Fundamentals of Digital Marketing: Analyze and adapt.

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hey by now you know how important it is to figure out what you want to get out of digital how to establish your online presence and start using digital marketing to drive people to your digital home but it's also important to make sure that your digital plan is geared towards the long haul let's go over a few ways to do that setting realistic expectations tracking your results and adapting to changes in technology and in your industry the first thing to remember is don't expect too much too soon it can take a bit of time to set up your digital presence and get noticed online so if you're a hairdresser launching your very first website your online shampoo sales probably aren't going to go through the roof straight away it takes time for search engines to find you and for you to set up implement and improve your digital marketing plan so try not to set unrealistic goals that you're unlikely to meet a crucial part of any online plan is to measure what you're doing and make sure it's working this is called analytics and they can show you how people are finding your website and what they do when they get there we've got lots of videos that dive into the details of analytics but generally knowing where your online visitors are coming from can help you figure out which of your marketing campaigns are working and which ones aren't if you know what people do once they're on your website it can help you figure out if your investment in digital is working let's take your hair salon as an example you don't just want people to find your homepage you might want them to do lots of things like watch your clever how-to videos make appointments get driving directions to your store or actually buy something by tracking what people are doing on your site it can help you understand what's working and what's not so you can make changes and continually improve what you're doing a final point to mention it's important to remember that the online world is constantly changing new tools technologies and tactics pop up pretty much daily so a good plan combines the basic concepts that don't change that often with forward thinking to keep up with the latest and greatest similarly when things change in your industry make sure that your online world is kept up to date are you offering the latest hot trends in hair styling if hair dyes become the next big thing you can quickly update your adverts to show customers what you can do to set yourself up for success online you need to look before you leap and don't stop looking a good plan will consider three things first know your online goals and set yourself realistic expectations next use analytics to track and measure what you're doing and how it's working and lastly always keep up to date and adapt to changes in technology and the industry you work in if your plan tackles all these things and you stay flexible you'll be well on your way

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