The Friedman Group works with clients to develop a digital strategy that integrates with the rest of the clients' Marketing Plan. There is no cookie-cutter approach that we use to determine a client's needs. Every client is different and requires a specific, thoughtful plan. That being said, it may be helpful to use a checklist to help get the ideas flowing and the conversation started in a brainstorming session. To help make our point, we have created a three-step process we wish to share with you in this series. You will finds links to the entire series here.
Step 2
Step two assumes the client's team comes to the brainstorming session having completed Step 1. We may then use some, or all, of the following questions to guide the discussion and obtain the information we need in order to present a proposed Digital Strategy to our client:
- Do you have a prepared “Elevator Speech” that provides the public with your message? Is it truly an “Elevator Speech” you are able to put into 3-5 sentences?
- Where is your target audience? How much space does your Digital Strategy need to cover (Your city? Your state? The U.S.? The whole world?)?
- Are you targeting a specific race, religion or gender? Must we be concerned about translating your message into languages other than English?
- Can you describe your target audience's use of available digital media? Are they engaged in social media? If so, what platforms are they likely to be involved in? Will they receive your message through a mobile platform?
- Do you want your target audience to engage in your message on an ongoing consistent basis, or is your strategy a one-shot deal? Will your target audience respond positively to contests, coupons, registering on your website? What defines success in the area of engagement?
- Does your target audience need for your message to be light, friendly or serious?
- How will you briefly describe the uniqueness of your product or service?
- What is currently being said about your company, your product or your service online today?
- How competitive is your marketplace? How quickly do you need to see results from your Digital Strategy?
- What defines the success of your Digital Strategy? Is it increased engagement of current customers? Is it the generation of new engagement of prospects? Is it a certain percentage gain in the sale of your product?
- Does your product or your target audience respond differently at different times of the year? If your product is sunscreen and your market is Wisconsin, does your message need to change in the month of January?
- Will your target audience be able to purchase your product or service immediately, or are there steps that must be completed before there is closure?
- Does more than one person have to be in on the decision-making process? Within any given household, the decision to purchase a pair of socks may be handled differently than the decision to purchase a new car, or even tickets to a concert.
- What do we currently have going for us? Is your brand popular or easily recognizable? Is there a great amount of brand awareness? Do the masses have a good perception of your product, or is it burdened by some history we need to discuss?
- Is there something we can brag about? Are you involved in a charity, a local food drive, an international cause of note, or are you providing fund to help find a cure for a disease? Should you be doing any of these things?
You will find links to the entire series here.
