Brand Strategy: Research, Customer Pain Points, and Marketing
1. Research: Context and Relevance of the Brand
Context and Relevance: To study the brand’s relevance in Spain, I will examine entry barriers, positioning, market maturity, SWOT analysis, and social listening. Social listening involves monitoring consumer feedback on our products/services and those of competitors, using tools like Keyword Surfer and SimilarWeb.
Buyer Persona: To define our buyer persona, I will identify the target audience interested in the brand, using the internet to estimate the total number of potential customers in Spain. I will then analyze their digital behavior using platforms like IAB, Hootsuite, and GlobalWebIndex to understand how this audience behaves online. This information will inform the creation of an ideal buyer persona, detailing demographics, interests, motivations, and digital behavior.
Competition: To understand the brand’s positioning and competitive advantage, a competitive analysis is essential. Key competitors include Zara and Mango. In the digital space, I will assess their presence on websites, blogs, Facebook, Twitter, Instagram, and LinkedIn, rating them on a scale of 0 to 10. This assessment will cover their identity (URLs, profiles, aesthetics, links, contact information), community (user reactions, shares, comments), and content (tone, style, information shared, response time).
Customer Pain Points and Value Proposition
The customer pain point is [insert pain point here], therefore, our value proposition is [insert value proposition here]. This drives the need for our marketing campaigns.
2. Strategy: Integrated Marketing Plan
I will develop an integrated marketing plan with the following objective: to increase brand awareness among women aged 25 to 45 within the next six months. This campaign will focus on both branding and performance, utilizing the TOFU/MOFU/BOFU funnel.
Funnel Stages and Actions:
- Awareness (TOFU):
- Content Marketing: (owned/earned, inbound) Website traffic, social media engagement, brand mentions.
- Social Media Advertising: (paid, outbound) Impressions, CTR, social media reach.
- Consideration (MOFU):
- SEO: (owned/earned, inbound) Organic search traffic, keyword rankings, bounce rate.
- Influencer Marketing: (earned, inbound) Influencer reach, engagement, conversion rate.
- Decision (BOFU):
- Email Marketing Campaigns: (owned, inbound) Open rate, click-through rate, lead generation.
- Webinars and Educational Content: (owned/earned, inbound) Registrations, attendance, content shares.
- Action (BOFU):
- Retargeting Ads: (paid, outbound) Conversion rate, cost per conversion, ad engagement.
- Free Trials: (owned, inbound) Conversion rate, trial sign-ups, user feedback.
- Relationship:
- Customer Loyalty Programs: (owned, inbound) Customer retention rate, repeat purchases, customer satisfaction.
- Social Media Engagement and Community Building: (owned/earned, inbound) Community growth, engagement metrics, brand sentiment.