In order to avoid producing content that does not meet your objectives, it is important to present the direction you are aiming for as a concept and then develop a plan without deviating from that. the goal Then, set KPIs (Key Performance Indicators) to set goals . A typical KPI would be the conversion point, such as purchasing or applying for a product or service. In the BtoC world, the user is the decision maker, so conversions generally involve applying for or purchasing a product or service.
On the other hand, in the BtoB field, conversion points philippines telegram data are set to the number of effective sales negotiations, inquiries, or white paper downloads according to the characteristics and targets of the company's products and services . In the BtoB field, even if a person in charge accesses owned media, approval from a person in charge is often required before a purchase is made, so if an application or purchase is set as the conversion point, operation may become difficult.
In addition, owned media tends to take a long time to produce results, and it is often difficult to achieve short-term goals. Therefore, set realistic KPIs taking into consideration the characteristics of the owned media, your company's objectives, and the attributes of your targets . Set up a persona Once you have decided on the purpose and concept of your operation, it is time to set up a persona. A persona is a specific image of the target person who will be the reader of your owned media .