Traditional Companies vs. Digital Companies: How to enter the digital age once and for all?
- Stevão Pacheco
- 17 de mai. de 2023
- 4 min de leitura
Atualizado: 19 de mai. de 2023
A strategy to win new customers and put your business in the era of communication and digital marketing.
Academic article written by Stevão Lopes - Journalist, specialized in Corporate Marketing with Post-Graduation in Multiplatform Audiovisual Production, creator of Agência Action Creative Studio, with 19 years of career.
In 2023 we live in a digital world of new technologies that are updated every moment. Traditional companies that were founded at a time when social networks and even the internet did not exist, need to be repositioned in the market, especially in the digital universe and social networks, to remain competitive and even survive the challenges of the new generation.< /p>
To talk about this topic, let's use the case of "Skyline Real Estate". Skyline real estate represents a market reality, where many family businesses continue to exist without adapting to new technologies. But it is necessary to change in a professional, planned and strategic way.
The following are some actions to start the “digital modernization” process - In order for the company to show itself in an authentic and coherent way, with its brand and its positioning on digital platforms, it will be necessary to carry out some steps:
- The first step is to define and identify the new target audience and define the “persona”, in the case of Skyline it is the A/B, however a survey will be necessary to identify the profile of your new audience, the age range, if they are more connected to the digital universe, survey their lifestyle, what type of property they are looking for, the average amount they plan to invest, the ideal location, the size of the property, if they are looking to rent or buy more and the main characteristics they value in a property.
A way to gather this information with the company's current customers is through direct action, via the customers' whatsapp, with a link directing them to a landing page that will offer an ebook with several tips on specific topics for the category, such as decoration, “do it yourself”, how to choose the ideal property spending less, color trends, gardening tips, etc; with specific fields to gather the main information.
To seek new customers, the same e-book (with a link to the landing page) will be offered through a boosting campaign on Instagram and Facebook, directed towards the defined persona/target audience. It is possible to build a communication that contemplates the company's values, respecting the peculiarities of each medium.
After defining the brand's new positioning, through briefing meetings with the company's board of directors and defining the new persona, it will be necessary to create a digital visual identity manual for the brand, with a modernization of the logo (to show that the real estate agency Skyline has changed and this is the digital age), create a language standard, a standard text style that speaks to your target audience, specific to each social media (Instagram, Youtube, Facebook, Twiter, TikTok), develop the layout of the posts, with font pattern and color palette.
How to make a strategic plan?
With the standard defined, it will be necessary to develop a strategic plan focused on the new public/persona, but which encompasses its traditional public, which still maintains contracts with the real estate agency.
This planning will contain what will be the contents, editorials and attendance of the publications: with date and time, specific for each social media (which will be published through software, such as Mlabs), including a spreadsheet with specific production deadlines (texts, design, videos, stories), with interaction goals and responses for followers.
Raising the service professionals and creating a schedule so that there is always someone on duty available to interact as quickly as possible, within business hours.
6 Engagement actions with the public:
With this information in hand, it is important to strengthen the presence with consumers from social media, creating engagement actions with the public, which include:
- Online events to show the available properties through videos to the widest possible audience through Lives on Youtube, Instagram and Facebook.
- Create social media planning with content that will show the company's vision, values and ideology.
- New actions for social causes.
- Use social networks as a portfolio of properties available in the real estate agency (10 photos and 1 video).
- Create service channels to direct WhatsApp service with a directing link in the Bio.
- Tell stories of satisfied customers through videos with testimonials, create institutional publications with impact phrases, reinforcing the brand's identity and positioning with the A/B public, create a series of videos for greater engagement.
Launch Campaign Strategy:
After carrying out these strategic planning stages, assuming that it is a company recognized in the market for the satisfaction of the customers served, carry out the launch campaign through a series of videos, which will start with the launch of a institutional length of 1'00”, showing the brand's new positioning and identity.
There will be 15 more testimonial videos from satisfied customers, focusing on the profile of the new persona and will be published twice a week (8 per month) for 2 months, a total of 16 videos, on the day and time of the persona's highest audience /target Audience.
The videos will be interspersed with other publications defined by editorials, such as: institutional (brand reinforcement, concept, impact phrases, values, quality, tradition), customer interaction post (which suggests answers, memes, etc. ), and also commercial: with available properties, totaling 4 posts per week, in addition to stories with the same content as the post and with day-to-day publications, such as new properties, offers, testimonials and factual topics, from day to day real estate, bringing its public closer to Skyline.
With these initial actions, it will be necessary to create a social media department in the company to ensure the continuity of content production, management of social media and to monitor the results and generate reports through Big Data software, respecting the 5 V's, speed, volume, variety, veracity and value, precise information that will direct the company's future in the digital universe.