Your digital marketing strategy begins by identifying your goals, especially as it relates to the inclusion of your employees in the execution of your mission. The purpose of employee advocacy for your company remains central to the development of both the “how” and the “what” of your strategic marketing plan.
Key questions: “What”
- What are your goals?
- What is defined as success?
- What exactly are you trying to measure?
- What role do you want employees to play in the process?
Key questions: “How”
- How do you measure your success?
- How do you know you have achieved your goal?
- How exactly do you involve employees in the process?
- How do you connect employees with the material you wish to share?
To inform the successful realization of a marketing plan, a lot of organizations have developed Key Performance Indicators (KPIs) that shape exactly what success looks like as it is related to your digital marketing strategy. Key Performance Indicators essentially combine the “how” and “what” to provide a concrete and holistic view of the outcome of the marketing plan. For instance, a KPI may involve examining the results of a campaign to drive up leads for sales conversion.
Marked indicators of success would include the actual number of clicks to a page, but it may also include keeping track of how long a visitor remains on a page, how many visitors engage through messaging, and how many actual shares for the page there are. Each outcome captures a different aspect to the success of the overall goal and allows for reassessment of the “how” as you discover the “what.”.
Whatever it is that you're trying to accomplish, make sure that you have identified not only “what” you’re trying to measure, but “how” you’re going to measure it, employing whatever Key Performances Indicators that are necessary to realize the successful application of your digital marketing strategy.
Download our Perspective Paper to learn more about creating authentic engagement and how to improve and scale audience engagement.