Thu, May 02, 2013 @ 09:20 PM
With the constant addition of new online platforms, it can sometimes seem impossible to keep up with the latest trend in online marketing. It doesn’t help that there seems to be countless ways to describe online marketing, including search engine marketing, social media marketing, inbound marketing, content marketing, realtime marketing and our favourite term at Tent Social, social content marketing.
Regardless of what its called though, your business needs one thing. Online marketing that works. So let’s throw out all these fancy new marketing terms for a moment and just revise our definition of “digital marketing” to include all of the new methodologies that the new ultra-connected world enables.
I spend a lot of my time with prospects and clients explaining the new rules for digital marketing and finally thought it was well worth it to produce an infographic that tells the story visually. It is my hope that this will help businessess better understand how to approach digital marketing as well as be a tool for consultants and agencies to help tell the story to their prospects and clients.
In short, the mission is to take your audience on a journey (in relation to your brand) “from stranger… to lover.” At each stage of the audience journey, they will be open to different types of messages from you. Along with that comes different types of tools that will help you communnicate this message and connect more closely with your audience.
The different audience phases are:
- Stranger (unknown): This person knows nothing about your brand, so they are definitely not ready to be sold to.
- Visitor (prospect): This person has popped by your website or Facebook page to learn a little bit about you, but no real expressed interest yet. Be easy on the sell.
- Friend (lead): This person has actively engaged with your brand, in most cases, providing some personal information in exchange for some sort of value that you are providing. These ones just might be perfect for a sell, but may need a little nurturing.
- Partner (customer): This person has poney’d up some cash and purchased your product or service. Their actual experience with your brand is critical to loyalty and referral. So, make sure your product is awesome.
- 5. Lover (promoter): This person has not only had an experience with your brand, but they had an amazing one and now they are telling all their friends. Yes, this is good and should be the goal!
As mentioned earlier, there are different tactics that you can use to connect with your audience at each of the above stages. The infographic does a good job of outlining them, so I’ll let the pictures do the talking.
Make a Plan and Develop a Marketing Infrastructure
Finally, none of this journey can actually happen unless you do some work upfront. This is the most common step that businesses skip. Trust me, spend some time planning your approach as well as figuring out who is going to execute the plan (internal vs external or a combination) and which digital tools are they going to use (there are tons of awesome ones).
We at Tent Social specialize in equipping organizations to go from Stranger to Lover with their audience. We would be more than happy help you out a little bit… or a lot. Click here for a free marketing assessment and let’s get the leads flying!
What do you think of the below methodology? I would love to hear your thoughts as I constantly work to make the new age of digital marketing easier to understand and as a result execute. Let’s keep the conversation going in the comments.