Digital marketing is a mix of intuition, hard work and a willingness to respond to how customers are engaging with your brand. If those aspects are not given the right amount of attention at the right time, even the most perfect marketing campaigns can still fail to hit the mark.
The last of these factors, listening to what is being said about your brand, is probably the most important. It’s especially valuable in designing effective marketing strategies around data-backed insights.
Turn your attention to align with a more ROI-oriented strategy.
What exactly are you listening for? Metrics.
But too often, data is put on the backburner and instead executives and marketing teams get fixated on less-essential details. As digital marketing recruiters we see this come up time and again, particularly in growing organizations. They’ll spend far too much time and resources perfecting a social post or polishing up an infographic (sometimes making up to 40 different revisions).
Stop doing this.
Details are important, but perfection can have diminishing returns in the fast-paced realm of digital. (TWEET THIS)
Instead, turn your attention to align with a more ROI-oriented strategy. Here are some pointers on what to avoid and how to execute your digital marketing strategy in a cost-effective and efficient manner.
Quit Obsessing over Every Tiny Detail
Look at metrics that matter the most to determine when you need to make sure everything is just right, and when “really good” is close enough.
Some businesses, especially smaller ones, try to burden one employee with some knowledge of digital marketing with the responsibility of taking care of everything pertaining to the digital marketing space in an effort to keep marketing costs low.
Hiring digital marketers? Read this: Where to find Excellent Digital Marketers when Colleges aren’t Making Them
Problems arise when these digital marketing managers start overanalyzing everything they do without looking at the real metrics: conversions, purchases, creation of new customers or other key-performance indicators. They get lost in the minutiae and get distracted from what matter most: driving ROI.
Whether it’s lead conversion rates, direct and organic traffic channels, average transaction amount or some other metric, digital marketing managers must know their efforts push the needle and are measured accurately.
Crafting Flawless Content is Only One Part of Content Marketing
The main aim of content should be to inform, engage, educate, and build relationships with customers. But companies that know the ins and outs of content marketing understand there is more to it than just churning out flawless content. In fact, creating the content is only half the work (and I dare say, one of the easier parts of it).
The reach, relevance, and connection to the audience are just as critical, if not more so, in determining the success of your content marketing efforts. Not perfect, but perfectly marketed content is what really adds to the bottom line of your business.
How SMBs Can Fix Their Digital Strategies
It’s one thing to identify when your approach to digital isn’t working. Finding the solution to your ineffective strategy is another. Here’s how to get started:
Article source: entrepreneur.com
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