The world of digital communications changes so fast, it can feel hard to keep up with it all. By the time you implement the latest and greatest innovation, it may seem to be passé. So how can you know which digital communications – such as blog writing, newsletter development, text campaigns, or email marketing – will deliver a true return on investment? The question is not really which solution is best, but instead, how any digital solution supports your overall business goals.
Start with Strategic Planning
Ask any PR company in Las Vegas and you will hear that the hottest new technology will do nothing for your business if it doesn’t work to support your business plan. Take the time to define your strategy, goals and objectives. Once you have those hammered out, take advantage of your existing resources and harness your budget.
The digital communications tools you choose should be integrated with your marketing plan, connect clearly with user experiences and be measurable within short time frames. Because technology can collect information so quickly, it should be analyzed regularly and marketing courses should be adjusted rapidly. Keeping digital communications closely aligned with strategy is key.
Formulate with Feedback
One amazing feature of digital communications is the ability to customize messages and content to the individual. As you collect market data and get to know your target audience, incorporate personalized messages, images and ideas. More data means more details, and more details allows you truly understand who is interested in your brand, product, service or message.
In addition, figure out not only what your audience wants to hear, but how they want to hear it. For instance, don’t bother to conduct an e-mail campaign with the segment of your audience that communicates primarily by text. You will learn how to reach your audience more effectively, and most importantly, deliver what they want and need. Be sure the call to action is clear and easy to turn that engagement into sales.
Expansion and Growth
Ideally, if your digital communications efforts are supporting solid business goals, you should naturally see your business begin to grow. This may mean greater commitment, loyalty and business from existing customers or growth in a completely new market segment. The information you collect should help paint a clear picture of where you need to grow next.
Be sure to keep current customers engaged with new, relevant content that not only shares new products and services but also provides information they will find helpful and useful in doing their jobs or living their lives. Everyone loves the sense that they are getting helpful things for free. Then, be ready and waiting when a purchase opportunity arises, staying in the forefront of your customer’s thoughts and screens. When you want to reach out to a new group, use the same approach. Think about what they want, what they need, where their pain points are and how you can help. Provide that information or advice for free, and when they need more, they will be more likely to remember your company.
If you’d like more help in evaluating your digital communications efforts, contact GYC Vegas, a Las Vegas PR company with more than 16 years of experience in multiple industries handling a variety of businesses from start-ups to multi-national corporations.