1. Why is digital marketing essential for the sector?
We are currently facing a historical moment that has drastically changed the buying process of many consumers. As you probably already know, online sales have been a large part of the sales of many companies, not to say that there are retailers that only sell through their website.
Today the digital world opens a range of possibilities for many SMEs of any kind of sector. And the biggest advantage is the possibility of monitoring the evolution of the business and sales, even millimetrically, thanks to a series of analytics that allow us to evaluate the effectiveness of our strategic actions.
On the other hand, consumers are increasingly information-hungry. Many sectors have observed the impossibility of selling their products or services if not expanding the knowledge of their customers through the right content, available in online channels, either through the corporate website or social networks.
This is because due to technological changes and the ever-growing network of communication channels, consumer demands have been evolving, so that what we know as the buying cycle has been altered.
Trust in retailers while not zero, is no longer what it was. Today consumers feel more confident when they do their own research on the product or service via the web. For this reason, the digitization of a business is no longer just an option, but a necessity. And the olive sector, especially if it involves small producers, is no different. So…
2. What are the first steps to go digital?
Whether your business has had a non-operational website for some time, that is, a website that is not being used to its full potential, or it is your first foray into the digital world, what you should keep in mind are a series of steps that will allow you to digitize your company to get customers and conversions that lead to the sale of your product, starting with:
2.Define the mission of your olive business.
What is the purpose of your organization? Your main objective may be to sell your olive oil, but how? To whom? Why? And where? If you haven’t done this exercise before, or if you’ve been asking yourself these questions for a long time and haven’t revisited them recently, it’s time to revisit the answers.
When you define the mission of your business you must take into account which are the customers you are going to address, which are the needs you are going to satisfy, how are your products, their benefits and how they are aligned with the demands of your customers… In short, you must consider your type of customer at the center of your strategy and, therefore, the best thing you can do is to consider what your buyer personas are.
Currently audience or target audience are outdated terms, too broad to really determine who your buyers are going to be. Therefore, we use the concept of buyer persona which is defined as a representation or realistic profile of your target buyers, which we create thanks to information extracted from your current customers and assumptions based on the current market evolution.
The profiles of these buyer personas include sociodemographic information, but, especially, information related to their buying habits and their preferences in the consumption of content that can give us an idea of what actions we should perform first to capture their attention, to encourage their conversion and even to motivate their loyalty to the brand.
Consider these buyer personas as your target market to which your marketing plan will be directed and thanks to which you can make segmentations that will allow you to be effective when dividing your efforts and resources.
2.2. Analyze the situation and environment of your company.
The second step is to perform a complete analysis of the situation of your industry and the environment of your company that will lead you to consider what are the appropriate goals and what strategies are necessary to achieve your objectives. In this sense, you should analyze:
- The state of your business: weaknesses, strengths of your organization, as well as external threats and opportunities, which is what we know as a classic SWOT analysis.
- The current competitors and the threat of newcompetitors: those companies that compete in the market.