GPSs are designed to get you from point “A” to point “B.” They are incredibly useful little gadgets, that layout exactly what you need to do to reach your goal. They help you map out the road ahead to ensure that you reach your target. However, they require one vital piece of information in order to be of any use to you. Without a specific destination, a GPS is useless. Unless you know specifically where you want it to take you, it’s nothing more than just a cool toy that makes you feel “hip” and “technically advanced.” The same can be said about digital marketing.
If you don’t have a specific goal for what you want your digital marketing to achieve, then it will be just as effective as a GPS without an address. Too often brands produce and publish content just because they can, or they think it will make them look “cool.” However, last time I checked looking “cool” doesn’t have a direct return on investment. Fairly soon you’ll have the executive suite asking you, just like they have asked every other content marketer out there, what it is exactly that you do for their brand. If your answer is, “I make our brand look cool,” your job security just went out the window. Now if you tell them that you have brought in an additional 8,000 views per month to the company website, while also engaging individually with 500+ customers on social media, your value to the company just increased.
The difference between being “cool” and bringing actual value to your brand is the implementation of digital measurement methods. It sounds simple enough, and to a certain extent it is. When you employ digital measurement, you great goals that you want to accomplish with your content. You’re no longer posting just to post, but to accomplish something. In an article written by Avinash Kaushi, he lays out a simple 5 step process of what to consider when creating a content strategy that uses digital measurement.
Step 1: Identify Business Objectives
Step 2: Identify Goals for each Objective
Step 3: Identify Key Performance Indicators (KPI)
Step 4: Identify Targets
Step 5: Identify Segments for analysis
This process is designed to make you plan from the broadest and most basic objectives of your digital efforts, and then funnel up to the most specific and targeted outcomes. By doing this you put the needs of the brand first and ensure that all of your digital efforts are brand centric.
So now you have a plan of action, and goals of what you want to accomplish. How do you know if you’ve reached those goals? There are many digital tools that measure Key Performance Indicators, or KPIs. These are statistics like how many page views per month you get, how many new visitors do you attract and what level of engagement do your social posts generate. Tools like Google Analytics ,and social media native analytic tools like Facebook’s, track and record these exact statistics. These statistics help you see the results of your content, and adjust your strategy to better reach your audience.