Goals Driven Digital Marketing. Let's Audit it, Shall We?

When we are doing digital marketing, and we are expected to drive sales or empower the marketing effort or enable the branding effort.

What does that mean?

It means that we need to drive traffic. Traffic from some where, to your outposts and home bases.

An outpost is your Google Ads on a Google Network. Or your LinkedIn Company page. Or your YouTube channel page.

A home base is your landing page for the campaign. A home base is your website.

Traffic from sources where our target audience congregate.

Is that enough?

No.

You need to create content that the traffic engages.

Is that enough?

No.

You need that engaged traffic to convert to become a subscriber.

A subscriber for more information, kinda form fill to register to your newsletter. Or register for a webinar or downloading a product brochure.

By the way, audience that subscribe for information are not your leads. They are not yet interested in your product offering.

Most often, we treat our subscribers of more information as LEADS, and start bombarding with the sales pitch, which is is a double danger.

One, you will not get the sale. Two, you lost an opportunity to engage in future. The damage is much more, as the possibility of 'Life Time Value (LTV)' is lost.

In fact, if you can understand the subtle and sensitive difference between a 'subscriber of information' and the 'subscriber for purchase', you are in the top percentile of marketers.

Remember, our digital marketing efforts and campaigns have to enable and empower sales, marketing and branding, in that order. Repeat after me, DM should enable and empower our sales, marketing, and branding, in that order.

If you can understand that sequential impact, you would have aligned the customer journey to your marketing funnel and eventually, on the path to build a brand for your product and service.

Let's audit your digital marketing campaigns. Answer these three questions:

• How deep your customer journey goes to ask for a sale? (If does not, you are in the game, not knowing how to score a point)
• How broad is your customer journey to manage your TOFU, MOFU and BOFU? (We mistakenly pursue prospects who are in BOFU than TOFU)
• How are your KPIs are tracked to increase sales, marketing and branding?

If you are a client of a digital marketing agency, you MUST audit the digital marketing effort. You can start with the above questions.

Let's win with digital marketing, one baby step at a time!

Let's be at it!