Digital marketing is evolving at a rapid pace. Companies are looking for new and innovative ways to reach their customers through digital channels. One of the most popular digital marketing models for digital marketing is the honeycomb model. The honeycomb model is a four-phase process that helps companies map out their digital marketing strategy. The four phases are: connect, engage, convert, and measure.
In this article, we’ll discuss the honeycomb model in more detail and show you how it can be useful for your company.
Why Is It Called the “Honeycomb” Model?
The honeycomb model is named after the Hexagon Framework, which was developed by Google. The Hexagon Framework is a tool that helps companies map out their customer journey. The framework is made up of six steps: connect, engage, convert, measure, optimize, and repeat.
The honeycomb model is similar to the Hexagon Framework in that it helps companies map out their customer journey. However, it is more focused on the digital marketing aspects of the customer journey.
The First Phase: Connect
The first phase of the honeycomb model is connect. In this phase, companies need to identify and connect with their target audience. This can be done through various digital channels such as social media, email, and paid advertising.
This is one of the most useful digital marketing models there are simply because of this phase. Finding your target audience first allows you to figure out where they are spending their time online more easily. This will help you determine which digital channels you should be using to reach them.
The Second Phase: Engage
In engage, companies need to interact with their target audience and build relationships. The same channels you’ve used in the first phase will come in handy for the second one.
Unlike in some other digital marketing models, no phase here is a one-time event. You need to continually engage with your target audience to build and maintain relationships. You can do this by providing valuable content, participating in conversations, and offering customer support.
The Third Phase: Convert
In convert, companies need to turn their target audience into customers or leads. This is usually done through a call-to-action (CTA). A CTA is a message that encourages the audience to take a specific action, such as subscribing to a newsletter or making a purchase.
Other ways of conversion include gated content, landing pages, and lead magnets. To elaborate, content that can only be accessed by providing contact information is gated content.
Landing pages are standalone web pages that are designed to convert visitors into leads or customers. Finally, lead magnets are free resources that are offered in exchange for contact information.
The Fourth Phase: Measure
After you’ve gone through the first three phases, it’s time to measure your results. This will help you determine if your digital marketing strategy is working and what needs to be improved.
You can measure your results by looking at various metrics such as website traffic, conversion rate, and leads generated. You can also use A/B testing to compare different versions of your website or landing page and see which one performs better.
What Are The Benefits?
This is one of the most worthwhile digital marketing models out there because each phase has a purpose. Therefore, it can be said that each phase comes with its own benefits. First, let’s take a look at the benefits of the connect phase.
The main benefit of the connect phase is that it helps companies identify their target audience. This is important because you can’t market to everyone. You need to focus your efforts on those who are most likely to be interested in your product or service.
Another benefit of this phase is that you can determine which digital channels to use. This is significant because not all channels are effective for all businesses. For example, if you’re selling B2B products or services, LinkedIn would be a better choice than Facebook.
The connect phase also allows you to save money on your digital marketing efforts. This is because you can target your audience more effectively and use the channels that are most likely to reach them.
The engage phase has its own benefits as well. The main benefit is that it helps you build relationships with your target audience. This is important because it’s easier to sell to someone who knows and trusts you.
Additionally, you can learn more about your target audience through engagement. This information can be used to customize your strategy so that you’re always hitting the marks your audience responds to.
Next, we move on to the convert phase. The main benefit is that it helps you turn your target audience into customers or leads. This is essential because it’s how you make money from your digital marketing efforts.
Furthermore, it helps you gather data about your target audience. This data can be used to improve your digital marketing strategy and make it more effective. For example, you can use it to create more targeted campaigns or landing pages.
Finally, we have the measure phase. The main benefit is that it allows you to track your progress and see if your digital marketing strategy is working. This is important because it allows you to make necessary changes to improve your results. The alternative would be starting your campaign from scratch, which simply isn’t a viable option for the long run.
Is The Honeycomb Method Expensive?
Out of all the digital marketing models available in today’s market, the honeycomb one is at the bottom of the expensive list. In fact, it can actually save you money in the long run. This is because it helps you focus your efforts on things that will actually improve your business and revenue.
How Do You Start?
The best way to start using this method is from phase one — connect. Identifying your target audience will help you immensely in the long run. Once you know who you’re marketing to, you can create campaigns that are more likely to be successful.
Once you’ve gone through all four phases, you should have a good understanding of how the honeycomb method works. You can then start using it more and more to improve your digital marketing strategy and results.
Conclusion
The honeycomb method is a great way to improve your digital marketing strategy. It helps you focus on the things that matter and makes it easier to track your progress. Additionally, it’s not expensive and can actually save you money in the long run. If you’re looking for a way to improve your digital marketing efforts, this is definitely a method you should consider.