3Phases ofDigital Marketing

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Kickstarter

You are starting off on your online marketing initiatives, even though you may have had online presence for a while. Your content updation, SEO efforts, social posts are few and far in between. You find it difficult to create good, relevant content on an ongoing basis. You are getting clarity on what to do with your digital presence, and you also are figuring out who to target online.

Recommendation

You would need to start with identifying clear goals from the website. You would need to focus on ensuring your website is ready for the search engines, structurally, SEO-wise and content-wise. You also have to review the user experience on the site: is there enough content to explore? Is the design suite to the target audience? Is the user bouncing off? These need immediate fixing. Then, you have to ensure ongoing content updation for the website, and get the social media updates going on a regular basis. Watch the impact for 3-4 months and then see what metrics you can define, based on your goals.

Content

SEOSocialMedia

TargetMarket

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Accelerator

You have a website with some good content, which you update often. You have worked on SEO too, and have a good social presence. You want to start on ads and maybe email marketing, or webinars. But now you want it to all come together to focus on your business goals. And get a clear view to how what you do digitally translates into your goals. And you want to know if it is not happening, what are the reasons, and what should be the next plan of action.

Recommendation

Study your analytics and see the trends. And then put some goals from the website, social, email,webinar, ads--basically each of the DM activities you have. Now create the strategy to plan out how you can reach those goals. Create the calendars, the tracking sheets so everyone on the team is on the same page. Get the right team to execute each of those activities, like clockwork. Keep the tracking sheets and calendars updated. Use tools to automate and measure. Meet often with your team to review progress, and see if you need to modify your plan, based on the data that’s coming in. Be sure to have a good ana-lytics person on your side to make sense of it all, and verify the insights you arrive at. Once you start seeing traction on your goals, say, leads are coming in, you will have to get the sales team and CRM to be functioning well too. How are the leads flowing into the CRM? Who is in charge of each lead? How good are these leads? Based on this, you can review your strategy, and change the content plan if required.

EmailMarketing Webinars

GoodContent

OnlineAds

BusinessGoals

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CRM

Leads

Traction

Results

Jet Setter

All your digital marketing activities are working smoothly. The numbers show a positive trend. You are achieving your online goals, and leads are coming in at a considerable pace. The CRM is in place, and the sales team takes immediate action on the relevant ones. As new initiatives come up, your digital marketing team can quickly move to create landing pages, campaigns and social activities around it to create traction, and desired results. Many of the activities are automated, and you can consider adopting a full-fledged marketing automation tool.

Recommendation

You are doing well. Do review if your online goals have remained the same, while the business goals have shifted. Maybe new geographies are being targeted, new products are coming up, new customer segments are being evolved. Your team has to stay on top of such changes and redo the online strategy, and change the execution plan, as new goals are decided upon. Also, watch out for great new tools hitting the market that can optimize your costs. So be sure to channel some of your team’s time to explore new technologies.

Write to us at business@niswey.com to start the conversation. Or call 011-41024852.

WHAT NEXT?To help you figure out how to get the best out of the digital marketing phase you’re in, Niswey can do a full audit of your online presence and digital marketing readiness. And give you the right recommendations for the way forward.

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