Digital Marketing Strategy

Your fabulous WordPress Website is only one piece of the puzzle

A web marketing strategy will help you grow your business by driving more visitors to your website, and turning more leads into actual business. A Digital Marketing Strategy is a series of actions that enables you to maximise available online marketing channels in order to achieve your business goals.

In the same way that every business is different, so too is every Digital Marketing Strategy; your strategy will reflect the short, medium and long term goals of your company, and will be designed to attract the clients that you are hoping to engage with.

There is a four step process to determining your Digital Marketing plan:

The starting point for a successful digital marketing plan is defining those people you want to attract.  By clearly understanding your prospective clients’ location, age, income and/or job coupled with an appreciation of their goals, interests, challenges and hobbies, you can start to form a vision of your target audience. This appreciation of your future clients will help shape your digital strategy as well as which channels are most appropriate to reach those people.

Your digital marketing strategy will be most effective when you know what you want to achieve; it is essential that you have pre-determined strategic goals that are geared towards achieving your business ones. Your goals should be:

  • Specific
  • Measurable
  • Attainable
  • Relevant and
  • Timely

In order to constantly improve your digital online strategies you should Monitor and Measure. By understanding how your campaigns are functioning you can look to change them with a view to improving their performance. You will need to look at three areas: earned media, owned media and premium media.

  1. Earned media is where people have given feedback about your goods , services or organisation, or articles written that reference your business. In other words, earned media is not something you can pay for, instead you receive it.
  2. Owned media is any media that your business owns, including media that has your name attached to it or that you created. This will include your website, any blogs you have written, social media pages and any images you generate. It is key that you are able to analyse your owned media to see how it is driving new business to your door, and, more importantly, how you can continually refresh and improve upon that media to increase your revenue stream.
  3. Premium media – this will be any media that you have paid for in order to advertise your organisation, including social media adverts and Pay-per-click campaigns (“PPC”). These need careful definition and regular monitoring to see if your efforts are bringing the results you are looking for.

It is essential to have a budget in mind when defining your digital marketing plan…you need to be clear on what you want to spend and what resources you have available for your campaign. Each campaign should have an agreed budget so as to maximise the effectiveness of each task in hand; there is a danger of getting carried away with one element over another if you simply have a “pot” of funds, and then, before you know it, the pot is empty.

Tools such as Google analytics will assist with running and monitoring your campaign.

My site looks so professional and is so easy to use. I’ve had great feedback from my clients who have now used my new website…. I am so pleased with the site, it’s amazing!

Kirstie Mein Salon 31

Elements of your Digital Marketing Plan

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SEO

Search Engine Optimisation, almost certainly the cornerstone of your digital marketing plan.

SEO

That all important “Google Rating” should always be at the heart of every SEO activity – looking at page speeds, ensure pages are mobile friendly, images are optimised, meta tags and meta descriptions have the right key words for your business and target market. But have you done enough? We can tell you!

Google Adwords

An effective way to ensure that people find YOUR website when they search on the right keywords.

Google Adwords

We can design and execute a PPC strategy to maximise your budget to drive increased traffic to your website. Coupled with unique “landing” page/s on your website provides the user all the relevant information they need, enhancing the user experience.

Display Marketing

Select 1 or 2 target markets that you would like to focus on.

Display Marketing

Is there a magazine / event website that your target market use. You can remarket to these individuals using a display campaign (so it is not keyword driven). This is a perfect branding exercise to get your brand better known.

Email Marketing

Branded emails and Newsletters drive business

Email Marketing

We can produce monthly email shots with updates on the company / sector / offers / events and anything else relevant to your business to maintain interest in your company and bring traffic to your website. This could be coupled with a “sign up to newsletter” option on your website.

Social Media Marketing

This can be the lifeline for local business - are you doing enough?

Social Media Marketing

Social Media marketing is a crucial business stream for the smaller, local business, but this does require regular, branded content (images and words) to ensure success. We can provide a service offering scheduled posts supplemented with you providing ‘real-time’ updates.

Offline Adverts on Magazines

Advertising in magazines works well when coupled with landing pages on your website...

Offline Adverts on Magazines

Advertising in local magazines and/or industry periodicals work well when coupled with dedicated online landing pages on your website – in other words providing offers that are only presented through the adverts. This approach needs consistency and we have found that it works best when a business advertises regularly.

Testimonials

Driving feedback by automating feedback requests

Testimonials

The feedback from existing customers can mean the difference between getting new business and not. We can help with this important element of your marketing plan by ensuring that every opportunity to get client feedback has been considered and maximised.