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    This blog is based on a presentation that one of our team members is going to present on Sunday 30 August from 1400 - 1600 hours (GMT+2)  and if you are a lady and you have more questions, you can join that conversation you can click on the following link https://chat.whatsapp.com/IovKmVFhNmMCq72SO6JpLN

    Anyway moving on, so there are basic questions that you need to answer before you embark on your digital marketing journey, we shall go through them. You may need  a pen and paper  or better still just open your notes app on your device and answer the questions.



    WHY?

    Many people want to put their business on the digital space yet they have not asked themselves why they want to be there. So I am asking you, why do you want your business in the digital space? Answering this question helps you decide on the next step. This question will help you map out your roadmap and set your objectives. So many people think that you just go on the digital space with no reason or no direction. Some people put their business on the digital space because they see their competitors there and they do not want to look like they have been left behind. Some people put their business on digital because they think that it’s a cheap way of marketing their business (a myth I will soon dispel). Some people put their business on the digital space because they read articles like these ones and see videos on YouTube on how the digital space is the place to be. One thing I have to emphasize is that digital marketing has to be embedded in your already existing marketing strategy or plan, you also have to have a plan about where you want to take your business in general, so if you do not have a plan for your business maybe that is the place we need to start with you because if you do not have a plan on how you are going to grow your business then we are not doing anything. They say failing to plan is planning to fail.  Digital marketing is not just something you dream and wake up doing, it has to be a well executed plan . So my question to you is, why do you want to take your business digital?



    WHO?  

    Now that you know why you want to have your business in the digital space, the second question is who? Who do you want to talk to? Who is your target audience? This can only be answered if you have answered the first question correctly. It can also be answered if you have a plan. Often when we ask this question to clients, they say “Oh our clients are everybody, anybody can buy our product or make use of our service” That is not an answer… like my semi-literate grandma would say, there is no answer like “hapana, zvese” which is a local Zimbabwean Bantu language which means there is no answer like “nothing, everything”  meaning, all questions have specific answers. I know some of you are rolling their eyes at this very moment and saying this person does not know what they are talking about. We want to experiment with you (if you keep records, which definitely you should to run a  successful business) of your customers especially the repeat ones, you will find out you have a specific age range that buys from you more than the others, you have a specific gender that buys from you more than the other, you have a specific location from where most of your clients come from, your customers have specific habits or preferences. Yes you might have all ages, races, gender buying from you but there is a variant that is more than the other and that is your target market. So your digital efforts should be targeted there. Imagine planning a whole conference and hiring the National Sports Stadium then you get there only to realise you are the only person there and there is no one to listen to you.  So the question is, who do you want to reach with your digital efforts?


    WHERE?

    Now we know why we are in the digital space, we know who we are going for there, let’s explore where to find them. The digital space is broad, and if you do not streamline your efforts you might not really get your return on investment (ROI). Yes, just being in the digital space is investment, your data, your time that you take, your expertise, all that is investment that you are putting into your digital efforts so there is supposed to be a return on investment.  So where is your target audience found. This will determine whether you need a website, search engine optimization, social media. Even on social media you need to know if your target audience is mostly found on WhatsApp, Facebook, Instagram, TikTok, Twitter, LinkedIn,  YouTube etc. This will determine whether or not to invest in Google Ads or not. For example, most teens, celebrities are found on Instagram, lately TikTok has been taking their market share as well. Professionals are found on LinkedIn, Late 20’s to early 40s on Facebook, and almost everybody on WhatsApp, but still remember WhatsApp is limited to people in your contacts, who have your contacts saved if it’s statuses, and also limited to the groups that you are in. So the question remains, Where is your audience found? If you were using traditional media, imagine advertising in the Sunday News that is mostly distributed in Bulawayo  yet the people who want your product are found in Gokwe, it would be a waste of money and time. So where is your target audience found?


    WHEN?

    When is the best time to get in touch with your target audience. This seems silly but very important. Your target audience may be like me, and  burn the midnight oil. There is no way I am really going to pay much attention to your ads or posts unless  I am on a tea break. Knowing your audience to me is laughably like having a stalker feel. You need to know what time to get to them. It’s like dating a girl who stays with her parents and has to be home by six. If you do not make time to see her during the day then you will hardly see her, your relationship might be doomed to video calls and audio calls. Or you are dating a farmer, and you want to see him all the time during the planting season, you will be one frustrated chic/guy. So when you get to the audience is equally important. When you use social media platforms, and view your insights you will see what time your audience have viewed your page, but that’s an advanced stage, when you know your audience, just basic knowledge of people you want to get to, this will help you get the best out of your digital efforts. For example, if your target market is over 65 retired people, you know the best time is probably during the day maybe from 10am - 1pm, because they probably take an afternoon nap then sleep early soon after their 6pm supper. That is an indication of how we can use behavior to determine the best time to get to your audience.This just does not look at time, when also covers days of the week, times of the month. When do they spend? When do they make buying decisions?  Looking at your own audience, when is the best time to get their attention?

    WHAT?

    We are one step closer to creating an awesome Digital Marketing strategy… Everything is almost in place, now you know all you know, what are you going to be sharing with your audience. They say content is king. You need to capture the attention of your audience. The author's choice of poison these days is WhatsApp. They enjoy capturing the audience on their status. Those that have my personal number and can view my status know that my status is fire, it’s awesome and it’s funny, when you are having a bad day and you really want a good laugh you go to this status. However in those laughing moments I sneak in my adverts and they always get responses, even if they do not get the business,  I know someone has seen our work. And I am guaranteed that I always have an audience. Recently I did a survey and the response was awesome. There are statuses that the author personally skips because the people are always advertising. We always give this example, imagine when you meet someone and they say, “I’m selling this pen, they do not even say hi, next time you met them they say Oh yeah I’m selling this pen, no hi, nothing else then you bump into them at the shops and they say you see these pens going for $20 here I’ve got them for $5.. No hi, and that’s their conversation, will you keep willingly looking for them or you will really avoid them unless you need a pen? We are not saying do not market your goods and services, just do not tire your audience, always trying to sell to them. Content has many aspects, your content needs to be eye catching and interesting. Your content needs to be relevant, creative and simply not boring or exhausting. Your content also needs to be planned. As a team we are always saying that content needs to show that there’s been some thought put into it. That someone actually sat down, thought, planned and researched.

    What also includes questions like what will it cost you to have a successful digital presence? Depending on how you have answered all the above questions, your budget will depend on your needs but for a successful budget nothing less than $100 USD. Remember, the more you invest in your digital presence the better the returns. Of course you can try with organic reach (that is using social media without paying for advertising space). We always laugh with our clients and say to them that these social media platforms are not investing millions into their platforms so that they can give people for free, they are in it to make money, and their money comes from two things, selling of data (information) and paid advertising. Therefore if you are not parting with money you should not expect much ROI from these platforms.



    HOW?

     This is the question y’all have been itching to ask us, how. If you have been following this article step by step you will find out that this question has already been answered. To get you through this we will use an example of one of our clients who owns a borehole drilling company

    First we talked about knowing why you want to be on social media. Their reasons to be on social media were two things, brand visibility and leads. They were fairly new in the market and they wanted to break through and get into the almost already flooded market and have their brand visible.

    Who were their target market?  They wanted to target new areas that had people that were building and also the people in the diaspora that wanted to drill boreholes for their loved ones back home.

    Where were these found? Our choice of poison was Facebook, Instagram and Twitter. The main platform being Facebook as the age range they were looking for was mainly found on that platform.

    When were they found? Because of the differing time zones, for the diaspora target market we had to come up with a balance and post at a time where they could collude, we used the insights and used those to come up with the right time to get the audience. We also realized people who could afford their services probably worked and had good jobs, so the weekends were out already, we targeted working days and posted when we observed that people would take a break and have time to go on social media

    What we were posting? We created content that would speak to our target market. We designed a website for them. For example the diaporians wanted a brand they could trust to do their work remotely, We made use of testimonials from other happy clients who had trusted us (the client) with their hard earned money and had gotten exceptional service. Our visuals were epic, the design team out did themselves to make sure they created catchy adverts. We also invested a lot in paid advertising and the social media platforms were quite happy to make sure the posts reached the right audience. We were consistent and soon we could be trusted. We also worked on promotions that would lure the customer and grab their attention.

    So ladies and gentlemen this was our how, just following the first 5 steps and coming up with a solid plan




    In Summary

    Great catchy visuals
    Interesting content or captions
    Paid advertising
    Promotions that are relevant to the clients and to the season

    The Digital Space is so broad, and it would take more than one session to do justice to it. Till next time keep growing. As team 143 Communications… We LOVE it when you GROW… if you have more questions or you would like help in formulating a strategy that works for you do not hesitate to get in touch with us +263 719 263 143 or drop us an email on This email address is being protected from spambots. You need JavaScript enabled to view it.

    If you have lost a client or two during lock down raise your hand. If you have experienced low traffic during the lockdown raise your hand. If you now earn less than you used to raise your hand. This  has been most people’s reality during this lock down and here is how we have managed to help them.

    In this article we will concentrate on one solution that we provided for our client in the pharmaceutical industry. The first question we asked ourselves was, what would be their customer's pain point during lockdown? Imagine this scenario… this scenario is based on a Zimbabwean situation, it may or not apply to your country or area, but concentrate on what applies to you:

    You or your loved one has a critical prescription that they need and it's a life or death situation. You get to the checkpoint they tell you unfortunately you are not allowed to pass through  and you really need that medication, you are stuck and it’s critical

    Or Scenario 2… you are already stressed out that you need that medication but at each checkpoint you may take more than an hour to pass,

    Or Scenario 3 (I speak for myself as the author of this article) passing through a checkpoint generally just frustrates me, I feel like I am being harassed, I feel so afraid every time that I might be turned back, to be honest it’s an experience I would rather not go through if possible

    So the first question you must ask yourself is what is your customers main pain point? What pain are you able to relieve, what can you do to make your customer’s life better? What can you do to make sure that you are the first service provider that comes into mind. Here is what we did for our client

    We started a Dial A Prescription Campaign, whereby through all our clients social media platforms, their potential and existing clients could order a prescription and have it delivered to the comfort of their homes. This was a partnership between us and the client, we had to make sure the traffic came, and they had to make sure that service was delivered professionally and on time.

    The result: Our client is now one of the most visible brands in  their field in the country. Our client is now the go to pharmacy in town. Their outlets in spite of the delivery service are always full. Their clientele base grew by more than 100% in spite of the lockdown. Everyday we are kept busy by the enquiries that come to their page. For us it was a win too because our client even increased the package and budget allocation that they gave to us.

    We took advantage of the fact that because of the lockdown most people would be online, so we ran a massive campaign and with time anyone who was asking for a pharmacy would tag our client. We solved the customer's pain point of not being able to move freely during the lockdown and provided a solution.

    The first question to ask as we said before is “What are my customers pain points that I can help solve during this lockdown?”

    If you would like us to help you answer that question and help you get more clients do not hesitate to contact us via WhatsApp on +263719263143 and we will promptly get in touch with you. Or simply click the following link which will take you directly into our inbox

    https://wa.me/263719263143

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