Introducing: The Geber Strategy Diamond
We all do digital marketing. It's a must. If you aren't digital, you don't exist in this world, and that trend is only getting stronger. We at Geber Consulting receive many requests for digital marketing training, from how to run a Facebook or LinkedIn group effectively to content and ad strategies.
One question however we get asked by every single client. "Now that we know how to do it, how do we measure it?"
Even the biggest firms in the world have trouble measuring the effectiveness of digital marketing. Some have given up. Others are paying hundreds and thousands of dollars a month for sophisticated software that crunches the numbers - and in the end leaves you as confused as before.
The team at Geber Brand Consulting has created a simple solution, which we call the Geber Strategy Diamond. It has two parts: the visual representation of your strategy in the diamond, and the software (current Excel-based) which captures the numbers. Here's what it looks like in it's basic form:
Record, predit, benchmark
In essence, the diamond creates meaningful links between your digital assets and serves as the backbone of your strategy. The elements of the diamond vary from product to product, and it can be adapted to any industry.
Let's say you are marketing pet supplies. Your visual would be an Instagram account with cute puppy pics, your Facebook page about the product itself-or, say, "how to keep your pet happy." Your inbound would perhaps be an AMA session with a vet online, and your O2O an invitation on the product poster at the vet to like you on FB. The "Action" represents the ultimate metric you are looking for, most likely sales. But it could be anything, from signups to a newsletters, downloads, visits to a page, or meetings.
Once the strategy is defined, the diamond stays with you as a visual aid. Every month or quarter you feed the numbers into the spreadsheet we created, which also includes projection and benchmarking features. By the end of the year, not only do you have a record of everything you did, but you also have the numbers you need for reporting. With enough data, you can make projections like "by increasing our Instagram following by 100'000, we can increase sales by 15%".
Digital Marketing Training
We have created templates for different industries and products, from consumer products to fashion to semiconductor and machinery. The Geber Strategy Diamond tool is an ideal solution to get a grip on your digital marketing efforts. It is also part of our Integrated Digital Marketing Training course, available worldwide online.