Marketing Campaigns
"Compass Publishing" global marketing strategy
Requester: Compass Publishing Needs: To devise a global marketing strategy across all channels to increase community and website traffic. Role: Main Digital Marketer Process: All available channels were listed and studied to grasp the type of activity that happened on each one, and what the user personas were. From there, the most important channels according to the study and the needs of it were chosen. Facebook, Instagram, YouTube, homepage were chosen as most important channels, and each had a clear goal and definition: For instance, Facebook was to act like a community hub for our B2B customers where we would post content to interact with the audience. YouTube was to deliver informative and straightforward content, and increase engagement and brand awareness. Then, we would redirect traffic to our website. Results: Thanks to this strategy, goals and targets were made clear. The path that needed to be taken became obvious, which facilitated further development and decision-making. For each subsequent campaign, we knew exactly where to post and what to post on what channel. |