Digital Bombers marketing strategies include market research, brand strategy, integrated marketing strategy, measurement plan, and activation plan.
Having a good marketing strategy can make you more effective with a fraction of your marketing budget. We have a case study on a client where they had record sales two years in a row. They beat out their number one competitor everywhere online and spent in a year what that competitor spends in a month on advertising. The difference is we had a strategy for our client and the competitor was spending money without understanding his customers or how to resonate with them.
Have you ever thought of your business as a brand? Do you have a brand or a business? The truth is, any business can and should have a brand. A business is the organization that makes and sells products and/or services. A brand is the personality of these products and services. These often blend together.
Digital Bombers will help you define your brand. When this is defined, your marketing becomes very targeted, resonates extremely well with your customers, and you will see more new customers with less marketing dollars behind it.
Customers who feel that a brand has a personality they can relate to become loyal customers. Also, customers may buy into the culture around your brand, wanting to mimic your brand’s personality by associating more often with your products. Think about the John Deere owners wearing John Deere hats. Or the countless people wearing Fox Racing apparel and don’t even own a Fox shock. This is because they are drawn to those brand personalities.
There is quite a bit that goes into it but it pays off time and time again. Let’s take a look.
When a you hire us for a marketing strategy, it’s game on. This is where we dive deep to learn all we can about you, your competitors, your industry, community, and culture so we can fully understand the marketing direction.
We analyze all the data we gather during our research phase to define the core value proposition for your client’s strategic direction. We define what sets you apart from the competition and do it in a way that customers can relate.
Knowing who your target audience is more than just focusing on a certain geographic area, an age range, or an income range. Chances are good that if you really examined your sales data to see exactly who is buying your products or services, you will see trends and patterns. Those trends fuel what we call personas development.
Let’s say your business sells ATV’s. You might currently focus your marketing efforts on the men and women who go trail riding on the weekends. Lots of action photography, videos of the ATV’s climbing rocks or splashing through the mud. You will have success with advertising like that.
But what about the other groups who use your ATV’s in different ways? What about the farmer who uses your ATV to get bales of hay to his or her livestock? What about the woman who shows horses and uses your ATV to get around on the show grounds? These are two new markets that you are not currently targeting. What if you knew enough about these two markets to be successful selling to them? What if you could dominate sales in that market?
Persona development studies the sales trends and assigns a name and personality to each persona. Continuing with the imaginary ATV business, the personas might be:
Mike: 42 years old, enjoys trail riding with his friends one weekend a month. He likes the sport ATV’s because he prefers the adrenaline of fast speeds. He has a family and is considering a small ATV for his kids.
Robert: 55-year old ranch owner. He used to use horses to herd his cattle but has found that it’s more effective to use ATVs due to the size of his ranch. He doesn’t care about speed but has to have a 4×4 option with plenty of power to navigate the terrain on his ranch.
Cindy: 39-year old horse trainer. Cindy doesn’t need speed or power. She wants something quiet so it doesn’t spook her horses but it has to be reliable to use on the farm during the week and at horse shows on the weekend.
When persona development is done well, a business will have a very targeted audience to which to market. Remember earlier when we stated that every decision is fueled by an emotion? Imagine the emotion Cindy would have if she saw a video on social media about an ATV that is perfect for barn and arena use. It doesn’t have to be a completely separate product either – it identifies the product features that she desires and can relate to.
With proper persona development, your business can market smarter and will see an increased conversion rate as well as higher brand loyalty than ever before.
There are several components to a good brand strategy:
Brand Architecture: Defines what the your purpose is, who your audience is, the reasons a customer should buy from you, and the characteristics of your company’s personality.
Target Audience: Every decision a person makes is fueled by an emotion. Customers are more prone to purchase products or services when they feel like they relate to the personality of your brand. Part of our research is done to understand your demographics, your customers’ needs, wants, and barriers, and their behaviors.
Core Messaging Strategy: Digital Bombers uncovers and defines the key messages that allow your brand to stand against your competitors. Brands with an established and consistent message attract deeper engagement with customers.
Visual Identity: Visual elements of a brand such as color and typography which encapsulate and convey the symbolic meanings that cannot be imparted through words alone.
Style Guide: Style guides help to ensure your business and your products are represented exactly how you want them to be no matter who is developing creative for you. Sometimes referred to as “look, tone, feel” guides, these documents are the creative rules for how to use your logo, what Pantone colors should be used, what fonts to use, the tone and feel of the copy being written.
To ensure our creative team is dialed in on your marketing strategy, we use the research and brand strategy to develop a creative brief that builds the narrative of what we want to say. It includes the challenge/opportunity, the human insight, the brand truth, and the strategy that will result in generating more sales. This step is searching for truth and relationships across information, and digging in to create a cohesive, compelling story that fuels creative ideas.
The creative team will work to develop some high-level concepts for what your brand could look like on the Internet, backed by research so we’re sure what we are presenting will be not only visually appealing but it will be effective in generating business for you. The concepts we develop are ultimately dictated by the road map but typically include a website redesign, social media page designs, banner ads, and print design concepts.
The final deliverable for the strategic portion of our work is a document that lays out the road map and is supported by creative concepts. Once discussed with you, we modify if needed then start building the deliverables.
Content Strategy: The content strategy works from a combination of the creative brief direction and clearly defined content goals that ladder and connect back to the marketing and commerce opportunity for your brand.
Channel Strategy: An integrated multi-channel strategy answers the questions why, where, and how the content will show up across the experience journey to meet the solution goals. Channels include earned, owned, and paid media as well as SEM/SEO.
Ultimately, we’re creating a system that connects and delivers content that is valuable in your audience’s lives and creates the perception and/or behavior change to meet your brand’s ultimate marketing goals. This is where we define how your content and advertising will be distributed and promoted, including frequency and duration.
There is a difference between paid media and earned media. Paid media is where you purchase ads, influencer reviews, or other forms of advertising that is backed by funding. Earned media is all the things you can do that just takes time: blog posts, social media engagement, guest posts on other websites, etc.
The road map we build as a part of your marketing strategy is a document that lays out where your brand should focus your efforts and spend marketing dollars. Digital Bombers can provide road maps for one year or multiple years. These road maps can be used to guide your efforts or other companies you partner with for advertising. Of course, Digital Bombers would prefer to be your activation parter – who better to build the website, blog posts, ads, etc. than the company who developed the strategy?