Whether a digital marketing strategy is complete and effective or not depends very much on the preparation steps and the preparation phase is actually a more important part. There are 3 steps you need to do. Name: THREE STEPS FOR PRE-STRATEGY PREPARATION.
1. Assess the situation
Develop a checklist of things that you own by dividing it out based on three core elements raised above. Below is a table of examples so you can imagine:
For example, with Infrastructure, you should review the hosting of the website is currently using, how long the average loading time of the page is, which CMS is used, with CRM or not, what kind of database is used, what the programming language of the website is. For the Analytics, you need to consider what measurement tool you are using, with tracking online to offline or not, use Heatmap or other A/B testing tools or not, whether you own other data demographics of the customers do not. With Content Marketing , you should re-check of how much you are spending for advertising channels, how many blog posts you have each month, how many emails/SMS, get the review or PR articles in the newspaper or not.
Of course, you will actually need more details and information. In fact, this is the step that you will need to spend a lot of time to collect information and making judgments of each element that you collected. You will need to evaluate pros and cons of each factor which is currently available and determine what are the things you can change immediately or the things you will need to have time.
2. Identify metrics
In this step, you need to identify which metrics are important to concern and use as KPI. Contrary to the conventional thinking, sessions, bounce rate, time on site may not be things you should consider. Most people understand that running ads will generate orders / contracts. But what goes on inside that is the important thing.
To let you understand easily, I will use an example of an English center in which the sales process will go from online to offline.
By using advertising, I created 10,000 visits / sessions on this website and if 10,000 sessions have the conversion rate to leads (leave contact information) is 10%, I will get about 1,000 leads. Out of these 1,000 leads, after the system filtered and removed all duplicate forms and incorrect information, there are about 800 remaining leads that qualify and will be called by telesales and invited to the center for further advice on the course. About 50% of them will agree to set up an appointment, ie 400 appointments to the center. Out of 400 appointments, there will only be 200 people shows up. Out of 200 people came to the center for advice, if the consultant is capable of closing the sales of 10%, the center will have 20 contracts.
Thus, from 10,000 traffics, we created 20 contracts. Each step in this process has a certain conversion rate and gradually make a direct impact on the adjacent steps after it. Each step in this transformation is called a micro conversion. These micro conversions are KPIs and metrics that you need to track and evaluate. Hence, leads, appointments, shows, contracts should be your KPI metrics, rather than sessions, bounce rate, time on site.
Knowing every single step in the process will also help you discover the problem part and be able to improve and solve it. For example, if the number of quality leads reduces, it may be due to the current ad settings are not good. If the number of appointment reduces, it may be due to the calling script of telesales has problems or if the conversion rate from the shows to contracts reduce, are salesmen facing with difficulties?
Each enterprise will have a different sales process but the key is you have to understand the whole process and how the transformation situation is in each step of before you can make your digital marketing strategy.
Part 3 of the topic Pre-strategy stage will be presented in the next article.
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