In our digital world, it’s easy to get mixed advice about the best marketing tactics for your business. And while it’s great to use general advice from industry experts, it’s possible that the advice you’re getting actually isn’t the best. Why? Because unless you’re getting tailored advice from a marketing professional who has looked at your analytics data or has in-depth knowledge of what works in your specific industry, they can’t actually give you any advice on your business.
Let’s break that down.
Are You Taking Everyone’s Marketing Advice?
Let’s say you read on a well-known marketing blog that social media is where it’s at, and you decide to create campaigns for Facebook and Twitter because you’re familiar with both platforms.
Now let’s also say that a colleague in a related industry suggested that you use an inbound marketing strategy to gain brand awareness and build a relationship with potential customers. They suggest testing the waters with five pieces of content per month from a freelance writer of your choosing because the cost is low and you don’t have to make a commitment.
So on top of traditional marketing techniques, you’re trying out Twitter, Facebook, and a blog. But how do you know what’s right for your business?
Stop Listening to Everyone Else and Trust the Experts
When you work with a marketing firm, you’ll see that we use a variety of metrics and tons of research to determine what will generate the most leads for your company to help you hit your business goals. Everything from Google Analytics to HubSpot marketing software to years of expertise and an understanding of your industry goes into creating an effective marketing strategy. You wouldn’t take home remodeling advice from your dentist, so don’t take marketing advice from anyone other than an expert marketer.
Now that you know what to look for in an expert marketer, where should you start when creating your digital marketing strategy?
Start with Your Metrics
By understanding how the various parts of your marketing program perform, your marketing team can use scientific data to continue building your strategy. They make look at how many leads you’re getting from your blog posts or how many clicks you’re getting from each post on social media. All of this information helps them to understand buyer behavior to create your customized strategic plan.
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