Market Research Meets Actionable Insights
In the digital age, an optimized online presence is crucial to your company’s growth and overall survival. This is why we, at BNP Engage, are dedicated to partnering with companies that need digital marketing to provide reliable services to improve brand awareness, generate more leads, and increase conversions.
Our three-part series will explain how to get the most out of your digital marketing process by applying research and insights, activating a dynamic strategy, and ensuring optimal optimization. Part one is focused on strategic research and insights – the concept of doing a deep dive into your company, your audiences, and your competitors to help identify competitive advantages that amplify your company’s unique marketing messages.
For research, your goal is to gain a better understanding of your business needs, identify the strengths of your brand/company, and understand your audience(s) motivators. This phase begins with completing a creative brief, which is a detailed outline of your company’s goals, business strategies and articulating what your company wants to achieve with this new digital project.
The next step is to conduct market research to obtain data and extract actionable insights. From our final strategy and site design to optimization services, we rely on factual data for decision-making. Market research can be completed through user experience analysis, persona development, keyword analysis, and a strategic competitor audit.
Mastering The User Experience
Audience Engagement, or how actively users interact with your website, will help you learn:
- What works – where users are clicking, what content they are consuming, and the efficacy of conversion points.
- What doesn’t work – what users are ignoring, pages with high bounce rates (or low engagement) and user exit points.
This audience engagement data creates a better understanding of visitor behavior and helps refine a more effective website structure and targeted content. The resulting strategy will offer content and calls-to-action to increase the length of website visits and take the user on a logical path to conversion.
Keyword and Competitor Analysis
Keyword Analysis helps determine what your potential visitors are looking for and how they are using Google search queries to identify a solution to their problem. When we combine insights from audience engagement data and from an in-depth keyword analysis, user behavior is identified. Then, we craft a strategy that will carefully integrate keywords into content to create compelling copy that also satisfies a user’s search intent.
A competitor analysis offers detailed intelligence about your competitors – their Strengths, Weaknesses, Opportunities, and Threats (SWOT). Researching these results creates actionable insights. Our competitor audit determines competitors’ search visibility, best performing keywords, and their visitor engagement strategy.
Persona Development
Our audience targeting philosophy is that “if you try to speak to everyone, you will end up speaking to no one.” Persona Development is an in-depth study of your target market by identifying a personality, challenges, and motivators for each audience segment. Personas are generated from audience behavior data, competitor and keyword analysis, and interviews with company stakeholders who have firsthand experience with the target audiences. Analyzing personas will identify what resonates with each audience and encourages engagement.
Understand Your Brand
After the research is complete, the information required to understand your company, customers, and competitors is analyzed. These insights lead to a complete digital marketing strategy that identifies key objectives and tactics, such as search engine optimization (SEO) and pay-per-click (PPC). Stay tuned because the tactical execution and focus on performance will be explored in part two of this series.
For additional information about how BNP Engage can strengthen your brand online, learn more about our comprehensive digital marketing services. You may also want to view our case studies to gain a better understanding of our capabilities. When you do, you’ll discover that we’re a Digital Marketing Partner you can trust.
