You would think it would be easy to start and maintain a great digital marketing campaign: All you have to do is hire one of the best digital advertising companies and that's it, right? Not so fast. There's a little more to it than that, but engaging one of the best online advertising companies is a good place to start. There are many key activities you and your staff can tackle internally to ensure you get the best ROI for your marketing dollars. Make these 4 action steps part of your everyday routine and watch your bottom line grow:
1) Don't take anything at face value. That goes for what your marketing agency tells you, articles you read and anything else related to marketing. It pays to take a wide view of marketing in general. One of the best things you can do to prevent yourself from making poor marketing decisions is ask: 'What motivation does this manager, author, speaker, etc. have to say this or that...what's in it for them, and should that affect my decision?' This may sound almost paranoid, but it's sound advice because you want to have a filter always at the ready when you hear marketing advice. Keep an open mind and stay positive. Consult with your account manager, then ask some of these questions, too:
- What are the best practices for this type of work?
- What are you seeing that is working with your other
- What trends do you see emerging in the last couple
of months that are relevant to our business?
- What do you think we could be doing to increase our
- If you were in our shoes, what would you be doing
that we aren’t yet?
2) Demand great reporting. Over the years during our extensive research we have found that many CEOs are suffering from one of two problems: They are either drowning in data, or they get their reports from their agency at irregular times, and when they do get them, they make little sense, or don't reflect the agreed-upon metrics they were supposed to address. Great reporting helps you make great decisions. If the reports you are receiving are not doing that, request a change. Make a list of what you want to see on your reports and tell your manager that you require this information.
Google Analytics has the functionality where one can download dashboards so the reporting can be not only automated each month, but standardized, so you can receive reports that will present data in a systematic way, against the baseline. Your monthly (or weekly) report should contain more than the data from these dashboards, but this is a good place to start. Ask your agency to review this list of reporting dashboards and together you can select one that can help you get your arms around Google Analytics data. This list is the Google Analytics Solutions Gallery; there are many others online you can have your agency review, if you like. It is possible to create custom reports in Google Analytics, so if you don't see reports in the pre-made dashboards that suit you, have your agency create custom reports. The idea of a dashboard is to automate some of the reporting; but you should only do so with high quality dashboards and custom segments that will help you make better decisions.
(You have to sign into your Google account to access the solutions gallery.)
3) Consider adding an email marketing campaign to your strategy. Most digital agencies can create email marketing campaigns that amplify your audience reach. One of the main benefits you gain from email marketing is the capability to segment and target your customers with customized messages. Discuss this with your agency, because in addition to sending sale announcements or special offers, you can re-purpose your blog posts, press releases and other content as featured e-newsletter articles. E-newsletters are perfect for sharing on your social media accounts. Most email marketing software includes social sharing functionality which will help your newsletter content find an audience on Twitter, Facebook and across social media.
4) Details, details, details. Great digital marketing campaigns thrive and deliver profits when all the little details are working in sync. It's important for you to check on your digital agency regularly to ensure various activities have been carried out. On your side, keep up on your marketing to-do list. This might include syndicating press releases about your latest product or service announcements, then sharing them on social media. Speaking of social media, unless you have your agency posting to your accounts for you, it’s important to keep up your posting frequency. If you are managing social media in-house, be sure to have your staff share content on a regular basis. There are many tutorials online about posting frequency best practices. This one is comprehensive and can help you learn the best times and number of messages to post to each channel.
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- Grow Team