You may be pouring your efforts (and cash) into creating and maintaining a steady digital footprint, but are you leaving the right impression on your customers? Is this footprint trackable, and does it guide your customers and potential customers to where you want to lead them?
I’m talking about the online sales funnel that your business has created to captivate, engage and nurture customers into using or buying your products and services—your digital strategy—the Holy Grail of modern marketing.
All of your online efforts, including the emails you send, the social media profiles you manage and the website you’re maintaining, should be geared towards increasing the likelihood of the audience member being converted into a customer. This is done by employing and driving a solid and holistic content strategy through the appropriate digital channels. One that has defined goals that are consistently being executed. Think about the purpose of every piece of content you’re putting out there into the market. Is it leading your target market down the funnel, or is it leading them astray?
Whether your digital strategy is something you’re actively working on to improve or whether it’s something you’re only just coming to grips with, the importance and relevance of it in today’s market is undeniable. In fact, your business or brand just won’t last if you’re not maintaining this presence and adapting it to the ever-evolving marketplace.