Cohesion is an element often lost in most marketing efforts. The whole thing can become too cluttered to produce worthwhile results pretty fast, which is usually a result of good-intentioned yet short-sighted efforts.
You want to try out everything and keep adding to your company’s marketing apparatus tools that are meant to work magic overnight on the mess that’s already accumulating. It might even look like it’s working for a month or two, then regresses into that dreaded but familiar dead end. If you’re not a pro, this won’t happen; In fact, it would have been surprising if you instinctively cruised through it.
Because many people hardly ‘just have a hunch’ about the best digital marketing tools or the right social media strategy to take. Most people are dedicated to getting it right tend to hire reputable social media agencies to do the job for them. It’s called eliminating the trial and error element and cutting straight to the juice. Well, something like that.
However, if your organization is stuck in a rut and you know that your digital marketing needs a complete overhaul, right before you call that professional or start searching for ‘the best social media agencies London’ for help, here are things to get acquainted with will make your journey easier. They are the things you’ll need to do to start yielding results in your digital marketing efforts.
- Identify Your Key Assets And How Marketing Can Benefit Them
To make your digital marketing overhaul a success, you first need to define the goals of your business. What do you want to achieve? How can marketing help?
Once you’ve determined your goals, it’s time to identify all the assets or resources that can help you reach them. This means thinking about all of the things that will be required for reaching those goals—from staffing and resources like software and hardware, as well as financial investment in products or services needed by customers along with other aspects of operating a business such as strategic partnerships with other companies or organizations.
Ensure that no one resource is left out when adding up all of these costs. This is an important step because if any important asset is missing from this list, it may cause problems later on when attempting to achieve the same overall goals through marketing.
- Translate Marketing Benefits Into Concrete Goals
You can’t effectively measure your results unless you have clear, unambiguous goals. If you define it concretely, you’ll know if a website visitor completed the action you wanted them to take. If a goal is too vague or general, it’s hard to tell what it means and how well you’ve executed it.
Examples Of Goals That Are Too Vague or General
Improve My Site’s Brand
This is not specific enough for any meaningful measurement or tracking. How do you know if your brand actually improved? What does ‘improve’ mean? Does ‘increase awareness’ count as an improvement? If so, by how much? Or maybe improving awareness isn’t even one of your objectives at all—so what would be relevant here instead?
Increase Traffic From Organic Search
It is another example of a vague goal that doesn’t provide any direction for what kind of success looks like beyond saying that more people need to find their way back to your site via search engines than before (or else this goal wouldn’t exist ).
Without further detail as far as which keywords are being targeted, whether they’re being targeted directly on other sites (in which case this isn’t strictly organic speaking) or through SEM campaigns (whereby Google Ads might be used), there aren’t t enough specifics here either.
- Determine The Marketing Activities And Resources That Will Assist You In Reaching Your Goals
Now you’ve got a pretty good idea of where you stand and what you need to do. Next, it’s time to figure out how your digital marketing overhaul will roll out.
To help you with this, here is a walk-through of the steps of doing a SWOT analysis and identifying the resources that can help you reach your goals.
A SWOT analysis is one of the most effective ways of understanding what strengths or weaknesses are holding back your business at present and looking at opportunities or threats in the marketplace that might be helpful for future growth. It stands for:
- Strengths: What are areas in which your company excels?
- Weaknesses: What areas does your company need improvement on?
- Opportunities: Are there unapped markets for products or services that fit into these categories?
- Threats: Are there any external factors challenging companies like yours (eg, new competitors entering an established market)?
- Create A Marketing Architecture Where Each Action And Asset Helps You Reach Your Goal And Reinforces Other Resources
Here’s the thing: a good marketing architecture should reinforce itself. In other words, each action or asset should help you reach your goal and reinforce other resources. If this doesn’t do either of those things, then it’s not doing its job—and if all your assets aren’t reinforcing each other, then there’s no clear path to success.
Let me give you an example of some bad marketing architecture from one of my clients: ‘When I first started working with them, their website had a ton of great content on it (which was great), but there was no way for visitors to get in touch with the company or find out how to talk with someone in person about their services (which wasn’t).’
A great example of a bad marketing architecture is when a website has tons of great content on it (which is great) but hardly any ways for a visitor to get in touch with the company or find out how to talk with someone in person about their service (which kind of undoes in some ways the benefits of the great content!). Simply add links at the bottom that say something like ‘Schedule a Call’ or ‘Request More Information.’ That would reinforce everything else you’re already doing on the site by providing people with a clear path toward booking appointments and generating leads inbound inquiries instead of just leaving people hanging by themselves once they’d read through everything else available online!
- Document Your Digital Marketing Strategy, Including Standard Procedures And Policies
Before you can begin your digital marketing overhaul, you must create a document that details your strategy. This document should include information about the current state of your company’s digital marketing efforts and improvement plans.
The most important thing is ensuring this strategy is living and up-to-date. To do this, update it regularly as you execute on projects—especially when something goes wrong or doesn’t go according to plan. Your strategy should also be easily accessible by everyone in the company who has any involvement in the process.
As you can see, there are a lot of factors to consider when it comes to digital marketing. But with the right strategy and smart implementation, you can impact your business’s bottom line.