Getting the most from digital marketing

Digital tools and techniques mean there’s never been a more exciting time to be a marketer. From data and insight to user testing, here are some things to consider before you get stuck in.

User research

  • It’s essential to understand who your key users are, what their challenges are and what they want to achieve.
  • Services designed around the user and their needs:
    • are more likely to be used
    • help people do what they want to do (and therefore are more likely to be used again)
    • cost less to run, by reducing time and money spent on resolving problems later (such as phone calls to Supporter Experience).
  • You must consider user experience (UX) and accessibility when creating online experiences that will best suit the user. Get guidance on UX and accessibility.

Data and performance

  • One of digital’s advantages over more traditional marketing channels is the ease with which you can monitor, test and improve performance.
  • Set objectives before you start work on the content, and KPIs before your page or campaign goes live.
  • Measure performance, based on these KPIs, from the outset. It’s wise to enlist the help of a data expert early on.
  • If something’s not working, you can then run some tests to find out why, and improve performance. The Digital Team can help with this.
  • And if something is working really well, shout about it! It may be that other marketers around the RNLI can learn from your success. 
  • It’s important to regularly review your KPIs, making sure they’re still relevant, and ultimately helping save lives at sea.

User testing

  • User testing will help you build confidence in your approach, while seeing how real users interact with your page, app or campaign.
  • You don’t have to spend a huge amount of time or money on user testing. If your project (and budget) is small, simply getting the views of a few people who are unfamiliar with the project can help.
  • However, if you are launching a brand new experience, or a high-impact new system, do seek advice from the Digital Team on getting some professional help with large-scale user testing.
  • Testing doesn’t stop once you’ve decided on a plan and set your assets live. It’s important to use your data to see what can be improved, and carry on testing and improving. As user needs and expectations change, there are always improvements to be made. The Digital Team can advise on this.
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