2. Digital Marketing Strategy
2.1 Determine the target audience
The target audience is a group of people who have character and have the potential to become consumers of a business. The more specific the target is explained, the more effective the advertising strategy will be. So it is necessary to allocate marketing so that it is right on target, it is necessary to understand how to identify the appropriate target audience.
How to determine the target audience is done in 7 ways as follows :
1. Leverage data from various platforms
Determine the target audience by examining the profiles of potential buyers who interact with the brand on various social media platforms. If an individual shows interest in engaging with the brand, the prospect may be a potential customer with a high likelihood of purchasing the product or service available. Some target audiences may not engage on social media. So, it is important to diversify and not limit yourself to just one platform. Check data regarding website visitors, account creators, and product purchasers, even if it’s just a one-time purchase.
Customer pain points refer to the various challenges that a Digital marketer’s target audience wants to overcome, which may include obstacles encountered during the purchase transaction. The following are some examples of problems experienced by product consumers
- Prospective buyers do not yet understand the skin needs of prospective buyers.
- Look for multi-purpose products, such as sunscreen that functions gDigital marketer as a moisturizer.
- Already interested in the brand, but found the purchasing process on the website too complicated.
Identifying weak points will help determine the message you want to convey to your target audience and the product innovation required. Digital marketers can’t describe it effectively enough to pinpoint these areas of concern. Conduct research using various methods to gain a more credible understanding of the needs of Digital marketers’ target audience.
3. Determine the origin of the prospective buyer’s information.
To identify the target audience, it is important to ascertain the preferences of potential buyers regarding location and information sources. Is it through social media or blog articles? Which social media platforms do potential buyers choose most often? This section is very useful for optimizing digital marketers’ content marketing strategies. One factor that influences the effectiveness of a message is the communication channel chosen.
4. Understand the benefits or advantages they are looking for
Now that the Digital marketer has collected the data, it is time to analyze the benefits of the selling product to influence the purchasing choices of the target audience. Finding solutions to ongoing prospecting problems will bring happiness to everyone. However, existing business brands are not the only ones involved in this field. Several other brands are attempting to address similar consumer problems by providing similar solutions. Consider the advantages that a Digital marketer’s target audience is looking for from competitors but can’t find.
5. Identify factors that hinder potential buyers’ purchasing choices.
What is preventing potential buyers from making a purchase? Apart from considering positive aspects such as product benefits and advantages, answering negative questions like these will help improve digital marketers’ current strategies.
Identify factors that reduce potential buyers’ interest in sales products, such as:
- Challenging uses of packaging Products that do not receive BPOM approval
- The social media administration’s response was slow and unfriendly, resulting in a lot of negative reviews and unsatisfactory brand replies.
- Like the process of identifying pain points, this question also requires thorough observation and research.
6. Determine the pattern that potential buyers follow
Who are some influential figures in the industry whose advice is highly valued? Is the prospective buyer a beauty influencer with expertise and experience, or a product reviewer known for her honest reviews? Another factor that influences the target audience’s decisions is key opinion leaders. This question will help identify key opinion leaders who align with the preferences of the Digital marketer’s target audience
7. Develop personas
If Digital marketers are having difficulty identifying Digital marketer target audiences using the six steps mentioned, consider developing buyer personas. Personas are created profiles that provide detailed descriptions of various segments of a Digital marketer’s target audience. The components are more comprehensive than target audience data, namely:
Personal details:
Name :
Profession :
Age :
Purchasing power :
Hobby :
Lifestyle :
Interest :
Behavior :
Digital marketers can clearly imagine the ideal customer. Thus, all marketing strategies implemented are more likely to reach the intended audience.
2.2 Choose the right digital marketing platform
Even though digital marketing has great potential for business development, every brand needs a suitable platform to run ads. To make it easier to promote through digital marketing, it is necessary to have an appropriate platform.
a. Do it manually
There are various choices that can be taken if a brand wants to promote through digital marketing. One of the most important things is choosing a platform that suits your character and abilities in promoting products. A digital marketer needs quite a long time. However, this will make it easier for brands to carry out appropriate promotions so they can learn about changes so that sales increase over time.
b. Understand audience needs
It is very important to know what platform is suitable for consumer habits. It is necessary to choose the appropriate message so that it reaches potential consumers ideally and on target. This can be done by testing in the form of creating potential content, whether in the form of images, videos, stories or short messages.
c. Make good use of organic posts
When choosing a platform, brands need to know whether the message they convey can be accepted by potential consumers.
Consistent posts can also help potential consumers make decisions. If they find out about brands that are sold easily, it will definitely speed up their decision making.
d. Mobile friendly
It cannot be denied that the use of social media is very large, this makes digital marketing more targeted at cellphone use than others. Therefore, platform selection certainly looks at the largest number of social media users. And it’s important to make the content fit the size of the phone.
After carrying out various considerations, the next step needs to be continuous analysis to see the development of social media from time to time. So that advertising becomes more optimal