Working together to create an ongoing digital strategy that enables transformation within your business through organic and paid marketing means. It requires a combination of various tools to best build your digital platforms and increase your conversion rate.
Using Paid Advertising you will appear in search results for keywords the consumer is searching for. You will appear at the top of SERPs (Search Engine Results Pages) and as it is PPC (Pay Per Click) you will only pay for those consumers who click through to your website.
Improving organic search results is an important part of a digital marketing strategy and involves researching keywords, optimising webpages and using tools such as Google Search Console to analyse and improve search positions for various keywords over time.
Working together to decide what the desired outcome is for your business and increasing the CRO accordingly. For example, this might be products purchased and streamlining the sales funnel to allow the buying process to be as simple as possible.
Excluding the content within the email, it is important to target the right audience with the right offers, and make sure you are signing up subscribers who will raise your CRO. This can be achieved with improved data collection and consumer history analysis.
Social Media campaigns are a great way to increase website interaction, and subscription. But it also improves your credence online and allows you to target different audience types, dependent on platform.
Creating content for specific audiences and distributing it in the right ways will increase digital conversion rates, and improve the reach at lower costs. It is important to provide a service to those viewing the content, without necessarily pushing the brand directly.
The most common and quickest way to start the content journey is providing articles and posts on topics that interest people, or offers information on a subject. This can include latest business news, but generally it is best talking about more general topics in that niche.
As video becomes the go to content type, offering both video and infographics enables easy sharing, both on websites and through social media. This is a key way to get backlinks to your website and therefore your brand.
Similar to video and infographics, well written and helpful guides and books will improve your brand respect, and put you in the mind of the consumer.
It is important to make sure your web pages are content rich. This means making sure it contains relevant keywords, and as google uses more feature snippets, provides short, easy to read paragraphs.
Email newsletters are a brilliant way to converse with people who already know and appreciate your brand. Making sure the email is heavily personalised for them will increase conversion rates.
Data and Analysis
Taking all digital marketing data and analysing, providing reports with guidance on how to improve return on investment and conversion rates. Measuring campaigns for success so you can adjust going forwards, and investigating new revenue opportunities.
Making sure you know who your digital strategy is directed towards is important in keeping down costs and increasing return on investment. By creating audience personas you are able to make sure content is created accordingly, and the right offers and products are available.
Most people have heard of Google Analytics, but there are many tools that should be used when reporting information on a digital strategy and marketing plan. These include social media reporting systems, Customer Relationship Managers (CRM) and Content Management Systems (CMS).
Utilising multiple platforms for a digital strategy is made much more useful if you can measure and combine the data to have a full picture report of how well they work together.
Measuring return on investment across platforms and reporting on this data, alongside ways to improve it.
Refining calls to action, advertising, layouts and content on an ongoing basis using A/B testing to see what garners the best conversion rates.
Once your website is created by web developers it is important to keep adjusting and improving over time in response to both feedback and data. Partnering with web developers, improving and optimising the website is an important part of a digital strategy.
Updating the website regularly to make sure there are no security issues, improving the systems where required including the speed of the site.
Regular backing up of content management systems, and if required, customer relationship manager systems.
Working on the UX (User Experience) and UI (User Interface) to continuously improve the customer journey. Rebranding where required.
Training staff in all levels of website management as required. This might be at an editor level or an admin level.
Managing and updating databases, pulling data for reporting purposes, and making sure all GDPR is being adhered to.