Updated Jan, 8th 2013
Step 1: Describe your target audience in 2-3 sentences
The Campfire Chic blog target audience is made up of female bloggers between the ages of 18-35 looking to be more organized and productive, with an emphasis on digital resources. The target audience is interested in being memory keepers and more active outdoors, despite a tight time budget.
My readers focus most of their online time on Twitter, Instagram, Pinterest, lifestyle and craft blogs, secretly reading GOMI (get off my internets), and stream most of their television and movies on their laptops/tablets. They enjoy scrapbooking/memory keeping, blogging, connecting with others, following health/diet trends (like gluten-free, paleo, vegan) that other bloggers promote, making projects they find on Pinterest, and being connected to the internet. They do not like confrontation, waiting for responses, change, bullies, or captchas.
Step 2: Article your brand narrative
Campfire Chic is my story as a crafty camper. I share my story as a 9-5er looking for adventure and a handmade life. The posts I share encourage my readers to take risks and try new things, like camping, rock climbing, and yoga, while maintaining their current interests and responsibilities. Campfire Chic is about accepting challenges, setting achievable goals, and documenting the journey toward the finish line.
Step 3: Describe your customer loyalty strategy
Campfire Chic is about creating community on the internet where I am able to build relationships with readers on a variety of topics. Without sticking CampfireChic.com into a narrow box, I am able to focus on various topics that both interest and motivate my readers. That motivation, paired with a sense of belonging, is what keeps Campfire Chic readers/customers loyal. I work to create opportunities for engagement on various levels and add a personal touch to each communication with my readers.
Step 4: Create an Actionable Plan
1. Prepare content/product
a. First, I want to have ambassadors promoting a specific product or set of products from my brand, not just my blog in general. To prepare, I want to create digital ambassador kits of my products that include copy they are welcome to use, specific links so I can track traffic, images for their use, and a free copy of the product. I feel like having the items already put together cuts down on the amount of housekeeping communication that would need to occur, and the organization system would be set.
2. Identify key ambassadors
a. Key ambassadors for my ebooks would be identified by their current involvement as brand champions – the ones tweeting, buying, blogging, and otherwise promoting my products. They are the ones asking to buy multiple copies to give away on their blogs, RTing links, and linking to my products multiple times. To start, I figure a group of 4-6 ambassadors will be something I can handle.
3. Work with key ambassadors
a. Contacting the key ambassadors is the first step I would take to building a relationship with the group. A personalized email will be sent out to each potential ambassador asking to become a part of a newly created ambassador program focused on my ebooks. To start, I would ask the key ambassadors to send any links to previous blog posts about the ebooks for me to add to the sales page. If any of the ambassadors did not have a copy of a specific ebook, I would send them a complimentary copy and ask for them to send a link to the review to be included in the sales page. New products would be sent with the digital ambassador kits as they are released. I would aim to get those kits out 5 days before the official launch to get the ambassadors time to get through the material and draft blog posts. Ambassadors would be able to give away a copy of 1 product every 6 months as a thank you.
4. Involve key ambassadors
The involvement opportunities for key ambassadors is built on Scholossberg’s theory on marginality and mattering, where the main components play on: Attention: the feeling that one is noticed; Importance: the belief that one is cared about; Ego extension: the feeling that someone else will be proud of what one does or will sympathize with one's failures; Dependence: the feeling of being needed; Appreciation: feeling that one's efforts are appreciated by others
b. The key ambassadors would help not only promote the finished products, but have the opportunity to help contribute to publications and maybe even help polish a product. An example would be helping decide between different options for book titles. Involvement in the ‘behind the scenes’ portion helps aid investment on the ambassador’s part.
a. Still going with Schlossberg’s theory, I want to be able to include the ambassadors in marketing campaigns for future ebooks. This may include involvement in a blog hop/party, featuring their take on the ebook on my website, and allowing them to give the product away using a specific platform (one person in charge of an Instagram giveaway, another in charge of a Twitter giveaway, etc.) Those ambassadors also contribute toward a collaborative Pinterest board.
5. Include additional brand champions.
Moving beyond the originally selected key brand ambassadors, I want to grow my engagement program by involving other brand champions. To do this, I will make static ads (known in my niche as blog buttons or blog badges) promoting the products so buyers and loyalists can put those images in the sidebars of their blogs. Invitations to product launch parties would be extended to the brand champions first via the Campfire Chic newsletter, giving those invested in my brand priority. Exclusive discounts is another way to entice brand champions to continue talking about my brand while acting as a way for me to measure engagement.
Success Metric: Return buyers, subscription numbers.
Step 5: Articulate your competitive advantage
I cannot ask my customers to be loyal without first being loyal to them. The first step is to present well-considered content for each blog post or ebook. By providing quality information, Campfire Chic readers/customers can trust the recommendations I make and are more likely to turn around and recommend the same items to their network. The second step is the personal touch that comes with interacting with Campfire Chic, I respond to each blog post, email in my inbox, and tweets sent my way, which makes the brand more personal and creates a deeper connection with loyal customers and brand loyalists. The third step is my transparency, something that lacks in my niche community at times. I am honest in my quick emails from the road that I will not be able to give a full response to an inquiry until I return from a trip, I ask my Twitter followers to shoot me an email so I won’t forget to address a customer service question after I get off of my desk job, and I let my customers know exactly what they are about to purchase from me. There are no hidden agendas from Campfire Chic and my customers know and respect that.