Strategy and Objectives

The strategy implemented throughout this campaign was that once the blog was posted live on the WordPress site, to then subsequently use social media marketing techniques to drive traffic to the WordPress site. As mentioned in the first section of this portfolio, introducing Talking Bull, the target audience was identified as people aged 18-34. Therefore, as part of the strategy to target that young demographic, the selection of the social media platforms used is vitally important. Data from Mintel (2019b) is useful in identifying the most used social media amongst different demographics, as 72% of people aged 16-24 and 43% of people aged 25-34 used Instagram at least once per week, with Twitter usage at 35% and 31% respectively from the same demographics. The Mintel (2019b) data helped in selecting both Instagram and Twitter as the social media channels used as part of the strategy. There is a minor flaw with the Mintel (2019b) data however as it did include people aged 16 and 17, which as mentioned earlier would be against UK betting laws, however with it only being a minority of the two age bands I persisted with the selection of Instagram and Twitter.

 

With the selection of social media selected and supported by usage statistics from the target demographic. I should now move onto addressing the objectives for this campaign. At the start of the project, I outlined the following four SMART objectives:

 

1. To acquire 15 unique readers of the blog posts each week throughout the campaign.

2. To have an average session duration of 30 seconds or higher by the end of the 30-day content campaign.

3. To acquire in excess of 100 followers across both of Twitter and Instagram by the end of the 30-day content campaign.

4. To receive 20 unique sessions through conversions from Instagram and Twitter by the end of the 30-day content campaign. 

 

The SMART objectives outlined above would come together to class my strategy as an online brand awareness strategy. Momany and Alshboul (2016) state that social media platforms allow businesses to share marketing content quickly with their audience, thus making it an excellent tool to increase overall brand awareness. Looking at the objectives, which I set out for Talking Bull it is clear that by growing the social media following to in excess of 100 followers, would be creating brand awareness for Talking Bull using an online medium, therefore, creating online brand awareness.

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                                                                                                                                                   Aim Hike (n.d.)

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The strategy of using social media to drive traffic to the blog would follow the Digital Marketing Funnel (shown above). The consumers will see social media posts from Talking Bull, thus creating awareness for the brand. The posts on social media channels will be about a shared interest (darts). If these posts on this shared interest are engaging enough, this should spark a desire to interact with the Talking Bull content, ultimately leading to the action of reading the Talking Bull blog posts.

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