If you were going to climb Mount Everest, you wouldn’t just pack a bag, book a flight and leave, you’d plan.
And so it should be with online marketing, especially as today there are such a wide variety of options regarding channels, software and out sourced services.
The planning challenge:
We take all the difficulty out of trying to figure out what you should do or where you should start, when looking to improve your results.
An outline funnel for one of our customers, could consist of Facebook posts, blogs, Twitter, Google Ads, Facebook ads, Website pages, Video and email marketing. These types of plans are not created by making it up as you go along, they require planning and content has to be created in advance of its launch.
We always start with a strategy, whether your using our managed service or consultancy service:
1. You are using our Managed Service
2. As part of a consultancy package
Should you have just one Campaign?
Absolutely not! We start by setting a target for the coming year and then working back to the start point. It’s important that you understand what results will be needed on a monthly basis to achieve this and what potential impact it may have on your business in terms of delivery and service.
Once done we start to figure out what campaigns need to be run to achieve the targets.
On and Off line
Integration of on and offline will be looked at. Today it’s simple to link something sent by post with actions taken online, phone calls made or from online to offline.
One objective is to get your name in front of someone multiple times and this can be done by moving someone around from channel to channel online as well as mixing the on and offline world.
B2B and B2C
Both need a good strategy and as B2B becomes more akin to the B2C world, it’s important that a strategy is built. Content usually plays a key roll in B2B online marketing, so part of the strategy will be ensuring there is a reality of what’s required to put this together.
Many companies are creating content in a careless way, like this, “I need a 350 word blog” they write something and post it and then think, that’s it. A fast way to waste money!
One of the most important aspects to consider before you put any words down is this – “How are you going to promote your content / blog?”
We see too many create content, drive no traffic and then say it doesn’t work.
Your strategy needs to include a plan for your content, including who’s going to write it, when it’s done by, what keywords should be included, what CTA (Call to Action) should be included and most importantly, how will it be promoted initially, ongoing and what happens if a piece of content gets above interest.
Buying traffic is the norm today. Very few businesses have the product type that can generate effective organic traffic, therefore retargeting should be part of your ongoing campaigns.
Although collecting emails is important, you can start building an understanding of your audiences, without them. Google, Facebook and many other channels and software options enable you to build custom lists with tracking pixels (code) based on what they’ve viewed, thereby enabling a more personalised ad to be used moving forward.
This enables sophisticated advertising to be carried out, even if working on a smaller budget.
What to do if you want more information
Contact us and we’ll set up an initial conversation.
You want the best from the money you spend on your marketing, but to do that you need to have a plan of action. Consider the audiences you find on Facebook, Twitter and LinkedIn and it’s clear they are different so if you want to build engagement with your audience through these channels you have to know what content will work as well as being clear on what you are trying to achieve, be it, collect emails, build a list, sell something, generate leads, Public Relations, drive to an opt in page, get them to phone or come in and visit your retail shop.
Each platform also allows advertising and each platform has different capabilities when it comes to targeting and costs and you need to know what you want long term and short term from the use of these platforms.
In depth research into your competitors is a good place to start, unless you already have this data to hand, because it enables us to find out what’s already working, what channels they are using and what advertising they are running.
With the number of channels that can be used and the different ideas that can be incorporated into an online strategy it’s easy to see why starting here will save large amounts of time and money in the long run. Below is a list of some of the main areas we would look at when developing a strategy for a business.
· Landing pages - opt in through to sales
· Email marketing
· Automated marketing methods
· Specialist sites
· Other relevant social media sites applicable to targeting audiences
Online and Offline:
We will also consider the offline approach and look at how the two elements can be combined to create combined power and maximise your online/offline marketing.
B2B and B2C combined approach:
Combining Twitter, Facebook marketing, LinkedIn, Email Marketing, Direct Mail and telesales can prove to be an effective means of joining online and offline.
Understanding funnel structures and how to drive traffic into the funnel and then how to turn them from interested into a customer are all parts of the knowledge we apply when building your strategy.
Where to start:
We are regularly told we see the broader picture and take the trouble to really understand your business.
Contact us now, to book you initial one hour free consultation.