8th June, 2022
Is it possible to actually do too much research? I don't think so but there's such a thing as not enough research. To pull off this digital marketing plan for Kuda, the team had to dig deeper. Explore all their social media handles, websites, newsletters, blog posts and so on. It's important, if we were to deliver an astounding work.
So we spent the day doing research. More research. Divided the social media handles among ourselves and went hunting for information. To report back in the night with our findings.
On Instagram, we found out that all their posts were graphics with a few reels here and there. The page was bursting with colors and it seemed very engaging.
They posted memes, how-to videos, how-to pictures, positive reviews, graphics celebrating important days in the year. Very engaging but there was a recurring problem: bad customer service.
Under basically every post in the comment section, there were people complaining about various things with no reply whatsoever. Left hanging for too long. Then we realised, we had to add "Hire a Community manager" to the budget in the plan. After all, your business reputation is very important.
On Twitter, we found that they interacted with customers. Questions and answers, memes, colorful content, repost positive reviews and so on.
They had a steady online presence and it proved good and efficient but then, customer service.
On LinkedIn, they had mainly posts about their accomplishments like awards won, amount of overdrafts given to customers, post about their educational sessions on YouTube or TV, hold interviews and post excerpts from them etc.
Email Newsletters were quite educational. They'd decided to take a more serious approach here, not pure cruise.
Blog posts on Medium were informational as well, taking on a more professional approach.
Facebook had the lowest online engagements. They basically do everything they do on Instagram there too.
Other apps like YouTube and TikTok were the video oriented content. Here, they put out how-to videos, followed trends, put out advertisements and so on. The audience on these apps couldn't be compared to the audience from other apps though.
It was a lengthy research and we believe it paid off.
The next step: create the digital marketing plan.