Marketing Automation 101: Streamline Your Business for Success
39% of marketers don’t believe that their organisation’s current digital marketing strategy is proving effective. That’s a fairly significant number of professionals who know that resources are being wasted in pursuing the wrong agenda. If you don’t currently have a digital marketing strategy and want to define one – or you’re looking for a way to create a more effective and targeted plan – there are a number of ways that you can do this.
Make sure you have a clear idea of the main purpose of the marketing strategy – what is the overall goal of your digital marketing efforts? For example, you might want to be the go to online source for certain products. Clearly define your KPIs – what is the goal, what is the increase you’re looking to achieve and what is the timeframe that you’re giving yourself in which to do it? For each KPI, identify the method that you’re going to use to achieve it.
If your current digital marketing strategy isn’t generating the results you’re looking for, why not? It’s crucial to analyse past performance and identify where the problems are arising if you don’t want these to continue to hold your business back. If you’re creating a digital marketing strategy for the next year, go back over the past 12 months and analyse performance in relation to the strategy you defined for the period of time. Where did you achieve KPIs and where were the failures – how does this compare to your competitors? (use Google’s Benchmarking Reports to see key competitor data).
The best digital marketing strategy in the world will fail if it is pitched to the wrong audience. Marketing personas are crucial to understanding your audience. You can create these with varying levels of detail, including:
There are three key components here:
The best laid plans… well, safe to say that, as none of us can predict the future, it’s going to be necessary to ensure you regularly review the digital marketing strategy plan you make and update and amend it based on circumstances. Don’t be rigid – get rid of anything that isn’t working and don’t be afraid to update with fresh ideas.
These are just some of the essentials when it comes to a digital marketing plan. If you’d like guidance and support refining your strategy we can help – contact us to find out more.
Author: Steve Pailthorpe – Follow us on Google+