Nothing is set in stone, but at the time of writing (early June 2021), there is hope across the business world that life post-covid is due to return to normal.
People are returning to work. People are shopping. Buying. Spending their money. People are considering taking risks – professionally and financially – as the world opens up and we slowly gain the confidence to mix and venture out.
As the world slowed down, you may have checked out of your digital marketing. Naturally, other important matters grabbed your focus. Furloughs, reassuring clients, and setting up home offices.
You’ve most likely used this past year to take stock of your business – what went well pre-2020, where is the business stuck, and what vision do you have for your business’ future?
As you begin to put your new creative ideas to work, it’s never been more critical to ensure your digital marketing is performing to the max and supporting your business as it seeks to find new leads and conversions.
Work through our handy checklist to see where you need to analyse and update your digital marketing to-do list.
Digital Marketing Checklist
1. MAKE A PLAN!!
You NEED to have a post-lockdown marketing plan/strategy. It really is worth the time it will take.
Perform a SWOT analysis on your business – Strengths, Weaknesses, Opportunities, and Threats – and assess how you can increase engagement as people return to work and spend less random time on social media.
There will be new peak periods so understand when these are and re-evaluate your advertising strategy.
2. Scrutinise your SEO
SEO or Search Engine Optimisation is a process of improving your site to increase your ranking position in search engines, in turn this will improve the quality and quantity of website traffic to your website from search engines.
So, if your SEO is good, potential customers who are in need of your products or services are more likely to find you as your website will rank better.
To check your SEO is up to scratch, you can use an on-page SEO checker to analyse your website. Here are some useful tools you can use, for free, today:
https://developers.google.com/speed/pagespeed/insights/
https://www.seoptimer.com/
https://gtmetrix.com/
3. Review and Analyse your Facebook and Google Ads
Advertising is at the heart of good marketing. With successful ads you can expand your market and increase your sales. With the worldwide population on the internet, it’s an area you can’t afford to ignore.
This is an ideal moment to stop and review the ads you were running pre-pandemic and look at where you are now. Compare your:
Click through rate
Cost per result
Conversion rate
How have they changed? What learnings can you apply to your future advertising strategy?
4. Rebuild avatars and target audiences
Following the pandemic, your customer avatars and target audience may have changed as your products or services have developed and adapted to this new world. Now is a great time to check in and rebuild your customer avatars and target audience based on your new offering.
Your audience may not have changed but their behaviours and decision making processes certainly have.
How to identify behavioural changes in clients (this will be easiest to monitor in loyal clients):
Analyse their buying habits – what do they need now and why?
Watch client interaction with you, your sales team and on your social platforms
Talk to your clients!! Get in the spirit of mixing and mingling and catch up with those most loyal to you.
What can you do to meet your client’s new expectations? You can show that you’re adhering to government safety rules and guidelines, or promote your new services, products or ways of working.
5. Nurture your email sequences
Email sequences are a great use of automated marketing technology. Automated emails are sent to a specific segment of people on your email list. They are normally trigger-based or time-based, often occurring once someone has subscribed to a mailing list.
Email sequences give you so much value because of the time you save. You can invest a couple of hours updating and refreshing your emails/newsletters/blogs, and the technology does the rest of the work for you.
This is also a great time to target new clients through an email sequence. Work out how your products and services can help people today and put together free guides and articles that you can deliver to them via email over time to build their trust and interest in your company.
6. Is your digital shop up to scratch?
If your website is an ecommerce site, it’s really important to keep your online shop up to date. Especially now people’s shopping habits have changed and more and more people are purchasing online.
Look at your competitors to see if their digital shop is similar to yours. This may spin up new ideas for your shop for a fresh and updated look.
As you can see, it’s important to spend some time on your digital marketing. It could make all the difference to how your business performs in 2021 and subsequent years.
Contact Future Marketing for help and advice on any of the above tasks, or to get your digital marketing up to scratch and ready for the future.[/vc_column_text][/vc_column][/vc_row]
