It has become a major trend in recent years for companies to launch
owned media
.
However, there are cases where results cannot be achieved because the operational objectives are not appropriate.
When it comes to owned media, it is important to match the operational objectives with your company’s marketing issues.
In this article, we will look at operational objectives suitable for owned media, specific examples thereof, and goal setting.
When it comes to owned media, it is important to match the operational purpose with your company’s marketing issues.
It’s good that companies have started up owned media, but there are also cases where owned media has become nothing more than an “employee’s diary.”
In general, there are few people who are interested in a simple diary.
On the other hand, there are also examples of owned media being too promotional.
In owned media, which is based on inflows from natural searches, too strong an advertising tone tends to drive readers away.
When operating owned media, it is important to set a purpose that is appropriate for owned media.
At the same time, the purpose of operating owned media must be to solve your company’s marketing issues.
After setting the operational purpose, it is also important to set appropriate goals.
What is the appropriate operational purpose for owned media?
The purpose of operating owned media can generally be summarized into the following two points.
1. First contact to make your product or service known
2. Getting people to like your company and its products and services
Even in owned media, as long as it is operated by a company, the ultimate goal must be “acquisition of inquiries” and “sales.”
However, with owned media, it takes a long time to get inquiries and sales.
This is because owned media aims to attract traffic from natural searches.
In natural search, users search for keywords that describe the problem they want to solve.
Therefore, the articles that come up through natural search must solve exactly the problem that the user wants to solve.
If the article is just a diary, it will lose the interest of users who come in through natural search.
Similarly, too strong promotional colors are likely to be disliked by users as they will distract them from their interests.
Therefore, the purpose of owned media is to “first make initial contact with users and make them aware of our products and services.”
At the same time, by having users visit your site repeatedly and experiencing how their problems are solved over and over again, you can “make them fall in love with your company and your products and services.”
When users start to like your company and its products and services, and have sufficiently developed
customer loyalty
, they will take action such as making inquiries or purchasing products and services for the first time.
Although it takes a long time to do so, the lifetime value (LTV) of a customer is generally considered to be high because the customer’s trust is earned over time.
Your company’s marketing issues and owned media operation objectives
How can you make owned media, which is suitable for the above operational purposes, match your company’s marketing issues?
Let’s look at three specific examples here.
1. Make them aware that your company’s services are useful in solving problems
The first purpose is to make contact with potential customers and make them realize that your company’s products and services are useful in solving their problems.
This can be said to be an orthodox purpose for operating owned media.
When operating this type of owned media, it is important to create content that is relevant to the products and services your company provides and that can solve the problems of potential customers.
The key point will be how you choose your search words.
2. Help people understand our reliability and differentiation within the industry
In addition to contacting potential customers, owned media can also be used to increase customer loyalty by helping them understand your credibility and differentiation within your industry.
This approach is suitable for products such as design companies, web production companies, consulting companies, etc. where the quality of the service is difficult to understand immediately.
When starting a business, the key is to create content that conveys how your company’s executives and staff think and what skills they have.
Rather than relying on external writers to increase the number of articles, it is important to produce them in-house, even if the number of articles is small, and to make the content richer.
3. Make your experience comfortable after signing the contract
Owned media can be used not only to generate inquiries and sales, but also to make customers feel comfortable using the service after signing a contract, and to encourage repeat purchases.
This direction is suitable for products such as complex tools that require specialized knowledge after implementation.
When starting up, thoroughly identify points where users tend to stumble and write them down as an article for use.
By combining this with product update information, etc., it is possible to encourage repeat purchases.
Don’t forget to set appropriate goals
Once you have clarified the purpose of operating your owned media, it is also important to clarify your goal settings.
Goal settings are generally summarized into the following three depending on the operating performance of owned media.
・Increase the number of visitors to your site
・Increase the conversion rate from visitors to prospective customers
・Increase the conversion rate from prospects to customers
“Increase the number of visitors to the site by ◯◯% by ◯ month ◯ day”
After setting KGI (Key Goal Indicators), we next identify the factors to achieve KGI and set KPI (Key Performance Indicators).
KPIs will be the number of contents, number of PVs, number of inquiries, etc.
summary
◆ It is important to match the operational purpose of owned media with the company’s marketing issues. ◆ The suitable operational purpose of owned media is to make the product/service known and liked. ◆ Due to marketing issues, it is important to Various operational purposes can be set for domedia.