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Insights @Work, Life, and Work Life
Frighteningly Effective: Building a Digital Marketing Strategy That’s Scarily Good
It’s officially scary season – when you’re either thrilled because you’re a fan of frights or you’re basically avoiding everything in, well, a fear of fear.
With horror movies streaming 24-7, haunted houses on every corner, and ghouls covering lawns, spooky season can put anyone on edge. At SFC Group, we love a good scare session, but the last thing we want is for your digital marketing strategy to give your audience the creeps.
To avoid scaring away your target audience, nix these digital marketing approaches that frighten us (and should frighten you, too).
Skipping a landscape assessment
In the world of digital marketing, understanding the competitive landscape is as crucial as nailing the perfect costume. You need to know who your competition is, what they’re doing well, and where there’s an opportunity for you to stand out.
A thorough landscape assessment allows you to benchmark your performance against industry leaders, identify gaps in the market, and tailor your strategy to capitalize on these opportunities. In healthcare marketing — where trust and credibility are paramount — knowing your competition can also help you avoid potential pitfalls and ensure that your messaging resonates with your target audience.
Being vague about what sets you apart
Imagine showing up to a Halloween party with a costume that’s supposed to be “one-of-a-kind,” but no one can tell what you’re dressed as. That’s what it’s like when your digital marketing strategy lacks a clear Unique Selling Proposition (USP).
Your USP is the magic behind your marketing efforts. It’s what makes your brand stand out in a crowded marketplace. Without a clear, compelling USP, your audience may not understand why they should choose you over your competitors.
Be bold and direct in your messaging. Highlight what makes your product or service unique, whether it’s cutting-edge technology, superior customer service, or unmatched expertise. Every touchpoint — from your website to your social media posts — should reinforce this uniqueness.
Misunderstanding your target audience
Not knowing your target audience is like handing out carrot sticks to trick-or-treaters. Not only will they be disappointed, but they’re probably never going to come back.
While that might be your “tricky” intent for Halloween, it’s not the goal of a solid marketing strategy. To ensure your audience takes action and keeps coming back for more, building a detailed customer persona is essential. The more specific you can be, the better. For instance, if you’re targeting healthcare professionals, is there a specific field? Geographical region? Value set? Age range? What specific challenges do they face, and how can your product or service address those challenges?
All these factors matter when developing your marketing strategy, and you’ll be remiss if you either don’t identify them or don’t cater to these qualities.
Overlooking the importance of KPIs
Everyone needs goals in life, so why should your digital marketing strategy be any different? While your Halloween goals might center around winning your local pumpkin carving contest, your marketing goals should focus on what you want to accomplish as an organization – also known as key performance indicators (KPIs).
Digital marketing KPIs should be specific and include intermediate metrics. For example, while your ultimate goals are likely sales and leads, it’s also important to monitor website traffic, time spent on site, pages viewed per visit, and social media interactions. These help you identify what’s working and what isn’t, so you can pivot accordingly. Regularly reviewing and refining your KPIs ensures that your strategy remains aligned with your business objectives and responsive to market changes.
Not tracking your progress
If you’ve ever been trick or treating, you know the importance of tracking which houses gave out the best candy. Similarly, in digital marketing, tracking your progress is crucial for optimizing your strategy.
Strong marketing strategies and analytics help you figure out where you’re seeing success and where you need to adjust. You can dump more resources into the things that work (like search engine optimization) and fewer into those that don’t. In marketing, this is often referred to as “agility,” but it’s also just smart. The key to a successful digital marketing strategy is not just about setting it up — it’s about continuously refining it based on real-time data.
Fewer tricks, more treats
Crafting a digital marketing strategy that leads to success might seem daunting, but once you’ve got the hang of it, it can be pretty straightforward. At SFC Group, we’ve been around the block a time or two (or a hundred), and we know how to sweep away the cobwebs of ineffective tactics and bring your marketing efforts to life.
Ready to create a digital strategy that’s frighteningly effective? Knock on our door — we’ve got the treats you’re looking for.
