Everyone is looking to make changes in the New Year, both personally and professionally. If you’re a small business entrepreneur and you have some decisions to make as January approaches, you may be looking at ways to improve your digital marketing and lead management as one of your target resolutions.
While you may already know that there are many things on Instagram to look forward to in 2019, perhaps you stepping back and taking a good, hard look at your digital marketing strategies as a whole would be useful as well. If you aren’t sure where to start, ask yourself these questions.
How long has it been since I assessed my technology?
It’s important to know how and where your budget is allotted. Spotting gaps in your workflow and correcting them will save you time and money. In order to determine what technology stack you need to accomplish the goals you’ve set for the new year, you need to consider a couple of things. Check to see if your message is aligned so it will be consistent across all of your social media networks. You don’t want to waste time reinventing the wheel every time you post on a different channel. Also be certain you’ve done your homework and know which channels your consumers use the most. Do the research on potential leads, as well, so that you can focus on conversions. And always pay attention to the kind of voicing you are using.
At a minimum, you should have a Content Management System (CSM) like WordPress or Squarespace. You should also ensure that your marketing automation is in line with a must-have platform like Hubspot. Don’t forget to add social media channel monitoring technology that can help with scheduling and engagement and provide reports that help you optimize performance across networks. Hootsuite is one that we suggest. And a Customer Relations Management System (CRM) like Salesforce should also be in place. Once you have put all of these systems into action, you will be able to start aligning your company’s key objectives with the core capabilities of these technology systems.
Are you effectively monitoring the success of your Search Engine Optimization (SEO) strategies?
It’s important to audit your SEO score regularly. If people cannot find you on the web, you run the risk of falling between the cracks in your attempt to get noticed. Your team should ensure your content is optimized with focus keywords, Google-friendly HTML formatting, and a URL structure that is aligned with product keywords. There are tools you can use to assess the score of your product page. Regularly addressing issues ensures that improvements are made where they are needed in your marketing campaign.
Be sure that the auditing process you use evaluates all of the digital assets, including blog posts, case studies, or any other content that is part of what you do. You may want to use Moz, which will provide you with a base score and make suggestions for changes. Monitor your traffic using Google Analytics, which can track the volume and break it down into categories for a closer look. Collecting data from a heat map is also useful because you can see how much time your customers spend on your page and where consumers are clicking the most on your site. Knowing what content is impactful will help you plan for future content curation and posting decisions. A/B testing may also help you assess different subject lines and calls to action to evaluate what approaches you use to attract the most clicks.
Are you aware of what content creates the greatest buzz among your consumers?
We don’t want to sound preachy, but content matters. By providing relevant and meaningful content that is appropriate for distribution across platforms, you optimize your reach. Remember that content includes all of your written copy and relevant images. Blogs, shared user-generated content, how-to videos, graphics, and downloadables count. Measuring the reach of your content is a critical part of auditing the effectiveness of your marketing strategy, and this means look at both the internal and external reach. If you want to know what content types, topics, and messaging are effective, you must put a system in place.
When you’re looking for basic numbers to use in your data assessment, make sure to look at the number of engagements per month, categorized by engagement type. Also find the number of engagements based on content type, persona, and sales stage. Pull up the ten most engaged assets per quarter and the ten most shared assets per quarter. Calculating internal reach is often overlooked, but posting meaningful and relevant stores and links provides your consumers to continue engaging with you on social media. Adopting a content-first mentality and monitoring the success of that strategy allows you to become a true industry influencer and convert those leads into sales.
What is at the top of your plan for digital marketing improvements in the New Year? Feel free to share here.