How to Ensure Your Digital Marketing Strategy is Driven By Results

Whiteboard that's annotated with a weekly digital marketing strategy

When developing your digital marketing strategy, finding measurable data is key. However, many marketers find themselves with data that offers a sense of what’s happening but does not advance business objectives. It can be difficult to stay focused on your goal when you’re inundated with data and analytics.

In this article, we’ll reveal some of the most important steps you can take when defining your company’s digital marketing goals. You’ll learn how to experiment with marketing techniques wisely, stepping out of your comfort zone to create tangible results. We’ll also show you which metrics are the most reliable when creating a results-driven marketing strategy.

Selecting Your Goals

Market analyst holding his tablet & reviewing a chart of their digital strategy on a laptop
Research your market. What are the most valuable metrics to measure that market?

A marketing strategy involves a great deal of work, time, and investment. To ensure that your efforts are productive, it’s important to have a clear objective in mind. So, how do you figure out which goals are best for your business? In most cases, it’s best to split your goals into two groups: business objectives and internal progress.

Analyze Trends

Business objectives tend to be those that meet the expectations of your boss, clients, or any other stakeholders whose opinion should be sought when developing marketing ideas. Using data to analyze trends can be helpful when determining the best types of marketing strategies for your business. Here are a few ways to measure these trends:

  • Research your industry to find out what the major trends are. You may find websites or online databases that reveal valuable digital marketing information.
  • Gather as much historical data as possible: Historical data can sometimes predict the future of an industry. Google Analytics has such historical data. Compile this information over the course of a few months to detect trends.
  • Find out whether your business is affected by seasonal changes: Some industries are busier during certain times of the year. Use year-over-year comparison data to see if seasonality is a trend.
  • Use trends to determine which channels have performed better: While traffic is often boosted by paid channels, this can sometimes indicate that organic channels are failing.

After thoroughly analyzing the available data, you may be ready to craft some concrete goals. To get started, think of small goals that can be built upon instead of taking on an overly-complicated goal. While goals should be challenging, they should also be realistic for your marketing strategy.

There are a lot of data reporting services available to analyze your website performance, website traffic, search engine rankings analysis, blog article effectiveness, keyword research insights and competitor analysis. We’ve tried so many and realized our app stack had grown to 4 services until we found SEMRush and they do it all. It’s literally our Digital Marketing Secret Weapon.

Tracking Internal Progress

Ultimately, any data gathered is irrelevant unless it correlates with your company’s goals. Fortunately, Key Performance Indicators (KPIs) are a great way to measure whether your marketing ideas are advancing your business goals.

When choosing KPIs, it’s essential to select those that will assist you in meeting your business objectives. However, there are a few KPIs that typically aren’t helpful for most businesses. Two of these KPIs are:

  • The number of leads gathered during a specific event
  • The unsubscribe rate for an email marketing plan

If your goal is to improve your SEO strategy, these KPIs may be helpful:

  • Site visibility
  • User behavior, such as bounce rates and session duration
  • Technical considerations, such as redirects, accessibility, and website structure

Learning How to Experiment

Spiral drafting notebook open to a blank page with a green pen laying on top
Make sure to keep track of the tools you currently use. Email marketing lists, website traffic stats, and SEO initiatives are all important metrics.

While data can give companies information about customers’ past behavior, it can take some experimentation to determine what their future habits might be. This usually involves performing experiments within channels that produce short-term information. For instance, analyzing traffic can be very informative when gathering short-term SEO data.

When experimenting with different marketing techniques, ask yourself the following questions:

  • Does this experiment have a defined purpose?
  • Is the experiment possible?
  • How can we ensure reliable results from this experiment?
  • Will this experiment offer value to the business?

After answering these initial questions, there are a few other points to consider. First, ensure that your experiments are measurable. For instance, if you wish to analyze the performance of a particular button on your website, be certain that you have the systems in place to accomplish that goal. Google Tag Manager can be a useful tool when experimenting with buttons.

Second, it’s important to understand that your first attempt at choosing the right metrics may fail. This is part of the process – no business is immune to making mistakes when it comes to analytics. If this happens, you may need to adjust or replace your approach. For example, many social media marketers tend to focus on impressions over conversions. While impressions bolster brand awareness, they do not always lead to increased sales.

Final Thoughts

With the volume of data available today, analytics should be a key part of your marketing strategy. However, not every metric will reveal valuable insight into your company’s progress. Setting clear business objectives and establishing KPIs requires a great deal of legwork, including collecting historical data and thoroughly researching business trends.

Once you’re sure about your KPIs, you’ll be well on your way to accomplishing your business goals. KPIs should always be kept on your radar, as they reveal how your marketing efforts are working to achieve your company goals. Most importantly, never stop experimenting, and set goals that will challenge you. That’s the best way to take your brand to new heights.

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Avatar for Eric Melillo

Eric Melillo

Eric Melillo is a certified HubSpot Inbound Marketing expert, Senior Brand Strategist, as well as a lover of family, friends, and life. He enjoys good health, Tae Kwon-Do and discovering the most influential marketing trends.

Avatar for Eric Melillo

Eric Melillo

Eric Melillo is a certified HubSpot Inbound Marketing expert, Senior Brand Strategist, as well as a lover of family, friends, and life. He enjoys good health, Tae Kwon-Do and discovering the most influential marketing trends.