How to Improve your Digital Marketing
How to Improve your Digital Marketing – Like any other skill, digital marketing has to be trained. But, unfortunately, it doesn’t come naturally to anyone.
And by that, I mean we should define what marketing skills you need to effectively market yourself in the digital world.
1. Assess Your Tech
Knowing how your budget is allocated and gaps in your workflow will save you time and money. Here are nearly guiding questions to ask your team to determine what technology stack you need to achieve your goals.
- What type of voice do your characters prefer?
- Is your message aligned to be consistent across all channels?
- Do you have a list of the social channels that your buyers and potential customers use the most?
- CMS (WordPress, Drupal, Kentico, Sitecore, Squarespace)
- Marketing automation (Marketo, Eloqua, Pardot, Hubspot)
- CRM (Salesforce, Microsoft Dynamics)
- Content management platform (Kapost)
Programming, monitoring, and participation of the social media platform (Hootsuite, Sprout Social, Lithium)
Once you have these critical platforms in place, you can start aligning your key goals with the capabilities of your chosen technologies.
2. Optimize Your SEO
- While SEO optimization is often mentioned more in B2C circles, it is essential to audit your SEO score in the B2B environment.
- So put, if it’s not something people can find on the web, B2B companies run the risk of being forgotten.
- The SEO specialist on your team needs to make sure your content is optimized with focus keywords.
- Google compatible HTML formatting, and a URL structure that correlates to your product keywords.
- With tools provided by SEO gurus like Moz, you can assess your product’s overall page score and decide where improvements are needing.
- Make sure to use the same SEO audit process for all digital assets involved in your campaign, including case studies and blog posts.
3. Measure Your Content Reach
- In our previous post on marketing metrics, we talked about how to measure the reach of your content.
- It is a crucial part of auditing your B2B marketing strategy, not only for clients but also for your internal teams.
- Measuring internal and external reach will give you a bigger picture of what types of content, topics, and messages are effective in the market.
- Measuring external reach can be tricky. For example, 17% of marketers in a demand metrics study said they have no measures of content effectiveness, and 49% use only basic metrics like clicks or downloads.
Here are some basic numbers to consider when auditing your outer scope:
Number of interactions per month categorized by type of interaction (downloads, page views, open rates)
- Number of agreements by type of content, person, and stage of sale
- The 10 most committed assets per quarter
- The 10 most shared purchases per quarter
Calculating internal reach is often overlooking when measuring B2B marketing success, but it is critical to your overall strategy. If your sales, customer success, and other internal teams can’t find your content or find it valuable to potential customers, you’re wasting time and resources.
To create a closed feedback loop throughout the lifecycle of your content, track the following key metrics:
- Number of internal asset views a month to month (MoM)
- The number of internal monthly asset downloads
- Number of monthly internal asset shares via email or social media
Amount of monthly referral traffic of internal actions
4. Track Your Social Channels
- Social media marketing has developed increasingly prevalent in the B2B space.
- However, in a recent survey, 71% of B2B marketers used content marketing and social media sharing, but only about 22% of them rated these methods as “effective.”
- Use the power of social media to expand your presence and broad reach. When you’ve integrated the most appropriate social channels into your marketing strategy.
- Ensure that tracking performance on those channels is the top priority, and I’m not just talking about clicks and likes.
Social media for B2B are more than likes and retweets. Social marketing exists at the close of the day to make potential buyers more profound into the sales cycle and motivate them to participate. They click through to landing pages, request a demo, or do something else to get a higher lead score.
You will want to track:
- Number of shares/replacements by potential customers
- The number of actions/referrals of influencers
- Number of interactions/impressions
Tools similar to SEM Rush and Google Analytics are crucial tools for tracking performance. In addition, nearly all social media channels have tools to audit your strategy built into their platforms.
Facebook Insights is a perfect example. This tracking tool lets you measure crucial metrics like what time of day most of your users are online, post reach, and post engagement.
Reason of digital marketing as an ongoing process. While your initial strategy can produce good numbers, a quarterly calendar is essential to continually assess your B2B strategy.
Trends change, demand changes, and procedures must always be open to change.