Digital Marketing is about so much more than just having a Facebook business page. People want to consume interesting content online, which means that businesses need to take a softer approach to selling. By providing potential clients with compelling, original content, even small brands can compete against the big boys. However, to ensure maximum ROI an online marketing plan is necessary. We call ours Fusion Marketing.
Fusion Marketing is Lexicon’s primary offering, bringing together Lexicon’s content writing, social media management and visual departments to create a modern engine that’s stronger than its individual parts and increases in power the longer it runs.
Every piece of the Fusion Marketing package is valuable in itself, but the effectiveness of each part is multiplied when combined and coordinated with the others. Below we’ll run you through the concept and all of its elements, and we’re sure you’ll pick up a few tricks that you can apply to your own business.
How it works
1) Brand Building
The first stage of the Fusion Marketing process is defining the true nature of the brand, from its own niche and identity to its public-facing personality. A brand book is essential to developing an internal and external brand identity, which is then used to ensure consistency across every communications medium.
Every company should adopt a clearly defined set of brand guidelines fairly early in its business trajectory, as this foundational document ensures that any new member of staff (or outsource partner) can learn about the brand quickly and have a constant reference point to consult as they move forward.
For companies without their own unique set of brand guidelines, Lexicon’s branding, writing and design teams are willing and able to fill in gaps or to create brand guidelines from scratch. Deliverables here may include the creation of an entire brand book, design of a logo, definition of color schemes and visual formulas, articulation of the brand’s tone of voice, personality, social media and SEO strategies, as well as research on target client and audience profiles.
2) Audience Research
Audience research is key to success with Fusion Marketing. With a clear understanding of the personalities, interests and goals of your target audience, we can craft specially-tailored social media marketing strategies guaranteed to pique the interest of all segments of that core audience.
That research will reveal where potential customers presently socialize and get their information. It will also pinpoint their demographics (age, sex, location, etc.), their interests (superhero movies, pop music, wildlife photography, The Economist), which social media platforms they frequent, and most importantly, the types of content they currently enjoy.
When a company has a strong familiarity with its target audience, it can be fast to respond to news and events within that audience’s area of interest. This awareness can quickly be converted into timely blog posts, visual tie-ins and immediate social media efforts to capitalize on a wave of public interest within the target group. In a world where attention is constantly shifting to the news of the moment, knowing which developments to follow and build from is vital.
3) Content Writing
Content is king in the digital age, and finding new and interesting ways for companies to engage with their customers is a constant challenge that requires exceptional writers with a particular passion for storytelling. The right tone, style, and subject matter are essential and should match each company’s unique brand.
- Blog Writing
Given the importance of written content to search engine and branding efforts, blog writing is a must for all companies. Relevant content, designed to appeal to the right audience, builds brand awareness as well as positive associations within the company’s target demographics. Each potential customer who clicks over to the company website represents another opportunity to sell.
- Thought Leadership Writing / Ghostwriting / Professional Commentary
Thought leadership articles can often be hosted on a company’s blog, but are designed to position the company/individual as an expert in their field. Writing this content will often involve research into technical topics, and also involves the writer emulating the voice of the client or firm. This content is designed to be truly world-class, and can also potentially be published in trade magazines, newspapers and newsletters, either as advertorials or as op-eds.
- Copywriting for Marketing
Companies in the hospitality industry need to produce frequent and high-quality promotional copy to announce special offers. The same type of copy is essential for any firm looking to produce a brochure or host a website. Some companies may require grandiose language if they are selling a premium product or service, and in all cases, the style and tone should match what is outlined in the brand guidelines. Our Bangkok copywriting agency specializes in creating outstanding copy for all industries.
- Editing and Proofreading
Every company needs an editor to make sure that all public-facing communications remain clear, professional and on-brand. Our editorial team can provide a complete review of any document, and suggest revisions based on the general approach, structure, style, tone, clarity of description or strength of argument, and much else.
For a lighter touch, our proofreaders can polish off the rough edges of any piece of writing from a client. Proofreading focuses primarily on spelling, grammar, and linguistic consistency, and is an essential element in maintaining the level of quality required for professional firms.
4) Visual Design
Superior end-to-end services are essential for all visual offerings, from logo design and guidance on typeface and photography, all the way through to animated videos, photography and infographics. Users’ time and attention are at a premium in the social media world, and expert-level visual design is necessary to win the interest of potential customers.
- Visual Branding & Identity
With endless choices and distractions in the newsfeeds of potential customers, it is more important than ever for companies to maintain a clearly-defined visual identity. A refined and savvy approach to colors, images and photographic styles can help tell a brand’s story in an arresting way, even without using words.
- Animated Video Production/Explainer Videos
Most companies’ products and services can’t be summed up in a single image. Explainer videos are an excellent way to tell a story visually, and introduce potential customers to an entire product line. Ideal for both social media and your own website, these videos can be voiced in any language and designed to meet your visual identity guidelines.
Custom-made infographics are another superb way to tell a story visually. Infographics are ideal for businesses looking to simplify complex messages, or hammer home the main point of an article.
- Graphic Design
Graphic design encompasses a broad range of services, including the development of visual style concepts, as well as image creation for social media, brochure design and logo creation.
5) Social Media Management
Social media provides businesses with a direct connection to the public, letting them constantly engage in interactive dialogue with customers and potential customers alike. While other forms of media have clearly defined limits (the size of a billboard, or the length of a TV ad), social media provides an endless space with which a company can build audience awareness and anticipation. Simply put, there has never been a better technology for brand building and customer interaction.
Businesses can now center their entire marketing campaigns around social media as well, as the power and flexibility of these channels allow them to share a variety of content with their target audience, in order to drive engagement and sales.
- Community Management / Social Media Branding
Daily high-quality content – curated, designed and posted – is an excellent way to keep a company’s followers engaged with (and interested in) their brand. Each campaign strategy should begin with a determination of which platforms will be most effective for their business. Social media teams working within their brand guidelines are then tasked with matching the interests of their target audience, and posting interesting and relevant material on those topics. The result is an impressive and complete social media presence to suit the precise needs of the company.
- Persona Management
While brands need a clearly defined identity, the same is true of individuals within a company. Persona management is the process of outsourcing an individual’s social media accounts to Lexicon in order to ensure consistency in tone and output.
The objective is typically to position the individual as an industry thought leader. We achieve this by connecting the individual with the right audience; using their profile to share industry-specific content as a way of engaging in dialogue with that audience; and ghostwriting original content as the individual. Persona management is typically (though not always) requested in connection with a high-ranking manager or executive who represents the face of a company.
6) Social Media Marketing
Facebook’s advertising tool represents a historic breakthrough in marketing. For the first time in history, it is possible to segment an audience to truly granular levels and guarantee that content is indeed reaching the desired demographics.
- Targeted Advertising
While advertising is available on all major social media platforms, Facebook (and Instagram by extension) provides not only the biggest pool of users, but also the most advanced and precise targeting tool.
Advertising can serve a wide variety of business purposes, including raising brand awareness, delivering sales and web traffic, eliciting engagement and downloads, and generating leads. Of course, in order to ensure that the ad budget is spent most effectively, it is essential for any company to conduct careful audience research before getting started.
7) Marketing Analytics
Analysis of big data allows for micro-targeting and audience segmentation, and enables in-depth measurements to determine effectiveness and ROI like never before. All social media channels provide detailed user data, as does Google – and regular examination of this data allows clients to revise their marketing strategies and guide content creation initiatives.
- Social Media & Google Data
The age-old marketer’s lament was best expressed by John Wanamaker, and reads: “Half the money I spend on advertising is wasted; the trouble is, I don’t know which half.”
At long last, this problem has been permanently solved by the advent of modern-day data collection. Social media data allows anyone to measure growth and engagement in real-time, while Google’s advanced metrics shine a light on what people are actually doing once they reach a website.
By looking at the time the average user spends on a webpage, as well as what actions they take, the success of blog publishing and social media campaigns can be quantified, studied and learned from, allowing tweaks to be made to ensure even better conversion rates in the future.
- Google Ranking Data
Optimizing website content to rank on Google is an element of marketing best practice, and provides a clear and tangible benefit to clients. By determining which keywords are relevant to a client’s online success, a company can set sensible objectives and monitor progress on a regular basis.
8) Online Outreach
Once the Fusion Marketing process is functioning well, companies can start to think of extending the reach of their content by connecting with influential companies and individuals online. Symbiosis can often be achieved through cross-promotion, as opportunities abound for guest posts and link building. Outreach is an excellent method of “growth hacking” by connecting with key influencers that can make engagement and post reach skyrocket.
9) Re-Purposing Content
The final stage of the main Fusion process is to get additional exposure and impact from content that has already been produced. These maximization efforts can mean translating content into other languages, seeking its publication on other websites or through offline media, obtaining speaking opportunities in other venues (TV, radio, and live events), or deciding to create follow-ups to popular content.
10) Rinse and Repeat
After a full review of the statistics and feedback on steps 3-9, it is time to incorporate any lessons learned and build a new campaign. The new effort will be based on the best and most effective ideas of the most recent marketing cycle, as well as new ideas to build on those successes. The less fruitful ideas will be ‘rinsed away’, leaving only the strongest concepts to use as a foundation for the next round.
As stated above, the unified and self-reinforcing process of Fusion Marketing is the most sensible and effective method of using all the tools available in modern marketing. Although we invented this connected sequence of steps, we’re nevertheless posting the entire process here because we have confidence in the quality of our team and our services. A blueprint can be copied by a competitor, but expertise cannot. We have spent years perfecting our talents in these areas, and we know that our combined services can deliver the goods in any market – in Thailand, and beyond.
While Fusion Marketing is ideal for medium to large companies with a marketing budget of over a million Thai baht per year, our individual services are also available on an ad-hoc basis.
Outsource your digital Fusion Marketing to Lexicon’s team of writers, visual designers, brand experts and social media specialists. By combining the best quality traditional, social media and digital marketing methods available in Thailand, we’ll ensure you make positive and long-lasting connections with your ideal customers.