The number one marketing action you can add to your toolkit is going Digital. Simply put, it’s time to add analytics to your site.
In 2022, you need the 5Ws of marketing:
Who are your customers?
Where are they shopping?
How are they shopping?
What are they buying?
Why are they buying?
Getting analytics on your site will answer most of these questions. Once answered, you are able to make better decisions, create more creative campaigns, and know which tactics to put your valuable time and resources into.
Connect it all.
Your next step is to connect all your platforms into one system. This is where Customer Relationship Management (CRM) enters into your digital world. You need a place where you can view your customers and see their behavior in its entirety, from interest to sales. We are lucky that today’s CRM systems, Capsule, Hub Spot, Marketo, and even your email system can be the beginning of you taking your digital data and turning it into the customer experience that your customers expect when going through their buying process. If you can get all your platforms working together, then sales will increase and close faster. All of these things are now working together to help you gather information and leads.
Where to start.
You start where you want folks to go. If you want Facebook/Instagram to be your sales tool then insights and commerce manager are your best friends. For WNM, its our website. We put everything there and all tactics lead back to there.
Websites now have an analytics feature of the site. As a marketing lead generator, the more metrics the better. So whether you have Wordpress, Wix, Go Daddy, etc, they all should offer analytics. Once you are looking at your data, you can answer your question about time and resources.
The What Now Movement gets most of our views from Facebook so we make sure that we put content on our page and group. The 2nd referrer for us is direct. People are searching for “the what now movement” and we are on the 1st page of Google. So that means, I need to focus on keeping the website up to date and with fresh content. Hence, our new blog that you are reading.
As we start building our LinkedIn strategy we might see that social tactic become the #1 referrer. The key to this is that I look at the analytics and know that we might have to pivot our efforts to LinkedIn.
Ads are great.
Going digital also includes using ads to get the word out about your business. I am a fan of digital ads ( Google, Facebook, LinkedIn, etc.). If you have added analytics to your site, taken time to review, have an understanding of the 5Ws, your ads will be more focused and targeted to your audience. This is what marketing is about, reaching your audience at the right time with the right message.
So just in case, you have read the beginning of this post, if you haven't gone digital in 2021, let's make going digital in 2022 part of your marketing goals for this year.