Part THREE: Developing Your 2017 Digital Marketing Strategy – Aiming High

Welcome to PART THREE of developing your digital marketing strategy series!

In this blog I am going to go over measurement, device performance & accountability and landing page optimization & conversion rate optimization.

If you missed PART TWO and or PART ONE, please feel free to review.

Measurement

Measurement is a strategic elements that many of us do not take advantage of. Ask yourself “How are we measuring our goals?” You will mostly undoubtedly discover that there is work to be done.

Keeping a pulse on performance via multiple platforms is a good idea, but comparing the performance tracked by different platforms isn’t ideal.

In order to measure the performance of the strategy and to provide clarity into the tactical elements, the goals need to be very specific and quantifiable (we’ll get to that part later). If you are promoting multiple products, there should be separate goals for each.

This also tends to lead to double-counting conversions that multiple platforms contributed to and therefore took full credit, as opposed to an attribution model that shows cross-channel impact.

Device performance & accountability

I urge you to continue to read on to bring a clear understanding of the importance of the different impact that each device has played in historical success.

After defining your goals in our paragraph above, you should determine each device’s role in achieving those goals. Don’t stop now, your success depends on this.

Breaking the goals down to the device level forces you to be both more deliberate in creating tactics specific to each device and accountable for their individual performance, as opposed to letting it all come out in the wash.

Landing page optimization & conversion rate optimization

You may be thinking right now, ” My performance in the past years has been strong” this is where I urge you as I have in the leading up to paragraphs to not slow down or you may turn around one day and see your being left behind. DREAM BIG, AIM HIGH,because there’s almost certainly something to be gained by identifying opportunities to improve your conversion rate through landing page optimization. In fact in Inbound Methodology it has been proven that the more ADDED landing pages to your site the more click through and conversation rate. (Watch for future Blogs on Landing and Thank You pages)

Keep in mind the device goals that you set, and be sure to review opportunities for landing page, app and site conversion rate opportunities through the lens of those goals.

Next week I will join in the Account Base Marketing aspect, be sure to catch that Blog!

Stay tuned for additional digital 2017 marketing  tips!

Business Consulting at Your Door!

Part Two: Developing Your 2017 Digital Marketing Strategy – Aiming High

Welcome to PART TWO of developing your digital marketing strategy series! If you missed PART ONE, you can click here.

In this blog I am going to go over a few key steps with regards to analysis and competitors while reaching a goal.

Historical performance & gap analysis

Let’s talk about a few lessons with analyzing past performances. Consider these insights as you move forward. What worked? What didn’t? It is helpful to outline your performance in great detail so that you have a benchmark for goal-setting. Make note of any tracking issues or caveats, if applicable.

Considered your performance results. Are they strong, poor or just okay? Identifying your strengths and weaknesses allows you to uncover opportunities and growth.

Keep in mind whether there were (or are) any external influences that positively or negatively affect historical performance. At times we see deviations in performance due to things that are entirely outside of our control. Those blips should be adjusted for when creating projections for the year ahead.

Competitors

Analyzing the competition is another great way to uncover opportunities, allowing growth.  Having an unbiased understanding of strengths and weaknesses also gives you a leg up.

Ask yourself these questions from a product standpoint and a marketing standpoint:

• What are your competitors doing that you aren’t?
• Realistically, what are they doing better?
• How are they messaging their value proposition?
• How can you further differentiate your offering?

You might want to see my Blog – How to Make Your Advertising Content Relative to Your Audience

Goals

Strategy is an important trait, without this it really becomes impossible to attain your goals. Before you can outline the digital marketing goals, you have to understand the business objectives and the role that digital marketing should play in supporting those objectives. From there, you can create more specific goals as they pertain to digital marketing.

The aforementioned sections (target customer, historical performance, gap analysis and competitors) should help to shape your goals. Everything in the remaining sections should be determined with the purpose of achieving the goals outlined within this section.

In order to measure the performance of the strategy and to provide clarity into the tactical elements, the goals need to be very specific and quantifiable (we’ll get to that part later). If you are promoting multiple products, there should be separate goals for each.

Goals should also be anchored in profitability. With e-commerce, this is often considered easy enough. With lead generation, there needs to be an understanding of lead value and ROAS (return on ad spend) and ROI (return on investment) on lead counts, also taking into account the point of diminishing returns. However with lead generation let’s talk briefly about customer retention. Adding in a customer loyalty goal in 2017 is a must. Using BIG Data here is really what I call your “golden nugget”.  Next week I will join in the Account Base Marketing aspect, be sure to catch that Blog!

Stay tuned for additional digital 2017 marketing  tips!

Business Consulting at Your Door!