Digital marketing is always evolving, which means your digital marketing strategy needs to be ready to evolve too. To make your marketing agile, adaptable and evolve with your industry, follow these three simple yet powerful tips.
Know your audience
This may sound obvious at first, but many companies and teams do not take a data-first approach. Of course, there is always room for intuition, but it must be informed by data first and foremost. By taking this approach, you can understand how you, your team, or your company can best address the problems and needs of your audience, then speak directly to them. This isn’t always easy, as data in some circumstances can be hard to gather or find, due to the nature of certain systems or the privacy of data.
Making sure you are addressing the concerns of your audience is essential, because if you don’t speak to their needs and desires they have a much-reduced likelihood of engaging with your content. This means engaging in work which will not get the results you want, meaning a lowered return on investment.
Optimise and be results-oriented
Being aware of how a campaign or content is performing is a great starting point, but building on that is all the more important. Regularly optimising means knowing how a campaign or content is performing, understanding the unlying indicators of that performance, and then utilising those insights to inform how you will enhance your digital marketing efforts. This ties in directly with having a data-driven approach, because neither optimisation nor data-informed strategy is valuable without the other.
By synchronizing your data insights and optimisation, you can gain increased campaign and content performance, enhancing the return on investment for you, your team or your company. Moreover, by using a data-driven approach, you will be able to prove the value of your work as it will be quantified and easy to demonstrate, to a variety of internal and external stakeholders.
Love feedback, especially when it’s critical
Feedback is a fundamental mechanism for making sure a marketer is on the right track with their marketing efforts. This is especially important as feedback may provide insights which can inform new strategies to communicate with your target audiences, which otherwise may not have been gained. Feedback also serves the function of keeping a campaign or content where the audience is, minimising the opportunity for a campaign or content to drift away from core messaging and strategy.
Demonstrated here is the fundamental need to provide a mechanism to receive signals showing how audiences feel about marketing activities. What is even more important, however, is making sure to listen to that feedback, even when it’s critical. This is because what might be seemingly incendiary to some of your audience, might be equally as offputting to the rest, but they choose not to vocalise their discontent.
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