Given the modern era we’re living in, the more information you have, the richer you are. For this reason, the importance of gathering and focusing on the right data can’t be overstated. Sometimes, your digital marketing strategy can seem amazing at first. But as soon as the early results come in, all you see is failure. Digital marketing is an exciting niche, but it requires a lot of planning to prevent unwanted results. Fortunately, there are several signs that can tell if your strategy is focusing on the wrong data. Let’s learn something about these impediments and what to do about them.Simply having data, regardless of its volume, won’t do much for your strategy. Click To Tweet
1. No clear goals set
Without setting straightforward, easy-to-follow goals, different members of your team can easily be working towards different, even contrasting outcomes. For instance, there could be a world of difference between a marketer’s and a copywriter’s vision of success. If you don’t know what it is that you should all be focusing on, then your digital marketing strategy and goal setting can turn into a mere assumption – and we all know that assumptions rarely yield effective outcomes.
Marketing a product or service without the right digital marketing data is extremely hard (and often frustrating, for that matter), yet the vast majority of marketers lack the information needed to successfully complete this type of project before they start. Knowing what the goals are, why you are doing what you are doing, and how your actions will affect the outcomes allows you to develop an effective closed-loop approach that will help you to better align your entire team on the project.
2. Not Seeing Real Improvements in Metrics
Digital marketing data is omnipresent, and that can be both a good and a bad thing. It is true to say that plenty of data gives you hard stats on your performance, but at the same time, you can quickly get overwhelmed with all that information. If you want to see tangible improvements in relevant metrics, it is essential to know what data is the right data and how to use it.
The ability to easily identify what you need to focus on and track will allow you to appropriately apply the metrics you have collected. Your metrics should representative of your goals, as in this way you are much more likely to focus on improving the numbers that matter.
SEO metrics tools as Google Analytics, Ahrefs and SEMRush provide you with a wealth of information that can be useful for measuring your site’s performance by following such key indicators as organic traffic, clickthrough rate (CTR), domain authority (DA), keyword rankings, new backlinks and referring domains, page speed and, ultimately, conversions.
Aside from the straightforward ways to measure the impact of your digital marketing strategy, which provide you with a general idea of the experience your website offers, employing usability testing tools will allow you to track how users interact with individual pages on your site, helping you detect any usability issues and explaining user behavior. If you notice, for instance, that a number of clicks on a page are going towards less-important areas, this is an obvious sign that the page isn’t designed to encourage conversions.
3. Lack of uniqueness
If you lack the right digital marketing data to follow, the chances are you’ll be looking for some sort of guidance among your competitors. Yet, just because your competitors are doing something doesn’t necessarily mean it’ll be effective, as they rarely have everything figured out the way it should be, and this is where you want to make yourself stand out, not simply conform and blend in.
Your marketing strategy should not be built around how your customers and/or prospects interact with your competitors – but with you. Once you really know your audience and are capable of collecting the right, customer-centric data from your data-driven personas, you can start developing more accurate iterations of your marketing assets and truly differentiate yourself.
Creating a serious volume of well-researched, relevant content and promoting it on the right channels will considerably reinforce your strategy. For this reason, your marketers and copywriters should work in complete unison to come up with solutions that fully align with your goals.
As you can see, simply having data, regardless of its volume, won’t do much for your strategy. Knowing exactly what indicators to follow and reacting promptly when anything strays off course will get you much closer to sweet digital marketing success.
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