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Social Media Marketing

May 25, 2020

How to Build Your Promotion Strategy

Learn how and why you should invest in your business promotion, creating your own promotional strategy from scratch.

Why should you invest in promotion

Have you felt that sensation of your tummy talking to you when you smell fresh food? Promotion is like that aroma! You didn't know you were hungry, but when you smell it, you're hungry as a lion. It can work as an appetiser of what you offer.


Promotion is like aroma! You didn't know you were hungry until you smell fresh food.


Promotion, in other words, is one of the most vital points in your marketing strategy, because it is the messenger of your product. It wouldn't be the same if that food, in the example, didn't have a smell at all. No one would know about it, or at least wouldn't feel the need for it. Promotion drives your customers to your business through attractive messages, looking to connect with your customers through their feelings and needs, creating a beneficial response to your business.


Establish your Goals

Like every adventure, you should write down or keep in mind where you are going. A Goals Plan is crucial to your promotion success. It gives you a direction and motivates you to reach your success. Establishing SMART Goals is the best way to control and keep your business running. Remember, if you have goals that you can't measure or control, they may drain your efforts and money.


There are several goals a business can establish, such as gain brand awareness, promote a product, increase customer traffic, offer more value to customers and many more, depending on their business plan.


Additionally, aligning your goals with your overall marketing strategy, creating simple & small sub-goals, and setting up success metrics to measure, will provide to your promotion plan a better guideline to reach every objective.


Meet your Customers and choose the right one


There are customers for everything you want to sell, offer or rent. In this point, the most important is to really know who are you talking to, because from there you will start to build your promotional message. For example, if a car sale wants to sale a new brand SUV, they won't send the same message to a family man than a single man, they will have different life's perspectives, then different preferences or needs. So, the following step is to build your Buyer Persona.


Find what inspires your customers, and half of the way is done. Creating your buyer persona reveals relevant aspects of your potential customer.

We are not going to extend explaining what a Buyer Persona is, but if you want to learn more bout it, go to our previous post of How to Create the Buyer Persona for Your Business [Free Buyer Persona Template].


Your Buyer Persona should describe relevant aspects of your potential customers, such as preferences, age, social circle, sources of information or even if they are good or not with technology. This will allow you to build an idea of how to effectively communicate with your customers. By the other hand, make brief research of how your competitors are promoting their service can give you the advantage when creating yours and make you stand out.


Choosing your Channel


To choose the right promotion channels and select which one is the most accurate to reach your target market and create valuable content. You should consider the goals you want to achieve with your Promotion Strategy, where is your audience going, and how much budget you can spend during the marketing campaign.


Every channel has its own audience and interactions. Here we'll explain to you some of them and how they can be useful for your business: 

  • Facebook: is an excellent platform to curate content, networking and connecting with friends. It is mainly informational and useful to community building, branding, database collection, increase website traffic and store.

  • Instagram: is a visual platform, is about capturing moments through pictures and video. Its users are usually under 30. It's perfect for brands to engage, inspire, create storytellings, giveaways, and increase website traffic.


  • Youtube: is one of the most popular videos hosting service, and it's perfect to captures customer's attention with personalised videos and make complex ideas easier to explain. It is an excellent channel to branded content, tutorials, and behind the scene.


  • LinkedIn: is the largest professional network in the world. This platform is perfect for establishing connections and building professional relationships. It can also help to share achievements, increase brand awareness and website traffic, and generate quality leads.


  • Twitter: is a great place to interact with your customers and start with good word-of-mouth because it allows direct two-way communication with your customers. It's perfect for engagement, answers to questions, and create lists.

  • Website: allows you to market your business online and establish credibility. This channel helps you with your branding, database collection, engagement and support your customers.

Setting your Promotion

This is the best part of the process when you are creating your promotion strategy. Setting up how are you going to communicate your message? Or what exactly are you going to say to reach the proper customer response? Keep in mind what added value you will offer them, this will help you to be clear about how you will achieve your objectives and what specific time frame you will have.


It is also vital that you establish what type of promotion you are going to use, a video, post, landing page, direct message, or all of them together? Don't forget that your marketing message is one of the most essential components in a promotion strategy since the accurate word will provoke the right action from your customers.


When you are developing this step, keep in mind these aspects:

  • Create a concept that helps you to develop your ideas and message.
  • Build a clear message. Your message should be as clear as possible for everyone to be able to understand your point.
  • Make it simple. A simple message or idea is more sticky for our minds.
  • Be time accurate, know the right time to talk to your customers, increase the probability of them taking action.


Measure your Promotion Efforts

Finally, it is vital to be continually monitoring the performance of the activities of your promotion strategy, this will allow you to correct errors as they appear, grow and improve your business. To choose the right metrics, you should keep in mind your objectives and the promotion channel.


Here we show you some essential channels and metrics:


Facebook: Impressions, Reach, Engagement rate, Followers growth, reactions, comments, shares, and Click-Through Rate.

Tools: 

Instagram: Followers growth, Engagement rate, Likes, Comments, Story views, Reach, and impressions.

Tools: 

Youtube: Watch Time, Average Percentage Viewed, Average View Duration, Audience Retention, Impressions Click-Through Rate, Engagement, Unique Viewers.

Tools: Youtube Analytics.


LinkedIn: Followers' Demographics, Number of Followers, Impressions, Reach, Engagement Rate, Company Update Stats, Contact and Network Growth, and Profile Views by Job Title.

Tools: Social Selling Índex LinkedIn


Twitter: Average Tweet Performance, Audience Type, Engagement Rate, Average Amount of Impressions, and Hashtag Performance.

Tools:


Website: Bounce Rate, Unique Website Visitors, Pages Viewed Per Session, Average Time on Page Top Landing Pages, and Traffic by Source.

Tools: Google Analytics


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