6 Ways to Spring Clean Your Digital Marketing Strategy
The digital marketing world is continually changing, and you’re always applying your approach. You’re being inspired by new promotions, making last-minute improvements, and collecting input from your consumers that have you tweaking every message, video, and text. The outcome may be an unorganized, unfocused mess. We give you 6 Ways to Spring Clean Your Digital Marketing Strategy.
Is it impossible to see a big picture in your digital marketing strategy? That’s not a positive thing, since the best systems are based on the priorities and metrics that matter most to the business. Furthermore, the right tactics are cohesive across networks to create a stable identity that the clients can relate to.
It’s time for a little spring cleaning. Much when you vacuum your wardrobe, you should clean up your digital marketing campaign. In the end, you will have a more flexible marketing department and a robust strategy to move your business forward. Here’s how to:
1. Focus on Your Key Metrics
Your digital marketing campaign must be driven by the priorities and the leading indicators that represent them. The preferences of an organization are changing all the time, so the odds are that your goals have changed after the last time you cleaned up your digital strategies.
Collect all of your goals and main metrics in one spot, so you’ll get a picture of the cumulative achievements you’re looking for next year. Where possible, ignore vanity metrics such as Instagram followers, unless you can prove that they are directly linked to doing what matters to your business—like conversions.
When you think about your business goals, toss out digital media goals that don’t advance your business, and set new goals. Get as specific as you can now. “Grow as much of our Facebook audience as possible” or “become a trusted industry source” are both too large. Create concrete priorities by focusing on previous successes. If you won a thousand new email sign-ups last year, aspire to double that.
You are starting with a new platform or company with no previous success that you can draw on? Check out what the rival is doing to help you set long-term targets.
Often, make sure to provide concrete deadlines for the targets. If the target is big, like “create ten key content blog posts,” aim to divide the goal into smaller parts so that you can chart your success over the next year. Include these deadlines and smaller targets in the content schedule. That way, if you fall up, you’re going to remember sooner, and you’re going to have a chance to catch up.
2. Collect All of Your Digital Strategies
Now that you know what you’re going to be working for, you need to think about which resources you’re using, and whether your goals are still going ahead. Build a list of the tactics and channels you use to spread your digital marketing message, including:
- Email marketing
- Content marketing
- SEO
- Your website
- Webinars and live events
- Blogging
- Podcasts
- Social media channels
Broader new marketing tactics can include several websites, social media networks, and more. It’s essential to determine the ROI you get for each of you. Have your SEO efforts won you 1st place keywords, and if not, why not? Have your Instagram efforts led to sales? When you’re sweeping your season, it’s a smart idea to engage in market analysis to help assess your efforts. This is an important Way to Spring Clean Your Digital Marketing Strategy.
3. Check Each Strategy Against Your Goals
Many of the digital marketing techniques are easy to test. If your emails are accessed more times than not, and readers are following links back to your pages, or they are not. Either you score higher for select keywords, or you’ve lost ground. You may be shocked by how your plans have turned out, but at least now you’re educated, and you know where you need to spend further.
On the other hand, your involvement in social media is notoriously difficult to test. Having more shares on Facebook doesn’t equate to sales or even going back on your page.
So how do you analyze your performance on social media?
Reach: You do want your posts to hit your target audience, so expanding reach is a positive indication that you are going in the right direction.
Clicks: Many people respond to Twitter posts or Facebook comments without even visiting your website or engaging your brand off the internet, so it’s essential to monitor clicks rather than just like them or even retweet them.
Emotional reaction: On Facebook, it’s easy to determine how your fans feel about your post so they can sort their feelings by clicking on “angry” or “wow.” On other sites, the relationship between comments and shares may be more beneficial. A lot of tweets and a few claims are usually poor news.
4. Check Each Platform or Strategy for Change
Spring cleaning needs always to be based on the new. With social media and other digital marketing firms, it is utterly essential to stay up with trends.
Here are a few ways to gauge how things have changed online
Has the audience switched around? Social network sites are sliding in and out of favour. Newcomers could be offering you a chance to beat the rivals. Falling engagement rates can mean that you need to reduce your expenditure, both in time and in dollars, on the app. For example, Facebook can limit your ability to access your audience.
Are you looking for video content? For 2019, video content should be essential to most digital marketing campaigns. Did you know that 1,200 per cent more social video shares are created than photos and text combined?
Have you personalized your approach to this? Salesforce analysis has found that 73 per cent of consumers desire more customized online experience. There are many personalization opportunities in digital marketing, from segmenting the email marketing campaigns to creating more tailored Webinars for unique segments.
Is your plan a web one? Going mobile isn’t all about blogs. It would help if you made sure that every part of your digital marketing is conveniently accessible on your mobile device, from email to webinars.
5. Check Your Competition
After some spring cleaning of your digital marketing campaign, you might have trimmed a variety of places. Now you’ve got free capital, time and money that you can reinvest somewhere. Maybe it’s the best moment to launch a new plan that you’ve always wanted to pursue. Or perhaps it’s the best time to check up on the rivals to see if they’re spending anywhere you’re not. Start with the top three competitors. Check out their website to find out where they are involved in social media and what other new media tactics they are using. You can read their social posts and emails yourself, but you’ll get more information if you use a competitive analysis app.
Of course, you don’t have to do all that on your own. It would help if you employed a specialist competitor consulting firm to help you find potential markets and to figure out how to make the brand stand out in terms of voice and content.
Of course, you don’t have to do all that on your own. It would be best if you employed a specialist competitor consulting firm to help you find potential markets and to figure out how to make the brand stand out in terms of voice and content. A crucial way to Spring Clean Your Digital Marketing Strategy.
6. Create a Calendar
Spring cleaning doesn’t last long—either in your house or in your digital media toolbox—unless you’re operating an enterprise. The easiest way to keep digital marketing working during the year is to create a comprehensive, master calendar.
Many of us have a different calendar for each site, plus one for our blogs and one for our email marketing. If so, it’s tough to see the whole picture. Remember, all of the consumers communicate with you through two or three of these networks, so they need to be coordinated and unified. You want to reach out to your clients regularly, but you don’t want to give them the same message a couple of times a day.
Your master calendar should show you the publishing schedule for various channels, and point to the main targets that each initiative is supposed to target. In a way, your calendar is something of a brief checklist you might use to refresh your mind; something to remind yourself of what you want to do. This would make it easy for you to re-evaluate your digital marketing regularly.
Repeat This Digital Marketing Spring Cleaning Next Year
Spring cleaning for your digital marketing campaign will help you keep on top of your priorities and the new trends in the digital marketing environment if you do so daily.
You may be able to get away with re-evaluating the content marketing plan on an annual basis, but other facets of digital marketing, such as SEO, change much more often than not. It’s best to go over these steps every couple of months because you know how your digital marketing campaigns are successful and refined.
