Character: Is it necessary in leadership?
Having a digital marketing strategy is the in thing these days. There is a mad rush either to make one, or outsource it to a digital agency. But what escapes most marketers is that just having a strategy is not enough. The digital world is fast evolving and strategies need to evolve at a similar pace. You may doubt the need to evaluate your digital marketing strategy if it has been going great guns. But the point is that even if you’re on the right track, you can get run over if you just sit and do nothing. It would only do well if marketers took out the time to regularly evaluate the performance of their digital marketing practices.
One of the tools marketers can use to evaluate their digital marketing strategies is a questionnaire. The first in this list would be to inspect the goals of the digital marketing campaign. Were you able to achieve your targets? Do you think there is a need to adjust the goals to increase the effectiveness of available resources? Or, do you need to setup new goals to account for changes in product / service offerings?
The second in the list would be to evaluate your target audience. Does the consumer profile you’ve created need any changes? Can you build upon your existing strategy and add newer audiences? For example – you set out to target young women in the age bracket of 18-25 but find out that majority of ‘likes’ on Facebook are from women in age bracket of 28-35. In this case, it’s worth taking into account this new customer data.
It is imperative to periodically assess your digital presence on various social media platforms. You can ask – which platform is generating major traffic? Is there a new social platform that your campaign is missing out on? It is critical to identify the social platforms where you need to improve customer engagement and those which you can safely avoid.
Great content is like the ‘God’ of social media marketing. It is necessary to evaluate the content that you are placing on social websites. Are you able to engage your target audience with your content? Is it grabbing enough eyeballs? What type of content is working better – text, videos, podcasts and / or graphics? Evaluate the content based on its performance and customer feedback.
It makes good sense to evaluate the effectiveness of your digital marketing strategy by understanding the number of conversions resulting from social traffic. By comparing the amount invested in the marketing campaign to the financial benefit from conversion, you can decide where to scale back resources and where to alter strategies. It can also provide insights for any future outlay on such digital marketing campaigns.