To deploy a paid media strategy that achieves successful results and impacts your business, you need to start from the center: the customer.
Gaining valuable information about our potential customers in today's rapidly changing environment can be overwhelming. Organizing and updating this stream of qualitative data to maximize its effectiveness is possible with a plan based on Marketing Intelligence.
Marketing Intelligence is a marketing branch that encompasses a series of techniques that put the customer at the center and make both strategy and execution centered around them. The main objective is to generate intelligence about customers, the market, competitors, and the operating environment.
How can you apply Marketing Intelligence to your business?
1- Start by studying your positioning
The first step is to analyze who you are, what you have to offer the market, and who your target audience is. To do this, it's necessary to develop a series of tools that will help align the entire organization:
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Buyer Personas
Buyer personas are fictional representations of your ideal customers. Developing these models will help you define, understand, and empathize with your audience. Developing your buyer personas will be crucial for content creation, product/service design, lead nurturing, sales, and any activity related to customer acquisition and retention. If you co-create these buyer personas and share them with the rest of the organization and external collaborators, you'll ensure everyone is aligned. A good way to start working with buyer personas is to work on an empathy map.
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Unique Value Proposition
A Unique Selling Proposition (USP) isn't a slogan or a summary of your business's mission. This simple, catchy phrase represents the value a customer expects from your product or service, which sets you apart from the competition.
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Short, medium and long-term objectives
What direction will your business take? Is it in the development, scaling, or expansion phase? Defining and setting specific short-, medium-, and long-term goals will help you make the right strategic decisions. Furthermore, at the tactical and optimization levels, it will be easier to measure whether your actions are yielding good results.
2- Study your competition
It's essential to understand your competitors to determine what differentiates you from them, not only in terms of products and services but also in terms of content and marketing campaigns. What platforms and technologies are they investing in? What channels are they present on? Are they implementing a specific social engagement strategy? Using the logic and specifics of your business, you can draw inspiration from your competitors' actions and innovate when creating marketing strategies.
3 – Decide on keywords
In the digital world, choosing the right keywords and creating content that helps position your brand is extremely important. To choose your keywords, we recommend you consider which keywords your competitors are targeting and how much it will cost you to rank for them. Choosing the most searched and popular keywords can be counterproductive, as these types of keywords have a high cost to rank in the top searches.
Marketing Intelligence can become your best ally if you know how to implement it, as it will help you predict your users' behavior, recognize the ecosystem your business operates in, and implement innovative solutions.
At PSDigitals, we recommend that you plan your research, listen to your audience, and, based on the data obtained, interpret it with the help of a digital partner to make the best possible decisions for your upcoming campaigns.
