Reflect on Previous Results
Reflection is a powerful tool that helps us identify what worked well and where improvements can be made. By assessing your digital marketing strategy's performance in all areas, including content, SEO, social media, and email marketing, you can garner essential insights into the direction for future initiatives.
Some questions to consider include:
- What were the top-performing landing pages or blog posts?
- What content types were the most successful?
- Which keywords were the most and least successful?
- Which campaigns were the most and least successful?
- What were your open rates like?
- Which CTAs were most effective? Which ones encouraged the most user action?
- How many followers did you gain?
- Were there any noticeable trends in social media followers?
- Which posts were most and least successful in terms of engagement, views, likes and shares and what was the common denominator among them?
- Which post types were most successful?
Understand the Customer Journey
A deep understanding of the customer's journey is instrumental in crafting a successful digital marketing strategy. Remember, attracting a new customer costs five times as much as retaining an existing one. Assess your strategies for nurturing new customers and turning them into loyal, repeat patrons.
Some questions to ask yourself include:
- What efforts are being made to nurture customers?
- What's the retention rate for existing customers?
- How many of your customers are returning customers?
- How can you turn more customers into repeat customers?
- Is there a marketing funnel in place to turn cold traffic into warm traffic?
- Are there systems and processes in place that keep in touch with your existing customers?
- Are there any systems or processes that could be improved or implemented to foster stronger relationships?
- Do you have a way to communicate with your customers regularly?
- How effective are your communication strategies with existing customers?
These questions are just some prompts, we encourage you to dig deeper to uncover insights, opportunities and challenges in the future.
To stay organised, we recommend jotting down these insights or KPIs to refer to at your next reflection - what went well, what didn’t eventuate.
Content and Website Audit
Performing a thorough content and website audit is a vital step in improving an SEO strategy and enhancing user experience. This activity will help you identify any potential issues, such as broken links or missing metadata, that could hinder SEO efforts. It also provides an opportunity to uncover new content ideas based on user preferences and emerging trends.
Optimise the Best Content
By reviewing content performance across various channels, you can identify top-performing pieces. This is often the content that drove the most traffic, led to conversions, and engaged the target audience. Together with an understanding of the latest trends, you can use the information to deduct out what made these content pieces appealing to your target market and replicate it to create more high-performing content. Use these insights to replicate the success by understanding what made these pieces resonate with the target audience. Additionally, consider repurposing successful content into different formats such as infographics, checklists, or podcasts to reach a wider audience or provide a fresh take.
