A benefit for those who buy-in and a curse for those who don’t, digital marketing needs to be a fluid and continuous effort to achieve impressive returns (or to more realistically not lose money). No matter your specific business application, there is a direct correlation between what’s invested (expertise, strategy, implementation) and your results.
Here’s an executive checklist for uncovering opportunities to help make your digital marketing efforts consistently profitable.
1. Scrutinize the copy, content and images on your website
This exercise will help you determine whether all your assets reflect your current priorities and present your organization in the most favorable light possible. It’s incredible how this process will assuredly present several ah-ha moments.
- Are the priorities for your business the same as they were the last time your site was updated? Does the website need a content refresh (rewrite/replace/enhance)?
- Do the images and videos (that hopefully exist) reflect your most relevant messaging?
- Have you added new products or services that aren’t given proper coverage?
- Is any pricing that’s displayed accurate?
- Do you have a blog and a “company news” section and are they current?
- Bottom line: Are you impressed with your website and how it compares to your most important competitors?
2. Honor channel preference
Marketers (traditional and digital) have never had the luxury of deciding where their target audience should be found or defining their...
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