Written by Travis Pryor, Digital Account Strategist
Generating web traffic is a good thing.
Generating the right people is a better thing.
Generating the right people who are engaged is priceless.
It’s not enough to generate traffic to your website, blog, or social media accounts. It’s about generating the right traffic that is engaged with your content.
So, who are the “right people who are engaged”?
You probably have an idea of who your organization is targeting digitally. You might even have a specific title or role. You might even know their names.
There are two problems with that thinking:
- You are missing out on new opportunities because you are focused on what you “KNOW”
- You might be WRONG.
It is easy for us to sit in a conference room and hypothesize about who are target audience is, how they want to interact with us, and what we think they need.
The importance of relationships has never been higher than it is today.
If this is true, then we must start listening to our customers.
As part of any digital marketing strategy you must begin to listen to your customers first, and then execute accordingly. You can’t begin to execute unless you have listened.
Here are the three MUST haves that we listen to:
COMPETITORS (Competitive Analysis)
Who are your competitors? What are they doing? What are they talking about? Are people engaging with their brand? Are they winning? Are they ranking higher than you in SERP (Search Engine Results Pages)? What types of content are your competitors publishing?
The goal is not to mimic your competition, but rather to be better than them.
Who are your digital customers? How old are they? What are their goals? What are they looking for? Where do they live? Are they right handed or left handed? It’s important to be as specific as possible when identifying your customers, this will allow you target content to what they need. This is how you add value to your customers not noise.
How is your website performing? Are you being penalized by Google or Bing? Does your website have backlinks? Is your content optimized for SEO (Search Engine Optimization)? Is your site mobile responsive? What are you doing on social media? What are your competitors doing on social media?
Answering these questions will help you start to win. If you want to learn more about any of these services check out our onboarding/discovery whitepaper.
At Bitwise, we like to focus on what is important: relationships. Rather than being seen as just another “vendor,” we like to "partner" with our clients to build a relationship based on trust. Specializing in Marketing, Creative, and Custom Development, we are your trusted Carmel web design and development solution specialists.
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