When evaluating your marketing strategy, include as many stakeholders within your company as possible. Talk to all departments, not just the customer service department. Including specific examples can be helpful in illustrating your point.
- Sales and marketing
- Customer support
- Technical staff
- Content producers
Everyone in your company should be given the opportunity to provide their input. You might be surprised by the insights you glean from departments unrelated to marketing campaigns.
Identify the Gaps in Your Marketing Strategy
Where are the gaps in your current strategy? Do you have the capacity to handle the workload that you’re expecting? Need to develop a more efficient process to support your marketing plan?
Is it necessary for you to upgrade your technology in order to improve your work efficiency or do you have areas in your team where specific expertise is necessary?
Once you know where your weaknesses are, focus on fixing them in the short term. If you don’t address any of the potential holes in your campaign early on, it may not be as successful as it could be.
Double-Down On Your Core Strengths
What are the core strengths of your current marketing? Look at factors like
- Brand awareness
- Social media footprint
- Website traffic
- Email marketing
- Partner relationships
- Customer satisfaction and goodwill
If you are already strong in some areas, go all out in your marketing strategy. You won’t need to put in as much effort to develop them. Instead of looking for ways to do things differently, focus on optimizing what you’re already doing well.
Identify Your Most Important Key Performance Indicators
Digital marketing lets you track a range of data, such as website traffic, leads, and sales. If you try to track too many things, it will be difficult to stay on top of any of them.
Instead, pick 5 to 10 metrics that you think are most important to your business. The content of your website should be relevant to your business goals.
When you decide on your most important marketing goals, all your activities should be geared towards achieving those objectives. To improve your chances of achieving your KPIs for qualified leads, you should focus on driving traffic to your website, optimizing your lead generation funnel, improving your follow-up process, and targeting the most qualified audience. You can always change your focus if you decide that some of the key performance indicators (KPIs) are unimportant. Focusing on fewer things will help you make those decisions faster.
Set Your KPI Targets
Once you have decided what key performance indicators (KPIs) to focus on, set targets for each one. You can view this data in whatever timeframe makes the most sense for your business – weekly, monthly, quarterly, or annually. If you’re struggling to work out a specific goal, it could be a sign that KPI isn’t a good metric.
Create a Reporting System to Track Your KPIs
If you want to track your progress and stay on track, you need a way to measure your results. There are many analytics packages that can track this data, such as Google Analytics. These tools let you track visitors from the point they click on an ad through to sale conversion.
You can create your own performance metrics dashboard using an application like Excel or Google Sheets. They can both retrieve data from web pages and databases to help automate the reporting process. Don’t get caught up in making a “beautiful” dashboard with all kinds of bells and whistles, especially in the beginning. Having easy and quick access to current data is the most important thing. You’re likely to think of ways to improve your dashboard reports even if you don’t start digging into them right away. A framework will ensure that your project is organized and easier to work with, while a built-out project may have more bugs and inconsistencies.