Tag Archives: KPIs

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How to make sure your social media marketing is on track for 2018

A new year brings new challenges in social media marketing. Luckily, this is the best time of the year to review your social strategy.

2018 is officially here and this means that we need to plan our social media strategy for the year ahead. Every new year requires the necessary adjustments to ensure that we’re still using every social platform effectively.

If your social media marketing didn’t go as planned in 2017, this is the perfect opportunity to analyse what went wrong.

If you had a successful year with your social strategy last year, then you can still explore new ideas and achieve further success in 2018.

We’ve created a checklist to help you review your social media marketing and keep on top of the latest trends.

1. Analyze audience

Are you reaching the right audience? A closer look at Audience Insights on each platform can help you understand if you need to expand or narrow down your reach.

2. Analyze the platforms that you’re using

Use your insights from the past year to assess the effectiveness of each platform in reaching your goals. You don’t have to be active on every social network if it isn’t working for you – now is a good time to assess if you want to dial it back on certain platforms, or even stop using them altogether.

3. Measure your existing ROI

What’s your current social media ROI? Is it where you need it to be? Analyse your return on investment and get ready to set your expectations for 2018.

4. Review KPIs

Do your KPIs fit your goals for 2018? Now is a good time to update your KPIs if you want to change your social media marketing and strategy. Use your last year as a benchmark and aim for more ambitious, yet still realistic, targets.

5. Organize your new social calendar

It’s the right time to plan ahead and update your social calendar with the upcoming campaigns. Save time during the year by keeping an overview of what’s coming up.

6. Review the frequency of your social posting

Are you creating enough content? Do you create too much? Explore whether you need to focus on quality rather than quantity.

For example, Twitter may need more content than Facebook or Instagram, but you should still test whether your posts lead to the desired level of engagement. If not, reducing their frequency might lead to more people interacting with the posts you do make.

7. Mix up your content

Are you creating different content types? Maybe you can make 2018 the year that you invest in video, or experiment with GIFs in your brand marketing. Mixing up your content types can liven up your social presence, as well as taking advantage of the trend towards more visual content on the web.

It doesn’t have to create more work for you – some smart repurposing of your existing content can convert it into different formats without much additional effort.

8. Align social media with UX

If you’re using social media as a means of funneling people onto your website, whether through paid social media or organically, remember that the user experience of the destination is just as important as crafting the right campaign messaging.

If you want to bring new people to your landing pages, you need to make it as easy as possible for them to navigate and proceed to the next steps.

9. Optimize your social content for SEO

Social media may not be an official ranking factor for SEO, but it can still contribute to your authority. Build your social presence, aim for engagement and add genuine value to your content.

10. Involve social media in your marketing funnel

As social reporting becomes more advanced, it’s easier to analyse whether social media brings you any conversions. Add to your new year’s resolutions to improve your ROI and improve the number of conversions that come from social media. A closer look at the leads’ journey will help analyse how social media contribute to your marketing goals.

11. Align social media with your business goals

Is your social presence reflecting your goals? If your marketing strategy is focusing this year more on engagement rather than awareness, how can you use social media to reach this goal?

Also, if your business needs to improve sales, how can you use social media to make it the first point of contact for potential leads? If you start aligning your social media marketing with your business goals, you can reduce the likelihood of wasting your time with your social posts.

The major social media trends of 2018

If we had to predict the biggest trends in social media for 2018, we’d focus on these:

The (continuing) rise of Instagram Stories

Instagram has seen great growth in 2017, and all the latest features indicate that it’s gearing towards an even more successful year. As it’s already one of the most popular platforms for users, brands are flocking there to make the most of its engagement.

Appealing visual content will be crucial, especially after Instagram’s decision to get rid of the chronological news feed. This means that brands need to try harder to show up in users’ newsfeeds.

The biggest bet of the year for Instagram is Stories and their impressive growth over the past year. There have been more than 300 million daily active Stories users and many brands have already experimenting with campaign promotion through Stories.

What makes this feature even more interesting now is the fact that Instagram has recently introduced “Highlights”, which allows users to retain their Stories for more than 24 hours. For marketers, this means that if you feel that a particular story could be used for a longer period, whether it’s for engagement, product promotion, or a live coverage, then you can highlight it to showcase it on your profile.

As Stories were designed as an ephemeral feature, it will be interesting to see if their popularity remains now that is no longer the case. However, for brands, Highlights provide a great opportunity to benefit from this engaging feature over a longer period of time.

Video marketing

Video content has been used quite extensively on social platforms during 2017. As more tools show up to simplify the creation of video content, 2018 is a great year to be investing in video.

The best videos combine eye-catching visuals and an engaging narrative to grab the user’s attention and keep it for a longer period than text and even images can achieve. However, just because you’ve produced a video doesn’t necessarily mean you can achieve this.

It’s important to keep in mind that most successful videos are:

    • Short
    • Use captions
    • Capture the audience’s attention from the first seconds
    • Tell a story to keep the audience interested

Moreover, it might be a good idea to experiment with videos of different lengths to test what works better for each platform. Different social audiences respond to different types of content, and you don’t have to post the same video on every single network.

How about creating a full-length video and splitting it accordingly for every social platform?

Augmented reality as part of social media

How to make sure your social media marketing is on track for 2018

During 2017, we’ve seen the rise of Augmented Reality in social media, with Snapchat and Instagram investing in filters and fun yet engaging features. Snapchat is already monetizing its AR Lenses by making them available to brands, and Instagram is sure to quickly follow suit.

Moreover, we predict that 2018 will be the year that it becomes much easier to create AR content. Facebook has already introduced AR Studio, and Snapchat has launched their own Lens Studio, in a bid to facilitate the creation of AR content on their platforms.

Both are aiming to make AR content accessible to a wider audience, increasing the opportunities for engaging content. As with Pokemon Go, more brands are ready to explore how AR can improve their digital strategy and we’re expecting more successful use cases during 2018.

Chatbots for customer service

How to make sure your social media marketing is on track for 2018

Facebook’s chatbots have also seen growth in 2017, with more than 100,000 monthly active bots now in use across the site.

Despite some initial concerns by marketers as to whether a bot can be used as part of a social strategy, more brands have quickly realised that a successful bot can improve customer service. Whether it be to provide information, answer questions, or allow customers to more easily place an order, there are several ways to involve a bot in your digital strategy.

However, while bots can save you time and be helpful, it’s equally important to maintain a human element in your interactions. Many brands have seen success with a hybrid strategy of letting bots deal with straightforward queries, and passing the interaction on to a human agent if it requires more intricate handling.

Overview

All in all, social media marketing in 2018 is a much more complicated beast, a far cry from the days when we would count Likes as an indication of success.

From social video to ephemeral content, augmented reality to intelligent chatbots, the components of social media marketing are unlike any other marketing channel, and as such they require a thorough knowledge of the overarching trends and how to apply them, an understanding of the different platforms, specific goals and dedicated tracking of the important metrics.

A closer look at the latest trends now will save you time spent trying to decide where to focus your efforts further down the line. Of course, this doesn’t mean that you can’t pivot and readjust your priorities at a later stage. Take advantage of the start of the year to get ready for another successful year in your social media marketing efforts.

Screen-Shot-2017-12-27-at-00.01.09-1024x606.png

How to make sure your social media marketing is on track for 2018

A new year brings new challenges in social media marketing. Luckily, this is the best time of the year to review your social strategy.

2018 is officially here and this means that we need to plan our social media strategy for the year ahead. Every new year requires the necessary adjustments to ensure that we’re still using every social platform effectively.

If your social media marketing didn’t go as planned in 2017, this is the perfect opportunity to analyse what went wrong.

If you had a successful year with your social strategy last year, then you can still explore new ideas and achieve further success in 2018.

We’ve created a checklist to help you review your social media marketing and keep on top of the latest trends.

1. Analyze audience

Are you reaching the right audience? A closer look at Audience Insights on each platform can help you understand if you need to expand or narrow down your reach.

2. Analyze the platforms that you’re using

Use your insights from the past year to assess the effectiveness of each platform in reaching your goals. You don’t have to be active on every social network if it isn’t working for you – now is a good time to assess if you want to dial it back on certain platforms, or even stop using them altogether.

3. Measure your existing ROI

What’s your current social media ROI? Is it where you need it to be? Analyse your return on investment and get ready to set your expectations for 2018.

4. Review KPIs

Do your KPIs fit your goals for 2018? Now is a good time to update your KPIs if you want to change your social media marketing and strategy. Use your last year as a benchmark and aim for more ambitious, yet still realistic, targets.

5. Organize your new social calendar

It’s the right time to plan ahead and update your social calendar with the upcoming campaigns. Save time during the year by keeping an overview of what’s coming up.

6. Review the frequency of your social posting

Are you creating enough content? Do you create too much? Explore whether you need to focus on quality rather than quantity.

For example, Twitter may need more content than Facebook or Instagram, but you should still test whether your posts lead to the desired level of engagement. If not, reducing their frequency might lead to more people interacting with the posts you do make.

7. Mix up your content

Are you creating different content types? Maybe you can make 2018 the year that you invest in video, or experiment with GIFs in your brand marketing. Mixing up your content types can liven up your social presence, as well as taking advantage of the trend towards more visual content on the web.

It doesn’t have to create more work for you – some smart repurposing of your existing content can convert it into different formats without much additional effort.

8. Align social media with UX

If you’re using social media as a means of funneling people onto your website, whether through paid social media or organically, remember that the user experience of the destination is just as important as crafting the right campaign messaging.

If you want to bring new people to your landing pages, you need to make it as easy as possible for them to navigate and proceed to the next steps.

9. Optimize your social content for SEO

Social media may not be an official ranking factor for SEO, but it can still contribute to your authority. Build your social presence, aim for engagement and add genuine value to your content.

10. Involve social media in your marketing funnel

As social reporting becomes more advanced, it’s easier to analyse whether social media brings you any conversions. Add to your new year’s resolutions to improve your ROI and improve the number of conversions that come from social media. A closer look at the leads’ journey will help analyse how social media contribute to your marketing goals.

11. Align social media with your business goals

Is your social presence reflecting your goals? If your marketing strategy is focusing this year more on engagement rather than awareness, how can you use social media to reach this goal?

Also, if your business needs to improve sales, how can you use social media to make it the first point of contact for potential leads? If you start aligning your social media marketing with your business goals, you can reduce the likelihood of wasting your time with your social posts.

The major social media trends of 2018

If we had to predict the biggest trends in social media for 2018, we’d focus on these:

The (continuing) rise of Instagram Stories

Instagram has seen great growth in 2017, and all the latest features indicate that it’s gearing towards an even more successful year. As it’s already one of the most popular platforms for users, brands are flocking there to make the most of its engagement.

Appealing visual content will be crucial, especially after Instagram’s decision to get rid of the chronological news feed. This means that brands need to try harder to show up in users’ newsfeeds.

The biggest bet of the year for Instagram is Stories and their impressive growth over the past year. There have been more than 300 million daily active Stories users and many brands have already experimenting with campaign promotion through Stories.

What makes this feature even more interesting now is the fact that Instagram has recently introduced “Highlights”, which allows users to retain their Stories for more than 24 hours. For marketers, this means that if you feel that a particular story could be used for a longer period, whether it’s for engagement, product promotion, or a live coverage, then you can highlight it to showcase it on your profile.

As Stories were designed as an ephemeral feature, it will be interesting to see if their popularity remains now that is no longer the case. However, for brands, Highlights provide a great opportunity to benefit from this engaging feature over a longer period of time.

Video marketing

Video content has been used quite extensively on social platforms during 2017. As more tools show up to simplify the creation of video content, 2018 is a great year to be investing in video.

The best videos combine eye-catching visuals and an engaging narrative to grab the user’s attention and keep it for a longer period than text and even images can achieve. However, just because you’ve produced a video doesn’t necessarily mean you can achieve this.

It’s important to keep in mind that most successful videos are:

    • Short
    • Use captions
    • Capture the audience’s attention from the first seconds
    • Tell a story to keep the audience interested

Moreover, it might be a good idea to experiment with videos of different lengths to test what works better for each platform. Different social audiences respond to different types of content, and you don’t have to post the same video on every single network.

How about creating a full-length video and splitting it accordingly for every social platform?

Augmented reality as part of social media

During 2017, we’ve seen the rise of Augmented Reality in social media, with Snapchat and Instagram investing in filters and fun yet engaging features. Snapchat is already monetizing its AR Lenses by making them available to brands, and Instagram is sure to quickly follow suit.

Moreover, we predict that 2018 will be the year that it becomes much easier to create AR content. Facebook has already introduced AR Studio, and Snapchat has launched their own Lens Studio, in a bid to facilitate the creation of AR content on their platforms.

Both are aiming to make AR content accessible to a wider audience, increasing the opportunities for engaging content. As with Pokemon Go, more brands are ready to explore how AR can improve their digital strategy and we’re expecting more successful use cases during 2018.

Chatbots for customer service

Facebook’s chatbots have also seen growth in 2017, with more than 100,000 monthly active bots now in use across the site.

Despite some initial concerns by marketers as to whether a bot can be used as part of a social strategy, more brands have quickly realised that a successful bot can improve customer service. Whether it be to provide information, answer questions, or allow customers to more easily place an order, there are several ways to involve a bot in your digital strategy.

However, while bots can save you time and be helpful, it’s equally important to maintain a human element in your interactions. Many brands have seen success with a hybrid strategy of letting bots deal with straightforward queries, and passing the interaction on to a human agent if it requires more intricate handling.

Overview

All in all, social media marketing in 2018 is a much more complicated beast, a far cry from the days when we would count Likes as an indication of success.

From social video to ephemeral content, augmented reality to intelligent chatbots, the components of social media marketing are unlike any other marketing channel, and as such they require a thorough knowledge of the overarching trends and how to apply them, an understanding of the different platforms, specific goals and dedicated tracking of the important metrics.

A closer look at the latest trends now will save you time spent trying to decide where to focus your efforts further down the line. Of course, this doesn’t mean that you can’t pivot and readjust your priorities at a later stage. Take advantage of the start of the year to get ready for another successful year in your social media marketing efforts.

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The 10 Most Important PPC KPIs You Should Be Tracking by @ChandalN

It’s important to report on PPC performance indicators that make sense. Here are 10 essential KPIs for PPC.

The post The 10 Most Important PPC KPIs You Should Be Tracking by @ChandalN appeared first on Search Engine Journal.

How to ensure you ask the right questions of your data

Our team at Google recently talked to web analysts who say they spend half their time answering basic analytics questions for other people in their organization.

In fact, a recent report from Forrester found 57% of marketers find it difficult to give their stakeholders in different functions access to their data and insights.

To help, our team at Google recently launched a new feature in Analytics to help you better understand “what happened?” questions of your data, such as “how many visitors to my site from California arrived via paid search?”

But the right “why and what next” questions are not always so easy to consider, let alone answer. Posing the wrong questions wastes precious time, and with only so many hours in the day to use your data effectively, you need to become really skilled at knowing what questions to ask when analyzing results so you find answers that are actionable and relevant.

Let’s go through some ways you can get better at this.

1. Have the right objectives and KPIs established before your team begins executing

I’ve advised countless companies on measurement planning over the years, and continue to stress the importance of this both online and at events.

If you haven’t conducted measurement planning and established what your success metrics are up front, get started today. Without this, you will never ask the right questions of your data because you’ll always be boiling the analytics ocean instead of focusing on the metrics that really matter.

Establishing objectives and KPIs is the best thing you can do to ensure you always ask relevant questions that lead to actions that will actually be taken, and which are aligned with your business. 

2. No analysts work in a silo; know what all your different teams are doing

If you are sitting in your analyst ivory tower all day, ultimately you will ask questions you think are interesting, but perhaps not ones which have answers your team cares about, or even really impact your business.

Don’t be isolated; rather, spend time with your different teams so you have your finger on the pulse of their projects and goals – you will then be far better positioned to help them.

3. Automate your reporting so you can spend more time asking questions of data

Updating custom dashboards, spreadsheets, and reports manually is a time-consuming process. It’s also one no one really enjoys doing.

Sure, it’s quicker to do it once, but over time, automation will save you a lot of effort, effort which is better spent asking questions of your data to tease out meaningful insights to inform your marketing.

In a previous column on ClickZ, Search Engine Watch’s sister site, I outlined some ways to get started with automating dashboard updates in order to focus your time on analysis.

4. Executive summaries of your dashboards shared with your team are a chance for real-time feedback

As I’ve shared before in my piece ‘Five steps to report marketing results like a boss‘, never send a dashboard without an executive summary outlining the main takeaways.

Your summary inevitably will include insights from questions you asked of your data when reviewing the visualizations and trends. And this summary in turn will almost always generate responses from those who you have the dashboard tailored for – all too critical for us as analysts to close the feedback loop on our analysis. Don’t ignore it.

5. Don’t waste too much time on unanswerable questions

We’ve all been there when a team member asks you a question about an outlier in a given month. Maybe you had a huge spike in high bounce traffic you can’t seem to find a reason for.

Usually in these such cases it didn’t matter anyway, other than satisfying someone’s curiosity – but you could spend hours on end going down the rabbit hole to try and determine why something happened that might not have been that important in the first place.

In my experience nearly all the “unanswerable” questions end up being ones which didn’t matter much anyway.

6. Educate your wider marketing team on the data sources your company has access to

Without knowing what it is your analysis tools are capturing, you can’t meaningfully ask good questions. So as part of onboarding new team members be sure you educate them on what data sources you have access to.

The other benefit on educating your team is if someone senior like your CMO asks a question beyond the scope of your current reporting capabilities, it can be a good opportunity to research how you might answer that question and potentially ask for an increased budget if required (something we all want more of).

What your paid search KPI says about you

Every advertiser measures success based on key performance indicators (KPIs) that they deem relevant. Columnist Andy Taylor asks, What do your chosen KPIs say about your priorities?

The post What your paid search KPI says about you appeared first on Search Engine Land.



Please visit Search Engine Land for the full article.

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Content Marketing KPIs & Metrics: 15 Important Considerations by @robgarner

These 15 considerations should be top of mind when you and your organization are establishing content marketing KPIs and metrics.

The post Content Marketing KPIs & Metrics: 15 Important Considerations by @robgarner appeared first on Search Engine Journal.

SearchCap: Google Home Services ads mobile, live popular times in Maps & SEO KPIs

Below is what happened in search today, as reported on Search Engine Land and from other places across the web.

The post SearchCap: Google Home Services ads mobile, live popular times in Maps & SEO KPIs appeared first on Search Engine Land.



Please visit Search Engine Land for the full article.

Setting SEO KPIs for small manufacturing websites

Columnist Dianna Huff shares her process for helping businesses determine, set up and measure key performance indicators (KPIs) for their SEO campaigns.

The post Setting SEO KPIs for small manufacturing websites appeared first on Search Engine Land.



Please visit Search Engine Land for the full article.

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What to Do When Rankings and Social Share Reports Don’t Work by @joegriffin

In the wake of ranking fluctuations due to personalization and geography and the loss of Twitter share counts — and potentially, Facebook share counts — marketers are struggling to find meaningful KPIs to report on. Let’s look at more compelling metrics to consider, as well as tips on how to get them.

The post What to Do When Rankings and Social Share Reports Don’t Work by @joegriffin appeared first on Search Engine Journal.

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How to create an effective digital marketing strategy

A digital marketing strategy is important for every business seeking further growth, but how can you create an effective one?

More and more businesses jump onto the digital marketing bandwagon, hoping to achieve bigger goals, but even in 2016, not all of them start by creating a digital marketing strategy.

According to Smart Insights, 47% of businesses don’t have a set plan or strategy for their digital marketing efforts and this may affect their long term goals. Even the smallest business using digital marketing needs to document its strategy, in a way that it will help keep track with the objectives and their results.

What is a digital marketing strategy?

It may sound scary to hear that you need to create a strategy from scratch, but in fact, it’s simpler than it seems. A digital marketing strategy is the plan for your next steps, and it helps you make your efforts more effective.

There’s no need to see it as a big and terrifying process, but rather as a series of activities that will bring you closer to your set goals.

Once a business gets into planning its digital marketing actions, it’s already closer to achieve its objectives, as the strategy serves as the reminder on what still needs to be performed.

For example, even if a business starts with the objective of increasing leads during the year, a simple digital marketing strategy is turning an abstract goal into a measurable plan, highlighting the steps that need to be followed until the strategy is effective.

Five steps to an effective digital marketing strategy

1. Define 

The first step is to define the goals for your business in a way that you become aware of the next steps needed to achieve them.

  • What does your business want to improve?
  • How can it turn the plan into action?

A series of questions can lead to the right answers, or even create new questions that you may not have thought at first. This will give you a better understanding of how a digital marketing strategy can help you, providing the motivation to continue working towards your business’ growth.

2. Analyse 

Analysis should help you learn more about your:

  • audience
  • business
  • goals
  • existing assets

It may be a good idea to start by creating buyer personas, a sample of the customers you are trying to reach. The analysis of their profiles, their needs, their expectations can help you reach them more effectively, so there’s no need to ignore this step.

You can also start by analysing your existing assets and the digital marketing channels to find what you have already achieved, what works, and what can be improved.

Owned media

This refers to the digital assets that your business owns. It includes your website, your social presence, your blog, your visual content and anything else that belongs to your business.

Your owned channels are a vital part of your digital marketing strategy, as they are the starting point for your existing presence and what can be achieved while growing it.

Earned Media

Earned media refers to what you have gained from others about your business and it may include reviews, mentions, shares, PR coverage, guest posts and anything else that was earned through word-of-mouth.

An analysis of your most successful earned media can offer a great understanding of your next steps regarding your digital marketing strategy and how to reach your goals through the most effective sources.

Paid Media

Paid media refers to what you have acquired through paid promotion and it may include Google AdWords, paid social posts, native advertising and anything else that included an increased visibility through an additional payment for it.

Use each platform to analyse its success and decide on which ones to focus on, depending on the goals, the budget, or the effectiveness of each one.

3. Plan 

The documentation of the goals and the existing assets leads to the actual planning of the digital marketing strategy.

  • How can you turn the goals into actions?
  • What are the main priorities once you start with digital marketing?
  • Which channels should you use?
  • How many members will your campaign need?
  • Can you describe both your short and long term goals?

A digital marketing calendar can be useful to help you with the planning of your next steps and it may also help you track the milestones of your efforts and the pending actions for each campaign.

Moreover, there are many types of plans that can facilitate your digital marketing strategy, with each one having a different use:

  • Weekly and daily operational plans
  • Campaign plans
  • Annual plans
  • Long-term vision

Each plan contributes towards your ultimate goals and even if it seems time consuming to create them, the rewards may help your business stand out from its competitors.

According to Smart Insightsonly 32% of businesses create an annual plan for digital marketing, and the percentage is even smaller (10%) when counting the ones that think of a long term plan.

This may be justified by the constant changes in digital marketing, but it may still be useful to set a draft plan for the years ahead to help your business have a broader goal in mind.

How to create an effective digital marketing strategy

4. Execute 

This is the step where planning becomes action. The more detailed the plan, the higher the chances to to enjoy its execution and avoid any surprises.

When a campaign is ready to launch, the team should be ready to collaborate to complete the tasks and ensure that the goals will be met. Previous planning is always useful, but this doesn’t mean that it should be followed in every detail.

During the execution of your digital marketing strategy, there should always be room for experimentation, creativity, or even reaction if there’s a last minute change.

  • Is there a channel that doesn’t work as you expected?
  • Did you find a new opportunity that could benefit your campaign?
  • Is there any change to your set goals?
  • Do you really know your audience?

If you’re hesitating for any of the above questions, you can still adjust your digital marketing strategy during its execution, provided that all the team is flexible to proceed to the necessary changes.

5. Measure

The measurement of your digital marketing efforts can occur in every stage, from the planning and the definition of the KPIs, to the execution and the analysis of what works and what needs to be improved.

There’s no need to measure the actions that do not bring you closer to your goals, which means that you should focus on the metrics that can help you understand whether your plan is closer to be successful. This may even lead to a confusion, or a misinterpretation of what is considered as successful measurement, leading to wrong conclusions.

For example, if your initial goal is to increase the quality leads, but you eventually realise that your Facebook videos have increased your Page’s engagement, then this may bring the false assumption that you’re closer to your goal. Although this successful measurement can gradually help you increase your leads (through a series of steps), it’s not a metric that you’d initially set when seeking for new leads. Thus, you can either shift your focus on more relevant metrics, or think outside the box on how an unexpected success can bring you closer to your goal.

A clear definition of your KPIs can help you measure your digital marketing strategy and analyse what brings you closer to your goals and what needs to be improved.

Takeaway

How to create an effective digital marketing strategy

A digital marketing strategy can be the first step towards bigger plans for your business, provided that you invest the time and the budget on it.

In fact, by the time you understand that you need to create a digital marketing strategy, you’re already closer to your goals.

Not every business makes the effort to document a digital marketing strategy, as it may be easier to dive into its implementation and see how it goes, but it’s the initial planning that will guide you through the process, reminding you that every stage serves its own purpose.