e-Strategy has been building audiences for brands large and small for more than 20 years. From audience identification to brand advocacy… Understanding Your Audience We identify your audiences through thorough research, including: - Demographics - Psychographics - Technographics - Media consumption - Online behavior We then build marketing personas to keep everyone on the same page. Customer Journey Mapping The Strategy Having laid the foundation with audience research, persona development and customer journeys, we map out the strategy to achieve your business goals. Elements that we map to your customer journey include: - Content needs - Emotional triggers - Communication channels - User paths - KPIs & conversions - Nurturing, retention, loyalty & advocacy paths You will now know how to earn your audience’s attention with… Content Owned, Earned, Shared & Paid Your content strategy will include the right mix of content you yourself publish, inclusion in third party content such as placement in news coverage, relevant content curated from third party sources, content shared on social channels, and promoting content to your target audiences through paid channels. Your content marketing plan can include: - Articles, guides, white papers & eBooks - Photos, illustrations & infographics - Audio interviews & podcasts - Animation & videos - Social engagement - Online education Your content plan will include content promotional efforts such as influencer outreach, earned media, content optimization, and native, search and social advertising. Development Metrics, Insights & Conversions Having built in KPIs & conversion points from the start, we have the insight available to adjust on the fly to what what is working and what is not. Our services include: - Keyword metrics - Social sharing data - Social listening - Email metrics - Website analytics - Tag management - A/B testing In whole or in part, we can help you succeed online by meeting your business goals.