An effective digital marketing strategy is very important for your business’ growth. However, it is worth noting that digital marketing is a highly volatile area and what is trending now may not remain so after a month or two. For your business to stay relevant in the industry, it is very important that you stay abreast with the changing trends and adapt it wherever possible.
However, in the race to stay relevant and updated, the need to measure and check the existing digital marketing strategies often takes a back seat leading to many complications. How can you know what kind of digital strategies would work for your business if you fail to measure its effectiveness? Often, when a digital strategy doesn’t reap the expected outcome, you would tend to dismiss it as one lacking creativity or put the blame on the quality of data. Only few would actually probe deeper and understand that the actual reason behind its failure is the lack of effective tools which can monitor the performance of the strategy. A well laid out digital marketing plan should also have a way to measure and monitor its effectiveness to the overall business promotion.
So how does one do that? While it is easy to have a rule book to help you in this, the most effective plan would be to understand what you essentially require from your online marketing campaign and then formulate a way to monitor its progress. That being said, we can help you with the basics in understanding techniques to ensure the success of your online marketing strategy.
Tips and Metrics to ensure that your Digital Marketing Strategy is a Success
Now we all can safely agree that Digital Marketing will not happen in a day and you need to monitor it closely to see the progress. Plus, since your business does not consist of a cute kitten viral video, we can’t expect visitors to just come over to your page and engage with you. It is very important that you take care of the following parameters in order to remain ahead of the marketing curve and ensure that the digital marketing strategy is a complete success.
#1. Formulate a streamlined content strategy
Ensure that your online marketing strategy involves a lot of content. Adding content to your digital marketing strategy is a fool proof way to engage your audience and bring in traffic. However, this does require a lot of monitoring and analysis to understand what kind of content works best for you. Understanding the demographic and the preferences of your target audience coupled with an understanding of what you expect from them (registering for an event, increasing traffic, buy a product, etc) can help you design the right kind of content strategy for your business.
#2. Monitor the overall site traffic before and after launching the digital marketing strategy
Any reputed digital marketing agency would tell you that the best way to monitor and measure the success of your digital strategy is to do an analysis of the before and after effects of online traffic to your website. A lift in overall traffic would definitely mean that there is something right going on. It would be an added bonus if you also get more sales, more registrations or more clicks on your CTA buttons. While you are at it, also analyse how many of the target audience is actually return visitors and how many are new. If online visibility is all you want from your digital strategy, then a rise in traffic should be good for you. However, if you are looking at conversions and find prospective customers visiting your web page multiple times without making a purchase, then you need to find the root cause behind this. Only then will your digital marketing plan work in your favor.
#3. Understand the traffic source
Analysing the source from which you get traffic to your website would help you channelise your digital media marketing campaign accordingly. It would also help you understand if the visitor traffic that you get is relevant to your business. Knowing the kind of keywords and the websites that bring traffic would help you strategize accordingly. A look into your metrics will also help you understand the percentage of mobile audience you have. Analysing the time they spend on your site versus those visitors who use alternate devices to view your web page will help you understand their level of engagement. The longer a visitor spends on your site, the more engaging and interesting your business is for them. This can further enable you to improve the user experience.
#4 Effective link building and inbound marketing
This is very important part of digital marketing as it increases the credibility and engagement of your target audience. Linking your web pages with relevant and reputed websites would make your content more trustworthy and reliable. Also, you are providing your audience with additional information pertaining to a specific topic which increases their level of engagement.
Investing in a strong inbound marketing strategy would be a better option than just indulging in interruption marketing. While the former is focused on earning the visitor’s trust and involvement, the latter just involves paid position on search results. This often gets rejected and ignored. Inbound marketing, on the other hand, leads to better credibility and sales conversion.
#5 User-friendly landing page and a great website
The key to a successful Digital Marketing Strategy is ultimately the landing page and the actual website. That is what finally seals the deal and leads to conversion. When your potential customer lands on your web page, it must be easy for them to understand what they are looking for. When a potential customer has to search for something on your web page, it might result in unnecessary distraction. They might leave the website or may search for whatever they want elsewhere. This is definitely a deal breaker, right?
While it is extremely important that you have an effective digital marketing strategy in place, what is more important is the fact that your strategy must be regularly monitored and measured. There is absolutely no point pursuing something which is not working for your business and you must be aware of when to abandon a strategy and avoid wasting too much of resources on it. It is very important that you make optimum utilization of the analytics tool and use the data as leverage for your next event or next campaign. For a digital strategy to work and be a success, you need a good online presence and a better level of participation and engagement with your audience.
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