Fifty Five and Five

15 ways to power your digital marketing performance with Maya

  • Understanding digital marketing performance helps to make improvements
  • Good domain authority begets leads 
  • Maya indicates how engaging your content is 
I could sit here and tell you: “Your digital marketing performance is absolutely crucial for your business”. I could use a megaphone to SAY IT TO YOU LOUDLY. I could prod and poke you from across the table. I could even whisper it softly while peeping up at you from under your desk. There are many ways I could say it to you. But then, it’s not something you are unaware of, is it?

Or is it?

If this is the first time you’re hearing that digital marketing is important for your business then, please, navigate away from this page; catch up on your fantasy football league, or checkout the next book you want to read or that thing you need to buy for your flat, because it’s too late for your businesses marketing strategy—your competitors are already streets ahead, up another level, on a different planet. Digital marketing (and your digital marketing performance) has gone from the ‘future of marketing’ to simply: marketing. And if you haven’t got a digital strategy, you might as well not have a marketing department.

You should probably already know that people spend more of their time online, consuming most of their culture, entertainment, and partaking in constant social interaction. And you should know that digital methods of communication and marketing are faster, more versatile, practical, streamlined and cheaper than traditional print methods.

It’s all in the percentages

Recently we told you all about Maya, the digital marketing benchmark tool for Microsoft partners that actively gives you feedback instantly on your digital marketing efforts. Knowing the health of and understanding your digital marketing performance can help you make improvements, tweak certain methods, and gain more knowledge—even the smallest boost in percentage can make a big difference to your business outcomes.

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Today, we would like to crawl out from under your desk and help you with your digital marketing strategy by looking at 15 ways Maya can be used to test and improve your marketing capabilities.

First things first, your website, blog, and social channels make up a very large chunk of your online presence. Getting a gauge on your current performance is essential to improving. You wouldn’t try to gain or lose weight without weighing yourself first, would you?

1. Perform an upfront health check on your website, blog and social channels

First things first, your website, blog, and social channels make up a very large chunk of your online presence. Getting a gauge on your current performance is essential to improving. You wouldn’t try to gain or lose weight without weighing yourself first, would you?

2. Monitor your website over a prolonged period of time

The best things in life happen slowly. Being able to get a good overview on the reception of your website requires time. You won’t be able to judge reaction—good or bad—until you can see trends; spikes and dips, and this only happen over a prolonged period. Set a timeframe (say, a month), analyse your stats and go from there.

3. Test the ROI on investing in your social media

You should perform a ‘before and after’ test to see what effect bolstering your social media muscles will have on your business. Investing likely means hiring a new person. Is it worth the time and cost of the new hire?

4. Check how engaging the content is on your website or blog

Content is king. Are you getting enough hits on either platform? While broadcasting yourself is important, your content needs to be engaging and relevant. Torn between two similar webpages? Try an A/B test.

5. How many backlinks does your website have?

Good domain authority begets good domain authority. You want this because it means you are a trusted site on the Internet. An important way of getting there is to have numerous backlinks on your website from other sites that have good domain authority. See? Backlinks with poor domain authority will affect you negatively, so be careful.

6. Do a quick desktop and mobile speed check

The time it takes your website to load is more important than you might think. Studies show that loading time affects your bottom line. Speed things up by minimizing HTTP requests, reduce server response time, enable compression, enable browser caching, minify resources, optimise images and CCS delivery, prioritise above-the-fold content and reduce the number of plugins you use as well as redirects.

7. Check how frequently you blog

One of the challenges and rewards for blogging is the ability to do it consistently. More original, engaging content grows your presence, attracts new readers/potential clients and keeps current ones. Here’s a tip: take the amount you blog each month and try increasing that by fifty percent.

8. See how well shared blog content is on Twitter, Facebook or LinkedIn

This will give you an indication of how engaging your content is and/or how engaged your audience is with your goods or service. By posting your content at specific times of the day and week you might be able to up this a percentage point or two.

9. How well are you using outbound links on your posts?

Outbound links are important for SEO of your posts. Similar in concept to website backlinks, outbound links with good authority will increase your post’s search ranking, making it easier to find and generating larger engagement.

10. How well are you using images on your blog?

A picture is worth a thousand words, etc., etc. In today’s world of low attention spans and the overabundance of content and other stimuli, the right images for your blog is pretty essential. Just be careful not to get sued.

11. How frequently do you tweet?

How much is too much? What number is not enough? This social media stuff is tough. It’s recommended that you tweet about three time a day. This seems to be about the optimal number for the highest engagement.

12. How engaged are people in your tweets, Facebook page, and LinkedIn?

This comes down to the amount of followers, likes, retweets, and connections you have. Posting frequently (but not too often) and at the right times of the day and night, will help you boost these numbers.


13. Learn from your competitors

An age old way of improving in any field is to watch someone you admire and copy them. This works just as much in digital marketing as it did back in high school. Check out our Top 50 Inbound Marketing Excellence report to see the Microsoft partners whose digital marketing performance is worth emulating.

14. Provide evidence to your boss of marketing research

Show them you’re not a crazy person and that what you’re doing is important with the appropriate facts and figures. Then ask for more investment – in the long run, good marketing WILL boost your bottom line.

15. Put together a business case for investment in your team

The boss not listening? Put it all together into a report about the big opportunities to be had with a better digital marketing performance. Include the risks, but push the positives. And remind them that everyone is doing it.

Hopefully this post has already given you some ideas how to get the most from your digital marketing. Incorporating even a couple of these tips will improve your strategy by at least a few percent and that might be all it takes to get that next big lead.

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Stephen Reilly

Stephen Reilly

Stephen works in our growing writing team, joining us after a long stint working in the United States.

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