7 Steps to Evolve Your Digital Marketing While Your Company is Growing (Part 2)June 15, 2016
Growth. It’s a word that suggests success, verifies potential, but demands change.
As exciting as growth can be, it can be overwhelming. Teams that are unprepared to support a growing customer base, evolving product, and noisier marketplace can get bowled over by growth.
Hence, it’s imperative for your digital marketing team to arm itself with the knowledge and strategies needed to embrace growth. The first steps (steps 1-3) require becoming a reliable brand ambassador. You must know your brand before attempting to represent it.
The next steps require defining the right metrics and goals, then creating an agile marketing strategy that welcomes growth. See below:
4. Define success.
Success for McDonald’s digital team is not the same as success for Taco Bell’s team.
Though profit is likely the end goal for your company, it’s not a specific enough goal to guide your digital marketing. You must be able to sketch out clearer objectives for your efforts. More specifically, you need to be able to define why your marketing team exists along with for each digital campaign you run.
While macro goals are there to steer you in the right direction, micro goals drive the actions leading up to the “big picture” success. Micro successes also offer clarity on how to achieve consistent results. They tend to be more trackable and easy to dissect, so that the next time you try to reclaim a macro goal on a higher level, you have an understanding of the steps you need to take to get there.
Getting into the habit of creating well thought-out strategies consisting of macro and micro goals will help you replicate and scale success.
5. Create an agile strategy.
“Adapt or die.” Does this sound familiar?
Today’s marketing ecosystem requires us to remain on our toes for fluctuating priorities, curveballs (e.g., new platform algorithms), new innovations and techniques to sharpen our own strategies. But from the beginning, we must understand that (a) we need clear goals and frameworks for our work, but (b) we must be flexible.
Of course, we can’t be like the inflatable dancing man – flapping every which way we’re blown.
Rather, we need to confidently strive for our goals while consistently testing, tracking, and iterating on our efforts. Here are ways that you can achieve this:
- Question the status quo, and consistently test your ads and social media strategies. If your tactics aren’t churning results, ask yourself, “Is it my copy? My graphics? Is my landing page not converting, or am I advertising at the wrong times?” Conduct A/B tests and compare results against your benchmark performance metrics.
- Listen to how people are talking about your brand. Social media is hub for chatter, which could mean that people are recommending, or complaining about your brand at any moment. Zoomph smart listening tools will track multiple conversations at once for you, while ranking the posts that are gaining most traction among your audiences.
- Work closely with sales (or other relevant departments). Don’t dig yourself in a hole by pursuing a marketing agenda that doesn’t jive well with your sales, or other, targets. Align your efforts so that you can work together to lead customers down the conversion funnel and provide a seamless brand experience. Your sales team may also house great insight on what attracts each customer to your brand.
- Work closely with influencers. Locate your influencers and strike up a partnership, whereby you can help each other grow. Influencers tend to have a great foothold on what’s happening in your industry, and can help you stay up to date with the latest news.
- Engage & respond. Optimize social media to open a two-way street between you and your consumers. By engaging with your audiences, you’ll open up opportunities to get closer with your audiences, build up trust, and ensure that your strategies truly reflect your customer’s needs.
Pro tip: Utilize Zoomph’s notifying feature to engage with audiences without having to stay glued to your computer. You can send a variety of personalized messages to your fans who reach out to your brand.
- Anticipate trends by tracking your industry. You can also explore new frontiers for your marketing by studying the follower affinities, and social behaviors, of your existing fans.
6. Stay focused.
“Agile” does not mean switching up your strategies on the fly. As mentioned earlier, you mustn’t become like an inflatable dancing man.
Be quick to think, slower to act. Make sure that all the new tactics you implement still gets you closer to your marketing macro goal and your company mission, meanwhile maintaining a consistent brand voice.
Question, “Why are we pursuing this new vertical? Why are we championing this new product? Why are we building a campaign around this event?” Don’t let greed be the answer to these questions.
Also, remember that virality doesn’t necessarily translate into value. For example, if you’re gaining lots of attention for your hilarious Michael Jordan memes, that’s great – but how’s that getting you closer to your macro marketing goal?
Many of today’s digital marketers get caught up being trendy, often forgetting that their mission is not a trend. You want to build up hype around your brand that won’t fade with the seasons.
This is why it’s so important to diligently collect data that shows how valuable your efforts are. Monitor who you’re actually reaching with your campaigns (hint: check your demographic reports on Zoomph), and what actions you’re inspiring. As you collect insights and data, never forget Micro Economics 101 – opportunity cost – especially in a constantly changing digital world.
7. Benchmark & track your performance over time.
Tracking your performance over time is the key to making sure that you’re not marketing in vain. Your data will reveal trends, and anomalies, in your performance – helping you understand when you’re performing better or worse than average.
This is why you must track everything from how you’re capturing leads, to when those leads are converting and how they’re feeling about your brand over time.
One of my colleagues, a digital strategist himself, put it this way: “Consider fishing. Let’s say you identified your best can of worms and see a huge pocket of fish coming. You only have so much time to bait your other poles and get them in the water. Hopefully, you brought multiple poles!
Jumping back into the digital world: when an ad or campaign is performing well, you’ve found that pocket of greatest success. But now it’s time to give it all you have to continue catching quality leads and actions. This might mean putting more money behind an ad or testing other strong-performing ads in front of that audience. This is when it all cycle back to being agile and adapting new techniques. At the end of the day, you not only want your fish to bite on your line, but remain hooked.”