Do you know of a slightly quieter activity? Take advantage of this period to analyze and adapt your digital strategy . We have listed several optimization avenues below.
1. Take the time to analyze your data
We’re not going to scare you with “big data”, we’re simply going to talk to you about “data”. Because if you use the Web as an acquisition channel, data is everywhere, whether you’re an SME or a large group.
Your CRM tool
This platform centralizes your audience data (contacts, prospects, customers). A good CRM strategy is essential to ensure the effectiveness of your campaigns! Make sure that:
- You leverage all data sources -> Think about the different touchpoints between your customers and your business (website, app, landing page, etc.), and check that the data that could help you better understand and segment your audience is collected in compliance with the GDPR.
- Your audience is organized and segmented -> Your audience is made up of small groups with specific interests, characteristics or behaviors. You will need to know and identify these groups in order to send them relevant and personalized information.
- You analyze and update your audience -> compare and analyze the performance of your latest campaigns on your different segments, and act accordingly. Archive inactive contacts, focus on the least performing segments but with potential, etc.
Your website / online store
- Often at the forefront of your strategy, it is important to monitor and analyze its key performance indicators.
- Do you have an online form? -> Analyze the evolution of this objective (number of contacts generated) and the conversion rate by acquisition channel.
- Do you sell online? -> In addition to e-commerce indicators (transactions, conversion rates, etc.), take an interest in your audience: geographic and demographic information, behavior on your store, the most efficient acquisition channel, etc.
Your marketing campaigns
You’ve spent time and often budget on online campaigns, it’s worth knowing what worked and what could be optimized. Email, Google Ads campaigns , social media ads: analyze the numbers that interest you, directly linked to your goals and your return on investment.
Your social profiles
Do you have a business account and are active on these social platforms? Meta (Facebook + Instagram + Whatsapp + Messenger), LinkedIn, TikTok, Pinterest… they all have statistics on your subscribers. Compare them to your marketing targets: are you hitting the nail on the head? Very good. Are you aiming off the mark? Adapt your strategy!
A word of advice: limit the number of indicators to be followed per platform!
To give you an example: the performance reports that Walt produces for his clients rarely exceed 3 pages!
2. Adapt your digital strategy
This data analysis should give you clues to adapt your digital strategy and strengthen its effectiveness. Some examples:
- Do your customers mainly use their mobile to consult your site?
-> test and optimize the mobile user journey on your site as much as possible, check that the calls-to-action are visible and easily clickable, reduce the loading time of your pages (compression and size of images, compression of code, etc.). - Linkedin is your acquisition channel with the best conversion rate (e.g. filling out the contact form)?
-> Work on your communication plan on this professional network, follow the topics and groups directly related to your sector of activity, work on your messages and speak out. If you have a media budget, why not consider advertising on this channel? - 7 0% of visitors to your e-commerce site come from organic search?
-> Your organic SEO is very good! But if tomorrow, your site loses natural visibility because of an algorithm update or your competitors, you will only have a small part of your traffic left… Anticipate and strengthen other channels with high potential: paid ads with Google Ads, email campaigns, advertising on Instagram , … test and compare the conversion rates and return on investment of each channel!
Your digital strategy must be based on concrete objectives (gaining notoriety, making sales, generating leads) and a targeted audience .
3. Update your content
We know, this isn’t usually your favorite pastime, but this step is important. Your company’s information and online content should be up-to-date and relevant to your audience. This quieter period is a good time to update the information available online about your company, its products, its news, etc. Here are some recommendations:
- Your website / online store: reread the content presented on your site by putting yourself in your customers’ shoes, and if necessary, rewrite it in accordance with good
search engine optimization (SEO) practices. - Your business accounts on social networks: reread the information communicated on your various accounts, and check that you are making the most of the features offered by these social networks (times, location, contact details, call-to-action button, connection with other applications, etc.)
- Your email automation campaigns: if you have set up automatic email campaigns, take the time to review your scenarios and the content of each email: personalize your welcome email, add an additional product field in your abandoned cart reminder email, etc. If you don’t have automatic emails yet, think about it! Your
email marketing platform like Mailchimp or Brevo offers you the possibility of creating emails sent automatically when they are triggered by a date, an event or an activity on your website. - Your Google establishment profile (ex Google My Business) : check that the information communicated on your establishment is correct and enriched. If your establishment receives the public, remember to update your hours when you have resumed your activity.
And if you need support from a digital strategy consulting agency, contact us to discuss your objectives.
