Digital Marketing: Digital marketing 101: Tying together the loose ends in your digital marketing strategy (part 3)

Digital Marketing

Digital marketing 101: Tying together the loose ends in your digital marketing strategy (part 3)

By Adam Meikle June 30, 2017 • 5 minutes to read

You’ve finally made it to the end of our Digital Marketing 101 series! This is the final blog post of the overall digital marketing series. Therefore, this is the final part in the blog series focused on digital marketing strategy. Well done for making it!

In this final blog post, we’ll focus on analysing your digital marketing campaign, monitoring and adapting your digital marketing strategy as you go, and integrating everything with your offline marketing strategy.

Keeping your digital marketing strategy up-to-date

As the digital marketing landscape changes, you need to be able to adapt quickly. Therefore, you have to be constantly monitoring online trends, consumer opinions and comments as well as overall media exposure. Adjusting your digital marketing strategy is vital in this overall process and you don’t want your online reputation to be tarnished in any kind of way.  This is a far cry from traditional marketing where everything is mostly static.

As a result, with the advent of social media platforms, digital marketing channels require constant attention, quick responses and frequent updates to keep brand communities happy with a business.  By adapting your plans to keep up with online trends, opinions, customer comments and media exposure, the better your brand will be perceived. The best digital marketing campaigns are updated every day and some aspects of your campaign will need to be updated more frequently than others.

Keep your online content generation and updates happening on a weekly to monthly basis, depending on capacity of course. Your website will require less updates, but keeping a stream of blog posts going out, which are optimised for search engines is also important. Remember that you need to also make sure that your website downtime is limited and that your page speed is up to scratch, otherwise search engines like Google will penalise you heavily. However, always make sure that your content is relevant to the pain points and needs of your target audience, and the ideal customer you’re trying to convert.

As such, being flexible and adaptable is key to any successful digital marketing strategy. So, we suggest to keep working at it and don’t despair.

Monitor and adapt your digital marketing strategy

Adaptability is vital to any digital marketing strategy! However, you’ll also need to monitor and analyse all of your digital marketing platforms. You'll need to do this every time you add content to your website or social media platforms. In the process, see what the page views, engagement rates and overall conversion rates are. This will allow you to see which strategies are effective, which aren’t working and make changes throughout your digital marketing campaign.

Keep your eye on the analytics of all your digital marketing platforms. This is especially true when making changes to your website, updating social media profiles or changing the consistency of posting times. Therefore, it’s about identifying patterns and seeing which of these patterns is successful. From there, you can establish the trends that are working and alter your digital marketing strategy accordingly. This way, you are constantly improving on your results.

Expanding your digital marketing strategy

Of course, after you’ve been working at it for a while, things will become much easier. Your website will run much more smoothly and you’ll become more of master with your various digital marketing channels.

What’s your next move?

Consider adding new elements to your digital marketing campaign when you’ve identified your niche audience. Think about using new digital marketing platforms to get new customers on to your website. Try running competitions and promotions to engage with your audience and convert prospects.

Integrating digital marketing with your offline marketing

So, you’re now quite knowledgeable about digital marketing strategy, but don’t forget about offline marketing (or traditional marketing).  These two types of marketing work very well together, and will double the effectiveness of your overall marketing efforts for your business.  Here’s what you can do:

  • Add your web address to all marketing platforms both digital and traditional.

  • Incentivise the website with promotions, specials and discounts.

  • Double up your content both online and offline.

  • Open up the discussion through your digital marketing channels (as a point of contact).

  • Use your online platforms to promote your more traditional offline marketing platforms.

  • Use your online successes as a basis for offline marketing tactics.

Thanks for joining us on this digital marketing journey! If you enjoyed this blog post, take a look at some of other blog posts for more valuable insights.