Developing a full-fledged digital strategy and implementing it step by step

lamp

Marketing strategy for

Avior

Financial service for medium and large agribusinesses

The main task

Developing a full-fledged digital strategy for the company and planning steps to implement it. The development included a SWOT analysis, which resulted in the following: a promotion strategy, a customer loyalty strategy, and a sales strategy that takes into account growth and further conversion. Recommendations for the development of marketing materials were created.

Goals

  • Analysing the market, competitors and target audience;
  • Setting goals and KPIs;
  • Identification and research of digital channels;
  • Development of an advertising campaign.

Hypothesis

We assumed that the focus on agriculture creates a risk of not getting customers from other business areas. In addition, imperfect processes in digital tools hinder the effectiveness of online customer acquisition.

The main task

Developing a full-fledged digital strategy for the company and planning steps to implement it. The development included a SWOT analysis, which resulted in the following: a promotion strategy, a customer loyalty strategy, and a sales strategy that takes into account growth and further conversion. Recommendations for the development of marketing materials were created.

Goals

  • Analysing the market, competitors and target audience;
  • Setting goals and KPIs;
  • Identification and research of digital channels;
  • Development of an advertising campaign.

Hypothesis

We assumed that the focus on agriculture creates a risk of not getting customers from other business areas. In addition, imperfect processes in digital tools hinder the effectiveness of online customer acquisition.

STAGES OF CREATING A MARKETING STRATEGY

  • 1

  • 2

  • 3

  • 4

  • 5

  • Stage 1

    MARKET AND COMPETITOR ANALYSIS

    We studied the current state of the financial services market in Ukraine, in particular leasing and lending for small and medium-sized businesses. We identified the main competitors in the market, their strengths and weaknesses. We identified the target audience (separately for lending and leasing).

  • Stage 2

    SETTING GOALS AND OBJECTIVES

    We defined the goals of the digital strategy: increasing the number of customers, in particular by expanding the scope of business, increasing brand awareness, and increasing conversion rates. We outlined key performance indicators: the number of loan/leasing applications, website traffic, and return on investment.

  • Stage 3

    RESEARCH OF DIGITAL CHANNELS

    We determined that the digital channels for promotion would be: website (SEO optimisation and creation of a user-friendly interface for submitting applications); social networks (use of Facebook, Instagram, LinkedIn for targeted advertising); content marketing (publication of cases of successful use of leasing and loans); email marketing (mailing with personalised offers).

  • Stage 4

    SWOT ANALYSIS

    We studied the advantages, disadvantages, opportunities and threats. This gave us a vision of how to build a digital promotion strategy for this type of service. We created a brand positioning.

  • Stage 5

    DIGITAL PROMOTION

    We formed goals and necessary steps, and developed a digital strategy for promoting the project using the necessary tools. We developed a detailed media plan for promotion. We integrated the newly created digital strategy into the existing system.

The results

Based on the research of the current state of the financial services market in Ukraine, competitors and target audience, as well as SWOT analysis, we developed a full-fledged digital promotion strategy. We developed a plan for implementing, maintaining and adapting the marketing strategy. We created a detailed media promotion plan. The result of our work was the successful expansion of the client network, growth of their loyalty and brand awareness, and an increase in website traffic. We managed to attract more customers, in particular by expanding our business scope beyond agribusiness.

Contact us

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