Of all marketers Inbound marketing Of all marketers

have found a delivers 54% more have found a

customer through leads than customer though
Facebook in 2013. traditional LinkedIn
outbound
marketing.
Videos on landing At 89%,customer B2B companies
pages increase testimonials have that blog gain 67%
conversions by the highest more leads than
86% effectiveness rating those that don’t.
for content
marketing.
Globally, mobile By 2017, there will The UK downloaded
penetration stands be 8.6bn mobile approximately 275m
at 93% ready devices in apps in February
use and global 2013 alone.
data traffic will
have increased
13 fold.
75% of search Organic search 20% of searches on
users are not traffic produces Google are related
clicking past the 35% higher to location and 56%
first page of search conversion rates of mobile phone
results. than traffic driven users use their
by equivalent paid browser for local
search traffic. searches.

*S.E.O is the acronym for search engine optimisation

Once you have an understanding of your current situation and have
used that information to inform SMART objectives you can begin
planning your strategy. At this point you should identify:

• New target markets your business could benefit from reaching

• Areas were you can improve your existing strategy e.g.

working to improve landing pages with higher than average
bounce rates.

• The relevant Key Performance Indicators (KPIs) you need to

monitor in order to understand any progress you make
 Search & Social

Identifying areas where your existing marketing

strategy and content can be improved AND
identifying new target markets to engage with Awareness
are two distinct strands of any good digital Interest
marketing strategy.
Trust
Streamlining your conversion funnel by
Action
improving your content and strategy can take
effect quickly where as engaging new Complete
audiences can take more time and effort.

These two strategies are most effective when

they are implemented together. “Successful Conversion”
CONVERSION RATE

Increasing the Fastest growth Increasing

effectiveness of the occurs when these traffic to the
conversion funnel two improvements website by
by improving any coincide engaging new
existing marketing target markets
strategy and
content.

TIME
If you think of your initial strategy as a skeleton, developing your
tactics is where you start adding flesh on to those bones. Your
strategy tells you generally how you’re going to achieve your
objectives, your tactics tells you exactly how.

At this point you should be focusing on content:

• What content you will produce and when: plan and schedule
• When you will broadcast content: time of day, weekends
• etc. Where you will share content: social and mobile
• platforms How you will tailor content to suit different
audiences
It is here that your initial situation analysis and broad strategy
planning will begin to pay off.
Planning your actions is the point when you decide who will be
responsible for which aspect of your strategy and when they will
be
implemented.
You should outline the systems, processes and tools you will use
throughout the duration of your marketing.

Identify your internal capabilities and capacity for handling your

strategy and tactics and if necessary set up working relationships
with relevant external agencies.
Keeping control is essential for keeping your digital marketing
strategy streamlined and efficient, ensuring it generates the highest
return on investment.

It is important to decide when and how reports will be generated and

assign responsibility for doing so to avoid gaps in data collection.

Processes and tools you will use to collect data should also be
specified to make data sets reliably comparable.

Different measurement tools can differ in their results, to handle this

collect data from several different analytics tools and take an
average.
Things you should include in your performance reporting:

• Consistently and constantly measure all the KPIs relevant to

your objectives. That means taking data snapshots at regular
intervals to allow data comparisons as well as tracking over
time.
• Regularly run user testing on your website and content to
ensure it is providing the best user experience possible.
• Monitor your conversion rates (these should be tied to your
objectives) and make sure this is linked to dates, allowing
you to map cause and effect. This will inform your conversion
rate optimisation (CRO) efforts.
One of the best tools available to help keep control of your digital
marketing strategy is Google Analytics.

This is a completely free resource that only requires the simple

addition of a tracking code to your website in order to enable data
collection.

This platform offers real time tracking, constant tracking and as

recommended, enables data comparison over time.

The amount of data available in Google Analytics is vast so it’s worth

taking the time to ensure you set up your campaign properly. You
can find some useful tips, advice and links on how to use Google
Analytics right here on our blog.
The Met Office needed a way to monitor vast amounts of online data
in order to demonstrate ROI which they measure in terms of reach,
revenue and reputation.

Gathering analytics and data enabled the Met Office to transform its
content marketing strategy through data driven insight, allowing them
to create digital personas and better understand their audience
behaviour and content preferences

With this insight, the Met Office can invest in marketing resources
and provide relevant content that is better aligned with customer
interests, and can syndicate the content to other authority newswires
and syndication partners to attract more relevant traffic to the Met
Office website.
We provide “data doses” for our retainer clients and when requested
can deliver bespoke digital marketing strategy audits, tailored to
providing the relevant analytics our clients’ need based on their
chosen objectives.

In one case, by providing this tailored digital marketing strategy audit

and identifying key actions points, our client was able to increase
traffic to their site by 60% in a single year.