Digital Marketing Strategy & Consultancy
Marketing strategy is a cyclic process, beginning with a well-researched plan, and continuously refining for optimum results. Starting out with smaller test strategies and building on experience is key. By understanding the product or service, making a plan, measuring the results and evolving the plan, means our efforts will continue to increase in effectiveness. As our offerings, the industry, and the wider market are also forever changing, a cyclic marketing strategy also means we have the tools to effectively stay on top of these changes and make the most of new opportunities.
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Learn: Understand & Plan
Every business has a unique offering, different challenges and diverse audiences. We take the time to learn about your business and identify these elements in the initial planning phase. Building marketing campaigns without a well-defined strategy is like driving in a new city without GPS or a road map, you probably won’t get to where you want to go. If you do it was either extremely inefficient or just plain luck!
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During this phase we look at:
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Product and Services: What products and services do you offer and what makes them special? We make sure we get to know your product and service well.
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Market Research: What does your industry look like? Who are you competitors? We can audit your situation to highlight opportunities.
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Audience: Who is your target market? We work out who they are and the best way to reach them.
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Objectives: What are the objectives of you marketing efforts? What does success look like? Using SMART goals, we make sure we define what we want to achieve.
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When these elements are clearly defined, we can look to create and implement.
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Connect: Create and Implement
Once we have our clearly defined plan, we are ready to create the content and get it out to where it will connect with our desired audience. Having solid assets that resonate with your company’s brand are critical, such as a user-friendly website and attractive visual media. Mastery of social media and advertising channels means we get the right message out to the right audience at the right time, so it is most effective.
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During this phase we look at:
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Website: Is it visually attractive, easy to navigate and optimised for search? We audit your current website and improve it with well-written copy, user-friendly structure and technically optimised for search engines (SEO).
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Social Media: What social media channels do you have or need? Are they optimised and professional? What should be posted on them? We set up your social media channels and put a posting strategy together. We can implement and manage your social media or give you the tools to handle your own.
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Google Ads: Are people searching for your products/services online? Are they able to find you? We set up your Google Ads to precisely target your customers when they are searching for you and so your cost per click on your ad and visit your website (PPC) is cost effective.
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Video: Video is still king. Social media channels favour video and audiences normally prefer to watch over read information. We can produce quality, cost effective video content that is created appropriately for the respective channels.
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Images: A picture tells a thousand words and most platforms are visual mediums. We can assist in product and lifestyle images so you have a gallery of attractive visuals for your website and social media.
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Copy writing: Creating the right message that resonates with your audience is critical, but making sure that it contains relevant keywords and has a consistent tone that is in line with your brand is not always easy to achieve. We can assist with website copy, blog writing, marketing collateral and social media content writing.
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In this phase we build our assets, create content and push it out to our audiences in the most effective way. We are then ready to analyse our results.
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Analyse: Measure Results
“If you always do what you’ve always done, you’ll always get what you’ve always got.”
Making sure we analyse our results means we can learn what works best and invest more in the activities that are getting the desired results. In today’s digital world there is a wide range of tools available to measure and track our success, with metrics such as the amount of people we reach, how they reacted with the content and if they engaged with it. The ultimate results come from the amount of ‘conversions’ we get, when our audience does what we want them to do. That might be watching our video, contacting us or a sale!
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In this phase we focus on the following:
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Setting up tracking for all activity
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Defining measurement and reporting cycles
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Analysing the results
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Compare to our initial objectives
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Making recommendations for future activity.
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When we have gained an understanding of how our campaigns and activity have performed, we are ready to plan again, applying our new learnings and evolve our strategy.
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Learn – Understand & Plan
As it is a continuous cycle, we will loop back to the planning stage, learning from our past results. This ensures your marketing strategy is as agile as your market. Allowing us to develop even more effective strategies and evolve our objectives as we go.
