My main SMART goals/Objectives include
· Over the next 7 weeks - Gain attention for photography brand GNT Image – develop more of a brand
· Increase traffic/ digital presence to social media platforms by increasing followers, shares, likes by 20%.
· Develop a 2-way communication strategy that encourages followers to get involved.
Buyer persona and Social media
Advertising the blog included using Instagram, Twitter and Facebook, this was using a combination of live stories, posts and polls. This was to let the audience know when blog posts were going live, and to get consumers involved. By using the Content marketing matrix (Insights, 2020, appendix 3) I was able to develop different branded elements such as infographics etc. I recorded how well different posts performed and found Sunday’s were best for publishing posts with Wednesdays being best for social media posts based on the persona. “Schedule sample posts at different times throughout the day, then test and revise” (Patel, 2020.) By looking at blog and digital trends I was able to utilise a theme day that was appropriate for my persona – international women’s day. This reminded the consumer about the blog and established a connection. I also did polls on Facebook, and live stories.
Metrics and measures
By looking at the basic stats I was successful in obtaining more followers and engagements with posts. I obtained around 40+ new Instagram followers, I was less successful with Twitter followers and engagement and I think this was a reflection on how the content was repurposed from Instagram and Facebook posts. To increase traffic to my blog on Twitter I should have designed and implemented a different strategy that utilised the key aspects of the platform such as using more polls or repurposing the content more effectively. The guest post and the post about editing video did the best in terms of blog views. The average blog views were 7, with the highest being 25. The most engagement and click through onto the blog came from Facebook. I also obtained 3 organic click throughs from the links I included; this shows how important including links to other sources are
Future Development
I considered launching a YouTube channel that would showcase some of my travel videos however this would not have suited my brand or target audience. I did use the Instagram video section to showcase blog post and videos previously taken while traveling. Although I did do some keyword research, I feel that this could have been done more extensively. To reflect current digital marketing trends, I would also consider implementing Yoast and Plugins such as Wpsmosh. For the long term I would also include SSL certificates, a ‘digital way to tell google and users that the website is secure’ (Udemy, 2019.) I need to develop my strategy to get consumers to reach the decision stage in the buyer journey/ funnel. My posts generated views but I need look at tangible products and increase click through rate.
References
Books
Chaffey, D. and Ellis-Chadwick, F. (2019) Digital Marketing Strategy, Implementation and Practice, 7 Edition. Pearson. Harlow
Baines. P, Fill. C, Rosengren. S (2017) Marketing, 4th Edition. Oxford University Press. Oxford
Web sources
Newberry. C (2018) How to Build a Buyer Persona (Includes Free Template). Hootsuite Blog. Available: https://blog.hootsuite.com/buyer-persona/ [Accessed: 05/03/2020]
Patel. N (2020) The Science of Social Timing. Available: https://neilpatel.com/blog/science-of-social-timing/ [Accessed: 26/03/2020]
Smart Insights (2020) Content marketing matrix. Available: https://www.smartinsights.com/wp-content/uploads/2014/01/Smart-Insights-Content-Marketing-matrix.png [Accessed: 26/03/2020]
Video:
Hubspot (2020) Content marketing. Hubspot academy. [Accessed: 07/03/2020]
Walsh. D and R. Percival (2019) The complete digital marketing course, 12 courses in 1. Udemy
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