same month last tear then divide by The traffic from the same month last year, and that calculation will give you an indication of percentage growth. It would be interesting also to measure as Hoffman and Foder suggested in 2010.
- Brand Awareness
- Brand Engagement
- And Word of Mouth
Also, the cost reduction (in terms of time) and efficiencies should be easy to measure, and as we are focusing on doing one channel well, we can establish a baseline.
So over the three months April, May, and June the Lost For Words campaign will consist of the Website (which I have just rewritten and optimised). The blog, the first post is already available on the site entitled “Content Marketing Getting your Ducks in a row”.
The social media activity on Linkedin where the blog will be posted and I will interact with target groups in discussions and forums to raise my brand profile. The “ Opt-In” button from “Mail Chimp “ will be in place and I am currently writing and selecting relevant content from other sites and sources for the email marketing campaign to those who subscribe and other interested parties.
To View our results, please see our portfolio page.