Take the Quiz!
Not just anybody can pull off a flawless digital marketing campaign. To succeed, you need expertise across a wide variety of online channels. Do you think you have what it takes to claim the title of Digital Marketing Superstar?
Give yourself 1-point every time you answer “Yes” to a question below. At the end, tally up your score to see how you rank. Let’s see what you’ve got!
1. Is your digital strategy aligned with your goals?
It is critical to make sure every piece of your digital marketing strategy is tied back to one of your key goals: increasing leads; driving site traffic; increasing blog subscribers; reaching X-amount of Twitter followers; etc. Whatever your goals may be, a solid strategy is the most effective way to achieve the results you want. It provides a road map for reaching your targets and executing integrated communications across multiple channels. Make your strategy work for you, and you won’t have to work as hard.
2. Is your website useful, functional, and visual?
When your website is the first place customers and prospects turn to learn about your product or service, the answer better be YES! It’s all about crafting an incredible User Experience (UX), which is essential to helping you reach your conversion goals. Check out these 10 tools for verifying and enhancing website usability through eye tracking, surveys, heatmaps, facial coding and more!
3. Do you understand SEO?
SEO has evolved. It’s no longer all about keyword rankings, but rather the process of optimizing your web presence through quality content, responsive design, public relations and social sharing. There are a ton of moving parts, but if you produce crazy good content that your audience loves, and if that content is amplified across the right media and social channels, then your SEO results will improve.
4. Are you using social media to engage with customers?
Social is not just another soapbox for your brand. First and foremost, use social media to listen to your customers. Find out what they need and want, and tailor your content creation pipeline appropriately. For more sophisticated lead nurturing, leverage social sites like LinkedIn, Twitter and Facebook to uncover real-time insights during the long B2B sales cycle. With the knowledge you uncover, you are primed to directly address customer needs and stay ahead of the curve.
5. Do you follow a content calendar?
It’s one thing to be creating content, yet quite another to methodically plot out the best way to connect with your audience. A content calendar is the best way to visualize your ongoing strategy and ensure you are consistently serving up the right content at the right time. Content marketing is a marathon – not a race. Focus on developing the type of content calendar that will keep your prospects excited about your brand year-round.
6. Is your content optimized for sharing?
Your customers enjoy sharing content – news on Twitter, stories on Facebook, visuals on Pinterest, photos on Instagram – so why not make it easy for them! The more people sharing your content, the wider net you are able to cast.
- Always include social sharing buttons to your blog, articles, and shareable content.
- Keep your headlines short and always include a visual hook.
- Be interesting and charismatic in your writing. Embed “Click To Tweet” links alongside your most memorable points and one-liners.
- Be timely, whether through newsjacking or through identifying when your audience would be most interested in different topics.
- Develop relationships with influencers in your industry and let them know whenever you have content that appeals to their respective audiences.
- Make your content visual whenever you can, using free tools like Pinstamatic, Picmonkey, Behappy.me, and more!
7. Are you generating a mix of “earned” and “owned” content?
A business blog can be one of your strongest assets. According to Social Media Today, companies that blog generate 67% more leads per month. Branded site content like infographics, ebooks and webcasts are great, too! But what are you doing to generate content outside of your website? Be sure to land writing gigs and author content on relevant, credible industry sites or sites otherwise heavily trafficked by your target audience. And build strong relationships with editors, publishers, and social influencers – you should be acting as a source of valuable content and information for their audiences. Just remember, no matter the content you create, make it HIGH QUALITY!
8. Are you tailoring content to specific personas?
Personas are fictional characters created to represent different users within your target demographic that will help you achieve your most business-critical goals. With the emphasis now placed on Customer Experience, it’s important to define who these users are (demographics, firmographics, behaviors, goals, challenges), and to develop a strategy for reaching them in the most personal and effective way.
What content will resonate with Persona-X? What voice should you adopt when communicating with Persona-Y? What platform is best for connecting with Persona-Z? Personas remove the guesswork from your content strategy so that you can better tailor your content and deliver measurable results.
9. Are you using a mix of digital advertising?
Unless you’re a seasoned pro, the world of digital advertising can be a confusing maze! With so many options – display ads, native ads, social ads, paid search, search retargeting, site retargeting, Facebook retargeting – it can be difficult to know when to do what. More than anything, testing is your best bet. Staying on top of the latest trends will help you make the most of your digital advertising plan. Take a look:
- Retargeting is more effective than ever. A study by Perfect Audience shows that 98% of web visitors leave without converting. Retargeting tracks those visitors after they depart your site and continues to drive the sale via display ads.
- Social advertising lets you reach customers when and where they are most actively engaged. It’s no wonder that spending is set to explode to $11 billion by 2017 (Source: BIA/Kelsey).
10. Are your emails mobile friendly?
It’s time to recognize the coming mobile tidal wave. A study conducted by Litmus in January 2014 reveals that 49% of email is now opened on a mobile device. And there’s more – seriously, check out all these stats! Not only should your design be mobile friendly, but your text too! Your mail recipients expect the total package: short, shareable headlines; large buttons; strong calls to action; and, naturally, links back to equally mobile friendly landing pages. Give it to them!
11. Do you optimize campaigns based on testing and metrics?
We marketers move quickly from one campaign to the next. But it’s critical that along this path we take the time to test, test and test some more. Across all digital marketing channels, ongoing testing can tell us when something’s working, not working, or simply needs minor tweaking.
- Split Testing in email marketing allows you to pinpoint specific preferences so that each communication you send is perfectly optimized for recipients. Continually hone your effectiveness by testing everything from subject line to “From” line, images, distribution time, and more.
- A/B Landing Page Testing provides you with a mountain of useful data and helps you discover what REALLY resonates with your target audience. Test everything from messaging to page layout, imagery, offers, calls-to-actions, colors, and more.
Use this knowledge to make your next campaign as successful as it can be. We promise that the time spent running tests and reviewing data will payoff tenfold!
12. Are you tapping into your prospective customers’ emotions?
To truly connect with your audience, your marketing needs to evoke an emotional response. That’s because all purchase behavior is emotional. In fact, Antonio Damasio, professor of neuroscience at the University of Southern California, reported that if the part of the brain that generates emotions were to be damaged, people would be unable to make decisions such as what to buy. In addition, the colors, shapes, messaging, environments, and price you use can elicit specific emotional responses when marketing to the subconscious. Leverage all the data at your disposal to craft a meaningful – and emotional – customer experience!
What’s your score?
How did you do? Are you a Digital Marketing Superstar?
- ≤7 points = You’re doing well in a few areas, but could definitely use a brush-up in others. Take time to study these related tactics and channels to add even more value to your campaigns!
- 8-10 points = You know your stuff and are well on your way to superstardom! Search your network for colleagues who have excelled in your weakest areas and offer to buy them a beer while you pick their brain! You’ll be master of all trades soon enough!
- 11 points or higher = You’ve done it! You are a Digital Marketing Superstar! Next, consider sharing your knowledge at local industry events. It’s a boost for your personal brand and an opportunity to connect with other thought leaders.