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Digital Marketing Strategy Reviews

Web Strategy - Digital MarketingIs your website under­per­forming? Do you suspect it could do better? Are there gaps in your digital mar­keting strategy? Are you wasting money on the wrong mar­keting strategies?

It’s sur­pris­ingly common.

For one thing, most web­sites stagnate through lack of man­agement. Those launched as “fire-and-forget” pro­jects are often for­gotten before any potential clients ever really notice them. The era of “build it and they will come” ended in the late ’90s.

Web­sites now compete with mil­lions of others that are being act­ively managed. Search engines promote sites with up-to-date, high-quality content because that’s what searchers are looking for. So, keeping your website at peak per­formance now requires an active web strategy.

…and then there’s social media to con­sider. Video, too — and paid ads. They all work, under the right cir­cum­stances. The only thing that won’t deliver sig­ni­ficant traffic to your site is a wait-and-see approach (aka “hope mar­keting”).

That’s fine if you know how all the pieces of the digital mar­keting strategy jigsaw fit together — but what if you don’t? How can you know what you don’t know?

That’s when you need expert advice.

I’ve been helping small firms benefit from digital mar­keting for over 15 years. Let me help you.

What’s Your Digital Marketing Strategy?

Digital mar­keting strategy is a huge topic, ranging from SEO and social to paid ads and video. At its most basic though, there are four things you need to know:

  • Where you are now — it’s easy to lose track, as viral mar­keting can grow beyond your own efforts
  • What your goals are — both long-term and in the shorter term
  • What con­straints you have — plans have to be real­istic, or else they’re just dreams
  • Which strategies will best help you meet your goals, within your con­straints

It’s sur­pris­ingly easy to get that last bit wrong — for two reasons.

Marketing Myth

First, a long-standing assumption about mar­keting is based on an out­dated quote:

Half the money I spend on advert­ising is wasted; the trouble is I don’t know which half. — John Wana­maker

So many people assume that all mar­keting involves more luck than judgement, and don’t even try to analyse it that much. That’s still true of offline mar­keting — but digital mar­keting provides far more imme­diate feedback on what is and isn’t working, and can be adjusted on-the-fly.

Specialist Bias

The other issue is that spe­cialists will always try to sell you their spe­ci­ality. SEO spe­cialists will nat­urally sell you SEO. Social Media spe­cialists will tell you that social media is where it’s at… and web designers?

Well, most web designers just want to sell you a pretty website. The good ones — who aren’t the cheapest — create designs that can boost your con­version rates and search per­formance, but that isn’t simply about being pretty. It requires more a lot work, and a wider skill set, so those who compete on price alone often skip it.

So many sites — espe­cially DIY web­sites — are built by people with no know­ledge of SEO and CRO (Con­version Rate Optim­isation) tech­niques at all. Most of these convert less than 1% of their vis­itors to leads or sales, and many rely on paid ads — often at around £2 per click — to attract traffic. In that case, each sale could easily cost £200. Now imagine doubling that con­version rate, so that your mar­keting budget goes twice as far. Isn’t that worth investing in?

If you follow spe­cialist advice then, you’ll get pulled this way and that, and be none the wiser about the best way to use your mar­keting budget.

You really need someone with broad enough exper­ience to give you an unbiased overview of digital mar­keting strategies. There aren’t many of us around, but you’ve just found one.

So how do we do this?

A Better Approach to Digital Marketing

It’s best to start with a broad review of your current digital mar­keting profile. Spe­cialist tools let me gather hun­dreds of data points to assess your business presence across the web. These include audits of your web­site’s SEO, company social media, reviews, business listings, video mar­keting and more.

Once we have sum­marised the key points in an easy-to-read initial report, we can discuss your goals and con­straints in more depth to identify which strategies could best help you build your business.

That may be as simple as setting up systems to give you more useful stats to work with going forward, or you may be inspired to expand your mar­keting into areas you may not have con­sidered before. Dif­ferent audi­ences focus on dif­ferent mar­keting channels, so using the right channels for your target market is critical.

You can then decide whether or not to implement the sug­gested strategies, or to examine some of them in more detail. At the very least though, you’ll know what you didn’t know. That’s better than being in the dark. Smarter mar­keting is more cost-effective mar­keting — and that increases profits.

Next Steps

My goal is to help smaller UK busi­nesses benefit from smarter digital mar­keting. That starts with being better informed. So here’s how this works:

  • Book a short, free phone con­sultation here.
  • If you decide to proceed with a more in-depth Digital Strategy Review, we can start that on payment of a non-refundable deposit. For most small business sites, I can do this for just £300.
  • I’ll research your target keywords, industry and com­pet­itors. We’ll then arrange another call to discuss these findings, and the most effective ways to reach your goals.

…or you could carry on hoping that you’ve got it right, and aren’t wasting money on inef­fective mar­keting.

Want more from your digital mar­keting strategy?

Book a call today