Every day, our businesses are increasingly moving towards multi-channel platforms: we activate Google Search, create organic content on social media, launch campaigns on Meta Ads, LinkedIn Ads, TikTok Ads, and much more.
The ultimate goal of these complex structures is to attract as much traffic as possible to our website so that the much-desired conversion can occur.
However, being present in multiple channels doesn't always mean increased sales. If we don't properly monitor and optimize these channels, we could be wasting resources and failing to meet business objectives.
Below we propose you 6 basic but very powerful questions, which will help you know if your channel strategy is correctly measured and optimized:
First basic question
Could you list the channels your business currently operates on, both organically and through paid channels?
Yeah.
No: You need to generate an updated list of all the digital channels where your brand has a presence, both actively and passively. Awareness is the first step toward proper measurement.
Second Basic Question
Are you on the channels where your target audience is looking for solutions to their problems?
Yeah.
NoPerhaps your brand is present on the most popular or trending digital channels, but not on the ones where your target audience is searching for solutions. In the K-12 education sector, it's surprising how much higher rates of parent engagement are achieved on channels like Google My Business than on Facebook or Instagram.
Third Basic Question
Does each of your channels have a specific objective and a defined KPI?
Yeah.
NoEach channel, although it should be part of a global digital strategy, must be planned and developed independently. Each channel will have a purpose aligned with each stage of the sales funnel and an associated KPI that will be reviewed periodically to align the overall strategy with business objectives.
Fourth Basic Question
Can you track how many leads and/or customers are generated in each channel?
Yeah.
NoYour CRM doesn't attribute each new lead/customer to a specific channel, so it will be very difficult, if not impossible, to calculate the profitability of your channels.
Fifth Basic Question
Does all the data collected converge into a single dashboard accessible to all stakeholders involved in the digital strategy?
Yeah.
NoYou probably have a huge amalgam of data. Inputs from different channels converge in different Excel spreadsheets that aren't operational and don't help you make the best business decisions. Investing in a dedicated solution that allows you to visualize and share your business's most relevant data is a true life-changer.
Sixth basic question
Do you regularly analyze patterns in your data to optimize the performance of your channels?
Yeah.
NoSpending time with your team to read the data from each of your digital channels, try to understand the fluctuations, and launch experiments focused on moving the needle on KPIs is the mindset of a high-performance team.
If you answered "Yes" to all six questions, congratulations! You've taken all the necessary steps to optimize your channels' performance and are well on your way to growth!
Here you have one final checklist To understand the process of how to measure and optimize the performance of your channels:
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1. List all your channels (organic and inorganic)
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2. Select and keep the most relevant ones for your target
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3. Give each one an individual goal and KPI
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4. Attribute new leads/customers to each channel
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5. Create a dynamic and accessible dashboard
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6. Interpret data and adjust your strategy
