When we talk about companies doing digital marketing, we talk about isolated, homogenous periods of time during which these particular companies will be doing a certain kind of digital marketing, spending a certain amount of money and chasing certain kinds of results.
In the real world, however, there are very few situations in which the circumstances are static and where nothing changes. It is far more likely for a company’s digital marketing needs to change, often very dramatically in a very short amount of time.
In other words, a company might need to turn up their digital marketing efforts and since no one talks about this, they don’t know how to do this successfully without disrupting what has already brought them success.
So, when and why should companies ramp up their digital marketing and how can they go about it?
Recognizing the Need
The first step in amplifying one’s digital marketing efforts is actually recognizing that the time has come to do it. This is often more difficult to do than one would expect, especially if the company does the majority of their digital marketing themselves.
One very simple indication that it might be time for you to start doing more digital marketing for your company is that your business has experienced significant growth as of lately. You have hired new people, you have a growing customer base and the number of accounts is growing noticeably. It is highly likely that the digital marketing strategy that brought you there is no longer enough. You are taking on larger competitors and it becomes more and more difficult to bring in more business.
In other words, you need to market your company more aggressively.
This is especially true if you are noticing that your growth has plateaued.
Where to Start?
Once you decide it is time for you to ramp up your digital marketing, it is absolutely crucial that you identify what has worked so far. Was it your content marketing? Did your SEO efforts bring in results? Have you been particularly successful on social media? Is your email marketing team up for a massive raise?
You will soon find out what worked the best for you and the next step will be to ramp up things in this respect. For instance, if your company had great success on Twitter, you might decide to pay more attention to Facebook while analyzing what you did the right way on Twitter. If your email marketing has been stellar, you might think about taking it up a level, purchasing new leads or putting more people on the job, sending out more emails than ever before.
While you are doing this, you will also want to see what failed you in the past and where you need improvement. For instance, if your content marketing underachieved, it might be time to do a content audit or to reassess your outreach tactics.
The important thing is that you identify what works and what doesn’t and why this is the case.
Working out a Budget
The next step in turning up your digital marketing is figuring out how much money you can put into this. Of course, there are a few ways in which you can approach this, but in the end, you will still need to start spending more.
For example, you may choose to expand your digital marketing team by hiring more people or making your existing marketing temps into full-time workers. This will require you to find the money in the budget to cover for their salaries, benefits and everything else.
If you have been doing your online marketing on your own and wish to continue doing so, you will have to set aside even more time, which will make it impossible for you to handle some other tasks, which will directly or indirectly affect your bottom line.
There is always the option of hiring outside partners or investing in some kind of digital marketing automation software. Depending on how big you want to go, you will need more or less money to procure one such solution. Oftentimes, smaller companies need time to find the funding for such solutions and since there is no time to lose with online marketing, a great solution can be a bridging loan of some kind.
Keep Tracking Results
No matter how you decide to intensify your digital marketing efforts, it is absolutely crucial that you keep tracking your results and make sure you are investing money into something that will continue to bring you customers and revenue.
Many times, businesses who have already had successful digital marketing campaigns continue to do the same and ramp them up, only later to discover that they no longer work and that their money was spent in vain.
Getting more serious with your digital marketing is something that has to be approached with care and a clearly defined strategy. Figure out what has been working, think your money through and make sure you keep analyzing your results.