Design a good strategy Digital Marketing It is important for all types of companies, but especially for cultural ones given the peculiarity of their various audiences and the scarce resources with which they must obtain good results.
The secret of the Cultural Marketing It’s segmentation. The key to success is to understand that you are a sniper attacking certain segments. And you must attack with specific content that you know will have value for that segment. It’s important that you understand “will have value for that segment”… this is the key… you must know your audiences.
It is also important for you to be clear that in Digital Marketing There are 4 growth strategies that you can put into practice, and that can be perfectly applied to Cultural Sector. They are these:
Market Penetration Strategy: you are looking for more audiences like the current segments you already have. Go to Google Analytics –> Acquisition –> Search Console –> Landing pages –> click on the most searched one. Improve the SEO of these pages and you will have more traffic like the current one.
Product Development Strategy: Get your current clients to hire more services. Create a funnel with various services/products that have increasing value and that the same client starts at the widest part of the funnel and as he gets to know you, he starts hiring more services of greater value for him and higher turnover.
Market Development Strategy: You need to target segments that you don't have right now. Make a list of the market segments in your industry and select some that aren't your customers. Analyze why they aren't, adapt one of your products or services to fit that segment, and promote the service (with SEO and advertising).
Diversification Strategy: Attack new segments with new products. This is the riskiest strategy because there are two variables that can fail you… it is the last one you should do. Select a segment that you don’t have and create a specific product for that segment. Include it on the website and do SEO and advertising to attract that new segment.
Again, the important thing for the Cultural Marketing is that you don't mix segments. Remember that you are a sniper… the temptation will be great… you will think “since I'm doing it for this segment, I'll include the rest too”… no! It's not going to work. This is the key to Digital Marketing for Cultural Companies. Believe me, I have designed strategies for many.
If your company is in Catalonia, you should know that the SDE (Business Development Service of the Department of Culture) has opened, just two weeks ago, the aids to create Marketing Plans for Cultural CompaniesYou will find the information here: Marketing Consulting for Cultural Companies
If you need help putting these strategies into practice, contact us for a first meeting: Contact
If you want to know the techniques of Digital Marketing that work well in 2020, you will find here an article I wrote last week: Digital Marketing Techniques That Work in 2020
The image I use to illustrate this article you are reading is taken from my new book “Guide to creating your online action plan”. It is not yet for sale (we are in the revision phase of the edition), in the book I explain the 4 growth strategies in more depth. As soon as I have the link I will publish it below these lines.
I hope you found the article useful.
We remain in touch.
Montse.
