Digital Marketing Strategy

Google search console

Google search console is a free service provided by Google, it offers many website management and analysis tools. Users are able to make sure that Google knows their website exists and request Google to reevaluate their website if they have updated or added new content. 

Some of the data insights into website performance include: 

• Domain page ranking
• Subpages ranking
• Best performing pages
• Volume of traffic 
• Organic or paid traffic
• Counts of clicks (how many clicks the user went through to arrive at your page) 
• Impressions 
• Click-through-rate
• Users search queries 

Much of this information is very valuable to digital marketers, it provides a starting point for progress and provides SEO data that can be utilised when creating content. Google search console also offers monthly performance reports, but it is important to take note of these positions at various check in stages throughout your digital marketing strategy.

SemRush

SemRush is another service that provides marketing insights to increase your online visibility. It assists in many areas of the research phase including audience research, website evaluation, SEO / content research and competitor analysis. 

Some of the data insights SemRush provides include:  

• Performance reports
• Impressions and clicks
• Click-through-rate
• User search queries
• User devices
• User location
• Domain page ranking
• Subpages ranking
• Backlinks
• Keyword data 
• Competitive analysis with competitors 

SemRush also provides rich keyword data, showing the keywords that your site already ranks for and suggested keywords that you can incorporate into your content and increase traffic with.

There are many more data analytics SemRush provides, but  the ones listed above can give a general sense of current performance. You can read more about how to use SemRush in this article.

Facebook Insights

Facebook has nearly 3 billion active users in April 2022. It’s a great platform for brands to advertise their products/services and it is now nearly the exception that businesses will have some sort of Facebook profile created. 

Although there are many other social media sites that offer data insights into audiences and performance, Facebook Insights provides one of the most detailed. 

Insights into performance include: 

• Impressions (paid, organic, viral)
• Growth metrics
• Post shares, reactions and likes
• Locations of likes (from your page or newsfeed)
• Post views
• Post reach
• Responsiveness
• Engagement
• Actions on page 
• Messages sent 

In addition to performance data, Facebook Insights also offer incredibly rich data about your audience’s demographics. You may even discover that you’re appealing to audiences you hadn’t considered beforehand. 

Audience demographics include:

• Location – by country, city or town.
• Gender 
• User activity 
• User devices
• Relationship status
• Educational level
• Interests
• Connections
• Employment information

This is incredibly detailed data about the audiences who are engaging with your brand and content. It makes sense to know your audience demographics in order to design a highly targeted digital marketing strategy. 

It’s useful to consider what you want to gain from your digital marketing strategy. Do you want to promote the launch of a new product or service? Or do you want to increase your brand awareness in general?

Your strategy goals will influence the kind of content you need to create and the best way to promote it. Set around 3-5 goals for your strategy and be realistic about them. A good way of setting your goals is to use SMART:

S – specific
M – measurable
A – achievable
R – realistic
T – timed

Once you have set your goals you can begin crafting methods to achieve them.

Deciding on which content will be the most appealing, engaging and useful can sometimes feel like a stab in the dark. At this point you should be considering your USP – Unique Selling Point, what is it that attracts your audiences and what sets you aside from competition?

Previous research into keywords and user search queries will also guide you on which content is being sought. Take for example a hardware and DIY store, they may create a video showing ‘how to hang a shelf’, this is useful content for the audience and good advertisement for the store as they provide the products they may need.

Content creation

High-quality content is a great investment for your brand, but it can be expensive when hiring photographers, videographers, editors etc. It’s important to budget out for the most profitable pieces of content. 

Some content that may be worth investing in includes:

• High quality videos
• Drone footage
• Animations
• High quality images
• SEO written content
• Blog posts

Pay-per-click advertising

PPC is paid for advertising. It’s when you pay a search engine or social media platform for every time a user clicks on your digital advert. You can set a maximum CPC (cost-per-click) which means you can cap the amount you’re willing to pay for each click. Google, Facebook, Instagram all offer this service, but you will have to pay for each platform separately, which can increase costs.

Implementing a digital marketing strategy is an exhaustive and time consuming process. Whilst the profits of a successful strategy are worth it, it might be hard balancing duties of running your business and trying to be a digital marketer on the side. 

Hiring a digital marketing agency will save you time, money and resources. They know the most profitable ways to implement a strategy and they have the industry expertise to increase your brands online presence. Read this article on the benefits of hiring a digital marketing consultant. 

A digital marketing agency will assist you right from the research phase, to the content creation and promotion phase. They usually include a range of talent in order to create a bespoke and creative strategy.

At ProfileTree, we give the same energy and commitment to all of our clients, big and small.  Get in touch today to see how we can create a bespoke digital marketing strategy that works within your budget. 

Creating a content calendar is one of the most effective ways of maximising the impact of your digital marketing strategy and keeping it on track. With so much new content created, it’s important to plan the release of them carefully.

Posting too much similar content in short spaces may dilute the campaign and reduce it’s impact, likewise, not posting enough loses momentum for a campaign. A content calendar will help you plan out a strategic release, identify opportunities for further promotion and allow for suitable reaction times from audiences. It also enables you to evaluate how scheduled content is ranking and impacting your online presence.

User activity

The research phase will have shown you insights into your audiences activity. If you find that the majority of them are active on Facebook after 7pm, it may make more sense to post content when they are browsing through that platform. A digital marketing strategy should align with your audience’s habits.

Organic vs paid

Paid for promotion uses services from third parties like Pay-Per-Click and post boosting, whereas organic promotion focuses on curating a businesses’ growth with its own content.

Both have their place in a strategy, but it is important to understand what you’re gaining from each.

Influencers

Is when you connect with a social media personality to promote your business. They should have a decent following, a similar target audience and be relevant to your brand. Many businesses have found success in using this model, think of the fitness influencers that advertise gym gear on their channels or the beauty influencers that advertise make-up products.

You can arrange sponsored marketing where you pay for the product to be spoken about positively and regularly, or you could send a complimentary product/service in the hopes of gaining an organic review. The problem with the latter though, is that you also open your brand up to negative reviews from said influencers.

Email marketing

Is a strategy used to engage with existing subscribers to your mailing list, it may also encourage a call to action and create returning customers/clients. You can personalise your email marketing content, or create a fear of missing out e.g.) This sale ends on Monday. An important thing to remember with email marketing though, is that you don’t want to appear as spam. If you send too many emails you risk annoying potential customers/clients and fading into the background of the many mailing lists you need to unsubscribe from.

Push Notifications and SMS

Is an increasingly popular trend among businesses in an attempt to cut through the noise of social media and contact the customer/client directly. If your business has an app you can enable push notifications to spread updates about your brand. This also works with SMS texting, but again both methods may appear like spam if they are not coordinated correctly.

Affiliate marketing

Affiliate marketing is a tactic that recognises the practice of recommending a product/service, a business owner allows third-party people to earn compensation by generating leads to the business’ products/services. The third party is referred to as ‘’affiliate’’.