![\"digital](\"https:\/\/images.crowdspring.com\/blog\/wp-content\/uploads\/2024\/01\/26131013\/digital-marketing-strategy-hero.png\")
\n![](\"https:\/\/images.crowdspring.com\/blog\/wp-content\/uploads\/2020\/03\/27125439\/cs-200px.png\")
<\/div>\n
![\"brand](\"https:\/\/assets.crowdspring.com\/marketing\/landing-page\/brand-archetype-hero.png\")
<\/div>5. Leverage earned media<\/h2>\n
You must evaluate your previous earned media efforts and your current marketing goals. This involves analyzing how different sources have contributed to your traffic and lead generation.<\/p>\n
A gourmet coffee shop might find that a feature article in a popular food blog last year significantly increased website visits and online orders.<\/p>\n
Leverage video analytics tools<\/a> if your content strategy is mostly focused on video or other tools like Google Analytics to gauge the effectiveness of various earned media sources.<\/p>\n For example, a tech startup can discover that its guest podcast episode on a popular tech channel brought many website visitors.<\/p>\n Organize your earned media sources by their effectiveness in achieving your most to least effective goals.<\/p>\n For example, an eco-friendly clothing brand that ranks its earned media sources can discover that Instagram influencer collaborations drive more traffic than guest blog posts on environmental websites.<\/p>\n Use this analysis to determine which types of earned media are most effective for your goals.<\/p>\n Don’t hesitate to explore innovative avenues of earned media, even if they haven’t previously been part of your strategy.<\/p>\n For example, while a local bookstore finds traditional book reviews are effective, they can experiment with interactive author Q&A sessions on social media, a new approach for them. Or, a home decor business, noticing the rise of TikTok, can collaborate with DIY influencers on the platform despite never having used it before for marketing.<\/span><\/p>\n Analyze your existing paid media campaigns across various platforms (like Google Ads, Facebook, Twitter, etc.) to determine their effectiveness in meeting your current marketing goals.<\/p>\n For example, a local artisanal candle shop<\/a> can evaluate its Facebook ad campaigns and realize that while they have invested heavily, the return on customer engagement and sales is lower than expected.<\/p>\n If your current paid media efforts aren’t yielding the desired results, consider refining your approach or reallocating your budget to more effective platforms.<\/p>\n For example, an online fitness equipment retailer may notice that its Instagram ads outperform Google Ads in generating leads. Thus, the retailer can shift more of its budget to Instagram.<\/p>\n Utilize available resources and guides to enhance your understanding and use of paid media platforms like Google Ads.<\/p>\n A boutique hotel can use a free guide on Google Ads to target its ads towards potential travelers better, leading to an increase in direct bookings through its website.<\/p>\n Based on your analysis, decide which platforms to continue investing in and which to phase out or reduce spending on. For example, after reviewing its ad spend and returns, a small publishing company can continue with LinkedIn ads targeting professionals but stop their less effective Twitter ads.<\/span><\/p>\n A well-integrated marketing strategy<\/a> ensures all your marketing efforts work together harmoniously, maximizing their overall impact. For example, for a local coffee shop, integrating marketing means their social media posts, in-store promotions, and email newsletters convey a consistent message about a new seasonal blend.<\/p>\n To understand the effectiveness of your digital marketing efforts, it’s crucial to track their performance. This helps in making data-driven decisions for future strategies. For example, a local bakery might track the increase in website traffic and online orders after launching a social media ad campaign.<\/p>\n I’ve mentored thousands of entrepreneurs over the past several decades and am always amazed at how few invest in understanding the effectiveness of their marketing. You’re wasting money if you don’t know whether your marketing is effective.<\/p>\nRanking earned media sources<\/h3>\n
Building an earned media strategy<\/h3>\n
6. Maximize paid media<\/h2>\n
Refining or reallocating budgets<\/h3>\n
Leveraging resources for improved strategies<\/h3>\n
7. Integrate marketing efforts<\/h2>\n
Benefits of an integrated marketing strategy<\/h3>\n
\n
Steps to integrate your marketing efforts<\/h3>\n
\n
8. Track success<\/h2>\n
Key steps to track your marketing success<\/h3>\n
\n