Posted on 3rd May, 2017
Posted on 3rd May, 2017
by Darren Rebeiro
Spring clean your digital closet
As an ‘always-on’ medium, digital marketing is a constant challenge. Glance at your website and you’re reminded it hasn’t been updated in a while. You’ve been meaning to post more on social media, but you haven’t found the time. Your new customers are out there, but your Google Analytics aren’t looking too healthy.
As a young brand, you may struggle to keep your marketing channels working hard for you month after month, especially if you lack the right level of support. It’s time to get your digital closet – website, social media and content – in order. Read on to discover the importance of a robust digital strategy, see how success can be measured and uncover the power of profiling!
Get it right and you’ll benefit from improved communication engagement with users.
A trio of objectives:
Your digital strategy should be as important as your sales and business development strategies.
From the beginning, be clear on what you are trying to achieve. Many companies pin down their top level business objectives but leave it at that. My advice is to get more granular and consider:
- Your Business Objectives
- Your Brand Objectives
- Your Digital Objectives
Decide how you define success
Your digital endeavours can attract good quality traffic to your site. Site metrics will tell you what visitors do when they get there, and whether they have been converted into a registered user or, better still, a monetary user. Initially, your reporting metrics need to be assessed as a whole. After that you can decide which elements best measure success for your business.
For most small businesses it’s clear which digital metrics offer the most beneficial insights. Use them correctly and you’ll better understand what works for you and what encourages your customers to engage with your brand.
It’s important to understand how well your website and content marketing are performing and how successfully users are converted into customers. How much is it costing you? What is your return on investment?
Site traffic can be assessed from two different data points. ‘Drivers’ indicate traffic to a site, sessions and unique visits and they are split into new and returning visitors. ‘Engagement’ assesses how users interact with the content they receive and what they do afterwards. Examples include average dwell time (how long they stay on a page or piece of content), page sessions (how many pages of your site they visit) and the user journey (how they navigate through the pages of your website). It can be translated across social media to include indications of engagement, such as likes, shares and follows.
Know your audience:
It’s easy to overlook, but profiling your audience is key. Profiling provides the foundation for a sound strategy that yields results. Without it, it’s much harder to connect with your audience. Consider this analogy; you meet someone at a party for the first time. They talk at you about their life and then walk away without asking you a single thing about yourself. It’s infuriating and you are left with no desire to interact with them in the future.
By profiling your audience and understanding their wants and needs you can better understand what motivates them to act. Once in the mind of your user, you can serve them relevant content that will be engaging for them and help your business develop a loyal following. Churn out generic content and you risk alienating potential customers.
Content is king:
Next, map out the content you want to release by user; then by channel; and schedule when it will happen. In my next blog I’ll introduce the different media options available to you as you consider the detail of your new strategy.
Your new and improved digital closet starts here!