Of all marketers

have found a
customer through
Facebook in 2013.

Inbound marketing
delivers 54% more
leads than
traditional
outbound
marketing.

Of all marketers
have found a
customer though
LinkedIn

Videos on landing
pages increase
conversions by
86%

At 89%,customer
testimonials have
the highest
effectiveness rating
for content
marketing.

B2B companies
that blog gain 67%
more leads than
those that dont.

Globally, mobile
penetration stands
at 93%

By 2017, there will

be 8.6bn mobile
ready devices in
use and global
data traffic will
have increased
13 fold.

The UK downloaded
approximately 275m
apps in February
2013 alone.

75% of search
users are not
clicking past the
first page of search
results.

Organic search
traffic produces
35% higher
conversion rates
than traffic driven
by equivalent paid
search traffic.

20% of searches on
Google are related
to location and 56%
of mobile phone
users use their
browser for local
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 &

Identifying areas where your existing marketing

strategy and content can be improved AND
identifying new target markets to engage with
are two distinct strands of any good digital
marketing strategy.

Social
Awareness
Interest
Trust

Streamlining your conversion funnel by

improving your content and strategy can take
effect quickly where as engaging new
audiences can take more time and effort.
These two strategies are most effective when
they are implemented together.

Action
Complete

Successful
Conversion

CONVERSION RATE

Increasing the
effectiveness of the
conversion funnel
by improving any
existing marketing
strategy and
content.

Fastest growth
occurs when these
two improvements
coincide

TIME

Increasing
traffic to the
website by
engaging new
target markets

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 youre 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 its 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.