Most companies need the support of a great digital strategy agency because the process of developing a digital marketing strategy is complex. If you’re like many organisations that come to us, this task seems overwhelming, so instead you’ve dabbled in digital marketing, trying different digital channels and activities without ever really managing to turn your strategy into leads. Or, you’ve been successful in the past but it’s time for a change and you need some expert support.
A successful digital marketing strategy requires a deep understanding of your business, clear insight into how your target audiences think, an overview of competitor activity, a database of impactful digital assets, a familiarity with all potential digital channels (e.g. online media and social networks) for reaching prospects, and the creativity and diligence to bring it all together into a measurable plan that generates results.
Our process begins with a conversation where we develop an in-depth understanding of your business and your objectives. We then research your target audience and establish what is preventing them from engaging with you. We analyse every channel for reaching them and work with you to set clear KPIs and design a digital marketing strategy that will ensure you achieve them. If you’re like most of our clients, your website will be at the centre of your digital strategy – we are experts at managing website builds and at maintaining websites to ensure they deliver an ever-increasing stream of traffic and leads.
If you don’t know the challenges your customers and prospects face then you cannot market to them. You also need to know what motivates them and how they search for and digest information, including the media they consume and the social channels they use. Thorough persona development is fundamental to every successful digital marketing strategy.
We speak to your sales team and your senior leadership team to gain an understanding of the business. This includes getting a handle on your sales process, what your customers are looking for and any barriers to purchase they face, so we can design a strategy that overcomes them. We will also use these conversations to inform content angles that help overcome your prospects’ pain points.
Fall foul of search engine algorithms and your business will struggle to ever be found by anyone. We give your website the once over and consider over 100 different factors that will affect its ability to generate leads. Then we plan fixes in the overall strategy.
Still a search marketing staple, our keyword research takes into account the strength of your site versus your competitors’ and looks at the short and long tail keywords you should be competing for.
We look at your existing content and your untapped resources, before planning the content you will need to help you sell more. This might include a series of in-depth landing pages designed to help you rank for specific lead generation keywords or guides for prospects designed to help you spark their interest. As a digital strategy agency we believe in the true power of content.
Are your competitors using marketing automation? How effective are their social profiles as lead generation channels? Where do they rank and which keywords are they interested in? How authoritative are their websites? We know the questions you should be asking.
Where does your traffic come from? What’s the best performing channel in terms of conversions? Have there been any big increases/decreases across channels? Which sites refer traffic to you? If you don’t know this at a basic level, then you have no foundation upon which to build a strategy.
If, like a lot of our clients, you decide to power your marketing strategy using marketing technology, then we can advise on the tech stack and CRM integration, before helping you develop the proper processes. We can even do your website project management for you.
We’re only interested in the KPIs that will make an actual difference to your bottom line. This might be your share of voice vs your competitors in target media, it might be the size of your lead database or it might be the number of inbound leads generated in a set time period. We help you establish the right KPIs and make sure you know how to reach them.
We take all of the above, prioritise activities across a 12-month period, put tactical timelines in place, and then present the completed strategy to your internal teams so they can implement it, OR we execute it ourselves – your choice.
Our digital strategy agency team consists of Google-certified search marketing experts, HubSpot-certified inbound experts, and award-winning PR and content marketing experts delivering a host of digital marketing services.