Going digital is no longer an option, it’s now a necessity.
So how do you ensure your digital marketing strategy is effective? Our Communications team, responsible for helping our clients do just that, put their heads together to identify four key elements that will help boost your digital performance.
Your digital marketing activities should be integrated into your existing marketing process. The best way to do this is to map them into your buyer journey. Not only does an integrated approach help you find the right channels for your business and your goals, it’s also a more cost-effective marketing strategy.
List all your current and desirable channels and consider the following questions when you’re mapping your touchpoints:
We recommend you create your own journey. But here's a simple template as a guide:
Data is King. That’s why it’s essential that you meticulously track your campaigns and channel performance to understand where the strengths and weaknesses lie in your current strategy.
We know that accurately monitoring campaign performance has never been easy. However, with the advent of digital marketing, we’re now able to collect and analyse all kinds of data from customers, channels and/or campaigns.
It’s made it easier to use our budgets more effectively and build a strategy that packs a punch across multiple channels.
Keep it simple and run an audit of your main channels and website. This will highlight the main goals of the website as well as the landing pages.
Once you have a deep understanding of each channel, you need to revisit your KPIs and see if they’re aligned with your overall marketing plan and business strategy.
We suggest that you pick 2 or 3 KPIs per channel. This will help you understand the overall purpose and strategy of your channels and measure your success as you go.
The graph below shows the different KPIs you can set up and track in your marketing plan:
Creating compelling content appropriate for you target market doesn’t go far enough. You need to use the best format available.
So, if you’re thinking about creating educational content, you might want to consider webinars, as 91% of B2B professionals say webinars are their preferred type of educational content.
Podcasts are also popular amongst the B2B audience but we would advise that you start with a clear objective, be sure to rehearse and develop a series of at least 3 episodes before launching to build credibility and engagement with your listeners.
Shake up your format. There are many types of webinars that you can run: Q&A, report reveal, panel, interview, expert and product launch. Try including polls during the event to gain feedback and key insights. And if you’re short on time, you can always pre-record content for people to view on-demand.
Bright Talk research say 10am to 11am PST on Thursdays is the best time to host your webinar.
And Wednesdays is the best day to promote it.
B2B audiences prefer webinars to be 40 mins in length (including Q&A), allowing them to interact with the host(s).
Here are some useful stats for you to compare with your results:
Emails are still one of the strongest digital marketing channels for brands of all shapes and sizes. 81% of B2B marketers say their most popular form of content marketing is email newsletters. And 90% of content marketers say email engagement is the top metric they track to measure content performance.
Source: HubSpot Email Marketing Strategy in 2020
Earlier this year, Campaign Monitor shared some industry average stats which can be benchmarked against your email performance:
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