Mobile, Digital and Social Strategies offer great potential for companies to build brands and develop emotional connection with customers. Embracing digital has never been easier. Digital agencies today provide a host of services that are designed to transform the user experience which in turn promise a boost in revenue.
It’s not a matter of presence anymore; most organizations have a website, Facebook page, LinkedIn page, Twitter stream, company blog and a company network. But without a digital strategy tying it all together, most efforts will fall short and deliver lacklustre results.
Many, however, are not doing it well. How do you know if it’s time to upgrade your digital strategy?Here are some hints that suggest your digital strategy is not in tune with the times and would become obsolete, if you do not act immediately.
1. Organic Search lists you behind your competitor:
You may have a product that can change industry outlook, a category defining service, or a benchmarking innovation, but in today’s digital world you lose nearly 90% of your prospects if you do not show up in the organic results of the search giants: – Google, Bing or Yahoo.
Improve your content to be optimized for search engines. Create strategies to develop user generated and user preferred content, this will automatically move you up in the search list and drive better traffic.
2. Prospects talk about competitors:
When considering a brand during the buying process, before visiting the website or store fronts, prospects look to their peers on social networks to better understand if the products align with their interests, the benefits provided, and the customer service of the brand.
A glance at these interactions on social platforms can give you an idea of how competent your digital strategy is. If brand mentions for your competitors are higher, you need to immediately re-work or re-align your digital strategy.
3. Spending on marketing campaigns always go up:
Customers are hungry for information about prospective brands, but are unwilling to buy manufactured information; instead they turn to original and engaging content to plan their mode of action. Feeding customers with doctored content helps only in increasing the cost of marketing campaigns.
So instead of bombarding customers with ads and pop-ups; focus on creating an engaging and innovative campaign that empowers a customer to let their voice be heard.
4. You are not mobile Optimized
Mobile is a great conduit for targeting and reaching the right customers. A mobile experience that gathers and synthesizes content in the right way to the right audience stacks up conversion rates. Mobile-friendly websites and specific brand promotion apps can reach an on-the-go audience and deliver information the way a consumer expects it.
Location-based services make it possible to deliver content that is relevant and geo-targeted. So optimize mobile services to deliver the best and most personalized experience possible.
5. You are not integrated and consistent
A solid marketing plan will integrate its various components complementing each other into a unified strategy focused on growing your bottom line and building brand image. So if you have a product running different campaign on different platforms and channels in multiple locations, it is the worst thing you could be doing.It is good to target localized and segment customers but the message should always be consistent and a true representation of the brand.
Many organisations have had success running campaigns that lead people back to their website for specific pitching or for other contents, like videos. A traditional ad campaign can be augmented and bolstered with digital marketing if it is integrated across channels and consistent in its communications.
6. Focus moves from customer to numbers and aesthetics
Digital Strategy is not just creating and driving better SEO, SEM, PPC, or SMM campaigns, but like other marketing activities, focus should be on the customer. An integrated digital strategy encompasses all marketing activities plus the user experience component.
When focussed on creating a better Customer UX and touch point, the grace period to yield measurable and quantifiable results would increase, but this is often worth the wait. Be concerned of quantifying your campaigns only if this tends for a longer period or when there is no sign of a gradual increase in traffic or conversions.
7. Your communications are a one-way traffic
It doesn’t matter if you have polished a perfectly crafted campaign to engage with customers if they do not respond back to you. Content runs traffic to your digital presence. But it is not content alone that defines the success metrics. As much as the content, efforts should be put in to develop a user experience that is consistent with user perceptions.
When was the last time you checked the responsiveness of your website? Have you updated your social profiles? What other advertising strategies have you used to drive traffic? Is your conversion rate on par with your competitors?
These are the major signs that I think denotes that your Digital strategy is not in sync with market trends and that its high time you raise the alarm.
As a matter of fact, personally,I would sound the alarm even if any of this occurs why wait for all of it. What do you think? At what point do you sound the alarm? Are there any other signs that suggest your digital efforts are going wrong?
Post in the comments section below, we would love to hear from you.
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