Most businesses know that a digital marketing strategy is valuable—but what makes for a good one? To answer that question, this post goes over several elements of a strong digital marketing plan.
Focus on the Customer
A focus on the customer is essential to successful digital marketing efforts. For example, you should make it as easy as possible for customers to communicate and interact with your company as well as complete tasks like signing up for email lists.
Analysis of the Customer’s Journey
Analyzing the customer’s journey should be another part of your digital marketing strategy. Doing so can help you understand what’s working and what isn’t. This is important because, as SurveyMonkey’s Audra Sorman puts it, customers will readily notice the “ease or hassle” of the experience of buying something from your company. They want to experience “a high” from making a purchase.
Anything that frustrates the customer along that journey will block that high—and likely harm your sales. For instance, if customers click on an ad but never advance past the landing page it sends them to, which may signal a problem in the journey.
Put Google Analytics to Work
When it comes to actually examine a customer’s journey, Google Analytics can be one of a digital marketing campaign’s most potent weapons. For instance, as advertising expert and Entrepreneur contributor Rocco Baldaserre points out, it can determine your bounce rate (which in turn may identify ineffective web pages), how long people spend on your website, and more.
Figure Out Your Success Metrics
It’s important to determine the success metrics of each of your digital marketing moves. Different measures of success include clicks, shares, and cost per acquisition and conversion. Knowing what makes for success will help you adjust your digital marketing strategy as needed. To determine your success markers, consider using the SMART goals framework, which you can learn about here.