Having in place a good Digital Marketing Strategy for your business is essential for your ongoing success.
Below you will find an overview of just about everything you’ll need to put one together for yourself, from how to approach your PPC spend, to Content Marketing and Social Media Strategy.
Goals for Digital Marketing
♦ Set overall goals for marketing
♦ Break goals down to specific channels
♦ Website Audit
♦ Inc. Cost of acquisition e.g. Adwords effectiveness
♦ Landing Pages, Email Marketing, Social Media Marketing, Content Marketing, Organic Traffic and SEO, Pay-Per-Click
♦ Key metrics; Defining MQLs/SQLs
♦ Structure and organisation of internal processes
♦ Reporting on activity and outputs
♦ Developing supporting content for sales teams
♦ Establishing accountability between sales/marketing
Wins! (What’s Working?)
♦ Marketing Qualified Lead targeting
♦ Adwords, LinkedIn and Facebook ad attribution
♦ Analytics and Reporting
♦ ‘Goal driven’ workflows
♦ Email and newsletter targets and results
As a structure, we’ll begin with your Goals, before looking at ‘Reality’ i.e. your current situation, then going on to how to Organise yourself better, and finally how to review What’s Working. Let’s begin…
Digital Marketing: Goals
Let’s say you have set your business growth goals. And you know your lifetime value of a customer. What you can now do is work out how many new customers you need on an annual basis in order to meet those goals.
Then you want a method of tracking the source of leads across all channel e.g. as for ‘last month’ below:
Then you can specify an average number of leads (new contacts) to be generated.
Conduct an Audit
In order to know which areas of your sales and marketing activities are working (and which areas this approach will benefit you the most), you need to conduct an audit. To do this, I’ve broken down all of the areas you will need to cover, starting with your website.
Click here to find out how to conduct your digital marketing audit.
Content Marketing Strategy
There are several purposes to creating content, including:
- Creating tantalizing content to increase initial conversions
- Content to enable better decision making as to products/services we offer
- Content to re-engage visitors who haven’t opted in on the initial offer
- Content for existing customers and community members
- Content to increase the breadth of the semantic footprint of your business, and deepen the impression of that print in Google Search i.e. more results, higher ranking results
Read more about Content Marketing Strategy
Social Media Strategy
“When it comes to social media, Martin Shervington is one of the most clever and hardworking people you’ll find. He’ll help take your game to the next level.” – Guy Kawasaki
My best advice when it comes to Social Media is this: pick the right platform for your business, and build up a quality network through serving that community.
To give you a broad generalisation:
If you serve a B2B audience then look to focus on LinkedIn; and if you serve a B2C audience then look at Facebook.
Ultimately Social Media takes work and the more you ‘attend’ to people there, the more they will respond to you. In short, make it about them.
Tip: if you want to connect with people who already have a network i.e. influencers, then use Talkwalker.com to find which ones get the best response on their content. You can either then a) build a relationship with them e.g. by writing ‘gently sucking up’ posts about them, b) simply sharing their content day after day (they will notice eventually) or c) approach them and look to collaborate in some way.
Organic Traffic and SEO
Google Analytics is a vast platform, but here is one of my guides in a Q&A format that may well help if you want to dig deeper.
Using a ‘segment’ you can create, for instance, a breakdown of the % of Organic, compared to a year before:
It’s very easy to get caught up on Vanity Metrics.
But the truth is – unless that traffic is turning into customers, is it really worth having?
What you do want, however, is your GOALS to be set up (mentioned earlier) and each page to be optimised to be driving the outcome of achieving more goals. Read more about Organic Traffic and SEO
The intent behind all email messages is a measurable outcome.
Again, depending upon your software, using different methods of CTAs you can move people onto lists e.g. A) for those looking at a brochure, and B) for those who request a call, as mentioned above.
In addition, people could book on an info night, or could call in to discuss a program, depending on the promotional intent (and the list/stage in the funnel).
PAY PER CLICK, AND RELATED EXPENDITURE
The biggest marketing challenge you face is almost certainly this:
How do you know your marketing spend is worth it?
It is one of the most obvious questions you need to answer but due to the complexity of the web it remains a challenge as not all platforms ‘talk to each other’.
Note: One of my favourite tools is how you can ‘Attribute your Marketing leads’ (case study) – but also much of the list segmentation has been dependent upon HubSpot’s capability.
NEW LEAD USER JOURNEY TO ‘CUSTOMER’
It’s now time to dig deeper into what to do once people have opted into your business i.e. once you have them in your database.
The diagram gives a view of lifecycle stage movement across the stages:
Click here to find out how to map out your user journey.
DATABASE SEGMENTATION, AND LISTS
“The antidote to complexity is not simplicity, it’s organisation.”
Your ability to segment your database will be determined by your software, and of course the nature of contacts in your database.
You can then look to segment the lists based on several principles including: lifecycle stage/contact ownership, product vertical interest), segmentation based on stage in user journey, and ones based on activities (e.g. CTAs clicked) etc.
Click here to find out how to best segment your CRM to drive more sales.
Marketing needs to work hand in hand with Sales.
The problem you may well find is that Marketing says that Sales are not working the leads they send over, and sales say the leads they are getting are ‘not hot’.
The reality is that Marketing needs to work hand in hand with Sales to support the user journey of each and every lead, and use the software you have available to create a culture of ‘Ease’ in your business – this way Marketing and Sales can best work together to solve any problems. Read more here.
Once you’ve begun implementing your Digital Marketing Strategy, you will want to ‘see’ what is working.
‘Dashboards’ are on the rise and give you the ability to gain clarity and insight into what is working, and what’s not.
The challenge is, can you find everything you need? You probably have multiple log ins across accounts that are not connected to each other.
This is why we choose to work with is HubSpot – it truly allows you to ‘connect the dots’ across your own digital ecosystem.
HubSpot acts as a central platform that pulls together many other platforms – allowing you to keep what already works in your business, and move across to the internal functionality when that is best too.
There are 4 versions – free, starter, PRO and Enterprise – with marketing, sales and service elements across those levels.
Hopefully you have enjoyed working through your Digital Marketing Strategy, and I realise we’ve covered an enormous amount of ground.
There is so much more we could discuss, including how to use ‘Bots’ for both Sales and Customer Service but right now we are still testing whether they are more effective than our existing methods.
Please email me directly [email protected] and I’ll do my best to help.
OUR CORE TEAM CONSISTS OF:
♦ Martin Shervington – Consultant
♦ Elisa Shervington – Agency Director
♦ Administrative Assistants
♦ HubSpot and Web designers
♦ 10s of writing staff
In terms of capability, we are a Google Partner, have HubSpot Partner status and 20 years+ experience in the field of training/coaching/consulting.
And was made by Google, 1 of 34 Google Small Business Advisors worldwide (and the only one outside of the USA).
Martin has a Post Graduate Degree in Organisational Psychology, and has built up online communities with thousands of engaged members.
Elisa ran her own business for 21 years before Martin asked her to be his partner. They were married in Virtual Reality in May 2017, and live with a cat, a dog and 2 kids in a village near Cardiff.