22nd June 2020
Are You Being Complacent With Your Digital Marketing Strategy?
When you have been working on your digital marketing strategy for a while, there can be a danger of getting stuck in a rut. Perhaps you’ve been running the same PPC ads at the same budget for years. Or you’ve been sending out emails with the same format of subject line and layout. Maybe you’ve been putting out social media posts but been getting little engagement – or haven’t been paying too much attention to how much traction your posts are getting. Sound familiar? Whether or not things are going well, it’s easy to get set in your ways and fall into routines, without considering whether your strategy is still working or how you can improve. Let’s talk about how you can stop your digital stagnation and keep your business moving forward towards your goals.
Regularly evaluate your digital marketing performance
Have you been regularly reviewing your performance to see how your digital marketing is going? If you’ve been letting your digital marketing tick over for a while, the chances are that the answer to this is no. It may feel like your digital marketing is going just fine and the old adage “if it ain’t broke, don’t fix it” may even spring to mind. But whether you’re running paid ads, creating social media campaigns, sending emails, continuously creating new content, or all of the above, it’s important to always look for ways to improve. Be hungry for success! How can you make your marketing better?
Regular reporting can help you to keep on top of your progress – when I create a monthly report on content or SEO, it’s as useful for me as it is for my clients, and if my clients didn’t want to receive any reports, I would still create them for myself so that I could see how well we are doing or what needs to be changed. By analysing your digital marketing results, you may sometimes find that nothing needs to be changed, but by not crunching the numbers, you could be missing out on making a change that brings you great success and marks a turning point for your business.
Challenge yourself to reach new goals
Of course, before you can truly evaluate how well your digital marketing is going and effectively report on it, you need some goals. How do you know how well you’re doing if you don’t know what you’re trying to do? You need to have goals in order to meet them. But what happens when you’ve met your goals? Once you’ve achieved what you wanted, do you carry on as usual, happy that you’ve gotten what you wanted and can relax, or do you set yourself a new target? If you’re always working towards a goal and continuously challenging yourself, you’re more likely to improve your marketing and achieve sustainable growth.
Keep up with the latest technological trends
In the ever-changing landscape of technology, it’s so important to keep up with the latest trends and consider how they are affecting your own business. In our blog post Early Digital Adoption Series Part 1: How To Get Ahead of Your Competition, we explain how you can learn about new technology, start using it before you competitors do, and evaluate whether it is the right technology or channel for your business. Whether you use it as soon as it comes to market or not, simply knowing about the latest technology is important for ensuring you’re doing your best for your marketing strategy. It may be a brand new social media platform, a new feature in Bing Ads, or an update to Google’s algorithm. Whatever is going on in the world of digital marketing, if you don’t know about it you can’t use it to improve your business. Keeping up with the latest trends means you can evaluate whether something new is going to work for you, if an update is going to positively or negatively affect your website, and how you may need to adapt to these changes.
Communicate well across all departments
A business’s digital marketing success relies on more than the marketing department itself. Marketers need to know the goals of the business as a whole and the challenges it faces. We need to communicate with the finance department to ensure everyone knows the ins and outs of advertising costs and accounts. We need to talk to customer services to find out what our customers really need. So much information can be gathered just by talking to different people within your business. And of course, the leadership team will want to know that everything is going well – and marketers will need to know what is expected from management in order to set goals and accurately measure and report on success.
All of this is to say that communication is vital for keeping on top of your goals and avoiding being complacent. This is especially true when you use a digital marketing agency or other outsourced business services. As much as we as a digital marketing agency are able to work our magic on a business’s website and advertising, it’s so important for businesses to communicate with their marketing agencies to help optimise their online presence. Sometimes complacency can grow because the rest of the business doesn’t communicate well with their marketing department or agency or vice versa, meaning one or many departments don’t have information that could really help them. For example, a business could be planning an event but the marketing department doesn’t find out until the last minute, leaving little time to promote it. Or marketers may have some great insights into what customers want, but if this isn’t shared with the direct sales team, they could be missing out on lucrative opportunities.
Choose a pro-active digital marketing agency
At SilverDisc, we aim to keep the lines of communication open with all of our clients so that everyone understands the business goals, what is being done to work towards them, and how our digital marketing efforts are helping the business to grow. We also ensure we are up to date with all the latest marketing and technological trends, continuously assess and report on our progress towards goals, and create new goals and challenges for ourselves to ensure we’re never complacent about our clients’ success.
If you feel your digital marketing is stagnating and would like help with taking your digital marketing efforts to new heights, get in touch with SilverDisc.