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5 key things missing from your digital marketing strategy

Nazma Noor
Nazma
Nazma is a Digital Strategist at CandidSky and has worked previously in both in-house and agency roles.

January 15, 2018

5 minute read

It’s easy to get stuck down in the detail of your digital marketing campaigns, particularly if you’re running a marketing team that covers multiple channels, managing campaigns both in-house or through digital marketing agencies.

You might not always have the time to step back and review if your digital strategy is really achieving the objectives, and even if you do have time to review, it’s not always easy to spot what’s missing.

As a Digital Strategist here at CandidSky, I work across digital strategy for a broad range of clients and sectors, so here’s my view on the top 5 things that could be missing from your digital marketing strategy.

1. Wider Market Analysis

Regular competitor reviews are probably part of your campaign planning, but there’s lots you can learn by conducting a wider market analysis, particularly if you’re looking for ways to really stand out from your competitors.

Seek out non-competing companies who are going after the same target audience as you, and look at their marketing activity. Your research in this area could offer up some new channels to trial, different ways to utilise your existing channels and perhaps even lead to some very beneficial partnership opportunities with these companies.

2. Offline Considerations

Understanding your customer behaviour is a key part of forming a digital strategy, and whilst there’s a wealth of easily accessible data on their digital activities and interactions with your brand, you shouldn’t neglect their offline activities.

Review all the offline touchpoints your customers have with your brand, for example perhaps you have a physical location they can visit pre-purchase, maybe the first offline touch point is when you send out the products they’ve ordered, perhaps you’re an estate agent the first touch point could be the “For Sale” sign they see outside a property.

Each of these offline touchpoints could present an opportunity to help achieve your objectives. For example by encouraging a repeat purchase, prompting someone to leave a review of your product, or to share their experience with your brand on social media.

3. Digital Campaign Benchmarks

What does success look like for your business? What does average look like? How about not quite good enough? If your overall objective is very broad, for example “improve year on year performance” it’s worth defining this further for your digital campaigns.

Setting a benchmark and defining what “good” looks like can really help keep your strategy on track. Once you know the good, the bad and all that’s in between, it offers something really tangible to measure up against when you’re reviewing campaigns and deciding where and how to optimise.

4. Brand Consistency

Very few online transactions occur after just one interaction with a company, so the chances are your digital marketing strategy will include multiple channels.

I’m a huge believer in the importance of brand and ensuring brand consistency across your marketing channels. Having a strong brand can help set you apart from your competitors, especially in overpopulated digital spaces, and consistency can help build trust between you and your customers.

Creating a set of brand guidelines and ensuring your campaign delivery teams stick to these is a good starting point if you don’t have these already. If you do have your brand defined with a solid set of brand guidelines, then ideally brand should be something that is key at the strategy planning stage and embedded in your digital campaigns from the start.

5. Opportune Timing

You’ll hopefully already be taking into account seasonality when planning your digital marketing campaigns, and you might have data which can tell you the best days of the week and even hours in the day when customers convert.

The next step to take, to inform your digital strategy, is to factor in the timings of your customer buying cycle. For high value items, like furniture for example, the customer buying cycle could include an extended period of research, followed by your customer speaking to their spouse before making the final purchase decision, in some cases this other person could end up making the actual purchase despite having little interaction with the brand themselves. Or perhaps your products are of a lower value and typically purchased in an emergency.

Using this information when planning your digital strategy can not only help increase conversions, but it can potentially help you plan when and where to focus your budgets, what messaging you should be deploying at each stage and the frequency of these messages.

Next steps:

If you are interested in improving your digital strategy and working with CandidSky to achieve your business objectives, contact us today to arrange a call.

If you would like to work at CandidSky and grow your career prospects, take a look at our Careers website for available roles and find out what is like to work here.

And finally, take a look at our other blog posts to see what else we have been up to.

 

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