Digital marketing is constantly changing and evolving, and as marketers, it can be difficult to keep up. Whether you’re in-house or working at an agency, the hustle and bustle of daily workflows can occupy the majority of your time, leaving less room for tracking and measuring the success of projects. There are many different approaches you can take to be successful in the world of digital marketing, and here are just a few things to rethink to help you achieve more digital marketing success:
Don’t Just Follow Digital Marketing Trends Without Defining Goals
Instead, try out new ways of promotion and branding, but ensure you know how to measure success first. Because seriously, just because everyone else is doing it, doesn’t mean you have to follow suit. How to ensure you go about this correctly? By understanding exactly what success looks like for your organization before you dive into something new. Here are a couple examples:
Creating a Snapchat Account
Lots of organizations in your industry are on Snapchat and you want to be there too. But why do you want to be there? Is your target audience using Snapchat? Do you want to increase brand awareness? Do you want to let people know about your specials? Do you want to increase user engagement? How many Snapchat story views is successful? If your organization’s goal for the year is to enhance reputation and visibility – then measuring user engagement on Snapchat could be a good way to reach people with creative stories, and story views could be a way to measure this. It can be hard to define goals up front with new platforms, but having some sense of success is better than nothing.
Posting Content to Third-Party Sites
Maybe your organization is thinking of reposting content to third-party sites to gain more visibility and traction on certain blog posts, as well as increase demo requests (just one example of a possible call-to-action (CTA)). If your organization’s goal is to increase demo requests, you could set a goal of gaining two demos a month by sharing content to a third-party site, such as Medium. After a few months of testing this out, your posts have a lot of views on Medium, but only a few click-throughs and zero demo requests. At this point, you can make the decision that this might not be the best approach for your organization at the time. Even though reposting content might only take up a small portion of a team member’s day – that time might be better spent doing more research to improve blog posts on your own site.
Don’t Silo B2B and B2C Marketing Strategies
Instead, learn from other organizations and how you can creatively use their strategies to be more successful. Just as you can learn from other industries, you can also learn a lot by looking at examples of digital marketing both in B2B and B2C scenarios. Here are a couple of examples of how this can help you:
Mobile Sites Only Matter for B2C Retailers
Just because you don’t sell products online doesn’t mean you should ignore the importance of mobile-friendly sites. The user experience is a critical aspect across all types of websites, from a small coffee shop website providing hours to a large retailer providing details on inventory and availability. This is true even as a B2B company who sells through a distribution network. If someone is looking for information about your organization online, it should be available and usable regardless of the type of device a visitor is using. Plus, having a mobile-friendly or responsive site will help with SEO efforts.
Offering Discounts is the Only Way to Get Conversions
While discounts are a great way to push people to convert, it isn’t always necessary. B2C can learn a lot from B2B by addressing pain points of consumers versus always promoting sales. By truly understanding a visitor’s wants and needs, organizations can target messaging through email, social, etc. to increase conversions.
Don’t Produce Content Just to Produce Content
Instead, create an actual strategy around your content. Content strategy and content marketing are the big buzz words right now – and rightfully so. But your organization should take these approaches seriously. Having a content strategy does not just mean pumping out a few pieces of content each week. Here are some examples of how you can make a strategy happen:
Making the Case for More Research
Great content doesn’t produce itself. Even if you have an idea for a piece of content or blog post with some knowledge of the subject, there is still a lot of research that goes into it – whether reading more about the topic online or interviewing an internal employee to gather information. Aside from research, identifying content gaps takes time – hence why content inventory is so important. After conducting a content inventory, you can dive into your data, and identify what topics are most popular, what content is leading to conversions, and what topics need more attention. Maybe you see trends of specific industry content doing well, or maybe more detailed content on your products/services gets more downloads. More research in turn leads to a better content strategy!
Implementing an SEO Content Strategy
A content inventory can also be a great way to identify opportunities for SEO. Are there topics you want to rank for but don’t have a lot of content on? Are there posts that need updating to help rank for some of these topics? In true inbound marketing, if you aren’t being found by new prospects, then what’s the point of having content? We are also in a world of content competition – where people only have some much time and attention for all of the content on the internet. Make sure what you have to say is worth it. A consistent posting schedule is still important, but only if what you’re saying is enticing, educational, or informative. By creating an SEO content strategy, you can hit on potential customers’ pain points, attract new visitors, and still address needs of current customers. A win all the way around.
By taking the time to create strategies related to business objectives and to measure success/failures, you can truly improve your digital marketing and in turn have more success, no matter what success looks like for your organization. Want to learn more about creating a successful website through web governance?