4 Low to No Cost Ways to Improve Your Digital Marketing
As digital marketers, we are hypnotized by big ideas and we often overlook the smaller ones that could build up to be just as positive for our businesses. It's like the big budget action flick with the special effects and the Hollywood stars... we succumb to the hype and go see it. Meanwhile, there are a hundred or more films made every year with low-budgets and no-named actors... that WOW their audiences.
The basics of digital marketing are so very important to get right. When we scratch our heads after a new campaign or project has flopped, it's often the basics that were short-changed or forgotten all-together.
Here are the basics, as I see it: Metrics, Content, Site Usability, Test and Learn. There's a ton of detail that fall under those categories, for this post I want to call out one idea from each that all digital marketers need to pursue.
Four Low-to-No Cost Ways to Improve Your Digital Marketing
- Know Your Site Metrics: If you can access your website's traffic reports, there's no excuse to getting very familiar with how your consumers use your site. Pay special attention to how they get to your sales pages or other areas that convert leads or sales. Are those paths as easy to traverse as possible? Aside from the big data you will want to consume for the big projects, the every day functional side of your website is critical. Know your exit rates, bounce rates, seasonality measurements, and what pages you want to increase traffic to. Don't just leave this effort to the local data guy on your team. As a digital marketer, you need to be up-close-and-personal with the data, too, and be able to gain insights from what it's teaching you about your audiences. Then, you can market to them in a way that is based in data and not in "what's worked before" or pure hunches.
- Know Your Consumers: Your consumer of yesterday is not your consumer of day, no matter what industry you are in. Their needs and expectations change constantly, so, what is your mechanism for collecting consumer research and feedback? This can be a very informal endeavor, if your budget is tight. Simply gather a group of your customers who reflect varying demographics, buying habits, and so on. Find out what their offline process is for learning about and choosing the brands they interact with. A quick focus group, virtual or in-person can net you some very useful information, particularly if you have a website, app, or something else you are developing, on which you can get immediate customer reactions. Do your best to walk in their shoes and don't assume you know what they want from you.
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