What’s the most crucial step in a digital marketing campaign? It’s done before you even start your campaign; the planning.
The more time and effort you put into the planning phase, the easier your execution will become. See what an American author, Dale Carnegie has to say about that, “An hour of planning can save you 10 hours of doing.”
There could be several ways to plan a digital marketing strategy. However, the START framework is the most prominent one. Because many companies have become brands using this framework.
I am talking about a New Zealand-based footwear brand, Allbirds. This company has changed the way we used to buy shoes. We used to visit stores and try 10 to 15 articles before selecting one of them.
But Allbirds sells their shoes online. How do they do that? I will explain how the START framework helped them disrupt the traditional approach to the market in this article.
But first, let’s see how the START framework makes a difference.
Digital marketing vs. Digital marketing with START framework
Digital marketing without a planning framework is like playing chess without understanding the rules. You play with your fingers crossed!
The START framework offers a step-by-step guide. It helps you plan every stage of your marketing campaign, from defining your strategy to reviewing your results and transforming your approach.
It is a five-step process to determine each move of your plan from start to end.
- Strategy: Create a clear and actionable blueprint for your campaign.
- Tactics: Identify specific actions to achieve your goals.
- Application: Execute your plan with precision and focus.
- Review: Continuously analyze what’s working and what’s not.
- Transformation: Adjust and improve based on your results.
The difference? With START, you’re not just spending your marketing budget. Instead, you’re investing it in a strategy that drives results.
9 steps to plan stronger digital marketing with the START framework
Marketers have too many options to work on nowadays. There are social media platforms, search engine optimization, email marketing, etc. It is always tempting to be on all of them.
The START framework helps you focus on what matters by breaking your campaign into actionable steps. Read the following steps to understand how.
1. Plan to offer value at every stage of the customer experience
Giving value to the customers should be your utmost priority. Without it, you have no strategy. Strategize delivering value at every stage of the customer journey.
Allbirds recognized this early on. From the moment a customer lands on their website to post-purchase support, Allbirds has prepared different content for each time.
They create educational content about sustainability to attract eco-conscious shoppers. They also have a follow-up email strategy keeping their customers engaged with tips and product updates.
How to do it: Map out your customer’s journey. Identify the stages to provide valuable content. Then write content specifically according to the customer’s level of awareness.
2. Divide your audience and target them separately
A one-size-fits-all approach does not work in digital marketing. You need to change your approach for every segment of your audience.
Allbirds don’t treat all customers the same. They divide their audience based on preferences like vegan leather enthusiasts or wool shoe lovers.
This allows them to deliver highly relevant content and offers.
How to do it: Observe analytics tools to segment audiences based on behavior, demographics, and interests. Then come up with unique marketing offers for each group.
3. Make a clear plan to share content across multiple platforms
Allbirds knew they couldn’t rely on Instagram posts or email campaigns alone. So, they adopted a multi-channel content strategy and multiplied their reach.
They engage customers with short videos showcasing their brand story. They write blog posts discussing the science behind their materials. And they also have influencer partnerships to promote their products authentically.
How to do it: Create a content strategy for multiple levels. But for a single platform first, say Instagram. Then use AI tools to quickly repurpose content across multiple platforms. Try the AI sentence rewriter to refine and add clarity in the content without any effort. This would save your time and also provide you further options for creating more content.
The sentencerewriter.net offers multiple tones and languages to rephrase your content. Simply paste your text, choose a tone that fits your needs, and enhance your digital marketing plan using the START framework.
4. Use of AI and try predicting the future for smaller investments
Successfully predicting trends and customer preferences gives you an edge in digital marketing.
Allbirds noticed a growing demand for vegan-friendly products. So they launched plant-based sneakers, the Plant Pacer, in September 2022. And they didn’t have to spend money on public awareness by taking advantage of the trend.
How to do it: Use AI predictive analytics to analyze customer behavior and trends. Test your ideas on a smaller scale to minimize risks. It will help you in investing resources where they will have the most impact.
5. Give personalized experiences at scale
Modern digital marketing is about personalization. It is annoying for customers to see offers that do not align with their interests.
When a customer browses wool runners on Allbirds’ website. They receive an email showcasing different colors or styles of the same product.
How to do it: Collect data from your website and use customer relationship management (CRM) software. Then divide your audience into smaller chunks according to the data.
Personalize emails for each group using specialized tools like an AI email writer. You can add names and adjust the tone, style, structure, and even the length of your emails. For added creativity and ease in your writing tasks, visit Qozex.com to attract your audience with high-quality content.
Similarly, personalize ad campaigns and other content accordingly. This strategy creates more relevant content.
6. Establish a feedback loop to continuously improve your strategy
What if your strategy isn’t working? Change it! Modify your strategy until it works for you. Do not give up.
Allbirds do the same. They listen to customer feedback. Their surveys, reviews, and social media comments guide their next moves. Once too many customers requested wider shoe sizes, so they released a specific “wider shoe size” model.
How to do it: Set up a social media strategy for collecting feedback regularly. Give support emails on your website. Go live on social media platforms from time to time and collect feedback yourself.
Moreover, observe your image among your customers. See how they brand mentions your business. Change your content strategy if your image is not what you desire.
7. Align your brand voice with social responsibilities
Content is king, but context is queen. That’s the strongest piece of chess and of digital marketing also. Allbirds align their brand with sustainability, conservation, and awareness. This approach connects them with their audience.
Their commitment to reducing carbon emissions isn’t just marketing; it’s a value customers believe in.
How to do it: Identify a cause that aligns with your brand values and use it in your marketing. Make it the face of your brand. Share your initiatives through blogs, videos, and social posts. Make your audience feel like they’re part of something bigger.
8. Focus on new technologies in digital marketing
Using the latest technologies in digital marketing is no more about innovation. It is more about survival now. Because all the big brands are doing it. If you don’t, you will be left behind.
Allbirds stays ahead by doing innovations in their marketing plan. They are working on augmented reality (AR) to let customers visualize how their shoes look on them before purchasing.
How to do it: Keep yourself up to date with emerging technologies and develop your apps with them. Like augmented reality, virtual reality, and AI chatbots for better customer service. See how you can integrate them. These technologies take customer experience to a whole new level.
9. Build a network of collaborative partnerships
Do you know Futurecraft footprint running shoes have the lowest carbon footprint? Allbirds made that in collaboration with Adidas in 2020.
Because Allbirds knew the power of teamwork. This strategy increased the reach of both brands. And now, Allbirds has a worth of $63.78 million.
How to do it: Look for brands or influencers that align with your goals personally or with the help of a repute post, a link-building service provider. Visit their site reputepost.com and find brands that share the same brand value with you among thousands of websites on the platform.
Design digital co-creations in collaboration with them. Co-create campaigns, products, and host joint events. Partnerships open doors to new audiences and build credibility for your brand.
Checkmate your competition with the START framework
The START framework is your ultimate strategy to outsmart your competition.
Use it to plan every step from start to end as I have explained above. Use the above points to create campaigns that aren’t just effective but memorable.
Indeed, success isn’t about luck—it’s about making the right moves. So strategize with the START framework and checkmate your competition!
