How to Make Sure Your Digital Marketing Strategy is Results-Driven
And as I’ve already mentioned, currently my main business metric is our number of subscribers, which has decreased slightly lately.
The graph above also tells me that even with fewer tweets, we’re still able to attract the right type of audience and to convert our registrants (in our case, the conversion is registration).
Metrics aren’t always perfectly revealing. Nevertheless, the volume of data accessible nowadays should make analytics doable. In this article I offered you insight into my way of defining business goals, managing internal processes, and dealing with such prosaic activities as measuring, which should never be underestimated. Provide yourself with everything you might possibly need to measure accurately, and don’t be afraid to fail. It’s all part of the process, believe me.
We’ve learned that setting your business goals requires some legwork, like collecting historical data and researching current industry trends. And once you’re certain about your KPIs, you should always keep them on your radar because they demonstrate how fruitful your efforts are on the way to accomplishing your business objectives.
Never stop experimenting with your business ideas, set goals that will challenge you and your team, and don’t go overboard with dubious practices. In this case, less is more.
Now, off to reaching new heights, guys!
Posted by Alex-T
To measure, or not to measure?
When it comes to outlining potential metrics in digital marketing, I always ask myself a question: “Can I measure this?”
For the most crucial elements of your strategy, the answer will likely be yes. But digital marketing involves tons of metrics that we must track on a daily basis. The majority of the data we gather gives us a general understanding of what’s going on, yet keeps us too far away from reaching our business goals. For instance, Google Analytics alone has more than 75 standard reports and each of them can be modified, providing us with even more data. Trust me, it’s hard to stick to your goal if you delve too deep into analytics. So, yes, the struggle is real.
I’m not going to reinvent the wheel here. In this article I’ll break down the most important steps you need to take when you are at the crossroads of defining your company’s short- or long-term digital marketing objectives. What if things go south, you ask? How do I fulfill my boss’ expectations? Will I ever be able to get over a failure? OK, let’s not get overly dramatic here. Read on to learn why I believe in the power of KPIs, reasons why you shouldn’t be afraid to experiment, the importance of stepping out of your comfort zone, how to properly set up your “plan, act, measure, improve” routine, and which metrics can be deemed reliable when you work with digital marketing channels (and how to not get misguided by them).
Selecting the right goals
One question that you really don’t want to spend more than a few seconds answering is: “Was it worth it?” To ensure that the effort, time, and money you put into your marketing journey aren’t wasted, you need to have a clear vision of where you’re headed.
So how do you know which goals are right for you?
Your best bet would be to split your goals into two separate groups that are focused on:
- Business objectives
- Tracking your own internal progress
Now, let’s see what these goals are all about, and what achieving them entails.
Bertie Charles Forbes once said, “If you don’t drive your business, you will be driven out of business.”
Steering any type of business in the right direction is never a piece of cake. And no one ever called finding a roadmap for how to get there a no-brainer.
Goals are the essence of expectations — the expectations of your boss, your clients, the CEO of your company, or anyone else whose opinion should be taken into consideration when it comes to your business strategy. Will there be any room left for a compromise? It’s up to you to decide, since these goals aren’t “one-size-fits-all.”
But what I can tell you for sure is that you have to “keep it real” and ensure that your business goals are attainable and realistic. Setting them requires determination, hard work, and perseverance. Here are a couple of handy tips for you: