A digital media strategist evaluates the effectiveness of a company’s or organization’s efforts in the realm of the internet and digital media. To accomplish this, the digital media strategist reviews every facet of a customer’s or website visitor’s interaction with a company or organization in the digital realm and makes recommendations for improved effectiveness.
The following series of articles details examples of how a digital media strategist might fulfill the aforementioned role with regard to each “touch point” along a customer’s path:
Too many organizations only have one goal for their online efforts — to have a website up and running. After all, it’s the thing to do, right? When a company approaches their website with this attitude, no thought is given to what the website might actually accomplish. A digital media strategist will document your existing goals but may also challenge you with further possibilities for the use of your website.
Website traffic comes from many different sources. After documenting your goals and objectives for your online operations, your digital media strategist will turn to examining where traffic to your website comes from. A digital media strategist examines where your website traffic comes from and determines which sources lead to the highest volume and most qualified traffic.
The goal of a landing page is to persuade a visitor to perform a certain action (make a purchase, fill out a form, request further information, etc.). In addition to evaluating the continuity between your promotional vehicle (email blast, pay-per-click advertisement, etc.) and its corresponding landing page, your internet strategist will evaluate three important aspects of your landing page.
A well-designed site builds trust between you and your site’s visitors. To ensure that such confidence is established, your digital media strategist will assess the design of your website on the basis of several criteria: layout, web-standards compliance, color, imagery and product photography, and typography.
Copywriting is one of the most important aspects of a website but is often treated as an afterthought. But if we remember that the purpose of our website is to convey information, we’ll realize that good copywriting (through which information is conveyed) is invaluable. And so, your digital media strategist will read the content of your website and assess the quality of your writing.
Once a user reaches your website, unless what they want is on the first page they visit, they will need to find the page which includes what they are looking for. They can accomplish that either through using the internal search feature of your site or by using your site navigation. It is very important that both your internal search functionality and your site navigation work as well as possible.
Your website can be perfect in every other facet, but if it fails to ultimately persuade your visitors to take the desired action, then you have ultimately failed. Your digital media strategist will analyze your call to action (purchase, lead generation, etc.) and the vehicles through which a website visitor can respond to your call to action (shopping cart, contact form, etc.).
Actionable analytics are the lifeblood of any online operation. Without analytics, you will have no way of knowing whether or not you are accomplishing your goals. You will also not be able to perform tests to improve your operations. And without actionable analytics, you will not be able to make consistent improvements to your online operations.