Are you getting enough ROI from your current in-house digital marketing efforts? Here are some things to consider.
- Are you trying to make everybody a “generalist”? We see a lot of job postings for in-house digital marketing where the ideal candidate must do it all. Paid, social, organic SEO, content writing, WordPress programming, project management. Hey…the digital world has grown up. Specialize in a channel or two and build from there.
- Are you actually measuring success? This starts with a really solid goal. Start with the end in mind and work backward. If you want to double e-commerce revenue, that means either doubling traffic or doubling conversions – or both. Pick strategies to address both of those areas and numbers to track success or failure.
- Are you missing any key channels or strategies? Folks, social media is huge, and it’s time to get off the fence. Facebook isn’t going anywhere and everybody uses it. LinkedIn can drive leads. Google has made some recent decisions that are closing the door to some smaller businesses. Get a content strategy together, and just get moving. It’s like going to the gym. That being said…
- Are you chasing too many shiny objects? You aren’t as late to the game as you fear. If you don’t have a Snapchat strategy yet – don’t worry, they have a lot of growing to do first. It is never too late to work on a strategy and execution with established channels, like Google and LinkedIn.
- Do you need just a little more help? You probably hired employees to run most of your digital marketing programs in order to have a focused team. And perhaps you are saving some money, too. But having an agency around for even a few hours a month, or on a project basis, might provide some new insights. Agencies work with a variety of clients in all kinds of fields. This often leads to some new ways of thinking. And last but perhaps this should be first…
- Is your team happy? Digital marketing can be exciting and fun, but sometimes it can be stressful and monotonous. Make sure your team members are well-suited to their tasks. The simplest way is to simply ask them! “What do you love about your job? What do you not love? What would you like to learn more about?” You can also present opportunities, such as “Our site needs better content. Would you like to give it a shot?”
As always, if you are looking to get some of my thoughts or a consultation, contact us. If you want to hook up on LinkedIn, I pretty much connect with anybody who asks.
