First week back to work in January and everyone’s full of optimism for a fresh start. Promises are made and responsibilities assigned to the team. But 6 months on, are you keeping on top of your digital marketing resolutions? In our experience, these are the top three areas in which commitments begin to slip.
1. Are you regularly producing and distributing content?
The key to any successful digital marketing strategy is consistency. It’s what helps to position you as a credible and authoritative voice within your industry. People instinctively respond well to companies who regularly publish content that demonstrates their expertise and opinions, as readers recognise that this is a business that clearly has a certain depth of knowledge and experience. Over time, you’ll begin to gain a reputation as a thought leader, further boosting brand awareness.
If you’re struggling to improve consistency in your content output, we would recommend that you always keep a list of blog titles at the ready. By planning out several months of content in advance, you gain some much-needed structure. It can be immensely reassuring to sit down and know exactly what it is that you need to write, rather than be scrabbling around for ideas.
Remember, distribution is equally as important as producing the content. To help more people see it, you’re going to want to push your content, new and old, on social media. Again, consistency is vital here. Once people begin to pick up a pattern in your posting, they’ll know when and where to look out for your latest piece. For example, if you always post a case study on a Thursday morning.
2. Are you prioritising the right messages and metrics?
Try to do it all and you’ll inevitably spread yourself too thin. Rather than attempting to do a little bit of everything, we recommend that you focus on drilling down into a few key marketing messages on select platforms. The best way to do this is by using tools like Google Analytics to identify your top-performing content. This is content that you already know has hit the sweet spot and people have shown interest in. Look at the format and topic covered. Can you create some supporting material that people might also be interested in? Or if the piece was produced a while ago, could it be updated that content to make it relevant to readers now?
When it comes to digital marketing, you can be easily overwhelmed by all their many different metrics open to you, from email open rates to time-on-page on your site. At the start of a digital marketing campaign, we would recommend that you concentrate your efforts on just a few, those that give you a clear indication of how your content is helping to drive revenue through your business.
3. Are you keeping your database clean?
As we reach the 6 month mark, how is your database looking? Keeping a database clean, tidy and up to date is vital for your team to be able to work efficiently. Everyone in the team needs to be following the same filing and naming conventions, enabling you to easily navigate the database.
A clean database will also help you to better target your digital marketing efforts. Between your organisation’s sales and marketing teams, you all need to know which prospects have been converted into customers. From a digital marketing perspective, this will affect the type of content you send them
For example, if your CRM system contains an element of automation, you need to ensure that every contact has been assigned the correct lead status and relevant service offering. That way, you can push your carefully curated content out to a filtered list of people for whom it will be most relevant.
If you’re struggling to keep on top of your digital marketing resolutions, get in touch with our team today. We’re more than happy to discuss how we can help you add structure and precision to your digital marketing efforts.
