How to evaluate the effectiveness of your digital marketing strategy

People and businesses are using more apps, tools, and services every day. To continue marketing as effectively as possible, it’s important for you to periodically evaluate the health and effectiveness of your digital marketing strategy. As we close out 2019 and begin planning for 2020, there’s no better time to solidify your strategy.

According to a this Forbes article, there are five steps for evaluating the effectiveness of your digital marketing strategy. We’ve expanded on those steps below.

Step 1: Clarify your goals and your circumstances

Goals

Goals don’t mean much unless we routinely check our progress toward achieving them. In this first step, you should look at how far you’ve come, how much time you have left, and how close you are to completing what you set out to do. This information provides context for the rest of the steps outlined below.

If your goals are on track for completion (or already complete), that could mean one of a few things:

1. Your digital marketing strategy is already very effective.

2. Your goals were not difficult enough.

On the other hand, your goals may be outdated (not applicable to your current situation) or simply not reachable. Regardless of which applies to you, it’s time to set new, more relevant goals. These could be things like size of your social media following, number of social shares, webpage visits, conversions, and more.

Circumstances

As a second part of this step, evaluate how your organization supports you in your pursuit of these goals. Do you have the technical, financial, and personnel resources required? Are your schedules realistic? Are there bottlenecks that prevent smooth iteration and improvement? Are all relevant stakeholders aware of their role and the influence(s) they have on marketing processes? Make note of any problem areas.

Step 2: Review and/or redefine your target customers

No matter what type of goal you set, achieving it will require a good understanding of your target customer and what they want. Pinpointing your target customer from scratch allows you to look at the full picture and account for any changes in your offerings or industry since the last time you created personas. Look at all available data, including customer interests, activities, and demographics. Your business, your industry, and the expectations of modern customers are all dynamic; don’t be afraid to radically refine to better support your current goals.

To read through the rest of the article and discover the final 3 steps click here: https://www.logic2020.com/insight/evaluate-digital-marketing-strategy?utm_source=social&utm_medium=Medium&utm_campaign=conversion_opt