9th June, 2022.
At this point, it felt like the real work had finally started. We felt the excitement of finally being able to move forward. Though the anxiety of not being able to finish before the deadline was there, for some of the members of the team.
To kick off the digital marketing plan, we had to get Kuda's unique selling proposition, what made them different from other banks, why their target audience should bank with them at all.
Kuda had made their slogan: Bank of The Free, clear from the very beginning. An online bank, to make life seamless and stress-free for the customers. Through this, they had made their own niche and established things that other banks don't do for their customers. Things like delivering free ATM cards to their customers, helping customers create a budget on their bank app, helping customers save and so on. These things and more retain customers, making life better.
Next was to document the target audience with buyer personas to back it up. 18 - 35 years of age looked like the right target audience from our extensive research. Creating a buyer persona didn't seem far fetched. Just to think of a student in the school environment with other interests.
A good digital marketing plan is never complete without goals. One of the most important goals was to improve the customer service. Bad reviews were becoming a thing with Kuda bank with no replies and that wasn't good for business. So getting a Community manager was very important to accomplish our goals.
Another goal was to increase customer engagement online. More interaction with customers would go a long way. Increasing customer base was another goal we believed was something to accomplish.
Next was the strategy. What we'd do to be able to accomplish our goals. Stating the reason for creating content, channel plan, content tools, why we do what we do. We decided that the content would be as follows
Content:
- Graphics on Instagram, Twitter and Facebook.
- Videos on YouTube, reels on Instagram and videos on Tik Tok.
- Blog posts on Medium three times a week.
- Newsletters to customers twice a week.
- Webinars and surveys once a month.
- Customer reviews and interactions once a week.
- Interviews with reputable people in the industry on social media.
- Post about our TV interviews on social media platforms.
The content plan was next. The document to guide us in posting our desired content. What would help us make the content calendar. Content Plan is as follows.
CONTENT PLAN FOR THE MONTH OF JULY MONDAY: Newsletter to customers on Gmail, MCM on Instagram, Twitter and Facebook. TUESDAY: Blog post on Medium, graphics on Instagram, Twitter and Facebook, interaction with customers on Twitter, video content on YouTube and TikTok. WEDNESDAY: Blog post on Medium, graphics on social media, WCW on Instagram, Twitter and Facebook. THURSDAY: Blog post on Medium, Q&A session on social media, video content on YouTube, TikTok and Instagram. FRIDAY: Newsletter to customers on Gmail, reviews on Instagram, Facebook and Twitter.
Next was the advertising. To push our brand into the faces of more potential customers, we decided to get ads on Instagram, Facebook, YouTube and Google for Search Engine marketing. Partnering with celebrity influencers was also an important way for putting the brand out there.
Next was the budget. With our goal for better customer service, we knew that "Hiring a new Community Manager" was very important, so we added it to our budget for the month. Alongside this, the cost of partnering with a celebrity influencer was also added. Very important. Let's not forget the budget for the graphics designer. And so on.
At this point, we were reaching the end of the plan. Analytics was the final step. To track the activities of the social media handles, we'd use Google Analytics. To track the growth, likes ans impressions left and then rate of engagement.
We'd done it. Finally we'd created the digital marketing plan. Onto the next thing: brainstorm on topics and create the content calendar. Plus make the actual content.
eu.docworkspace.com/d/sIPz0v_kvp9iOlQY The Digital Marketing Plan.