The summer holiday season is now upon us. For a B2B based company, it’s a time when contacts are away and business can be a bit quieter. So rather than let the days slip by in a daze, why not take the opportunity to review your digital marketing strategies and make some tweaks? If you like the sound of that, here are a few ideas to get you thinking…
How about a data audit?
Many a well-planned digital marketing plan has fallen at the data hurdle. If you haven’t segmented your data properly, or indeed gathered the best information in the first place, your campaigns may be reaching out to the wrong audience each time. The summer lull, therefore, is the perfect time to review the situation. So what should you do?
- Find out what data your business actually holds – You probably have a nicely established CRM system already operating which holds a whole host of interesting contact data. But are there any other places your business holds some golden nuggets of information? Employee contacts. Ecommerce data. Social media interactions. Notwithstanding the responsibilities businesses now have under GDPR, every piece of information is gold dust and shouldn’t be wasted.
- Ask your staff what contact details they have – CRM systems are only as good as the accuracy of the data input in the first place. If people are interacting on email such that those interactions never get logged anywhere else, you could be losing out on valuable recipient details for your next email campaign.
- Work out if your data can do more for you in the future – If individuals have shared their birth dates with you, and given you permission to use that information to contact them, are you making use of that? And in addition to that, are you also using that information to better understand the demographic of your database?
Are you making the most of marketing automation?
Marketing automation software has become a marketer’s dream. Carefully specified applications that focus on specific areas now perform many of the repetitive tasks that a poor marketing assistant would have fallen asleep doing in the past. And they perform those tasks faster and more accurately too. Now, by mixing and matching different marketing automation techniques, the segmentation of data can be more targeted and personalised than ever before. Imagine:
- Retaining more existing customers
- Further raising consciousness of your brand(s) and product(s)
- Engaging with your customer base through personalised, relevant content
- Boosting customer loyalty
- Tracking on-site and off-site behaviour
- Reducing your transaction costs through account based marketing
- Integrating all your business systems to make best use of your data
- Integrating your software with your social media platforms
At their heart, marketing automation platforms are heading towards being rule-based intelligent systems that enable a business to build deeper, real-time relationships with each customer. Well-built systems are already able to detect shifts in customer behaviour. And this in turn enables a business to respond quickly to the changes in customer dynamics. The emphasis is increasingly leaning towards customer satisfaction and loyalty, and that can only be good news.
Is there more you can do with email?
This summer, why not ask yourself what’s changed within your business? Review what’s shifted re brand perception to ensure that each product is still being catered for under the current digital marketing plan you’re pursuing. If you’d like to conduct an audit of your email strategy, it’s worth considering the following aspects:
- Are you tailoring your messages specifically to an individual’s tastes and interests?
- Do you know your subscribers well enough to be able to tailor your content to their tastes and interests?
- How are your campaigns comparing with the same time periods the previous year?
- Do you have a clear idea of what you’re trying to achieve?
- Have you made the most of A/B testing?
- Are you tracking engagement and adjusting your campaigns accordingly?
Do you need to review your web approach?
Mobile First is not a strategy any marketer can ignore now. Have you adopted a Mobile First strategy yet? Mobile First design focuses specifically on getting things right on smaller mobile devices first, with the aim of then adapting that design to scale up to work on larger screens if required.
Why is this important? It matters because mobile browsing HAS overtaken desktop browsing. Interacting. Buying. Reading. Engaging. It’s all happening on mobile devices first. And even more importantly, Google has adopted a mobile-first strategy within its algorithms too. If your site doesn’t display or work well on a mobile device, Google will know and mark you down for it. Mobile is here to stay, and every business now needs to make adjustments to ensure it isn’t losing ground.
So, what do you reckon? Is it time to review your digital marketing strategy over the summer lull so that you can kick-start a boost to the second half of the year? If that sounds like a plan, give us a ring. We’d be delighted to take your thoughts further in the right direction.