We sat down with Kent Lewis, president and founder of Anvil Media, Inc., a Portland-based agency specializing in search engine marketing, social media marketing and analytics, to ask about the top three things digital marketers should be thinking about. Here’s what he had to share:
- Understand the Entire Customer Journey: Reaching customers online is an important step in the customer journey, but it’s not the only step. There are many other places offline where customers are engaging with your brand. Think about these touch points: what is the first, and what is the last? There are more places to interact with customers than you’d think, including customer service and support opportunities. Consider the full customer life cycle, and learn to optimize each touch point to increase conversion rate, reduce sales cycle and increase profitability across the entire life cycle.
- Create an Attribution Structure to Measure the Customer Journey: A digital marketing strategy is nothing without being able to measure its effectiveness and impact. Digital marketing is very measurable by its nature, but it’s not a completely accurate representation of the full customer journey that also includes offline touch points. Map the customer journey and determine how to measure and give credit to each touch point, from the first to the last, to understand your impact.
- Think of Technology as an Enabler, not the Solution: Of course technology is key in the digital marketing game, but think of it as a means to an end — not an end-all-be-all solution. Understanding the fundamentals to why certain digital strategies work and when to apply different solutions is an important ingredient to success.
Thanks to Kent for sharing his time and expertise with us. Enjoy!
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