Homecoming

Why Owned Media are so important for your brand, and how to build simple owned structures that raise your game.

When you are launching a new brand or even a company, you will probably go through a stage where you can't count much with Paid Media ( due to the investment) or Earned ( for the lack of recognition of your product).

However it′s super important to count with a fantastic platform of Owned media that can be a first source of awareness for the public that is curious about your product.

This will be the landing page for all the initial impacts of the product and all the potential buyers that want to know more about your new project. This means it will be a first sight , and you want to be specially careful about the quality of that introduction.

These are 5 my recommendations on the how to create fantastic owned media:

1) Guest Services: Identify and understand your Audience. Understand what they expect to find in any of the platforms, trying to provide the information or service that they will be looking for. Think of the personas and the reason why they`re visiting. Is it just information about the product? A very specific detail about the brand ( nutrition guide, technical info, etc..)? A user guide or recommendations? More specifics on the range? Some kind of sale discount? Credentials of the company? Locations to find it?

2) Taylor-made content: If it′s accessed thru login , that gives you a fantastic option to segment your content based on the user's interests. In our digital platform, we had several kinds of audience, from a very commercial and data technical audience in the form of partners and staff to a really casual and bartender oriented one from the many brand fans . There is just a few info that is of common interest, the rest is white noise to each of them. What interests one , bothers the other and the opposite. That's why it's particularly important to segment and curate the info.

However if it′s open and general access (and therefore impossible to direct thru profiles), its important to create very oriented user journeys, so depending on the profile, they clearly can find the route to the information they are seeking without roaming around and abandoning earlier than desired

3) Eye-catching: You will need spectacular texts and visuals: the retention on any webpage is very short and fragile. Researches say that the average time spent is around 15 seconds. You better capture your visitors with astonishing images and captivating texts. Other kind of interaction content can also entertain and make the customer stay around for more. In this case , there might be different tastes in the images and voice, reason why last point on the segmentation is so important. Now its time to nurture any route with the right content of text, video and image. And think that the first impact will always be the visual , so this doubles its importance. Furthermore, videos are always the best option for a short pill with a massive impact

4) Size does matter: It′s not only the knight , also the horse. You will need a good technical platform to build your sites on. This is particularly important to reach the levels of experience you want for your home, but also in order to have full possibilities to offer all the capabilities and interactions that you can think of. Not only that, but work with an expert on evaluating the customer journey map, if they are reaching the end zone, and if you don′t have any black hole areas where your visitors are abandoning the navigation.

5) Walk them right in: In essence you might be generating a lot of awareness around your product, but it would be unforgivable to lose opportunities on consumers that might want to go all the way down the funnel. Therefore, guide those visitors right into conversion. If you haven′t created your own e-commerce module yet, find the way to transform that interest into sales (thru digital retailers, scheduling calls for your sales team or with the Call to action you might need).

As easy as building your site with these basic principles: valuable, specific, beautiful, efficient and with a clear route.

Precisely now that we are getting outside and getting things up to speed again is more important to finally have our (digital) homes in shape. Homecoming.

Wish you to continue safe and sound.

From the gates,

Jaime Teulón