ReconciliActions: Advocating Indigenous Reconciliation through Digital marketing strategy

Question

Task: How does ReconciliActions plan to enhance its advocacy for Indigenous reconciliation through digital marketing strategy and strategic business development?

Answer

Strategy / Business Model:

Through its Reconciliation Speaker Bureau (RSB), ReconciliActions has made a name for itself as a leading advocate for reconciliation with Indigenous peoples in Canada. The company's objective is to give keynote speakers a stage on which to discuss reconciliation issues as well as various viewpoints, including those related to gender, 2LGBT+, racial, regional, linguistic, and immigrant identities. ReconciliActions attempts to persuade decision-makers to take Indigenous peoples' interests into account in their actions by providing agency services for speakers and consulting services for governmental organisations and businesses (Lanzolla & Markides, 2021). The company's mission emphasises building a revitalised connection between Indigenous and non-Indigenous communities, which is in line with the objectives of the Truth and Reconciliation Commission (TRC).

Digital marketing strategy Objectives (SMART):

ReconciliActions will employ digital marketing strategy channels to broaden its audience and enhance brand exposure over the course of a six-month period. The company wants to improve its online presence and boost brand awareness through social media, search engine optimisation (SEO), and targeted online advertising (Low, Ullah, Shirowzhan, Sepasgozar, & Lin Lee, 2020). ReconciliActions hopes to boost website traffic by 30%, social media followers by 20%, and online engagement by 10% by the conclusion of the timeframe.

Reach a larger audience: ReconciliActions wants to connect with new sectors and demographics in order to reach a larger audience within the next year. Through digital marketing strategy, the company will discover and focus on individuals, organisations, and organisations that are actively promoting reconciliation with Indigenous peoples. For the purpose of understanding the preferences and interests of these particular target groups, ReconciliActions plans to perform market research. The organisation hopes to have contacts with at least three significant institutions or organisations engaged in the field of reconciliation by the conclusion of the timeframe.

Convert website visitors and social media followers into leads and customers: ReconciliActions' objective is to convert website visitors and social media followers into leads and customers within a three-month time frame. The company will set up effective lead capture forms and offer useful content resources to optimise its website for lead generation. Within the given timeframe, ReconciliActions wants to create 25% more quality leads through its website and raise the rate at which leads become customers by 15%. The achievement of this aim will be evaluated using these measures.

Long-term + Short-term:

Over time, ReconciliActions hopes to develop itself as a respectable and prominent player in the reconciliation sector by establishing a strong brand identity and solidifying connections with companies, NGOs, government agencies, and other reconciliation-focused organisations and individuals in Canada. Through its digital marketing strategy strategies, the organisation will seek to create a scalable and sustainable business model that produces steady revenue while having a good social effect (Olson, Olson, Czaplewski, & Key, 2021).

ReconciliActions will put increasing sales and awareness as a priority in the near future. For lead generation, internet traffic, social media engagement, and conversion rates, the company will set particular objectives. The immediate goals are to double website traffic within three months, boost social media engagement by 20% during the next four months, and increase revenues by 15% over the following six months. In the short term, these objectives will help to raise income and brand awareness.

ReconciliActions will frequently review its digital marketing strategy performance, gain data-driven insights, and make defensible decisions in order to assure on-going development and long-term success. To assess progress towards its long-term goals, the organisation will optimise its marketing efforts, alter its tactics as needed, and keep an eye on key performance indicators. ReconciliActions seeks to develop strong brand equity, forge enduring connections, and have a substantial effect on the reconciliation business via continuous assessment and improvement of its digital marketing strategy initiatives.

Overall Strategy (Business Model)

ReconciliActions has been using marketing and advertising techniques to drive visitors to the website and spread awareness of the significance of reconciliation with Indigenous peoples. These initiatives have helped the business develop its position in the industry and draw a constant stream of website visitors. ReconciliActions has had success building brand recognition and luring interested people and organisations to connect with their content and services by utilising digital marketing strategy channels, social media platforms, and targeted online advertising (Boulton, Libert, & Samek, 2000).

While increasing site traffic is important, ReconciliActions may improve its entire business model by expanding its reach and diversifying its income sources. The creation and provision of online courses or workshops on reconciliation and related subjects is a viable business development concept that is consistent with the company's goal and area of competence.

ReconciliActions might make use of its current network of reconciliation speakers and subject matter experts by entering the online education market. The business may serve people, organisations, educational institutions, businesses, and governmental agencies looking to improve their understanding of reconciliation and put it into practise by producing top-notch, interactive, and interesting online courses or workshops.

This expansion concept offers a number of benefits. First, it makes use of ReconciliActions' knowledge and standing in the reconciliation industry, helping the business position itself as a leading supplier of instructional materials on the subject. Second, because participants can sign up and access the material at their convenience from a distance, online courses and workshops offer a scalable and recurring income model. Third, this expansion concept fits with the rising need for online learning environments as well as the growing interest and awareness of reconciliation across various audiences.

ReconciliActions can advertise the courses or workshops using its current digital marketing strategy platforms in order to carry out this company development plan successfully. The business may create leads and turn them into course participants by focusing on certain segments that are interested in reconciliation. The success of this growth endeavour will be aided by the accomplishment of the above listed digital marketing strategy goals, including raising brand recognition, broadening audience reach, and generating leads and conversions (Betz, 2002).

ReconciliActions may diversify its revenue streams, attract a wider audience, and solidify its status as a pioneer in fostering reconciliation in Canada by entering the online education sector and providing courses or seminars on reconciliation.

Digital marketing strategy Audit *VisuaI

Current Activities of Client:

Digital marketing strategy campaigns are being used by ReconciliActions right now to drive visitors to the website and spread awareness of the need for reconciliation with Indigenous peoples. To increase traffic to their website, the customer has been utilising advertising and marketing techniques (Wymbs, 2011). To raise brand recognition and draw in potential customers and partners, they make use of digital marketing strategy channels, social media platforms, and targeted online advertising.

Problems or Opportunities

ReconciliActions has been effective in driving traffic to their website, however there are still ways they can improve their digital marketing strategy approach:

Limited Conversion Optimization:

The customer could be primarily concerned with increasing traffic to their website, but it's possible that they haven't put a thorough conversion optimisation plan in place. To enhance the conversion rate of visitors into engaged users or customers, they might profit from studying user behaviour, carrying out A/B testing, and improving the user experience on their website.

Content Diversification:

The customer might investigate broadening their content approach to address various target audience subgroups. To appeal to different learning preferences and boost engagement, this might entail developing a range of content forms, such as blog posts, videos, podcasts, and info graphics.

Influencer Marketing:

Working with professionals or influencers in the subject of reconciliation might be a great way for ReconciliActions to spread their message and engage more people. The customer can access their networks and establish credibility by collaborating with people who have a large following or are knowledgeable on reconciliation.

Social Media Engagement:

Despite the client's use of social media channels, engagement levels may yet be improved. On social media, engaging in conversation, responding to messages and comments, and starting debates may promote a sense of community and boost brand loyalty.

Data-driven Decision Making:

To maximise their digital marketing strategy efforts, ReconciliActions should concentrate on data-driven decision making. Making strategic decisions that are well-informed may be facilitated by analysing key performance indicators (KPIs) including website traffic, conversion rates, and engagement metrics (Sarker, 2021).

ReconciliActions may boost their digital marketing strategy and increase the effectiveness of their efforts by taking use of these chances. The customer may increase their brand exposure, engagement, and overall success in promoting reconciliation by using conversion optimisation, content diversity, influencer marketing, social media interaction, and data-driven decision making.

Bibliography

Betz, F. (2002). Strategic business models. Engineering management journal, 14(1), 21-28.

Boulton, R. E., Libert, B. D., & Samek, S. M. (2000). A business model for the new economy. The Journal of Business Strategy, 21(4), 29.

Lanzolla, G., & Markides, C. (2021). A business model view of strategy. Journal of Management Studies, 58(2), 540-553.

Low, S., Ullah, F., Shirowzhan, S., Sepasgozar, S. M., & Lin Lee, C. (2020). Smart digital marketing strategy capabilities for sustainable property development: A case of Malaysia. Sustainability, 12(13), 5402.

Olson, E. M., Olson, K. M., Czaplewski, A. J., & Key, T. M. (2021). Business strategy and the management of digital marketing strategy. Business horizons, 64(2), 285-293.

Sarker, I. H. (2021). Data science and analytics: an overview from data-driven smart computing, decision-making and applications perspective. SN Computer Science, 2(5), 377.

Wymbs, C. (2011). Digital marketing strategy: The time for a new “academic major” has arrived. Journal of Marketing Education, 33(1), 93-106.