Strategy.
Let’s start by crafting a digital marketing strategy.
Marketing planning.
How to create a digital marketing strategy I hear you ask. Digital marketing is like having a basket of shiny baubles. New, sparklier ones come in all the time. You need a strategy to avoid becoming derailed and distracted. Realistic but stretching goals anchored in competitor, customer and product insights and knowledge.
Setting objectives and KPIS.
How do you know what a good job looks like? Taking existing results - or from experience -, we’ll take a realistic view of what we should aim for. Marketing objectives that feed into your company goals - everything pulling in the same direction.
Content planning.
What is digital content and why is it different from copy?. Building on the persona work, we’ll develop some ideas for digital content that will resonate with your audiences at whatever stage they are in the sales funnel. We’ll also research some keywords that they use to search for services and products like yours. This marriage of compelling, creative content and search phrases is what makes digital content different.
Channel planning.
With relevant content ideas in hand, we’ll ensure that we speak to our audiences where they are online and with and formats that will achieve the most cut-through. We’ll build campaigns to ensure we’re using the budget effectively. This could be social, email, PPC, off-page SEO, on-page SEO, Again, I can be as involved in this as you want me to be. Some clients just want the plan to execute themselves. Others want the full shooting match, With every permutation in between.
Brand development.
Successful brands are differentiated and have a unique take. We’ll work together to uncover this so that your ideas and campaigns are like a stick of rock - with a consistent message, tone, look and feel that drive ideas and campaigns that are owned by you.
Customer personas.
The first question of marketing - who are we targeting? We need to build a rich picture of each persona - you may have several. Who are they, where can we find them online, their problems that we can solve, what makes them tick and what we can say to them that will meet them where they are.
Optimisation.
Digital marketing is dynamic and exciting with new opportunities being introduced the whole time. It’s rare something envisaged and planned within an inch of its life doesn’t change. Campaigns need to be optimised and test, learn, refine is the mantra. Keep tweaking, learning and ratcheting up those results.
“Whilst some people are ‘all mouth and no trousers’, you don’t need to scratch very deeply before you find them out.
Karen is the antithesis of that. Thoughtful, considered, deep thinking. Just the kind of person you’d want to write your strategy.”
— Andrew Rastall. Entrepreneur and ex CEO of Brew Digital.