The shift in consumer behavior has changed a lot and your digital marketing strategy should always be ready to adapt. Otherwise, it will go stale and you’ll be wasting time and resources. You must be innovative and maintain an entrepreneurial spirit to keep your business top of mind for consumers. And a key part to this is adjusting your tactics to suit the prevailing market.
1. Redefine Your Goals and Objectives
Your goals from two years ago or a few months ago would probably have changed, considering current events.
Here are some questions that will help your team determine which goals should be pursued:
- Where are the time, manpower, and budget allocated? Are they delivering positive results?
- How can the allocation of resources be better in order to improve results?
- How much did conversions and sales improve on a monthly basis?
- Should you continue your campaigns or put your resources elsewhere (based on its past performances)?
- Are you following the right metrics and KPIs? Do they directly impact the objectives and goals you’ve set for your last campaign?
2. Review Your Key Performance Indicators (KPIs)
KPIs measure how well the campaign is performing and tell you if it’s going in the right direction. Like your internet marketing objectives, KPIs can also change depending on your business environment.
For example, you found that adding social media will benefit your business more, naturally, KPIs designed to monitor your social media efforts should be included in your report.
Here are some KPIs to keep in mind:
- Email Marketing: Number of opened emails, click-through-rate (CTR), conversion rate, numbers of unsubscribed.
- Search Engine Optimization (SEO): Traffic, conversation rate, organic clicks, Impressions, average time on page, bounce rate.
- For Social Media: Profile visits, followers, likes, shares, comments.
Different goals will equate to different KPIs.
3. Re-check your buyer’s persona and journey
A buyer’s persona will change if the environment changes. New technology will modfy how people find businesses, world events will markets and economic conditions will dictate demand. For example, the property market in previous months may not have seen much activity, but as U.S. states open up, people are going to look up the services of a mortgage broker, property listings and the like.
Updating both the buyer’s persona and journey is necessary so that your strategy won’t go stale. Buyer personas embody your target customers. Having a clear vision of who they are will allow you to create and categorize your content so that it can connect to the different users that your brand is aiming for.
Here’s how you can update your user or buyer personas:
- Imagine yourself in their shoes. Try walking in your customer’s shoes and imagine why a buyer would look for your product, services, or website. What are they feeling at the moment? How are they coping now that the economy’s not how it used to be? How are they going to access your products?
Tip: Conduct A/B tests, this is an efficient method in finding out how your actual clients behave. Also, look at competitors and study what they’re currently doing.
- Look into your customer’s psychographics. Look past your customer’s demographic data (age, gender, employment status, etc.), and dive deeper into the psychological angle. This will let you know how your audience behaves. Look into what activities they’re into, their habits, values, and personality.
Here are some questions to ask when looking into buyers’ psychographics:
- What pain points are they experiencing?
- What are their goals at the moment? What will make them excited or respond?
- For your existing clients, ask what made them convert in the first place?
You have to be on top of these stages, so you can choose the proper marketing channel and create the proper content for each stage.
4. Optimize your website
Your website is likely the first point of contact for customers, so it needs to be presentable, updated, attractive, and people need to know about it for it to make a sale.
Here are some factors that will help your website become your best salesperson.
- Branding. Align your web design with your brand persona and company values. It’s important for your website to be designed in a way that reflects your target audience’s preferences. This should be evident from the design to the wording of the content. Be consistent in terms of branding so that people will become familiar with your business.
- Search Engine Optimization. The best practices in SEO will ensure that your website will easily be found by your target users. Start with learning how to do an SEO audit because this process determines what changes will help your website improve online visibility, It will tell you the keywords to target, which elements to optimize and what technical aspects need to be refined to get your website to rank.
- Blog Actively. Creating new content and updating old ones will ensure that your website will always be fresh and will bring value to people. Google considers this as one of its best practices, and will result in higher rankings if done correctly.
- Optimize for both Desktop and Mobile Devices. Your website has to look good on both mobile and website devices. Mobile users are growing while desktop searches are increasing as well. People now access the internet using multiple devices, so you have to stay ahead of the competition and make sure that your website looks good and loads fast on both desktop and mobile.
Stay Ahead of the Game and Update Your Internet Marketing Strategy
Nothing is constant, especially in business. Something new happens every day, and to thrive, you must be on top of these changes. Make the necessary adjustments, and soon you’ll see better results for your digital marketing strategy.