Is your company fully taking on digital marketing as best practice? Your whole company should be engaging in digital transformation, which goes way beyond merely updating the company website every few months. Companies are now in a time where failing to adapt to new technologies and interacting via digital marketing channels can be detrimental in the long-run. Is your company making use of any digital marketing platforms? Perhaps you need some inbound marketing of some kind.
The issue when you don’t define digital marketing and outbound strategies
Often marketing departments find themselves getting downsized and it doesn’t help that they have a list of complex strategies and tactics in play, influenced by internal and external factors. From brand awareness to pipleline development, proving ROI for campaigns becomes painfully difficult. You need to know where to focus your marketing efforts, be it on digital marketing channels you’re utilising or more traditional outbound marketing methods.
Work Out What to Focus On, Especially with Digital Marketing
Cut away the fact and focus on your digital marketing objectives! You want to drive sales and prove ROI. Your objective need to address the different sales funnel stages, which includes Top of the Funnel (TOFU), Middle of the Funnel (MOFU) and Bottom of the Funnel (BOFU):
- TOFU — Utilise blogging, Search Engine Optimization & Social Media.
- MOFU — Make use of eBook offers & webinars.
- BOFU — Begin lead nurturing through email marketing & offering case studies.
Once your company understands all the stages of their sales funnel and what is place where, a digital marketing strategy can be more accurately defined. But remember that your digital marketing strategy will be always evolving. Digital marketing is not a static space at all.
Set SMART Marketing Goals for your Digital Marketing Efforts
Now it’s time to set measurable goals, then monitor and measure your digital marketing results. Following this, you can adapt and alter your digital marketing strategy as needed.
It’s important to set SMART goals, which are defined below:
- Specific — Set real numbers with defined deadlines for digital marketing goals.
- Measurable — Your digital marketing goals are capable of being easily measured and tracked.
- Attainable — Your goals need to be attainable at the end of the day.
- Realistic — Make sure you’re realistic with your goals and can easily address challenges which may arise.
- Time-bound — Give your goals a certain period of time attached to them.
For more digital marketing insights, we suggest taking a look at our friends over at MO Agency.