There is no real formula on which is the ideal tool to have in a digital strategy; the most important thing is to know where we want our brand to go, who we want to impact, and where and how we want to do this.

Digital is here to stay, companies must be prepared to face future generations' behavior.

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Nowadays the use of our data has become a sensitive subject, we want to control who is talking to us and why, and also have the ability to remove ourselves from any undesirable information being targeted.

In the same way, brands want to reach new customers more directly, but as being data so sensitive and valuable, they have to be able to ask them their permission or their information, in exchange for something useful. This is where the lead magnet strategy is very useful, it allows a brand to demand contact information in exchange for a free item.[/vc_column_text]

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One of the basic elements of marketing terminology is the target audience, which, according to Kotler are the “potential buyers of the company’s products, current users, deciders, or influencers; individuals, groups, particular publics, or the general public”1. However, Buyer Personas are more focused and realistic, with them we zoom into the specific members of the crowd.

Buyer Persona is a detailed semi-fictional customer, we include the “semi” because it is not real but is based on real consumers. Normally you cannot take the info of a BP from anywhere, you can include some aspirational aspects but the best thing to do is base your input on your real customers, and transform them into your best potential ones.

Why do we want to create a Buyer Persona?

There are several advantages for creating one or several Buyer Personas:

1. It’s all about perspective. We put faces and identify our customers with real people, making the implementation of a digital marketing strategy more accurate.

2. Digital advertising made easy. When programming a digital campaign ad you have many tools to reach specific people and behaviors. By having already defined the BP you will be able to segment more precisely and reach the people you want to.

3. It is the main component when planning the Customer Journey experience.

What should we include in the Buyer Persona?

There is not a single best model of a Buyer Persona, each brand can choose the information that could be more useful, depending on the activities developed with the products or services, and the actions where you want to apply your analysis. However, the most common aspects would include:

• Name: Yes, a name, if you can call the BP by a name it’ll make it easier to develop a specific strategy for them.
• Demographic details: This is particularly useful when you are creating paid campaigns, in social media as in Google ads, for example, a good segmentation will allow you to reach best the people you want, but also these details will guide you in other aspects as the language you should use, terminology, and activities, among others.
• Interests and behavioral traits: If you can identify which are the interests of your ideal consumers, then you can better develop a content strategy, or choose the right media.
• Profession or activity: other key elements if you want to know which kind of content would be useful or not, which platforms would they should be in, etc.

A Buyer Persona is a detailed realistic description of your ideal customer. Having defined different Buyer Persona will allow you to create targeted content and convert them into real clients.

Where should you start?

First thing first, if you think you already have a pool of consumers that buy regularly and which react to your promotional actions, there you have a good base. If not, start imagining which could be the most probable consumers (ideal for you) and as you gain a pool of clients improve your BP formats.

Additionally, you can:

• Compile data from your CRM or existing customers and social audience.
• Put yourself in the place of your ideal consumer. Which problems would you need to be solved? What are you looking for? Where would you search for solutions?
• Think about the solutions and goals for these consumers, see if your brand can provide them, facilitate them, or even relate to them.
• Listen to your customers elsewhere, in social media, in forums, etc.

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A Website and web development have become an essential tool to support the brand’s digital strategy, it can be considered an online display to exhibit all of your company’s information, it can give an additional touchpoint for your consumers to interact with your brand, you can even sell your products developing e-commerce.

However, knowing how to develop it, it’s another thing. The market offers different tools and you should choose the one that will give you better results not only in the process but also in the long term.

Before starting your Website development project ask yourself these questions:

• What are the purposes of having a website (you want a long-term project, just a landing page to show the basics but no interaction, e-commerce now or later, etc.)
• How much time and money you are willing to invest.
• How do you feel working with digital tools?

The answer to these questions might change after you read the different options and their advantages and disadvantages, but the most important is to have a good guide and take the wisest decision.[/vc_column_text]

Choosing a tool to develop your Website can be a hard decision, given the large offer in the market.

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The percentage of Internet users around the world as of April 2020 is estimated in 4.57 million users with a 59% penetration, a number that was impacted by the Covid-19 crisis with the smartphones representing 76% of the users, laptop 45% and desktop 32%. (1) These are one of the main reasons for adding e-commerce to your site is a good idea, especially now.

The Covid-19 has transformed into an opportunity to become more digitally aware of the tools small companies have to develop to survive the new situation and habits.

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The color you use with your brand in digital or offline media can help it communicate, influence the decision-making process, and in the end increase your sales. Researchers have proved that the color will affect purchasing habits; while impulsive buyers will respond to red, orange, black, or blue, those who plan better their purchases will respond better to turquoise, light pink, or azure. A well-developed color palette can bring numerous advantages to your brand, not only image-wise but also relating the benefits of your product or services with your target, therefore increasing sales.

Some basic steps can help you define an effective color palette:

1. Who is your target?

This is a factor you need to have well defined beforehand. Who is your target and the market your pointing at? This will help you define the type of colors you’re going to choose, connecting to your brand’s objectives. For example, if you are a brand targeted to females you would use different colors than if your target is children.

2. Look into color associations.

Scientific research has proven that different colors recall various emotional responses, which is better known as color associations. Here are some of the main emotions and elements connected to them:

Red. It is connected to extroverted and dynamic consumers. It’s related to danger, passion excitement, and energy.

Yellow. this color tends to irradiate warmth, optimism, happiness, and fun.

Green. Clients giving priority to green go for a more practical vision, they love the natural and fresh products, it is also a color related to vitality, prestige, and wealth.

Blue. People that choose blue in all different tones have good control over their emotions. It reflects tranquility, being communicative, trustworthy, and calm.

Orange. Consumers preferring this color are generally youthful, it is a color identified with fresh, creative, and adventurous clients.

Violet-Purple. It is a color related to artistic, mystical, and religious taste. It goes well along with royalty, spiritualism, and majesty.

Brown. Most of the consumers inclined to brown are disciplined and organized. It is also a color related to a healthy and stable life, also with simplicity, honesty, organic, and wholesome.

Black. Clients preferring black are conservative, being a color representing elegance, discretion, sophistication, or luxury.

White. It is a color associated with being refined, simplicity, innocence, and minimalism.

Grey. A color tied to conformism or being passive.

Pink. It tends to be a color related to sophistication, being educated, feminine, romantic, and sentimental.[/vc_column_text]

Your brand colors can change the consumers' decision-making process generating more sales.

3. How many colors should you include?

After you have defined the main color you want to use to identify your brand with your objectives and your target, you should think also about extending it to additional colors that can complement your primary one.

For this, designers tend to start with 3 shades and then extend it to 4 or 5, there is no correct answer for the exact number, given that this will vary with every brand’s personality and identity. Also, even if you define 6 or 7 colors for your palette it doesn’t mean you’ll have to use them all the time, its use will depend on the type of designs that would need them (logo, corporate image, social media, website).

If you don’t have already an existing color palette for your brand, we recommend selecting some initial colors and then try different types of combinations. Canva has a great color palette tool that can help you with the combination of other colors.

By following these steps you’ll be having brand leverage, connecting with your consumers, and developing a more coherent digital strategy. Feel free to contact us if you have any additional comments and questions, and share with us your favorite colors to work on.

You can also read this article in español and in français.

Image source: : https://www.canva.com/learn/choose-right-colors-brand/

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There is no real formula on which is the ideal tools to have in a digital strategy; the most important thing is to know where we want our brand to go, who we want to impact, and where and how we want to do this.[/vc_column_text]

Digital is here to stay, companies must be prepared to face the future generations' behavior.

The post The misunderstood digital strategy appeared first on Keywi Digital.

The fist website went online in December 1990, sometime has passed since then, when the designs were simple, squared and, yes, somewhat plain. Want to refresh your memory? Well, let’s take a look at some of the big ones in the year of their creation: Google in 1996, Facebook in 2004, and YouTube in 2005.[/vc_column_text]

Web designs for Google, Facebook and Youtube when they were launched.

Don’t leave your brand with an old unfriendly website, give your customers and your company a refreshed updated image.

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