Strong brand and digital marketing strategy

If you want to develop a target-oriented strategy, you should first ask yourself the question: Why does my brand exist? In a consumer world characterized by information overload, a brand must appeal to potential customers emotionally and make a clear brand promise. Instead of using outdated marketing phrases, you need to make it clear what the customer gets out of your offer. Communicating unique brand values provides orientation and security when selecting services. If a brand fulfills its promise, it is rewarded with loyal customers and the marketing effort is automatically reduced. A clear brand positioning is therefore the basis of an effective digital strategy that saves money in the long term. This applies - above all - to SMEs! Once you have positioned your brand, you are faced with the task of reaching your potential customers. To do this, you need to know them precisely. Determining target groups is no longer enough today - the magic formula lies in identifying the precise needs of individual buyer types. Don't ask: What do I want from my customers? The key question is: "What do your customers want?" - in general, and specifically "from you?". To find this out, you should define your target persons (buyer personas): a fictitious representation of the ideal customer, based on market research results and real data from your existing customers. Only when you know the challenges, concerns and expectations of your target persons can you inspire them with tailor-made content. In addition to marketing investments, you can invest other resources in a much more targeted manner: Products and solutions can be developed in line with demand and ultimately your entire organization can be aligned with them.You know your target audience? Then design your digital marketing strategy. The inbound marketing approach is the modern - and most efficient - method for this. It is a methodical approach to attract the attention of your target customers through topic-related content without primarily selling your products and services. This initially gives your brand more visibility in the virtual world. If your target customers have already become aware of your brand, it is easier for you to make them aware of your products & services. And this will ultimately generate more sales.

Inbound marketing defines 4 phases. Phase 1 (Attract) is about being found by the right prospects in the first place. With SEO content that is tailored to your target persons, you can secure their attention. The most important tools are your website and social media. In phase 2 (Convert), your visitors become leads - by means of landing pages that offer helpful downloads, newsletters, free workshops, etc. In phase 3 (Close), you need to guide your leads through the purchase decision process with high-quality content, supported by marketing automation such as RSS2Email, lead scoring and lead nurturing. If you then manage to turn your customers into promoters for your brand in phase 4 (Delight), it can become a sure-fire success. Inspire your customers even after the purchase process - with personalized measures, community engagement or surprising after-sales services.your digital strategy comes to life with a concrete plan. At BEE Inbound, this plan is called BEE.Gameplan - a strategic action plan in which the goals and KPIs are defined, such as the number of website visitors, percentage of visitors from organic SERPs, number of newsletter subscriptions and downloads, conversion rate, etc. The measures required to achieve the targets are then defined, usually for one to three years, and individual service packages are put together for implementation and controlling, which are aligned with the target definition in the strategy plan. In addition to the design and implementation of sales and leads campaigns, this includes website, content, SEO, social media and email marketing management as well as analysis and reporting. If the KPIs are not achieved, the measures are adjusted dynamically. The inbound method relies on "passive" measures, but sales boosters can still be used to generate additional leads and achieve sales targets more quickly. For example, the Hubspot Sales Tool - an intelligent software solution for researching, qualifying and approaching leads - can be used to develop, automate and accelerate sales processes. Among other things, personalized email series and reminders are used as follow-ups. If an email or attachment is opened or a link is clicked, an automatic notification is sent and you can respond promptly with suitable follow-up actions. In addition, you can expand your LinkedIn network in a targeted manner and initiate sales activities with previously little-known, unconventional measures. Those who recognize and use such trends early on can benefit from them to the full. The SAC campaign (Start a Conversation) is one of these methods: a smart inbound strategy based on a clear brand positioning, supplemented by targeted sales boosters - this is the efficient method with which you can attract prospects, convert them into customers and turn them into advocates for your brand - today and tomorrow! Because it turns your brand into a loved, praised and purchased brand.