It's time to refine your digital marketing strategy


3 min

Thursday, October 10, 2019

Don't stick to 'cruise mode', strive for the best by auditing your digital presence. Are you testing and thinking long-term? It's easy to be online, but it's hard to stick-out

In a world where so many brands are getting online, it can be hard for a business to cut through the noise. A marketer’s job is never done, so don’t settle for performance that’s ‘good enough’—strive to be the best. No matter how busy you are, it’s important to pause and take stock of your online activity, you might just find some hidden opportunities.  Not sure what to look for? Here’s 5 questions to ask yourself when auditing your digital presence.

1. Are you A/B testing?

A/B testing is a vital part of any successful digital marketing campaign. A tiny change can reap huge rewards for your traffic, conversion rates or even lead quality. If your campaign isn’t performing well, try changing a part of it. If your campaign is working, introduce a test anyway to ensure you can’t get an even better result. The key is consistently striving to improve. At Frankly we don’t assume we know what’s best, we’ll test multiple options and let the data tell us.

2. Are you thinking too long term?

If you’ve been running a campaign for a while, it can be tempting to become complacent. It’s important to find the balance between long-term goals and a short-term focus. Don’t let dips in performance slip under your radar, even if lifetime campaign performance is trending upwards. Catching problems early can be the difference between a good campaign and a great one. At the same time, don’t give into the temptation of quantity over quality. Focus on the leads that have the highest value for your business.

3. Are you using the right message?

To get the best possible result, try and tailor your message to the audience you’re targeting. Sounds simple, right? Experiment with different copy for men versus women, sports versus music enthusiasts, 65+ versus 20 somethings. Not only that, make sure you’re shaping your message to suit different stages of the buying cycle. If a user has never heard of your brand, try focusing on brand awareness before pushing for the hard sell.

4. Are you missing out on potential revenue?

Retargeting is one of the most valuable (and frequently overlooked) parts of any digital marketing strategy. Just because a user didn’t bite the first time around doesn’t mean they won’t commit to a conversion in the future. This is particularly important if your product can be considered high value. The more risk a user has to take, the longer they are likely to spend before making a decision. Check out our article for more info.

5. Is your website responsive?

If you’ve ever visited a website on your mobile device, only to abandon it when you had to scroll horizontally in order to read the text, then you’ll understand the frustration of a website that doesn’t adapt to the user’s device. In 2015, Google rolled out changes to their algorithm to boost the ranking of mobile-friendly pages in mobile search results. A few years down the track, it’s now more important than ever to ensure your website is responsive. Don’t let a poorly optimised site be the stand-out difference between you and a competitor. In 2019, it’s easy for your business to have a digital presence, but it’s hard to be a brand that stands out. Small tweaks to your strategy can make the biggest difference, even if they’re unfamiliar to you, so consider this your sign to take the risk. You can trust that the data will point you in the right direction.

So, are you ready to kick some goals?

Small tweaks to your strategy can make the biggest difference...
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