I want to talk about digital marketing strategy, but not in the traditional sense. This won’t be all the things your strategy should include – email, content, ads… Because, more than likely, you already know all that stuff. So, then, what will we be discussing?
This article dives into the key elements you need to remember from more of an internal view. What your digital marketing strategy needs in terms of your team’s actions, the strategy set up, and the content itself. Put everything together and you can generate true success.
We’ll be discussing:
- Teamwork and Collaboration
- Creating Engagement and Connecting with your Audience
- Marketing Integration
- Data Analysis
Now, before you start thinking, “what the heck do these things have to do with digital marketing?” I want to take a second to make a point. The performance of your campaign is not dependent solely on awesome graphics and well written articles. Sure, they help (tons). But, in the long run, what can make or break your performance is how you present, create, and learn from these strategies.
So, let’s dive in.
I could point you in all directions to various articles I’ve written over the past year about teamwork and collaboration. But, I’m going to keep talking about because it seems to be the one thing that some agencies and teams still don’t get. Your team has to work together in order to get the best results out of everything you create.
I don’t want to ramble on and on about this, so let’s just take a look at the data.
- 75% of employers rate teamwork and collaboration as “very important”
- 86% of employees and executives cite lack of collaboration or ineffective communication for workplace failures
- 97% of employees and executives believe lack of alignment within a team impacts the outcome of a task or project
The proof is in the pudding. Err… stats. Collaboration matters. But, why? What benefit can you get by bringing different members of the team together? Well, first, it takes away some of the stress of the tasks being on just a few people’s shoulders. But also, it creates ideas, increases communication, holds people accountable, and can be the cause of things like creativity.
“Content is king” is a tired and old saying IMHO. The content you write doesn’t matter if you aren’t able to make it engaging. This can be done in a variety of ways by being informative, using great photos, GIFs, videos, or even venturing into podcasts. But, the point it, no matter how well you write or how well optimized a post might be, if your audience isn’t wanting to engage in the content in some way, your campaign won’t work.
Let’s back this up.
- 65% of Americans think the content they find on the web is “hit or miss” or “unreliable.” (you don’t want to fall into this category)
- 54% of customers think companies need to fundamentally transform how they engage
- 80% of customers expect consistency when interacting across multiple departments
So, most customers don’t get good engagement even though they crave it. This is where your content and campaigns need to flourish. Create brand identity, interact on platforms, connect ideas, and allow your customers to also have a voice by simply asking them. The smallest things can make a huge impact, especially when most companies are missing out, and you don’t want to be one of them.
What makes a great #DigitalMarketing Strategy? Hint: it’s not all about the content!Tweet
Piggy-backing a bit off a point I made in the last section, your campaigns have to be consistent. You can promote the same things in unique and different ways, but be sure they all connect to one another. Going even further, make sure they are talking to each other.
This is something you should do with all of your marketing anyways since 87% of retailers agree that an omni-channel marketing strategy is critical or very important to their success. Meaning, you need to be everywhere that makes sense for your customers whether that means 2 platforms or 10. But, the question is, once you have these channels, how can you ensure they are all integrated?
Create marketing integration by:
- Feature other profiles on social media (“Follow us here!”)
- Provide links to your website
- Generate email lists
- Provide social links and sign up on website
These are just some of the basics. But, the important thing to remember is to create an easy way for everyone to be able to find you no matter where you are and ensure that these messages have a cohesive brand behind them.
This is an easy one. I shouldn’t have to tell you that you should be tracking specific campaigns with the help of UTM codes and more while gathering weekly or monthly analytics to measure success. However, I also know that, due to time or other resources, this doesn’t always happen.
But, tracking these metrics is important.
- 90% of enterprise analytics and business professionals currently say data and analytics are key to their organization’s digital transformation initiatives
- Data-driven organizations are 23 times more likely to acquire customers, six times as likely to retain customers, and 19 times as likely to be profitable as a result
In addition to these stats, metrics help you do one important thing – learn. Not every campaign or strategy is going to be a success *gasp*, and that’s okay. Instead of scratching your heads though when this happens, you can look to see where it went wrong. Of course, finding specifics may be difficult, but if you can pin-point which audiences loved and hated what you presented then you can take that information to be better prepared for next time.
So, let’s recap. Creating a great digital marketing strategy isn’t about WHAT you have, it’s about HOW you use it. Knowing the best ways to collaborate, engage, integrate, and measure can help take your campaigns up a notch to not only succeed but help you grow and get better at making strategies that work.
Got the time but not the ideas? Check out my marketing solutions to see how we can work together to both strategize and implement digital marketing tactics unique to your business.