Happy Spring, everyone!
With nature waking up from its slumber, it’s time to spring clean your digital marketing strategy and get ready for the rest of 2021!
Many businesses pivoted in the lockdown. The chances are that your company’s goals have changed since the last time you reviewed your digital strategy. Now it’s the perfect time for your digital strategy spring cleaning. So, where do you start?
1# Review your goals and metrics
Collect all your business goals and review them from the key metrics perspective. Avoid vanity metrics if possible – unless you can prove they convert.
Be specific with your business goal setting – “getting as many email sign-ups as possible” will not do. Add metrics to make yourself accountable.
If you are about to start using a platform, research what your competition is doing first. It will help you set up long-term goals. Make sure to break your goals up into small achievable sections to track your success and to celebrate reaching milestones.
2# Inspect channels and strategies
Once you’ve got clarity on what you want to achieve, it’s time to evaluate your channels and strategies. Are they still pushing your goals? Which platforms and tools spread your digital marketing message best?
- Your website
- Webinars and live events
- Social media channels
- Email marketing
Evaluate them individually, see which ones are the most successful and repeat!
3# Evaluate each strategy vs your goals
Evaluating your social media presence is not always straightforward.
Metrics such as reach, clicks, and reactions, comments and shares of your posts and interaction with your brand will differ, depending on the platform used. In some cases, your audience may not interact with your brand outside the social media platform.
4# Know where your audience is
- Are you following the trends?
- Have you noticed changes in reach?
- What does it tell you? e.g. is Facebook reducing your audience reach?
- What about Reels on Instagram?
Are you offering a personalised approach? Personalizing your message will increase your open and click-through rates and can have a measurable impact on your ROI and revenue. Data shows that personalisation increases open rates by 26%.
5# Run competitor analysis
Check out your competition – the top three companies will do. Are they investing somewhere where you aren’t? Which social media channels are they using? Here are some helpful competitor analysis tools:
But don’t just copy your competitor’s marketing strategy. Think about your USP.
6# Get organised
Create a robust master calendar that will track scheduled posts and goals set up on multiple social media platforms. It should be your compass that helps you stay focused and re-evaluate your digital marketing efforts daily.
7# Revisit regularly
Spring cleaning doesn’t last forever. It may seem like a daunting task at first, but it will help you stay on top of your goals and the latest changes in digital marketing.
Some aspects of your strategy can be evaluated yearly, while others will require more frequent review to ensure your digital marketing strategies are optimised and serve their goal.
If you need help with your digital marketing spring cleaning – get in touch today. We’d be delighted to help.