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win with us.
We exist to make your business thrive and our greatest reward is our returning clients. Our focus is and always will be on our clients and not on industry awards and accreditations, which could account for why we’ve won so many of them…
A B2C strategy is for life not just for Covid.
If you are a manufacturer or distributor who currently just sells to trade or other businesses then I’m sure recent times have highlighted why a direct to consumer model is necessary as part of your business model.
This is not just for manufacturers either. Examples like Uber, Airbnb and Instagram show that owning the consumer ecosystem is how you control your destiny.
At Sagittarius, we have worked with scores of leading brands to help them take their first steps then plan beyond into becoming a customer-facing brand. The transition from B2B to B2C is not just about creating a new eCommerce website, there are many more challenges to overcome. Yes, commerce and content technology platforms are important but we also help develop a sound commercial model and marketing mix that supports the business case.
As we enter Lockdown 2.0 in the UK it is clear that a solid ‘direct to consumer’ strategy covering retail, customer service, logistics and support is needed for even the most established of manufacturers. This shouldn’t be just a ‘pandemic protection’ strategy but a well thought through business case that prioritises taking ownership of your customer base, your routes to market and your ability to adapt to shifting markets.
However, with the current context, its no surprise that we have seen many of our clients who had direct to consumer models in place before Lockdown experience over 300% growth whilst their traditional routes to market were shut down.
For many, customer expectation drives this demand and so brands need to have a clear and easy-to-implement consumer-facing strategy even if they don’t want to explicitly retail directly. A manufacturer should still be owning and creating the best and ultimate brand experience to support its established retail channels too. There are always alternative hybrid models like using third-party marketplaces or fulfilment houses but it’s still the brand that owns the audience.
So, whether you’re consumer-facing already, or not, the big question is do you have a strategy and proposition to thrive through whatever your market looks like in 2,3 or 10 years time? Many won’t so now is the time to seize that competitive advantage.
At Sagittarius, we have proven formulas that win every time. So let us accelerate your B2C transformation and help you create a successful future. Contact Us today!
Whatever your business, be it a regional or global brand, the content you produce plays a vital role in your success. You know that… hence you’re reading this.
A well formulated and executed content strategy not only drives more traffic, at the core, it defines what your business is and helps build a strong connection between you and your audiences.
So let's quickly look at why developing a coherent content strategy is important and how setting clear goals and understanding your audience will elevate your online performance.
What is a Content Strategy?
It's basic right? Content is at the core of how you define the way your business presents itself and an effective strategy should look to ensure that tone of voice, messaging and the core values are surfaced across all channels, from service or product pages on your website, to blog posts, through social media updates blah blah blah.
But let's keep it simple - your content strategy should be a clear roadmap that connects your marketing activities to your business goals. Align to your customer’s wants and needs and engage them at every interaction point and boom, you're in business.
Who are my Audience?
You likely start all your projects with this chalked on the wall because your business knows “exactly” who its customers are right? Sounds obvious but we often find its not been done forensically enough (not based on data), is too old (more than 12 months ago - forget it) or its a spin off from some brand work that was legitimately aspirational but doesn’t face the reality of who you your business is actually engaging today.
So start (or circle back) with audience research, building out those personas to understand their ambitions, their lifestyle, their pain points or concerns, and crucially their wants and needs - in your context.
Do I need to tailor content?
As part of your research find out where your audiences spend their time online and how they interact with content: Some may spend time thoroughly researching a product or service, whereas other audiences may want their content to be quick, snappy or easily digestible in the form of a video, infographic or short blog posts.
Ultimately, the key is to produce a strategy that creates the type of content your customers want to see:
What are the problems that your product or service will help them solve?
Who are they most influenced by?
What voices influence their behaviour?
What type of content do they consume?
Where do they consume content and engage with brands?
Different Content, Different Objectives
All content is not born equal: When producing your strategy, it is important that the objectives for each individual piece are defined, that these fulfil your marketing objectives and tie to the overarching goals for your business.
There are various content frameworks that exist to aid content development in this way, but one that is popular and effective is Google’s hero, hub and hygiene method: It provides a framework on developing content to achieve different goals and gives guidance on the effort needed to create each type of content.
Hero content is essentially campaign content, it is big splash ideas designed to appeal to a large audience with the aim of telling your brand’s story at scale.
Ways of measuring hero include the amount of PR mentions or links from authoritative domains plus social interactions and mentions of your brand across all channels.
Considering the scale of hero campaigns, this content is not regularly produced and is reserved for peak promotional times where it’s important for a business to stand out from their competitors.
Hub content is the stuff that keeps your audience engaged, it expands on the themes of product or service level content, educates users and helps create a connection between themselves and your brand.
Hygiene content is the bread and butter of any website, it is the BAU content for products and services, it is SEO focused and targets important keywords at a product, service or guide level.
How do I manage all this?
Content development is only one part of the ongoing work needed when working with an effective content strategy. We call it “feeding the beast” because it really is the fuel in your brand vehicle and once you start you really can’t stop (if it’s delivering results) but that’s where performance measurement comes in.
Your greatest gift in managing the outputs from your hero/hub/hygiene style efforts is to understand If your content is working. To truly deliver results your business must first understand the objectives and goals of each piece of content to effectively measure its success. That as a guiding light from day 1 will let you slow down, speed up, stop or start new content briefs and projects.
Remember - content strategies are not set in stone. They are living breathing things and should adapt and pivot as insights become available and your brand naturally evolves.
If ever you want to chat content and explore new initiatives we’re always here to help.
want to speak to one of our experts?
Paul operates nationally and internationally, helping brands to think outside the traditional horizontal and vertical channels and transform their business with creative multi-channel marketing and digital re-invention.