You’ve probably invested a tidy sum on your website, so it’s worth the time to start linking who is using what on your site and identifying when and how efficiency and synergy can be created between websites and other communication channels.
Sounds daunting, but it’s pretty mechanical. Here are three get-started tips:
- Where’s the beef? Use your web analytics for more than reference. Beef up and improve connectivity to content that’s being consistently accessed. Trim or eliminate pages that don’t add value or create traffic.
- Function Junction. Folks can open accounts online at Ally®. Make sure they can do the same with you.
- New mission, new metrics. Slice and dice your objectives (get new customers, deepen existing relationships, etc.) until you have a defined purpose for each of your venues; then, re-evaluate annually.
EXAMPLE: Twitter: track PR events
EXAMPLE: Facebook: leverage corporate citizenship
EXAMPLE: Website: improve current customers’ efficiency
Next, align your metrics with your focused goals. You can’t measure an effort you haven’t defined, and it’s easy to measure one that is.
For years, internet marketing was driven by the corporate website. Today, social media’s break-neck velocity means the sled will move more smoothly by periodically using all the dogs to take the lead based on whether we need strength, agility, competitive advantage or speed.
Remember, when it comes to eMarketing, you don’t want the tail to wag the dog without you knowing it. And, with so much consumer empowerment out there, you need to be able to feed and care for not just the venerable lead dog, but the whole pack.
Want to chat about your eMarketing strategy?
Shoot me an email, I’d be happy to help.
