Digital Marketing Strategy Guide.

2. Inboundmarketing delivers54%more leadsthan traditionaloutbound marketing. Of allmarketers havefounda customer through Facebookin2013. Of allmarketers havefound a customer though LinkedIn

3. Videosonlanding pagesincrease conversionsby 86% At 89%,customer testimonialshave the highest effectivenessrating for content marketing. B2B companies thatbloggain67% more leadsthan those thatdon’t.

4. Globally,mobile By2017,therewill be 8.6bnmobile readydevicesin use andglobaldata traffic willhave increased13fold. TheUK downloaded approximately275m appsinFebruary 2013alone. penetration at 93% stands

5. Organicsearch traffic produces 35%higher conversionrates than traffic driven by equivalentpaid searchtraffic. 75%ofsearch users arenot clickingpastthe first pageofsearch results. 20%ofsearcheson Googleare related to locationand56% ofmobilephone usersusetheir browserfor local searches. *S.E.Ois theacronymforsearchengineoptimisation

6. Once youhaveanunderstandingof yourcurrent situationandhave usedthat informationtoinformSMARTobjectivesyoucanbegin planningyourstrategy.At this pointyoushouldidentify: • Newtarget marketsyourbusinesscouldbenefitfrom reaching • Areas wereyoucanimproveyourexistingstrategye.g. workingto improvelandingpageswithhigherthan average bouncerates. • TherelevantKey PerformanceIndicators(KPIs) youneedto monitorinordertounderstandany progressyoumake

7. Search& Social Identifyingareaswhereyourexistingmarketing strategy andcontentcanbeimprovedAND identifyingnew target marketsto engagewith are twodistinctstrandsofany gooddigital marketingstrategy. Awareness Interest Trust Streamliningyourconversionfunnelby improvingyourcontentandstrategy cantake effectquicklywhereas engagingnew audiencescantakemoretime and effort. Action Complete Thesetwostrategiesare most effective when they are implementedtogether. “SuccessfulConversion”

8. Increasingthe effectivenessofthe conversionfunnel byimprovingany existingmarketing strategyand content. Fastestgrowth occurswhenthese two improvements coincide Increasing traffictothe websiteby engagingnew targetmarkets CONVERSION RATE TIME

9. If youthinkofyourinitialstrategy as a skeleton,developingyour tactics is whereyoustart addingfleshontothosebones.Your strategy tells yougenerallyhow you’regoingtoachieveyour objectives,yourtactics tells youexactlyhow. At this pointyoushouldbefocusingoncontent: • • • • Whatcontent youwillproduceand when:planandschedule When youwillbroadcastcontent: timeof day,weekendsetc. Where youwillsharecontent: socialandmobileplatforms Howyouwilltailorcontent to suitdifferent audiences It is herethat yourinitialsituationanalysisandbroadstrategy planningwillbegintopayoff.

10. Planningyouractionsis the pointwhenyoudecidewhowillbe responsiblefor whichaspect of yourstrategyandwhenthey willbe implemented. Youshouldoutlinethe systems,processesand toolsyouwilluse throughoutthe durationofyourmarketing. Identify yourinternalcapabilitiesand strategy andtacticsandif necessary withrelevantexternalagencies. capacityfor handlingyour setupworkingrelationships

11. Keepingcontrol is essentialforkeepingyourdigitalmarketing strategy streamlinedand efficient,ensuringitgeneratesthe highest returnoninvestment. It is importantto decidewhenand howreports willbegeneratedand assignresponsibilityfor doingso to avoidgapsindata collection. Processesand toolsyouwilluse to collectdata should also be specifiedto makedatasetsreliablycomparable. Differentmeasurementtools candiffer in theirresults,tohandle collectdata from severaldifferent analyticstoolsand takean average. this

12. Things youshouldincludeinyourperformancereporting: • Consistentlyandconstantlymeasureallthe KPIsrelevantto yourobjectives.Thatmeanstakingdata snapshotsat regular intervalsto allowdatacomparisonsas wellas trackingover time. Regularlyrunusertesting onyourwebsiteand contentto ensureitis providingthebest user experiencepossible. Monitoryourconversionrates(these shouldbetiedto your objectives)andmakesurethis is linkedto dates,allowingyou to mapcauseand effect.Thiswillinform yourconversionrate optimisation(CRO)efforts. • •

13. One ofthe besttools availableto helpkeepcontrol ofyourdigital marketingstrategy isGoogleAnalytics. Thisis acompletelyfree resourcethatonlyrequiresthe simple additionofa trackingcodetoyourwebsiteinordertoenabledata collection. Thisplatform offersrealtimetracking,constanttracking andas recommended,enablesdatacomparisonovertime. TheamountofdataavailableinGoogleAnalyticsis vastso it’sworth takingthe timetoensureyousetupyourcampaignproperly.Youcan findsomeuseful tips,adviceandlinks onhow to useGoogle Analyticsright hereonour blog.

14. TheMet Office neededa waytomonitorvastamountsof onlinedata inorderto demonstrateROI whichthey measureinterms of reach, revenueandreputation. Gatheringanalyticsanddata enabledthe MetOfficeto transform its contentmarketingstrategy throughdatadriveninsight,allowingthem to create digitalpersonasand better understandtheir audience behaviourandcontentpreferences With this insight, theMetOffice can invest inmarketingresources andproviderelevantcontentthatis better alignedwithcustomer interests,andcan syndicatethe contentto other authoritynewswires andsyndicationpartnerstoattractmorerelevanttrafficto theMet Office website.

15. We provide“datadoses” for our retainerclientsandwhenrequested candeliverbespokedigitalmarketingstrategy audits,tailoredto providingtherelevantanalyticsour clients’needbasedon their chosenobjectives. In one case, by providingthis tailoreddigitalmarketingstrategy audit andidentifyingkey actionspoints,ourclient was able to increase traffic totheir siteby 60% in a single year.