He started by looking for home remedies to stop the dog from shedding, then he looked for hair-repellent cleaners for his clothes and furniture, both searches without success; However, one day while watching a video on YouTube she was hit by an ad for Roomba, the robot that goes around your house cleaning it all day long. You already know the rest of the story: she bought the robot, she activated it at home, the thing is wonderful and now my friend and her roommate enjoy a house free of hair and an incredible dog, the story has a happy ending because their approach with the brand it was so natural that it seems that the idea of buying the robot came from it... when we know that it was not necessarily like that. That eureka moment can be achieved by making these three radical changes in the approach of your digital marketing strategy.
3 radical changes in your digital marketing strategy
#1 Keyword marketing is dead
Where is the key? Simple: my friend didn't wake up one day saying “I want to buy a Roomba” (customer intent), much less go to Google to type “buy roomba mexico” (keyword strategy), she wanted to get rid of the dog hair in her house and He searched the Internet for the answer to his problem like any user enters the web hoping that any of these six needs will be met:
- Thrill me
- Impress me
- Educate me
- Reassure me
- Help me
- Surprise me
Suppose I want to know which is the safest SUV in Mexico, the Internet can solve three of these needs:
Educate myself: I can learn what points to consider to qualify an SUV as “safe”
Help me: can you tell me the ranking of the safest SUVs of the Mexican Automobile Association
Surprise me: I can see a video of the performance of SUVs in crash tests or off-road rallies on Youtube
Yes, I probably don't know exactly what need I want to solve with this question, but I'm sure I don't want to buy the new Ford EcoSport.
#2 Focus on the user, not the product
Today's audience demands two things: relevance and personalization. In a digital environment you are not only competing with other brands in your category, you are also competing against the best friend's weekend photos, kitty memes or the fake news of the week, so don't expect your generic branded post With your product at the center, generate the sales of the quarter. Change your mindset, don't try to prove that your product is the best, take care to prove that your product is useful, and the only way to know is by listening to your customers. In the words of Tom Lewand, CEO of Shinola “Customers don't want to be a bunch of dots and stains, they want to have a relationship with you.”
#3 Take advantage of the tools available
You are probably thinking that personalizing your messages will require lengthy and expensive market research, and while a well-done study is worth its weight in gold, a good starting point They can be your digital properties. All these platforms are fed by information that the user shares voluntarily and all this analytics allows you to generate audiences that, with appropriate tools and measurement process plus a good BI, will find very interesting insights about your users. If you add optimizations based on machine learning and Artificial Intelligence to this, you can start creating personalized experiences that will allow you to connect better with your users. The concept of the brief at the next level.
Of course, you don't have to do this alone, taking advantage of the tools also includes specialists (agencies, companies, consultants, etc.) who can help alleviate this load, approach your digital partner and see what actions you can take in your strategy to take it to its eureka moment.
