Identifying customer target, suitable social media platforms and writing great content.
12
Nice to Meet You All! John Nunn Julie Cutler Brian More Adrian Coe Cristina A. Atudorei • Managing Director @ Tortrix Ltd. • Lead Solutions Architect • Over 20 years experience in software development and over 5 years experience in developing innovative social media solutions • Director • Project Manager • Over 20 years experience in engaging with customers and creating content that now provide invaluable expertise in generating relevant Internet content • Director • Director of Intellectual Property Services for Coventry University Enterprises Ltd. • Expert in evaluating brands and intellectual property audit • Business Development Director • Renewable energy engineer • Expert in Internet of Things and integrating social media in solving day-to- day energy efficiency matters • Sales & Marketing Manager • Market research, social media strategy and internal processes and policies development and implementatio n 8/1/2014 Copyright Tortrix Ltd. 2014 #TIFWMDigital
Transcript
Nice to Meet You All!
John Nunn Julie Cutler Brian More Adrian Coe Cristina A.
Understand and recognise the social technographics profile
Identify where there target audience is engaging online
Understand what your target audience is talking about
8/1/2014
Copyright Tortrix Ltd. 2014
#TIFWMDigital
29th July 2014 - Key Learning Aims:
Identify and Understand Your Ideal
CustomerBasic marketing principles:
Listen to your customers
Involve them in your business
Serve them
Add value
Find the best customers for your business
Nurture them into lifelong customers and replicate them
Test and measure your digital marketing strategy and improve it constantly
Source: Chafey and Smith, 2008
8/1/2014
Copyright Tortrix Ltd. 2014
#TIFWMDigital
Identify and Understand Your Ideal
Customer
8/1/2014
Copyright Tortrix Ltd. 2014
#TIFWMDigital
• Hi! I’m Joe!
• I’m located in ….
• I work for a company in the … sector/industry.
• I’m the …
• Our annual turnover is ….
• We have about … employees.
• We have been trading for … years.
• Our business is stable throughout the year or seasonal.
What I need:
What I may ask for:
What I expect:
What I fear:
Identify and Understand Your Ideal
Customer
Hi everyone!
Joe’s demographics: average age of consumer for B2C or how long the company has been trading for B2B; level of Internet expertise for B2C and openness to digital technologies for B2B; spending habits and budget for B2C and annual turnover for B2B.
Joe’s constraints: Internet connection, language barriers, vision impairment, device used.
Joe’s needs and wants: what challenges is Joe facing? What solutions do you offer that will turn Joe into a real-life customer?
Source: Barker et al, 2013
8/1/2014
Copyright Tortrix Ltd. 2014
#TIFWMDigital
Identify and Understand Your Ideal
Customer
Talking to Joe vs. Spamming Joe
8/1/2014
Copyright Tortrix Ltd. 2014
#TIFWMDigital
Personas with a need that your product can
satisfy
Personas with enough money to afford your
product
Personas interested in
finding out more about new
products such as your own.
Optimal target
audienceSecondary
optimal
target
audiences
Source: Barker
et al., 2013
Identify appropriate social media
platforms for your business
Creators
Conversationalists
Critics
Collectors
Joiners
Spectators
Inactives
• Publish a blog
• Write content that they publish on a public website
• Upload videos that they’ve created
• Upload audio/music that they’ve created
• Update status on social media network
• Post updates to Twitter
• Rate/review products or services
• Comment on someone else’s blog
• Contribute to online forums
• Edit articles in a wiki
• Use Really Simple Syndication (RSS) feeds
• Add tags to webpages or photos
• Visit networking sites; maintain public profile on such sites
