This strategy generates concrete benefits such as building a community with specific indicators on social networks, as Sodimac did. In addition, the company has achieved loyalty among people who interact with the content, since they are the ones who end up visiting the virtual and physical stores.
“At the database level, it allowed us to identify which people are interested in these topics. So, we could contact those people who were interacting with us with slightly more segmented interests,” said Tami.
He also added that, as a result of the successful results, they were able to transfer the lessons learned to the direct marketing strategy that was initially created. It should be noted that Sodimac chose to maintain the Always-On logic on a monthly basis, with the aim of constantly building a community.
“One builds this community month by month. Active listening and the feeling of help are constant. So, as a first piece of advice, I would say that consistency is key.”
Fiorella Tami, deputy content manager at Sodimac Peru
The importance of measuring results
The launch of content requires detailed monitoring to measure the reach, views, level of interaction, time spent, and visits generated to the website or digital channel. This allows us to identify opportunities turkey phone numbers for improvement, changes in the content, as well as having a scalable business vision.
Another recommendation that Fiorella Tami provides is to analyse the consumer on the main website. Evaluate whether or not they buy, whether they generate a new conversion or are a repeat customer. In addition, check their behaviour on the platform in the next seven days after their visit to monitor their evolution.
Three recommendations for a successful strategy
One of the main goals of this initiative was community building. This goal has been achieved and continues to be built through the creation of permanent content. To achieve a successful strategy, Fiorella Tami offers three practical tips for brands:
Consistency . It is important to be consistent in the content you publish so that it contributes to building a community and creating a feeling of constant help. The frequency will depend on each brand.
Ad hoc content . Having adequate and precise content is another important point to achieve the sustainability of the strategy. This will allow for better indicators on each of the platforms and the brand will be able to adapt better to the consumer.
Active listening. It is necessary to provide the consumer with useful and interesting content. In this way, active listening becomes close and a bond is created with the consumer regarding their interests.