Jump-start your marketing strategy with this digital marketing checklist
It’s always a good time to review your marketing strategy, especially as it applies to the fast-moving, constantly changing world of digital marketing. To help in that process we’ve compiled this digital marketing checklist. Think of it as a handy pocket guide for your digital bag of tricks.
Review your digital marketing investment
A good strategy review begins with a top-to-bottom review of your digital marketing investment. This item assumes that you have, in fact, invested in digital marketing. If you haven’t, then start there. Resolve to devote some time and resources to digital marketing.
If you have already invested, take stock of how much time and money you devote to each channel or campaign. Also determine if you can allocate additional resources or increase your budget. If you can increase your budget, consider using those funds to outsource digital marketing functions or to buy new technology; both of which can help you maximize your internal marketing team’s time.
Assess what has worked and what didn’t
Did you invest hundreds of hours into a white paper that three people downloaded? Did a tweet unexpectedly go viral? Don’t brush off those events as flukes. These stats give you valuable information about the type of content that attracts and engages your audience.
Each company has a different sweet spot of content types and channels that match their buyers’ needs and interests. Looking at data from the past year offers one clue about your sweet spot. Think critically about where you invest your time and money to make the biggest impact in a buyer’s decision-making process.
Figure out your buyers
In addition to looking at engagement data, work to understand your current buyer. You can gather this information in a variety of ways, including:
- Customer surveys. Include general questions about likes, dislikes and lifestyle, in addition to direct questions pertaining to your product. Reward respondents for their time.
- Social media analysis. Review the demographic data on your social media accounts to better understand who takes an interest in your content.
- Focus groups. For some brands, a focus group can reveal valuable and in-depth information.
- User-generated content. A contest or campaign calling for user-generated content can reveal how buyers interact with your product.
Take a hard look at your website
Ask yourself these questions:
- When did you last update your website?
- Do you have recent blogs or any other new content?
- Is the site user-friendly and does it guide visitors through the buyer journey?
- Does it still meet the needs of our current target buyer(s)?
- Is it SEO-optimized?
Your site might need a quick refresh, or it might need a complete overhaul. Your website serves as the foundation for the rest of your digital marketing. It should work for you; not against you. Take an honest and hard look at what your website says about your business.
Brainstorm new ways to share your message
While you don’t need to use all channels and all marketing methods, trying something new can help shake up your campaigns. Some content marketing methods to try:
- Video. From how-tos to entertainment, video engages buyers on a whole new level.
- Live video. Live video (such as Facebook live) offers even deeper engagement with your buyer.
- Enhanced reality. Virtual or enhanced reality can give buyers a taste of your product before they buy.
- User-generated content. Generate some buzz and excitement by asking your buyers to share their experience on social media.
- Voice-search-friendly content. Update your SEO with voice search in mind. Start here for some tips on voice search.
Even if your digital marketing engine seems to be humming smoothly, it never hurts to look under the hood. A little preventive maintenance can help you stay ahead of problems and take advantage of opportunities.
Need more insights? How about a customized digital marketing checklist for your business? Schedule a consultation with Campfire Digital today.