{"id":1682,"date":"2021-12-24T20:47:00","date_gmt":"2023-09-04T20:47:42","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=1682"},"modified":"2023-10-31T16:04:13","modified_gmt":"2023-10-31T16:04:13","slug":"digital-marketing-success","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/eu\/blog\/digital-marketing-success\/","title":{"rendered":"Digital Marketing: Where Does Your Business Stand?"},"content":{"rendered":"\n<p>Digital marketing enables businesses to reach a large number of consumers and target their ideal customers. Businesses and brands aren\u2019t just selling a product or service with digital marketing. They\u2019re becoming part of their customers\u2019 lives. <\/p>\n\n\n\n<p>When businesses first reach out to potential customers, they\u2019re starting a long journey together. So it\u2019s crucial to add value to the customer experience. This can be through products or services, but it can also be through:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span style=\"color: var(--c-nero); font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em;\">A brand\u2019s voice and personality<\/span> <\/li>\n\n\n\n<li><span style=\"color: var(--c-nero); font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em;\">Inspiring and relevant content<\/span> <\/li>\n\n\n\n<li><span style=\"color: var(--c-nero); font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em;\">Useful how-to guides<\/span> <\/li>\n\n\n\n<li><span style=\"color: var(--c-nero); font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em;\">Promotional offers<\/span> <\/li>\n\n\n\n<li><span style=\"color: var(--c-nero); font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em;\">Interactive material and more<\/span> <\/li>\n<\/ul>\n\n\n\n<p>Digital marketing isn\u2019t just about creating advertisements. It\u2019s about creating customer-first experiences.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-how-to-benchmark-your-digital-marketing\"><b>How to benchmark your digital marketing<\/b><\/h2>\n\n\n\n<p>To fine-tune your digital marketing efforts and make sure that your content strategy and messaging are impactful, you\u2019ll want to identify KPIs and benchmark them against those of your competitors. Finding the right metrics to measure digital marketing success isn\u2019t always easy. But here are a few questions that you may want to ask: <\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span style=\"color: var(--c-nero); font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em;\">How many people are opening your emails, viewing your social media content, or visiting your website? <\/span> <\/li>\n\n\n\n<li><span style=\"color: var(--c-nero); font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em;\">How many are reacting or sharing things on social media? If the number is lower than anticipated, is the problem with the content or the audience you\u2019re targeting? <\/span> <\/li>\n\n\n\n<li><span style=\"color: var(--c-nero); font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em;\">How many people are reacting to or sharing things from your competitors on social media? If the number is high, why? Can you identify how your competitor is driving better engagement?<\/span> <\/li>\n\n\n\n<li><span style=\"color: var(--c-nero); font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em;\">How long do people spend looking at your content? What type of content is leading to the most conversions and what type is helping to build better relationships? For instance, a lot of inspirational or curated content may not be sales-driven. However, it may help establish your business as a go-to informational resource for consumers.<\/span> <\/li>\n\n\n\n<li><span style=\"color: var(--c-nero); font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em;\">How many customers are responding to your CTAs? <\/span> <\/li>\n<\/ul>\n\n\n\n<p>Now compare your metrics to those of your competitors:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span style=\"color: var(--c-nero); font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em;\">What are they doing better than you are? <\/span> <\/li>\n\n\n\n<li><span style=\"color: var(--c-nero); font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em;\">Do they have better content or simply a better strategy? <\/span> <\/li>\n\n\n\n<li><span style=\"color: var(--c-nero); font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em;\">What are you doing better than they are? <\/span> <\/li>\n\n\n\n<li><span style=\"color: var(--c-nero); font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em;\">Can you capitalise on those aspects even more? <\/span> <\/li>\n<\/ul>\n\n\n\n<p>Once you can see where you\u2019re succeeding and where you\u2019re falling short, you can come up with specific goals: <\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span style=\"color: var(--c-nero); font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em;\">Double your blog readership<\/span> <\/li>\n\n\n\n<li><span style=\"color: var(--c-nero); font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em;\">Triple email read-rates<\/span> <\/li>\n\n\n\n<li><span style=\"color: var(--c-nero); font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em;\">Create more viral content<\/span> <\/li>\n\n\n\n<li><span style=\"color: var(--c-nero); font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em;\">Increase social media leads by 20%<\/span> <\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-5-ways-to-improve-your-digital-marketing\"><b>5 Ways to Improve Your Digital Marketing<\/b><\/h2>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-1-shape-your-marketing-with-a-storyteller\"><b>1. Shape your marketing with a \u2018storyteller\u2019<\/b><\/h3>\n\n\n\n<p>Telling the story of your brand in a dynamic way is key to digital marketing success. We\u2019re past the point of bland, one-size-fits-all communications and simple sloganeering. Today\u2019s savvy businesses are focusing on social messaging, highly personalised communications, and figuring out how they can solve customers\u2019 pain points. <\/p>\n\n\n\n<p>Many forward-thinking organisations are even hiring a dedicated storyteller \u2013 or a \u2018creativity architect\u2019 \u2013 to shape their narrative and craft compelling digital content that connects with the customer. <\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-2-leverage-the-right-technologies\"><b>2. Leverage the right technologies<\/b><\/h3>\n\n\n\n<p>Having the right message is crucial, but businesses also need the right technologies to deliver it. The \u2018age of the customer\u2019 means that organisations need to provide connected experiences to their consumers and a holistic view of that consumer across different functions. <\/p>\n\n\n\n<p>Digital solutions like <a href=\"https:\/\/www.salesforce.com\/eu\/products\/marketing-cloud\/overview\/\" target=\"_blank\" adhocenable=\"false\" rel=\"noopener\">Marketing Cloud<\/a>, <a href=\"https:\/\/www.salesforce.com\/eu\/products\/marketing-cloud\/social-media-marketing\/\" target=\"_blank\" adhocenable=\"false\" rel=\"noopener\">Social Studio<\/a>, and <a href=\"https:\/\/www.salesforce.com\/eu\/products\/einstein\/ai-deep-dive\/\" target=\"_blank\" adhocenable=\"false\" rel=\"noopener\">Einstein<\/a> can help businesses better leverage data, offer more dynamic customer journeys, and automate repetitive tasks to work more efficiently and intelligently. <\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-3-use-curated-content-to-showcase-your-business-and-inspire-customers\"><b>3. Use curated content to showcase your business and inspire customers<\/b><\/h3>\n\n\n\n<p>Curating content has a number of benefits for businesses, ranging from helping them become a go-to resource for specific topics to increasing online visibility and the number of regular visitors. Curated content can be highlighted in blogs, on social media channels, and in emails. <\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-4-look-towards-data-sciences-for-deep-dive-analytics\"><b>4. Look towards Data Sciences for deep-dive analytics<\/b><\/h3>\n\n\n\n<p><a adhocenable=\"false\" href=\"https:\/\/www.sciencedirect.com\/science\/article\/pii\/S2444569X20300329\" target=\"_blank\" rel=\"noopener\">Data Science<\/a> is becoming increasingly popular for segmenting audiences and developing effective digital marketing strategies. While businesses will still need to get their content and messaging right, data sciences can be invaluable for: <\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span style=\"color: var(--c-nero); font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em;\">Helping analyse UGC (User Generated Content)<\/span> <\/li>\n\n\n\n<li><span style=\"color: var(--c-nero); font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em;\">Tracking online behaviour<\/span> <\/li>\n\n\n\n<li><span style=\"color: var(--c-nero); font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em;\">Providing tailored online experiences<\/span> <\/li>\n\n\n\n<li><span style=\"color: var(--c-nero); font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em;\">Analysing social trends and more <\/span> <\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-5-create-a-multi-channel-strategy\"><b>5. Create a multi-channel strategy<\/b><\/h3>\n\n\n\n<p>Every channel has its own unique benefits and audience so neglecting certain channels could be a mistake. Creating a multi-channel strategy where mobile, social media, website, and video are all united to tell a compelling brand story across touchpoints is a great way to win over customers. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-digital-marketing-helps-businesses-make-a-big-impact\"><b>Digital marketing helps businesses make a big impact<\/b><\/h2>\n\n\n\n<p>Marketing used to be dominated by giant billboards, mass email blasts, and million-euro ad spending, but not anymore. Today\u2019s businesses can reach more people, more affordably, and with more of a personal touch. More importantly, they can focus on reaching their target audience and building long-lasting, meaningful relationships. <\/p>\n\n\n\n<p><b>To see how Salesforce can help businesses optimise their digital marketing, check out <a href=\"https:\/\/www.salesforce.com\/eu\/products\/marketing-cloud\/overview\/\" target=\"_blank\" adhocenable=\"false\" rel=\"noopener\">Marketing Cloud<\/a> today.<\/b><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Digital marketing helps businesses reach big audiences. But how can a business tell if its marketing is effective &#038; how can they improve it?<\/p>\n","protected":false},"author":1,"featured_media":1684,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sf_justforyou_enable_alt":true,"optimizely_content_id":"b7b546a86bc74b2d9dd0106575812c3c","post_meta_title":"","ai_synopsis":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"sf_topic":[12,1,274,101],"sf_content_type":[],"coauthors":[26],"class_list":["post-1682","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sf_topic-digital-marketing","sf_topic-digital-transformation","sf_topic-reports","sf_topic-marketing-cloud"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Digital Marketing: Where Does Your Business Stand? - Salesforce<\/title>\n<meta name=\"description\" content=\"Digital marketing helps businesses reach big audiences. 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