B2B companies have historically underspent on digital, but that is changing. Where do you start if you want to develop a digital marketing strategy? Why should I invest in a digital marketing analysis? What will executives expect as they increase marketing technology budgets? Thats okay! How long does a digital marketing analysis take? A meeting, whether online or face-to-face, is an excellent opportunity to learn about an agency. In most cases, a digital marketing analysis will include the following steps: A company that underwent a recent merger, for example, may invest in a more thorough digital marketing analysis than a business thats managed its online marketing campaigns proactively. margin-right: auto; Your digital marketing analysis agency will help update and expand your target persona to make it as useful as possible for your marketing strategy. } For example, if you operate as a local insurance company and your agency discovers that most customers find you through search and social media, it makes sense for your agency to recommendsocial media marketing,social media advertising, andlocal SEO. Using their suggestions, you can build a short-list of potential online marketing agencies. Your digital marketing analysis service provider will use the target persona youve generated and maintained as the foundation for their research. Our 90-day RACE Growth system approach will support you to create a similar process to improve your results. Drive the marketing results you need to achieve your business objectives, and boost your marketing ROI. Withmore than $3 billion generated in revenue for our clients in the past five years, plus a client retention rate of 91%, were a trusted choice for small-to-midsized businesses looking to create a stronger, more profitable digital marketing strategy. A professional digital marketing analysis helps your business build a data-driven marketing strategy. For example, they may work with asocial media agencyto manage their presence on Facebook and LinkedIn. If you focus on the wrong people, your company wont generate leads, sales, or revenue, which means disaster for your bottom line. Why invest in digital marketing analysis? For each of the ten problems, I will also recommend marketing solutions and next steps to help you optimize your marketing strategy to win more customers in 2022. Dave is a keynote speaker, trainer and consultant who is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. So, if you don't yet have a strategy, or maybe you want to review which business issues are important to include within a strategic review, we've set out the 10 most common problems, that in our experience arise if you don't have a strategy. In smaller businesses, it may be one person such as a digital marketing manager responsible for all, or one for each pillar with many team members in larger businesses. More importantly, now more than ever, you need to be able to demonstrate the value of your work. opacity: 0.8; position: absolute; The six pillars are: Our free digital marketing plan template has more details on the key decisions for each of these. For many small-to-midsized businesses, its also challenging to set aside the time to research and update audience details. You can see how the agency interacts with your team. We've got marketing tools to support your research and planning. While your newfound marketing team focuses on your analysis, you focus on running your business. An engaging, exceptional customer experience is fast becoming a non-negotiable part of a. Overall, 68% of B2B marketers expect an increase in digital budget in the coming months. Streamline your planning and measurement of digital marketing with the RACE Framework and growth process We created the RACE Framework and growth process to help marketers and business owners plan and manage their digital marketing strategy in a more structured .. Smart Insights (Marketing Intelligence) Ltd, Use of this website constitutes acceptance of the Smart Insights Terms and Privacy Policy including cookie-use, Digital marketing strategy and planning Toolkit, Explore our Digital Marketing Strategy and Planning Toolkit, Digital Marketing Strategy and Planning Toolkit, Digital Experience Management (Desktop/mobile website), IAB research on Advertising Spend and Revenue, Digital marketing and E-commerce books and support materials including a digital marketing glossary, Please connect on LinkedIn to receive updates or ask me a question, Smart Insights (Marketing Intelligence) Ltd. First, a separate digital marketing plan is created. The most important objective for B2B marketers is increasing customer engagement, improving customer experience, and improving brand awareness. So its no surprise that brands embraced new social platforms, virtual events, and influencer marketing strategies that can open the door to new opportunities to drive brand awareness and grow new audiences. Having your strategies ranked from most to least impactful can help your company plan its approach. In May 2021, research firm Ascend2 and digital marketing agency Wpromote surveyed 258 B2B marketing professionals in the U.S. to find out what critical shifts in digital strategy they are using to drive more success in the year ahead. This makes it even more important to have a dedicated digital marketing strategy that is integrated and aligned with your marketing and business strategy to develop your digital maturity. Yet they don't have an integrated plan to support digital transformation and business growth, and engage their audiences effectively online. overflow: hidden; An online marketing plan can contain details like: Every digital marketing analysis services provider is different. Even if your agency doesnt offer turn-key services, their digital marketing analysis services should include: Keep reading to learn more about these deliverables: Every online marketing analysis should include an in-depth evaluation of your business. We see similar figures from IABS in the UK and European, so this is happening globally. The top fastest-growing roles of the past six months, from the highest to lowest rates of growth, are media coordinators, search managers, social media coordinators, search engine marketing managers, media managers, marketing analysts, email marketing specialists, search engine optimization analysts and digital media managers. For many companies, its worth the cost to get that level of guidance and expertise especially when you consider the ROI of a digital marketing analysis. As part of defining the scope of opportunity when using a strategic approach to digital marketing, its helpful to think about how digital experiences can improve your brand appeal. box-shadow: 2px 2px 5px 2px rgba(0,0,0,.1); Plus, find out more about your audience's intent with our Google Keywords planning tools. When suggesting strategies or channels, your digital marketing analysis company should provide data to support their recommendations. The pillars help show that success in digital marketing isn't just about digital media and platforms, important as they are. .fx-wistia .video-thumb:before { In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing gurus worldwide who have helped shape the future of marketing. Bear in mind though, that the IAB data is based on data from the largest publishers and platforms, so it is less representative of smaller businesses and underplays the importance of organic search (Search engine optimisation), Digital PR and influencer marketing. width: 100% !important; In most cases, your agency will also rank their recommended strategies. Our popular marketing planning template is structured across the Smart Insights RACE Framework. For perspective, look at how our agency used data to helpReynolds Building Solutions. width: 110px; opacity: 1; Depending on your location, you may visit the companys office, or they may visit yours. .fx-wistia .wistia_embed { Asking questions (like the following) helps you narrow your list of contenders: Talk with your team to brainstorm more questions to ask. Hear from ABWE, whos been with us for over 10 years! This is the big picture which you need a strategy to support, but, as we explain on Smart Insights, to be successful in online marketing you also need mastery of the details to compete across the main digital platforms that consumers or businesses use to find and select products. Agencies with a decent number of reviews (think 50 or more) can give you the confidence that this company has worked with plenty of clients. Access the Free digital marketing plan template, Our popular marketing planning template is structured across the Smart Insights RACE Framework. In most cases, agencies that provide a complete digital marketing plan will also offer the services necessary to launch, manage, and maintain this strategy. Anyone can create a digital marketing strategy, but that doesnt mean it will work. Think about it. As a part of their service, they want to review and refresh your persona to make it as useful as possible to your online marketing strategy. While the figures above support the contention that digital marketing is marketing, it's dangerous to assume that digital marketing isn't evolving and becoming even more important. The data shows that, as we would expect social media marketing and search marketing are important digital marketing investments. Investing in professional digital marketing analysis services, however, can help your company take advantage of this benefit and improve your online marketing strategy. When training and consulting on digital strategy and as recommended in our free template, I recommend grouping digital activities in these six areas which each need someone responsible to manage them and improve results. The purpose of this article is to uncover 10 reasons why you need a digital marketing strategy, but you can read more about the 16 types of digital marketing techniques with more recommendations and examples in Dr. Dave Chaffey's What is digital marketing? Use our RACE digital marketing dashboard to simplify your reporting of Google Analytics goals for monthly reviews. } A focus on each of these is important regardless of the size of business. It's simple, you won't be able to compete to attract new customers in the future. } For the best results with hiring and working with a web marketing analysis agency, ask beforehand what their services include. Yet, .. Sources to research the importance of digital marketing in your industry sector Are you investing sufficiently in digital communications? Contact WebFX! What are the differences in digital marketing for business-to-business compared to business-to-consumer audiences? Tip: The top three marketing trends (new social platforms, virtual events, influencer marketing) are more effective when you develop a strategic plan for how all three can work together. .fx-wistia .wistia_click_to_play > div > div { If you're looking to integrate your marketing strategy, Smart Insights membership is a no-brainer. Which channels does the target buyer use to research solutions to their problem? Turbocharge your results with this toolkit containing 13 resources. Youre learning more about your audience, competitors, and current plan, and using that information to enhance your approach. For example, if your business operates locally (say as an insurance company), you may compete with the insurance firm in the next city, as well as big-name insurance companies online. Join Smart Insights as a Free Member to download our digital marketing plan template today, Access the Free digital marketing plan template. An integrated plan from marketing: How will technologies work together to meet specific goals and impact core business objectives? .fx-wistia .wistia_click_to_play { Are there any additional fees included with these services? Access the Free digital marketing plan template. If you dont have a marketing background, this task turns into an even more challenging undertaking. } For example, think about the following questions: Answering these questions will help your business create a list of requirements. margin: -41px 0 0 -55px; However, to be truly successful, digital techniques must also be integrated with traditional media such as print, TV, and direct mail as part of multichannel marketing communications. With a digital marketing analysis, your business builds an informed and data-driven strategy. Perhaps the problems below are greatest for larger organizations that most urgently need governance. What does a finished plan look like, though? WebFX 1995-2022 | Celebrating 25+ Years of Digital Marketing Excellence, Call Toll Free: 888-601-5359 Privacy & Terms of Use Sitemap. An error occurred when getting the results. Perhaps, more importantly, you won't understand your online marketplace. This simple division of digital best practices can also help students learn beyond the complexities of the different types. It's all too common for digital activities to be completed in silos whether that's a specialist digital marketer, sitting in IT, or a separate digital agency. Page Speed & Core Web Vitals Optimization, Channel Partner Sales Pipeline Management, LEARN MORE ABOUT DIGITAL MARKETING ANALYSIS SERVICES. Download The State of B2B Digital Marketing for data and insights on trends for B2B technology, data, channels, and more. Yet, the data also shows that digital display and digital video are significant. Based on your agencys research, they should compile a list of the most valuable online marketing strategies for your business, likesearch engine optimization (SEO),content marketing, orsocial media advertising. This is particularly the case in larger companies where you see different parts of the marketing organization purchasing different tools or using different agencies for performing similar online marketing tasks. .fx-wistia-center .wistia_click_to_play { Our tried-and-tested marketing structure has been proven to boost growth for businesses investing in digital marketing to reach their goals. Whereas just 2% of marketing roles were remote on March 1 2020, today nearly one in 10 are. But, it doesn't warrant separate planning, except for the tactics. content: "\25BA"; With a competitor analysis, your agency looks at your companys top online and offline competitors. Depending on your business, you may have an in-depth or bare-minimum persona for your target audience. If you're not devoting enough resources to digital, or you're using an ad-hoc approach with no clearly defined strategies, then your competitors will eat your digital lunch! As a Smart Insights member, you'll have access to strategy and planning tools including performance and digital maturity benchmarking, and regular marketing data reports, so you can keep track of your position in a competitive landscape. For example, your service provider should ask questions about your company like: They should also ask questions about your marketing approach, like: Finally, potential agencies should ask questions (like the following) about your target market: A top-notch digital marketing analysis agency will ask these questions before you hire them. Do you want to work with a turn-key agency? left: 50%; color: #fff; The dynamics will be different from traditional channels with different types of customer profile and behaviour, competitors, propositions, and options for marketing communications. But to make strategic changes and to develop the best marketing plan, it is critical to have current research and data to support your next steps. Advancements in technology, data, and digital channels have created an enormous opportunity for B2B companies to innovate and grow like never before. Based on our teams research and analysis, we provided and executed a digital marketing strategy for the company that generated impressive results, like a71% year-over-year increasein organic contact form submissions. Within each technique, there are lots of detailed tactics that are important to success. As the digital marketing landscape continues to evolve, marketers have recognized that customers are no longer satisfied with the B2B status quo; instead, they are investing in building a more personalized and experience-driven approach. .fx-wistia .wistia_click_to_play img { Mapping investments to specific strategies, like customer engagement, customer journey, data quality, etc. Your target buyer plays the most fundamental role in your online marketing strategy. For example, dynamic content for email automation, website personalization to programmatic, retargeting, and skyscraper content for organic search. So, the good news is that there are powerful reasons for creating a digital strategy and transforming your marketing, which you can use to persuade your colleagues and clients. It's often said that digital is the "most measurable medium ever". The top three marketing trends (new social platforms, virtual events, influencer marketing) are more effective when you develop a strategic plan for how all three can work together. As a member of Smart Insights, we'll also keep you updated on the latest trends and innovations in your sector. With a plan powered by data, versus copy-and-paste approaches, your company can grow by earning more leads, sales, and revenue. That's why all our Learning Paths are integrated across the RACE Framework, so you can create one integrated strategy. and that trend looks likely to continue. Access our dedicated marketing strategy solutions for Business Members to get your hands on all the tools you need to optimize your marketing strategy across 10 of the hottest marketing channels and strategies. Based on their experiences, they may have several recommendations when it comes to finding a digital marketing analysis agency. ABM campaigns can cultivate engagement and drive conversion for high-value accounts by deploying targeted content and experiences. WebFX has been a pleasure to work with on our SEO needs and I look forward to working with them on future projects. Free digital marketing plan template That's why we recommend developing an integrated digital marketing strategy, so your digital marketing works hard for you! .fx-wistia .wistia_click_to_play > div { In most cases, small-to-midsized businesses benefit the most from outsourcing their digital marketing analysis. This is useful since it suggests a mix of the type of marketing activities we should be investing in. Skipping these questions and moving forward with a signed contract can result in your company partnering with an agency that doesnt meet your needs or expectations. line-height: 82px; Get your B2B Marketing Maturity Checklist sent to you via email now. Depending on your connections, you may know professionals that use third-party marketing services. .fx-wistia { A simple measure of the importance of digital marketing is how much money is spent on digital media. Sorry, no results have been found, please try other search criteria. Keep reading to learn more about digital marketing analysis and get answers to questions like: If youre looking for immediate help with analyzing your audience, building your online marketing strategy, or improving yourdigital marketing results, WebFX can help. The whole process was very easy! Building a better strategy through an online marketing analysis can help accomplish that goal. From talking to marketers and business owners, I find the creation of digital plans often works best in two stages. Plus, you can gauge their interest in your business and service needs. Tip: A large portion of the marketing budget is going to marketing technology. Its why my books on professional marketing run to over 500 pages, yet they can only touch on the best practices we detail on Smart Insights. What will executives expect as they increase marketing technology budgets? As you browse testimonials and reviews, watch for case studies too. Our popular competitor analysis module in our RACE Practical Digital Strategy Learning Path is packed with templates and matrixes toreview the relative performance of your key competitors. Most digital marketing analysis services should include recommendations for your plan. } Better segmentation can improve the performance of sales teams, emails, content programs, and ABM campaigns because every touchpoint is more focused and informative. What do digital marketing analysis services include? Assess your strategy, compared to your competition, Discover opportunities for your online marketing strategy, Uncover your competitors target audiences, Determine your competitors preferred channels, like social or search, Role (for business-to-business companies). What does your digital marketing analysis include? margin: 1.5rem 0; Here are a few findings from the research study and how the findings impact you. for data and insights on trends for B2B technology, data, channels, and more. Outsourced digital marketing analysis vs. in-house digital marketing analysis, How to choose a digital marketing analysis service provider, Get a professional digital marketing analysis today, How to Choose a Marketing Analytics Service. Our resources are used by our Premium members in more than 100 countries to Plan, Manage and Optimize their digital marketing. width: 100% !important; While testimonials generally share a positive experience, they can correlate with reviews. Using the above tips, you can find a top-notch digital marketing analysis service provider. In my experience, a common challenge is where to start drawing up your digital marketing plan. Don't forget, Smart Insights members can use our digital benchmarking tools to track your progress from initial to optimized. An outsourced analysis also provides you with a fresh perspective on your marketing strategy. width: 100% !important; text-indent: 5px; Many of the largest brands in the world today including the digital platforms like Facebook (Meta) and Google (Alphabet) are consumer brands, but when considering how best to use digital strategies, it's important to consider business-to-business brands too. If you look at the top online brands like Amazon, Booking.com, Dell, Google and Zappos, they're all dynamic - trialing new approaches to gain or keep their online audiences. No matter your industry or audience, you want to improve your digital marketing ROI. For instance, your service provider may discover a new pain point for your audience that your business can solve. Tip: Advanced segmentation is the key to ABMs success and the ability to deliver a better customer experience. B2B marketers who reported the most success from their digital strategies are more likely to have an Account-Based Marketing (ABM) strategy in place. Whether someone freestyles a strategy, copies a competitor, or follows a hunch, developing a digital marketing strategy without data makes it weak. What marketing messages or selling points work well for this target buyer? With turn-key service, you receive a complete analysis and list of recommendations for your marketing strategy, plus the option for the agency to lead and manage those suggested strategies. You have someone new to your business, but with online marketing experience that can evaluate your approach and offer actionable, data-backed advice. position: static !important; But of course, it's less effective. } This involves improving online services, interactive tools and digital audience interactions to improve customer service. } A sizeable number of reviews also provides you with multiple perspectives and experiences. Which services or products do you want to push with online marketing? How in-depth your review becomes will depend on your organizations status, goals, strategy, and audience. I find that companies without a digital strategy (and many that do) don't have a clear strategic goal for what they want to achieve online in terms of gaining new customers or building deeper relationships with existing ones. A professional analysis can give your business a helpful second opinion, which can result in a stronger strategy that generates the leads and revenue you want. Using research and industry-specific data, you can create an online marketing strategy tailored to your company, goals, and audience. Our popular marketing planning template is structured across the Smart Insights RACE Framework. Your plan doesn't need to be a huge report, a strategy can best be summarized in two or three sides of A4 in a table linking digital strategies to SMART objectives within our OSA Framework - Opportunity, Strategy, Action. What does a digital marketing analysis include? background-color: #207DE9; As a Business Member, we can support you to get it right the first time. height: 100% !important; .fx-wistia-left .wistia_click_to_play { If you forget to ask these questions when meeting with a potential agency, email or call them. Investigating your top competitors helps your service provider: Without a competitor analysis, your agency cant provide informed and actionable recommendations for your online marketing strategy. Please connect on LinkedIn to receive updates or ask me a question. A digital marketing analysis, however, helps improve your understanding of your audiences thoughts and behavior. } The State of B2B Digital Marketing: 5 Findings That Will Influence Your Next Steps [2021 Research], 645 E. Missouri Avenue #400Phoenix, AZ 85012, Top 4 AI Writing Assistants for Smart Writers to Use in 2022, Martech Stack Additions: What You Should Consider Before Signing a Contract, 20 Best Tools to Scale Your Content Marketing, 10 Best AI Tools and Trends Set to Rule in 2022 and Beyond. Acompetitor analysisis essential for a digital marketing analysis. This is the aim, and we can get you there. But I'm equally sure that many are missing opportunities for better integration, or are suffering from the other challenges I've listed below. } Digital marketing analysis services should also include revising your target persona. Partnering with a company that asks the right questions and demonstrates an interest in your business will set you up for success when it comes to your online marketing analysis. That's why you need to invest in a marketing strategy that works for you and your team, to plan, manage and optimize your digital channels and platforms.
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