If your digital marketing efforts are successful today, don’t assume your success will continue without a hiccup if you rely on the same set of messaging and tactics. What works today simply will not work tomorrow given the pace of technological and market change, not to mention ongoing changes to your customers’ preferences.
In my own company, within the past year and half, I’ve seen shifts in preferred channels and tactics, which have led me to make adjustments to our digital marketing strategy. Doing this got me thinking about the need for an evolutionary approach to how we develop and manage our digital marketing strategy. Business is definitely a “survival of the fittest” game: if you don’t adapt, your business dies. But knowing this fact and actually doing something about it are two entirely different things.
The first step is to have an evolutionary mindset. This means that you are ready, willing and able to change. You must first put this attitude and approach in place as the leader, and then show your team how to develop their own evolutionary mindset.
If your digital marketing needs a refresh, put these actions steps into place to push for a mindset shift:
- Continually analyze available data. Analytics should not be reviewed on an annual basis. Instead, you should be looking at this information as regularly as possible to identify what is working within your digital marketing strategy and, more importantly, what isn’t. The advent of big data means there is no excuse for not knowing how your previous efforts have done in terms of return on investment. Assess each campaign or channel for their relevance with your audience and in relation to what your competition is doing.
- Ask customers for feedback. If your available data is not telling you what you need to change, it’s time to implement a survey or focus group and ask your customers what you could be doing better. Going straight to the source will give you an indication of how your customers are changing in terms of needs, desires, and expectations. Your customers and prospects will point you in the right direction.
- Plan for adjustments. Even if your data and customers tell you everything is going great, determine a few places in your digital marketing strategy that you could incrementally change to help further your customer’s business goals. Focus on one particular client and their product or service, and block everything else out. Could you be adding a new social media channel like Instagram or Snapchat for them, where you had not previously engaged with your audience? It might also mean trying out different tactics, like a broadcast video on Periscope, or extending your scope to a mobile platform. Maybe it’s time to change your messaging using fresh campaigns, or post content more frequently. Whatever you may opt to do, make sure you are actively planning for alterations to your digital media strategy at least two or three times per year.
- Observe, research and listen. Technology continues to offer new opportunities to enhance marketing efforts. It’s up to you to do your own research, listen to what’s happening, and observe what options are available to automate your marketing efforts or improve customer engagement. This means regularly reading marketing blogs and online technology content, as well as attending industry conferences and networking events to stay attuned to the most current information you need to enhance your digital marketing efforts.
- Give it time. While it’s good to evolve your digital marketing strategy, remember it’s an evolution rather than a revolution. As such, give the changes you made some time to sink in with customers. They may not respond well immediately, so be patient while you wait to see the results. I have found a complete overhaul is not usually the best approach. Instead, small, incremental, continual changes provide the best results.
Source: Click Here