How to make a stakeholder map for your email marketing
Posted: Wed Dec 04, 2024 3:26 am
When planning your digital marketing activities, it is very important that you start by asking yourself: Who do I want to attract to my brand and how do I want them to promote it?
This planning can be summarized in an instrument known as the “ stakeholder map ” or “ map of social actors ”; the latter based on understanding that each brand or person around your company can act both for and against you.
Under this premise, you must kenya business email list consider that the more brands and people you have in your favor and actively, the reach of your marketing efforts will be greater and much more positive.
What does a stakeholder map look like?
The stakeholder map can be outlined under the following 5 concepts:
The actor : The brand or company that we are interested in targeting, whether as a potential ally or a client, or, where appropriate, the competition.
Interests : The actor's motives for interacting with our brand. This may be to obtain a benefit or, if applicable, to try to harm us.
Position : This is where the actor's stance or position in relation to our brand is defined. The range goes from not knowing to knowing that he or she actively supports or follows us.
Interest : As with the position, here you describe or delve into the interests already outlined, which may be beneficial or the opposite.
Influence : Finally, we describe how much influence the actor has on us. It could be an actor with an opposition position, broad interest and high influence on your brand, for example.
Example of a Stakeholder Map. This table is an adaptation of the “Stakeholder Identification” tool from “Participation and Social Assessment: Tools and Techniques” by Jennifer Rietbergen-McCracken and Deepa Narayan (compilers). World Bank.
Example of a Stakeholder Map. This table is an adaptation of the “Stakeholder Identification” tool from “Participation and Social Assessment: Tools and Techniques” by Jennifer Rietbergen-McCracken and Deepa Narayan (compilers). World Bank,.
Combining the stakeholder map with email marketing
By being a tool to identify those people and brands that can work for or against you, your marketing efforts can take full advantage of the strategy you have printed on your map.
#ctaText??# The role of different types of headers in your email campaigns (and other texts)
For example, imagine that your company's business model is focused on generating urban content and news from Mexico. Over the years, you have managed to get some columnists and journalists to join you as your subscribers, including Pedro Ferriz de Con; the latter has a wide presence on the internet, including a YouTube channel with thousands of followers.
Without a doubt, Ferriz de Con could be an excellent positive stakeholder, since if he were interested in your content he could share it with his networks, increasing your dissemination and audience. However, although he is your email subscriber, through your preferred tool you can identify that he rarely opens your newsletters.
Therefore, this actor has an interest in seeing your content - which you distribute via your newsletters -, having a passive support position , but with little or no interest and being potentially a subscriber with high influence.
What to do with this information? It depends on your efforts , maybe contacting them directly, running a specialized campaign or simply doing PR: what you know concretely is that you want them to be someone who is very interested in your content and will become a regular reader of your newsletters.
Just as at Mittum we recommend combining sales tools – such as the RFM matrix – with your indicators and email marketing actions, in this case the effort is more directed towards public relations and marketing (raw). What do you think about this tool? Do you find it useful for your email marketing? Share your opinion.
This planning can be summarized in an instrument known as the “ stakeholder map ” or “ map of social actors ”; the latter based on understanding that each brand or person around your company can act both for and against you.
Under this premise, you must kenya business email list consider that the more brands and people you have in your favor and actively, the reach of your marketing efforts will be greater and much more positive.
What does a stakeholder map look like?
The stakeholder map can be outlined under the following 5 concepts:
The actor : The brand or company that we are interested in targeting, whether as a potential ally or a client, or, where appropriate, the competition.
Interests : The actor's motives for interacting with our brand. This may be to obtain a benefit or, if applicable, to try to harm us.
Position : This is where the actor's stance or position in relation to our brand is defined. The range goes from not knowing to knowing that he or she actively supports or follows us.
Interest : As with the position, here you describe or delve into the interests already outlined, which may be beneficial or the opposite.
Influence : Finally, we describe how much influence the actor has on us. It could be an actor with an opposition position, broad interest and high influence on your brand, for example.
Example of a Stakeholder Map. This table is an adaptation of the “Stakeholder Identification” tool from “Participation and Social Assessment: Tools and Techniques” by Jennifer Rietbergen-McCracken and Deepa Narayan (compilers). World Bank.
Example of a Stakeholder Map. This table is an adaptation of the “Stakeholder Identification” tool from “Participation and Social Assessment: Tools and Techniques” by Jennifer Rietbergen-McCracken and Deepa Narayan (compilers). World Bank,.
Combining the stakeholder map with email marketing
By being a tool to identify those people and brands that can work for or against you, your marketing efforts can take full advantage of the strategy you have printed on your map.
#ctaText??# The role of different types of headers in your email campaigns (and other texts)
For example, imagine that your company's business model is focused on generating urban content and news from Mexico. Over the years, you have managed to get some columnists and journalists to join you as your subscribers, including Pedro Ferriz de Con; the latter has a wide presence on the internet, including a YouTube channel with thousands of followers.
Without a doubt, Ferriz de Con could be an excellent positive stakeholder, since if he were interested in your content he could share it with his networks, increasing your dissemination and audience. However, although he is your email subscriber, through your preferred tool you can identify that he rarely opens your newsletters.
Therefore, this actor has an interest in seeing your content - which you distribute via your newsletters -, having a passive support position , but with little or no interest and being potentially a subscriber with high influence.
What to do with this information? It depends on your efforts , maybe contacting them directly, running a specialized campaign or simply doing PR: what you know concretely is that you want them to be someone who is very interested in your content and will become a regular reader of your newsletters.
Just as at Mittum we recommend combining sales tools – such as the RFM matrix – with your indicators and email marketing actions, in this case the effort is more directed towards public relations and marketing (raw). What do you think about this tool? Do you find it useful for your email marketing? Share your opinion.