Top 5 Areas to Reevaluate Now in Your Digital Marketing Strategy

The last few months have forced us to embrace digital trends sooner than our comfort level may have been ready for.  As a marketer, communicating almost exclusively digitally I couldn’t help to pose the question should we be reevaluating our digital communication? 

Figuring out what your firm should adopt first and where to put your focus can be overwhelming.  Let’s dig into five areas that promise to increase the ROI of your digital marketing strategy. 

Track Your Reach

It is now more important than ever to know who is visiting your site, where they are coming from and what they are reading when they get there.  Understanding and analyzing tools like Google analytics can help boost your SEO (search engine optimization), understand your audience better, and help create more targeted content. After all, the goal is to get the right information to the right people.  Why not embrace the tools that help us achieve this, especially those like Google analytics that come at no additional cost.

Helpful Research Tools:  Google Analytics, Google Search Console, Woorank, Ahrefs

Google Analytics Dashboard

Content Personalization

Research is showing generic content doesn’t cut it any more.  According to Salesforce, 72% of business buyers expect vendors to personalize engagement to their needs.  If you want people to sort through the noise then you have to talk directly to them.  This will take more upfront work but the payoff is well worth it. Founding partner of the consulting management firm Fathom, Brent Robertson reminds us that “If you are hesitating on spending time developing personalized content, think about how many opportunities you get to reach your target audience before they get fed up and move on. Every touch point is an opportunity!” A good way to go about developing targeted content is asking the following questions before going live with content.  Does this information solve any problems for my target audience?  Why would my target audience care about this? Could I segment further so I can speak more directly to my audience? 

Example of personalized email


According to a recent Microsoft study, eight seconds is the average attention span.  This is quickly making videos the learning tool of choice. It’s important to acknowledge that videos are more nuanced than before.  You don’t have to lock yourself into a specific format.  Informal videos taken during a walk thru or during an impromptu meeting can provide a refreshing authenticity, lacking in a more formal production.  You can also use recorded audio over animation or over photos or graphics to explain a process.  There are a number of variations to the standard, person in front of camera format. 

Helpful tools: imovie, Adobe Premiere Pro, Final cut

Example of a quick, simple, effective video by GE

Social Media

Social media allows you to get more creative with how you engage with your audience. Again a quick live video or short story can be a powerful form of communication.  The more accessible you are to your audience the more likely they are to engage. It’s important to socialize and participate with trending topics, social media is not only about pushing your brand it’s also a way to humanize your company, seize that opportunity.   Speaking of branding, make sure you are consistent across all digital platforms.  Each social media account provides you with different creative outlets but your brand and overall messaging should still be clearly recognizable. 

Helpful social media publishing tools: Hootsuite, Sprout Social

A great example of showing the human side of your firm

An example of providing your audience with valuable information and sparking conversation

Interactive Content

The best way to keep a captive audience is to interact with them.   Quizzes and polls not only help you stay connected to your target audience but can also help inform future content.  Posing a question on LinkedIn that asks what are you most concerned about when it comes to your facility right now. Can lead to an interesting discussion, an article idea, or even a potential lead.  You can also implement a calculator to your website or social media post, where for example a potential client could find out the carbon footprint of their building by plugging in a couple of numbers. Any information that you can gain through interactive content will help you improve your communication and even how you do business.

Helpful interactive tools: Survey monkey, polldaddy

Concrete calculator calculates quantities of materials required for construction

Whether you pick to reevaluate one or all five of these areas, the key to doing it successfully is reporting.  Digital media is meant to consistently evolve.  Eileen Santiago, Marketing Consultant at topVue Marketing recommends, “Do a monthly or quarterly report where you evaluate and determine what’s working and what isn’t.  If you see that your audience is not responding to your information then try something new or try the same thing in a different way.” A major benefit of digital media is its versatility, I hope you embrace it and have fun with it.