Did You check Your Database, or CMS or CRM?
OK, may be a bit too much tongue and cheek. Seriously though, in the small biz marketing dictionary, D comes first before Advertising. And a digital marketing strategy has opened the eyes of many companies on the value of data.
What tactical tools encompass digital marketing as we know it today?
Here’s our short list.
1. A blog with new ideas in your industry.
2. Content marketing.
3. The web developer’s SEO cheat sheet.
4. Building the ultimate landing page.
5. Creating compelling content.
6. Content distribution strategies for a blog, content marketing, website, advertising and creative offers.
7. The length of all marketing and advertising communications.
8. Google analytics and key performance indicators.
9. Data Driven Marketing.
These nine points are great for any small biz to consume as a mere starting point in the world of digital marketing. Don’t try to get all nine up and running at one time. It’ a good strategy to work into you existing marketing strategy by setting deadlines. Your marketing team will need the time to get it right.
People who read this blog, will note there is a lot of crossover from our direct and customer-centric marketing strategies. Data is leading marketers into the world of digital marketing.
Let’s look at data in context with digital marketing.
If your company is like many small businesses today, you probably have a decent customer-centric marketing (CCM) strategy and using some type of CRM. Customers are at the center of all your marketingactivities. If you have no data, you are warned.
Next, using Google Analytics or another data form, start mapping a customer journey and building better customer profiles. If you are looking for an instructive article about customer segmentation and vertical marketing, check out this post. Remember, close to 20% of your contact list can change yearly.
When using data analytics, the collected and reviewed data will present more ideas on what a customer likes and buys. If you feel your marketing team is lacking in this area, don’t feel alone. You may be lacking the right person. You should have a person who is a problem solver. One who is not afraid to test assumptions. Willing to walk the plank for the company. Try mixing old and new data, examine the balance of the data that you have, it may trigger a few marketing ideas. Even looking at existing customers and past customer behavior, can add other changes to your customer profiles, segments and vertical markets