Whether you've already made some progress or are starting from scratch, I'll help you review where you are now and where you want to be.
How can I help your business determine its marketing objectives?
Digital marketing can be complex, which often makes it difficult to know where to start. Having a strategic plan is crucial to success, and in this initial phase I help you outline areas that need a specific focus. My commercially-driven approach will uncover insights that ensure that your business goals and customer needs are aligned.
Over the years I have developed my experience helping businesses implement digital marketing strategies that have successfully generated more leads and transformed revenue. I am able to break down more complicated aspects of digital into bite-sized chunks, to ensure my clients have full understanding of the skills and tools needed to execute their strategies.
In our bespoke session, I aim to understand more about your business and its medium-term goals. After a comprehensive evaluation has been completed, and we are both on the same page with your business’ objectives, we will move ahead to the second phase.
Understand the current state of your business
Understanding your business’ current situation plays a pivotal role in creating a successful strategy. In order to address key areas, we need to:
- Clarify what your business is already doing
- Recognise any problems that need solving
- Identify opportunities for growth
By looking at your business with a critical eye, we will be able to gain clarity. From here the effective business planning can begin. Once we have discussed the business in more detail, we will look at your objectives. This is an opportunity for you to explain your medium-term business goals, so that I can better understand what it is you want to achieve.
Your medium-term goals consist of objectives that can take several months up to 5 years to fulfil, and they are interlinked to your short-term goals.
Analyse your target market and distribution channels being used
Your target market refers to the specific group of people you want to reach with your marketing message. Having a well-defined target market is extremely important for small businesses that want to compete with larger companies in competitive verticals. Honing in on this market helps to ensure that the promotion of your products or services reach the correct audience, which in turn will help to increase conversions.
A clear understanding of your business’ niche will help you to dominate it and increase return on investment (ROI). In this part of the session we work to simultaneously narrow your focus and expand your reach.
Your digital marketing channels are an important consideration to achieving your goals. We will determine which channels are best for your business - from search engine, email marketing to social media. The aim is to increase prospective customers and find out which distribution channels they are most receptive to.
Review your product or service offerings
Did you know that one in five UK shoppers buy their groceries on their mobile? What’s more, 18% of consumers buy shoes and clothes and 15% buy health and beauty products directly from their smartphones.
Your business’ marketing strategy will be built around its products or services, which is why it is important that we get these reviewed and defined for both online and offline. This will help us specify your value proposition, which is a key part of your marketing message. It explains to customers why they should choose you vs. your competitors, making clear the benefits from the outset.
Assess your online performance
We will assess your business’ online performance to determine how well your website ranks in comparison to its main competitors. Analytics can help to review keyword performance, indicating which keywords are giving you the biggest gains in traffic and leads. At this point we will consider your current search engine optimization (SEO) strategies and find out whether the content currently being created for your website is topically relevant for your niche.
Part of assessing your online performance involves ensuring that several on-page SEO elements such as URLs, page titles, meta descriptions and CTAs are properly optimised. As well as analysing your website we will find out how active you are on social media and whether or not you use any PPC advertising.
Technical audit of your website
Carrying out an audit of your website will give us the chance to check its technical framework, performance and infrastructure. The audit will help to determine any missed SEO opportunities and indicate how easy it is for users to navigate your site. We will look at the overall web design and layout, before examining each page to ensure that your offerings are easily accessible and conversion paths are intuitive for users.
More visitors equals more leads. However, your customer journey is important and in order to maximise conversions your website needs to perform well. We will analyse page speed, ensure your website is property optimised and follows a good internal linking structure, removing any duplicate content, broken links and 404 redirects.
Identify both online and offline competitors
Whilst there may be crossover, your business’ online competitors aren’t necessarily going to be the same as your offline competitors. Online competitors refer to the websites in your vertical that you are competing against to rank in Google’s search engine page results (SERP) for your target keywords.
By focusing on both online and offline competitors we will ensure that your business is staying on top of its game on a smaller, local scale as well as a larger, national or international scale.
What are the benefits of identifying digital marketing opportunities?
The rise of digital has led to an array of opportunities for small businesses.The first step of any strategy involves discovering what approach will work best for your company, as this will provide the foundation for your digital marketing tactics.
Identify clear targets to monitor
After identifying areas for improvement, your digital objectives become easy to monitor and check performance over time. This is because marketing automation technology streamlines your efforts, making the whole process more efficient. An example of this is email marketing software, which enables you to track statistics from mass mail outs such as email open rates.
Boost your brand awareness
Digital platforms can be used to build and develop your brand and business’ reputation. An optimised website that performs well in Google’s SERP boosts trust in the eyes of users, leading to more sales and an increase in the market share.
Expand your reach
Digitisation has enabled small businesses to compete on a larger, even global scale. By identifying your objectives, you can utilise technology to increase your business’ exposure and help marketing activities to become visible across the world.
Improve conversion rates
Digital technology helps businesses make data-driven decisions that can directly impact business conversion rates. Analytics software provides accurate reporting of user behaviours, which helps businesses make optimisation improvements that can work to increase and convert potential customers.
Are you ready to improve your business’ digital presence?
After the initial review stage, you should start to feel more confident about going digital. Once we have outlined your business’ targets and objectives, you are well on your way to realising your business’ full digital capabilities. At this point, it’s time to move on to phase two and discuss the details of your digital marketing plan.