Knowing the Audience and the Behavior
By now, you should also be able to write very specific objectives. Imagine, for example, your goal is to increase lead generation. The agreed objective might be to get members to create more content which ranks highly in search engines and brings in more traffic (assuming the same percentage of which will convert into customers).
Your primary strategy will depend upon the target audience you choose. You can target four different target audiences to achieve this goal. For example:
- Objective: Increase the quantity of content which ranks highly in search engines to increase web traffic.
- Existing users / existing behavior – Strategic Objective: Increase the quantity of content created by existing, active, community content creators to attract high levels of search traffic.
- Existing users / new behaviors – Strategic Objective: Increase the quality of content produced by existing members to rank highly in search engines and increase search traffic.
- New users / existing behaviors – Strategic Objective: Attract quality content creators to create quality content within the community to create content in the community.
- New users / new behaviors – Strategic Objective: Launch a new community to encourage members to create quality content in the topic which ranks highly in the search engines and increase search traffic.
Notice how the strategies for achieving each of these might be very different. Getting existing members to create quality content to generate more search traffic (and thus leads) would be a very different strategy from improving the quality of content from members who are not producing great content today. Likewise, targeting great content creators to join the community is another entirely different approach.
The strategy here might be one of competition between top creators to prove they are the best. This might lead to tactics like incentives, gamifications, etc.
Another might suggest training members to learn what content is great, adding nudges to create content, and gently onboarding members to upgrade their skills. You might need to tackle confidence issues here, too.