Digital marketing isn’t simply a combination of social media profiles and a website. It involves technology, data, user experience, and understanding the customer journey at every step.
Digital Content Strategy
Content is still king — unless your audience gives up trying to navigate it. Diligently organizing scalable content that adheres to intuitive hierarchies and taxonomies is key.
Competitor & Keyword Research
Your content approach benefits from understanding what your audience is looking for – down to the topics, questions and media channels. Luckily, there are various tools available that can help provide insights into how to organize your content so your audience can more easily find it.
Digital content is so much more than your website. E-communications, virtual events and social media posts also play a part. Lifecycle mapping helps identify what lifecycle stage your customers are in on various channels, and which type of content best meets their needs at that stage.
Most organizations have an embarrassment of riches when it comes to information. They have SO much to share. Information architecture is a strategic look at organizing your information in a way that is intuitive to your audience, while giving your organization room to grow.
It’s easy for different communications initiatives to be run by separate teams in the interest of efficiency. Taking a unified look at content strategy across all touchpoints increases consistency and helps ensure the right content for the right stage in the customer lifecycle.
While it’s easy to tick all the boxes on an e-commerce checklist, it’s worth having an outside perspective audit your customer experience to find and remove barriers to desired actions while finding ways to improve.
With Google Analytics and heatmaps, you don’t have to guess at how users are interacting with your website — you can see it. However, user impediments aren’t always as obvious to internal teams that have been looking at the site for too long. That’s why it’s incredibly useful to have an outside perspective help spot areas of confusion or friction.
The Buyer’s Journey
Google Analytics helps visualize user pathways; however, those pathways may not have been intentionally planned. By mapping the stages of the buyer’s journey to the user experience, you turn the tables to be back in control and guide your visitors through a more intentional experience, from awareness through consideration and to purchase.
Validation & Refinement
Whether your digital property is a more traditional “add to cart” e-commerce site or a subscription-based service, or another adaptation, validation and refinement are key to serving your audience. Fortunately, with a sound testing strategy you can make your customers’ experience better over time.
There are over 220 million social media users in the US in 2020. (Statista, 2020) Focusing efforts on the social channels that make sense for your organization keep the effort manageable.
The best place to start is where you are. Digging deep into platform metrics can help identify content and formats that resonate with your followers. It’s also useful to look at niche leaders to gain insight on engaging posts and find new opportunities to build customer connections.
Post Strategy & Development
Every social media stream can benefit from being strategically planned and intentional. You can use creative cues to distinguish different types of posts for your followers, and finding JUST the right sizzling headline can mean the difference between hearing crickets and tilting your engagement meter.
Metrics & Reporting
Synthesizing metrics from various social media platforms can be a full-time job. This is why it’s key to determine your KPIs and proactively plan refinement tactics. Additionally, the right tools help consolidate disparate platform metrics into meaningful data that has actionable insights.
If a website is published and nobody sees it, does it exist? Successful demand gen includes all the basics of knowing your audience and adds the strategy, technology and testing of feeding and cultivating your sales funnel.
Social Media Advertising
Social media platforms have made it remarkably easy to find your audience where they socialize online. As such, you can get highly targeted views for your campaigns and enjoy much higher conversions based on providing relevant promotions. While Facebook, Pinterest, Twitter and LinkedIn are the industry giants, you may find better audience matches in some of the smaller social media players.
There are a variety of platforms for creating sales funnels (such as HubSpot, LeadPages and ClickFunnels), or you can code your own. Platform notwithstanding, you’ll benefit from clear objectives, an iterative testing strategy, and high quality offers. The right type of planning and testing is usually the difference between average and outstanding conversion rates.
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