The beginning of a new year often brings with it the desire to renew and increase the power of one's business, but the desire to open a new business chapter in the immediate future can lead to the launch of improvised projects that are unlikely to prove profitable. In fact, it is always necessary to devote sufficient time to the study of a targeted strategy and just enough data to analyze the performance of the past year.
What of what you have done so far can be improved?
What services or products have your clients appreciated the most? Do you value them enough?
Are the technologies you use allowing you to take full advantage of digital opportunities?
In this article, NetStrategy shares what it has gathered over years of business consulting and recommends 3 actions to take to start the year off great and not get caught up in the euphoria of new projects.
#1: PUT THE FOCUS ON WHAT'S REALLY IMPORTANT
To understand what essential elements should be considered when analyzing the past year's performance, you can take a cue from digital strategy professionals. In fact, in carrying out his work, the marketer is not only responsible for creating value online but also for monitoring the results of the strategies implemented. In a nutshell, the digital strategist is constantly on the lookout for signs of growth or decline of the brand, which is possible because he always monitors the amount of data to which he has access so as not to miss anything. Specifically, the marketer tracks and monitors analytics metrics such as:
Traffic to the site
MQLs, i.e. qualified leads for the marketing section
The users who turned into opportunites, i.e. the likely buyers.
The click-through rate of Call-To-Action
The e-mail opening rate
The bounce rate of the site pages
The average time spent by the user on the pages of the site
These are just some of the data that a marketing agency analyzes every day to recognize the aspects that work best in the strategy implemented and that are expressed in the most important metric: revenue. In fact, the purpose of a digital marketing program is to generate leads and profit for the business: that's why the metrics listed above are important.
But if traffic to your site is stable, neither decreasing nor increasing, and revenue is up 50%, can't you do anything but feel satisfied with the work you've done because it paid off in spite of traffic remaining the same? No, this means that your website is not performing and is not an effective tool for your business. Not investing in optimizing your website leaves room for growth for your more attentive competitors, while your company will not increase its visibility on search engines.
In order to grow your company and ensure new business opportunities, you must take advantage of all the opportunities that digital transformation offers: it is essential to anticipate markets and prepare your company to face any possible crisis, but it is especially important to plan your strategy for change.
#2: GET THINGS IN ORDER
Almost all companies make use of CRM and newsletter sending platforms. Many of them rely on the professionalism of specialized external marketing agencies, while others prefer to manage their contact database in-house. If your company relies on the care of a marketing agency for lead nurturing and marketing automation, you'll have nothing to worry about. If, on the other hand, you're one of those entrepreneurs who prefers to keep contact management and newsletter creation in-house, we have a question for you: are you sure you're taking full advantage of CRM?
Over the years, a system for cataloging and storing information like CRM can become inaccurate, chaotic and disorganized. So many people have access to it, and over time, their input into the emailing system can become problematic. Here are some problems you may be experiencing in your CRM right now:
Inaccurate and incomplete records of contacts in the system, as well as duplicate contacts.
Cluttered and poor file-naming. Poor file-naming causes confusion in the work team and wastes valuable time.
404 errors and redirects on site pages.
CRM saturated with contacts with whom you had an initial relationship (deal) and who have remained outstanding.
Manual lead nurturing solutions instead of faster automated processes.
Irrelevant pages or deals (e-books, downloadable documents, infographics) that should be "retired."
A great practice at the beginning of the year is to clean up your CRM so you have more accurate and efficient metrics and data. To make this activity even more useful you can perform an audit to analyze the data available before and after the "cleaning". If you don't know how to do this you can contact an inbound marketing agency: they will undoubtedly be able to produce it for you.
#3: DON'T GET CARRIED AWAY
Content marketing has two main purposes: to increase the visibility of the website through organic search engine positioning and to generate leads and customers with the content you write. A few years ago when this technique was not yet in its boom those who used it had very high results both in terms of positioning and conversions.
Now the online market is filled with all kinds of content, especially in the English-speaking world, so it's increasingly difficult to rank for certain keywords without a well thought out inbound marketing strategy. It is no longer enough to write interesting articles to gain visibility, but it is necessary to carefully analyze the market and SEO keywords.
We suggest you to stop content marketing activities if they don't bring results to your company, especially if they are implemented in an automated way and without a real strategy. Instead, focus your efforts on content that has already earned a good position online and on content that brings you traffic and conversions:
Update these "unicorn content" with new paragraphs to further increase their performance.
Create content that aligns with the topics covered by your unicorn content.
Create a lead nurturing process that features this content.
To start the new year on the right foot, take a step back and look at the one just past. Analyze the performance of your brand and your products, check the effectiveness of marketing strategies that you have implemented and make room for new projects.
To begin put into practice the advice we have given in this article, while if you want to receive more specific and modeled on your case request a targeted consultation with one of our experts: our goal is to help you start your projects with a bang!