How to Make Your Digital Marketing Redesign a Success
Cohesion is an often lost element in most marketing efforts. The whole thing can get too cluttered to produce worthwhile results quickly enough, which is usually the result of well-meaning but short-sighted efforts.
You want to try everything and keep adding tools to your business marketing apparatus that are supposed to work overnight magic on the mess that is already piling up. It may even seem like it works for a month or two and then regresses into that dreaded but familiar dead end. If you’re not a pro, it won’t happen; in fact, it would have been surprising if you instinctively crossed it.
Because many people barely have a “hunch” about the best digital marketing tools or the right social media strategy to adopt. Most people who are dedicated to getting it right tend to hire reputable social media agencies to do the job for them. It’s called eliminating the element of trial and error and cutting straight to the juice. Well, something like that.
However, if your organization is stuck in a rut and you know your digital marketing needs a complete overhaul, just before you call that professional or start researching ‘best social media agencies in London’ to get help, here are things to familiarize yourself with will make your trip easier. These are the things you will need to do to start producing results in your digital marketing efforts.
- Identify your key strengths and how marketing can benefit them
To succeed in your digital marketing redesign, you must first define your business goals. What do you want to accomplish? How can marketing help?
Once you’ve determined your goals, it’s time to identify any assets or resources that can help you achieve them. This means thinking about all the things that will be needed to achieve those goals – from people and resources like software and hardware, to the financial investment in the products or services needed by customers as well as other aspects of the business. operation of a business such as strategic partnerships with other businesses or organizations.
Make sure no resources are missed when you add up all these costs. This is an important step because if an important asset is missing from this list, it can cause problems later when you try to achieve the same overall goals through marketing.
- Translate marketing benefits into concrete objectives
You can only effectively measure your results if you have clear and unambiguous goals. If you define it concretely, you will know if a website visitor has taken 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 objectives that are too vague or general
Improve the brand of my site
It’s not specific enough for meaningful measurement or tracking. How do you know if your brand has really improved? What does ‘improve’ mean? Does “increased awareness” count as an improvement? If yes, by how much? Or maybe raising awareness isn’t even part of your goals, so what would be relevant here instead?
Increase traffic from organic search
This is another example of a vague goal that provides no indication of the type of success, beyond saying that more people should find their way back to your site via search engines than before (otherwise this goal would not exist).
Without further details on the keywords being targeted, whether targeted directly on other sites (in which case it’s not strictly speaking organic) or through SEM campaigns (through which Google Ads may be used), it there isn’t enough detail here either.
- Determine the marketing activities and resources that will help you achieve your goals
You now have a pretty good idea of where you are and what you need to do. Next, it’s time to figure out how your digital marketing overhaul will pan out.
To help you, here is an overview of the steps of a SWOT analysis and the identification of resources that can help you achieve your goals.
A SWOT analysis is one of the most effective ways to understand what strengths or weaknesses are currently holding your business back and examine opportunities or threats in the market that could be helpful for future growth. It means:
- Strengths: What are the areas in which your company excels?
- Weaknesses: In what areas does your company need to improve?
- Opportunities: Are there untapped markets for products or services that fall into these categories?
- Threats: Are there external factors that challenge businesses like yours (eg, new competitors entering an established market)?
- Create a marketing architecture where every action and asset helps you reach your goal and strengthens other resources
Here’s the thing: a good marketing architecture needs to build on itself. In other words, each action or asset should help you achieve your goal and strengthen other resources. If it doesn’t do any of these things, then it’s not doing its job – and if all of your assets aren’t reinforcing, then there’s no clear path to success.
Let me give you an example of poor marketing architecture from one of my clients: “When I first started working with them, their website had a ton of great content (which was great), but visitors had no way to get in touch with the company or find out how to speak with someone in person about its services (which they didn’t).’
A good example of poor marketing architecture is when a website has tons of great content (which is great), but there’s virtually no way for a visitor to get in touch with them. company or how to talk to someone in person about their service (which kind of negates the benefits of great content!). Just add links at the bottom that say something like “Schedule a call” or “Request more info.” It would reinforce everything you’re already doing on the site by providing people with a clear path to booking appointments and driving inbound lead requests instead of just letting people hang around on their own once they have read everything available online!
- Document your digital marketing strategy, including standard procedures and policies
Before you can begin your digital marketing overhaul, you need to create a document that details your strategy. This document should include information about the current status of your business’s digital marketing efforts and improvement plans.
The most important thing is to make sure this strategy is alive and up to date. To do this, update it regularly as you run projects, especially when something goes wrong or does not go as planned. Your strategy should also be easily accessible to everyone in the company who is involved in the process.
As you can see, there are many factors to consider when it comes to digital marketing. But with the right strategy and smart implementation, you can impact your business bottom line.