Here, in this third and final installment of Thanyapura’s case study in successfully rebuilding its online market, the team explain in their own words what lies ahead in continuing the drive for more, and more engaging, marketing that directly affects the business’s bottom line:
During the next six months, our core focus will be these five things:
#1 – Partnership and content exchange ambassadors/teams – Along with building ambassadors from our core audience we want to find the top influencers.
For Thanyapura, our target influencers are the athletes who really shine above the rest and are the leaders of the pack.
We will be building teams with these influencers to compete in events around the world. But also we will be expanding the content available on our site with the addition of new contributors and fellow health and wellness enthusiasts. We want to empower them by allowing them to reach out to our audience with their insights about health, fitness and wellness.
#2 – Monetisation/Conversions – It’s not all about traffic. There is no sense in sending a bunch of people to a website if there is nothing to monetise.
The natural progression of any sales funnel includes: awareness (we have doubled that in last six months), consideration (our audience has become fans naturally from coming to our site, but naturally we want to help these fans become customers), conversion (this is where the monetisation factors in), loyalty (we want to then reward our customers for continuing to choose our service), referral (and then lastly we want our customers to love our brand so much that they become ambassadors).
#3 – Video blogging – Visual content is on the rise. As digital gurus, we have all been guilty of scrolling through videos to try find a short but engaging video to watch. Well we want to offer those videos for everything from yoga poses, running tips, fitness, wellness and everything else Thanyapura offers.
#4 – Improved Engagement – We want to improve engagement by focusing more on going deep rather than wide. Building our social media audience was the first phase but to dig deeper we plan to really engage with our core audience. By doing this, we will interact with them and ask them what they find interesting about our content. The greatest insight we can gain into the minds and hearts of our customers is awaiting us right on social media. We are going to pick up that line of communication and learn about what makes our customers passionate about our brand and what we can do to better serve them.
#5 – Graphics/Visuals – We want to grab YOUR attention! This can be done in a number of ways, but one of our focuses will be to design better graphics and visual media. We have all seen how visual images merged with text have become attention grabbers through many platforms. We plan to use this method to increase our click through for content, especially on social media. For example, we will be creating Facebook albums that will use our graphics to catch the attention of the audience. We will then put a click through link to a piece of content that relates to this graphic. This is to reduce the natural feed decay found through most social media platforms.
To read the first two installments of this three-part series, click here:
Part I (click here.)
Part II (click here.)