What’s Your Digital Marketing Strategy Missing?
Great social media presence? Check.
Professional business cards? Check.
User-friendly website? Double check.
Still, the sales aren’t pouring in. There’s maybe 100 leads per month tops. You have a bunch of Twitter followers, but no one has shown interest in learning more about your product.
Which means an adequate percentage of marketers aren’t using the effective resources at their fingertips.
And 24% of marketers don’t even know if their efforts resulted in a close-won deal.
Just because parts of your digital marketing strategy may be coming together doesn’t mean overnight success.
It takes all pieces to come together to ensure your strategy is successful.
To do this, you need to make sure that none of these are missing from your digital marketing strategy.
1. How about those measurable goals
While theory is great to pass ideas around. It’s the measurable goals to make the ideas tangible that make businesses successful.
Ok, so you want to increase your conversion rate.
What specific figure do you want to convert it to?
If your goal is to increase your sales by 10% this month and you had 100 sales last month, that’s 10 more sales, so an 110 sales goal.
Since roughly 25% of leads convert to sales, you’ll need to have 440 leads.
And, because approximately 4% of visitors to your website become leads, you would need about 11,000 viewers to visit your site this month.
We took the idea of increasing your conversion rate, by ascribing measurable goals to it, making it more tangible.
Now, if those numbers are hit that month, we can accurately determine that that goal was successful.
2. Be specific with that buyer persona
Speaking of measurable goals, buyer personas are crucial in a digital marketing strategy.
What many marketers fail to do is get extremely specific.
Simply stating middle-class women over 40 isn’t going to cut it.
To help get you started, here are some questions to keep in mind when creating (specific) buyer personas:
-What age is he or she?
-What’s the gender of the ideal customer?
-What are their hobbies?
-Is this person generally outgoing or quieter?
-What is the ideal customer’s occupation?
-How does the ideal customer like to spend their time?
-Where would this person vacation to?
3. Cue the visual engagements
With apps like Snapchat gaining more momentum, it’s safe to say we are becoming more and more a part of a highly visual world.
With that said, visual engagement is especially important for marketers.
For instance, there should be an image for every 350 or so words in a blog post.
While marketing is a form of education—informing the customer about the product—it’s also a form of entertainment (and perhaps art?).
Incorporate colorful, intelligent, and tasteful images as much as possible, by using platforms such as Canva to create your own images and infographics.
4. Embed call-to-actions
Visitors aren’t going to spend valuable minutes deciphering what they need to do to buy a product.
They need to be told.
Of course, this shouldn’t be overt and rude.
But smartly embed appropriate call-to-actions to perk the visitors up.
This is specifically effective at the end of blog posts.
Call-to-actions can be:
“Subscribe to our newsletter”
“Share this on social media”
Even just putting a share button on your site can improve your digital marketing strategy.