Doing digital marketing and driving traffic to a great website is important, but then what? What’s the next step? How will that traffic make a difference in your business? If you don’t know the answer to those questions, it won’t make a difference at all.
We all know this, but it should be said from time to time anyway. Digital marketing isn’t the goal. Organizational growth is the goal. Digital marketing is how we get there. So, let’s assume you have some clever digital marketing and have brought someone to your landing page for that campaign (always, always, always take them to a specific landing page), now what? Do you want them to buy something, fill out a form, sign up for a newsletter? Are you asking them to do that directly? Do you describe the benefit of them taking the action you want them to take?
Now, let’s assume that you got them to your landing page, and let’s assume they filled out that “get more info” form you have there. Now what? Do you have a follow-up strategy? Do you place that user into a CRM, so you have a single source of truth about them? Do you put them into an automated drip campaign? Do you have a plan for how you are going to grow your relationship with that individual?
My encouragement to you is to think through all of the steps a user might take in their interaction with your organization. As you are thinking through these steps, ask yourself, is the next step abundantly clear? If you even hesitate in answering yes to that question, it isn’t, and you have work to do.