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First, a long-standing assumption about marketing is based on an outdated quote: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