Tips for a Successful Marketing Plan

Digital marketing plans are something you should review regularly, both to keep up with your programs and to ensure they are successful. Here are a few things to consider as you build your program plans, or if you’re in the evaluation stage:

Set tangible and measurable goals. As an agency, we want to see businesses set real, tangible, measurable goals. We work with our clients to set goals that are more than gross sales totals, but also things like customer engagement (e.g. new loyalty program sign-ups, improved email open rates, more social media interaction, etc.) that will help continuously grow the business.

Start collecting, and analyzing data. Data is invaluable to your marketing planning. Whether you have a POS system, a loyalty rewards program, or just Google Analytics, collect all the data you can with the tools you have available. What should you collect? The more data points, the better: demographics, acquisition information, average shopping cart totals, email open/click rates, time on site and conversion rates are all great information to have. If you have many tools collecting various types of analytics, we suggest the use of a dashboard tool to help you view and evaluate all the different points in one place.

Maximize your email list responses by sending “Did Not Open” campaigns. After your campaign has been sent, evaluate the responses and create a new version of that same campaign (with improved subject and call to action) and send it to everyone on your list who “did not open” the first one. If you try that, you’re likely to pick up at least a few new opens, clicks and maybe even sales with minimal investment of time and resources.

If you’re a B2B or nonprofit, give text messaging a try. Mobile communication has become a growing part of our clients’ marketing efforts and we have seen great results from text marketing programs. What email is for your inbox, texting can be for mobile communication. We think it provides an excellent opportunity for marketing reach and customer engagement and definitely deserves a place in your marketing plan.

Give these strategies a try and see how they work for you. Need help with implementing them? Feel free to contact us for more information about how we can help your digital marketing program reach new heights.