Spring Cleaning for Your Digital Marketing Strategy
April 22, 2019 By Christine Göös
It’s that time of year again — the weather’s warming up, flowers are blooming, and all signs are pointing to fresh starts. This should signal that it’s time to declutter. Preserving only items that “bring you joy” has been a major trend (thanks to the wonderful Marie Kondo). Certainly, reevaluating and reorganizing is essential for success in any aspect of life. And these strategies can be applied to your digital marketing strategy. Here are a few pointers on how you can clear out the cobwebs and lead with a cleaner, leaner plan.
Layout and assess your metrics
Let’s begin with measurements. After all, your evaluation strategy needs to be on track in order to rely on it. In general, marketing performance is best measured by: brand awareness, lead generation, customer acquisition, engagement, customer loyalty, web traffic, social media success, and overall sales. Be sure that efficient measures are in place for each of these areas.
Don’t shy away from going deeper into your analytics either. Apparently 49% of marketers are only using basic metrics. So getting more sophisticated and relevant data will springboard your strategy.
Likewise, check for gaps in your data. Remember that each measurement reveals something different, so the results should be considered collectively. For instance, a web page may be experiencing a lot of traffic. But it’s just as crucial to know where that traffic is coming from and what the quality of these views are (time spent on page, whether it results in a lead, who’s visiting, etc).
Tidy up your budget
Once the metrics are set, you’ll have the foundation for determining what’s working. Identify which areas are generating the most leads, driving the most traffic, and pleasing your current customers. Then, allocate a big chunk of your budget here. Ideally, a greater investment will lead to more lucrative outcomes.
It’s also important to uncover areas that are performing poorly. These shouldn’t be ignored or swept under the rug. Rather, put more resources into bettering the weaknesses. Be strategic with this spend by considering and applying what helped the winning areas.
And finally, invest in a new tactic. Venturing into a new space may seem risky, yet with the right performance measurements in place, you can continuously measure success and make adjustments as needed.
Tighten up your stack
The purpose of your marketing stack is simple: to target the right prospects and convert them into sales. At the core of your stack should be a CRM application, tool for measuring success, and Marketing Automation Platform. Are you satisfied with the specific programs your business has adopted? If not, explore options that will provide a stronger foundation for your business.
To weigh the value of your current tools, compile a list and review their outcomes, relevancy, ease of use, and frequency of use. If you can determine any programs which are no longer necessary or demand less of a contribution, explore new programs. Members of your marketing team all have different responsibilities, so you’ll want to review with them before making any final decisions or investments.
Refresh your email marketing database
It’s time to check on your email marketing database — this can be easy to forget! If you’ve been consistently experiencing disappointing open rates, this may be the culprit. Luckily, you don’t have to invest too much time. Simply, send out an opt-in message to your current distribution list. Of course, put your brand’s best foot forward with engaging copy and graphics in the email. Eliminating these ghost accounts will vastly improve the accuracy of your data.
Clean out your accounts
Data and privacy has been a hot button issue for good reason. Considering that 3,809,448 records are stolen from breaches every day and that the average cost of a data breach in 2020 is predicted to exceed $150 million, this threat cannot be overlooked. Informing employees about basic cyber security practices can be as easy as some research, an email blast, and / or a meeting.
Likewise, sweep through your accounts. Look into whether social media platforms have accidentally, or by default, been given permission to access other sources of data. Go through your company apps with a fine-tooth comb to ensure that you’re only intentionally cross-connected with accounts, passwords have recently been changed, passwords are secure and unique, and that old employee users have been removed.
Looking for a new way to boost your digital media strategy this spring? Celtra can help. Drop us a line at firstname.lastname@example.org to learn more.