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If you have a story that people want to share, the internet offers an almost infinite distribution channel. Greenpeace has created compelling content and used the media and their international support base to spread its message across the world. Because of this exceptionally beautiful and emotive content campaign, Greenpeace have secured a promise from LEGO that they will not renew their contract with oil giant Shell (worth 68 million pounds).
Yesterday should have been a great day for me and my business, but alas it wasn’t to be. At the beginning of June I sat down and spent 8 hours planning, writing and creating Parachute Digital’s email onboarding strategy.
When I mapped out this article on Digital Marketing Strategy I looked for many images to find a visual representation for what I wanted to say – and I found a lot of very typical digital process flows and even more digital channel diagrams (like the one below) masquerading as digital marketing strategies. This is NOT a digital marketing strategy, its a diagram showing all of the digital channels.
Creating a digital marketing strategy is more than just formulating a communications plan that covers as many digital channels as possible. For those who have browsed my website in any detail, you would have seen that I am a big advocate of Content Marketing and I preach this same mantra to my clients, colleagues and business owner friends.
Before I can develop a digital strategy for any business, I need to first understand how the business works, what their resources and org structure looks like, which systems and processes are in place and most importantly, what the role of online is, within the business and for the consumer.
What are the digital brands or platforms that you use and engage with that you would have liked to see make the Top 10 Digital Brands list?
A couple of weeks ago I did a video for King Content, a content marketing consultancy in Sydney that helps businesses improve the engagement on their website and provide their customers with interesting stories in a variety of content mediums – video content, written content, visual content in images, pictures and infographics and branded content. As readers of this blog will know, I am a big advocate of content marketing and I beliebe every digital strategy and budget should allow resources and time for consumer engagement and content marketing and for its effective promotion.
Effective content marketing grabs people’s attention through blogs, videos, email newsletters, eBooks, articles and white papers. Social media, and content marketing specifically, gives your business, product or brand a distinctive voice that will create advocates and loyal fans and eventually lead to increased sales. In digital marketing and social media, it’s not about who has the biggest budget anymore. In my current job I have spent the last 15+ months building a new website for WWF-Australia. People never know where to start when building a small or large scale website, so here is the process I followed and will recommend. I find myself giving a lot of advice to my international WWF colleagues about where to start when designing a digital strategy and getting it implemented, so I thought I would share some of those learning’s here. Data is your best friend, in marketing in general, but the data is so rich in online that it really leaves no room for misinterpretation.
If you do not have analytics implemented on your website and for your online advertising (search and display) campaigns, make sure you create a Google Analytics account immediately and start tracking. You can probably spend 3 months pouring over the data but be careful not to get too deep as you may never emerge. This of course gives you some good insight into your own website and how effective it is at achieving your brand’s objectives. Understand what keywords your competitors are ranking for in Google’s organic search and look at the SEO on their website and try to improve. Use your paid search campaign (search creative) and email marketing (subject lines) to test messages and find out which phrases get the best click through rates (CTR%) versus the messages that convert best. Once you have a good grasp of what your competitors are doing and have dived deep into your own data, you’re in a pretty good position to do a SWOT analysis on your own brand as well as your key competitors. Email – Swapping or buying email lists is a quick way to increase the traffic to your site and drive sales or sign ups to something.
Organic search – Search engine optimisation is one of the most cost effective forms of online marketing that you can do.
Analytics and analysis – If you can invest in an analyst, it will be the best investment you ever make. Display advertising, affiliates and performance networks – Online advertising and cost per click (CPC$) or cost per acquisition (CPA$) media buys are important to a well rounded digital strategy and online campaign but they will tend to eat into your budget. Social media and social networking – I cannot say with absolute confidence that social cannot drive conversions, but this has not ben my experience, YET.
Social is incredibly important moving forward and should be used as a testing platform and customer service channel. Well, I hope that has helped at least a few of you in knowing where to start when embarking on building a digital strategy. Please leave me a comment if you want more information on any particular channel or if you feel I’ve left something out. The evolution of modern technologies seems to be increasing at an exponential rate, making it imperative for your business to have a presence online via digital marketing. Digital Marketing provides small and medium sized businesses a chance to compete with large corporations and get their share of the targeted traffic. Small businesses typically have extremely limited resources and capital, which is why it’s crucial to have a cost-effective online marketing campaign that will bring them far more targeted traffic than the old days of traditional marketing.
Since the traffic that is getting to your site is targeted, the chances of them converting is higher than if they were just randomly appearing at your site.
Of course, increased conversion rates will lead to increased revenue for your business, allowing your company to invest in other marketing campaigns that will further grow your business and make your presence known on the web. When people are on the hunt to purchase something, they usually are ready to buy right then and there.
It is more important than ever and getting more important by the day that the sites of small businesses be specialized for mobile users. Once the ball gets rolling, you will begin to smile as you see the conversions and revenue increase more than ever, which will in turn give you an increased ROI for your marketing efforts. When people are reading through the material on your site, it’s important that you give them periodic calls-to-action to encourage them to solve whatever issue they are having. Digital Marketing is a comprehensive term that encompasses different electronic advertising techniques. Newtek’s team of professional marketers can help your business create a comprehensive and strategic digital marketing strategy through various promotional campaigns. The biggest digital marketing mistake companies make is only integrating one or two parts of the digital marketing wheel. Develop a Marketing Campaign– Defining the vision, objectives, goals and target demographic of your business. Web Development– If you do not already have an online storefront, Newtek will help you create a mobile friendly website, that is optimized for SEO and converts customers. Generate Traffic– Create and put in place a strategy that will place your brand in front of all the right people, at the right time.
Get the capital needed to help grow your business, advertise, build inventory or pay expenses. Customized insurance solutions for small to medium-sized businesses, including personal coverage. The Small Business Authority brand has been established to provide real-time state-of-the-art content and business services in order to become the definitive destination for small business owners across the United States.
Newtek aims to provide real-time, state-of-the-art content and business services in order to become the definitive destination for business owners across the United States. Your Tech Support staff has always gone above and beyond to address hosting issues and solve problems. Great and reliable service with friendly and technical support keeps me coming back and recommending you guys again and again. I have had excellent customer service with Newtek for over 7 years and although my web developer wanted to host my new site I was loathe to leave your company.
An effective Digital Marketing Strategy will help you take the right decisions to make a company successful online. A Digital Marketing Strategy should involve a review to check that all of your capabilities are in place to help your organisation manage all of the digital touchpoints. In order to be successful in online world, we at SMB, design a perfect Digital Marketing Strategy for your business which enables better lead generation in turn giving maximum ROI and increased profits.

About SMB Digital MarketingSMB Digital Marketing Solutions is an Internet Marketing Company, based in Pune, India established in year 2015 by Aliasgar Babat, Founder & CEO. Youa€™ll be joining the 130,000 Smart Insights members from 80 countries who trust our advice to Plan, Manage and Optimize their marketing. You will have noticed that there's a fair amount of choice online for reaching and interacting with your audience, in fact it's overwhelming!
To help you review and prioritise, we developed the "Digital Marketing Radar" which gives a prompt on the different types of sites and apps you should think about to gain visibility. This is the first version and we intend to refine and update the Radars, while keeping them simple, so tell us your suggestions! I've always thought that the Conversation Prism developed by Brian Solis a several ago now was a great way of thinking through your options for making use of and monitoring social media.
The Bullseye is featured by Gabriel Weinberg and Justin Maiers who released a new book: Traction, a nice hook to show the challenges of gaining visibility online to drive customer acquisition. For a more detailed assessment of media channels is a next stage I recommend our Content Distribution Matrix which can be applied more generally for reviewing digital acquisition channels. We are now at the point where mobile media time Is now greater than desktop and other media! Yes, we did create a PDF version which is available free for Basic members as part of the free downloads (access from the Membership menu).
Likewise I suspect that Delicious is maybe more important than Stumble Upon (but that’s probably splitting hairs). Thanks Richard – let me know how it works if you use it as a training aid on your CIM courses?! I agree 100% with Richard, my experience is that in B2B LinkedIn is invaluable compared to other social networks. I would go as far to say that LinkedIn when used creatively and well – can be a great customer service tool too.
Anderson will give you better marketing performance and a superior ROI—today and tomorrow—with our scientific insights into customer behavior and your marketplace, our keen instincts, plus our disciplined, battle-tested thought process. Scott calls the shots at our Agency Services unit, and has been the prime mover behind literally hundreds of programs serving some of the world’s leading brands. What that means is when I have a new prospect that I want to encourage to subscribe to my email list, or a new person organically signs up for our email communications, it is the journey that we take them on over the coming weeks.
I need to know all of this information before I can work with the business to achieve their digital marketing goals. The pure simplicity of the message I’m going to share with you now is a tribute to the genius of one man who is able to break things down to their purest form. As someone who is building their business now and trying to build success on my own personal values and what I want my business to stand for, these 7 steps are incredibly helpful. From my point of view, I would never have put Coca-Cola or Mercedes into the top 10 digital brands, I don’t think of them as innovative in this space. Social media as a digital marketing channel has brought content marketing to the fore in many businesses and proven its importance. Today, unique stories, brand honesty and transparency and a two way conversation are the best uses of content marketing so as to out-do your competitors online.
Look at the trends over the last 3 years, work out the year on year growth (or decline), and understand the top content pages as well as the entry and exit pages. Monitor how they rank in search, sign up to their emails, review their website architecture.
Scenarios need to include infrastructure and systems in the backend as well as the font end functionality. Make sure you can have already anticipated most of the questions you’re going to be asked and have answers ready. The most important thing is to make educated decisions based on the data you have access to. Depending on the digital scale of your organisation or company, you may have access to paid subscriptions and further industry analytics such as Nielsen Online or Hitwise Market Intelligence or Roy Morgan data. Once you know this for yourself and your competitors, you can make better decisions about where your niche may be and where you can get cut-through. There are also digital channels that are known to be better at driving traffic but not necessarily completing the acquisition and there are others that are used for brand awareness. It can be incredibly complex and requires a business to invest in a strategic resource that is constantly testing, optimising and improving your website to ensure you rank high on Google’s search listings. Having a switched on analyst can save you from making mistakes, it will streamline your online marketing and save you time and money in the long term. You can still achieve excellent results using search and email and you will most likely yield a much lower CPA.
Social media is about listening to what people think about your brand and building relationships with them. This post has been written off the top of my head, so it could definitely benefit from some future optimisation.
Not only are small and medium sized businesses trying to keep up with all the technological advancements, but the same can be said for the rest of the human race. Small businesses now have the ability and resources to perform sales and marketing processes that in the past have only been available to big business. This will open doors to bigger, better, and farther reaching markets not only locally, but globally. If they come to your website through Google, or a link from social media, or perhaps a serendipitous event, having a nice looking website that is easy to use and navigate through will only encourage them to make a purchase on your site. Building authority and establishing a good web reputation is important for the longevity of your business. You can then invest that money further into your company for future endeavors and campaigns. Hopefully, that will involve them using your product or service in the process, but the fact that you are encouraging to do so on your site, will only prove to be beneficial in motivating the potential customers on your site. Straight out of a Sci-Fi film, we are expected to have 24 billion gadgets by the year 2020.
The most commonly used tactics include but are not limited to: brand campaigns, social media, search engine optimization and advertisements. In order to get the most out of online marketing, you must integrate all areas under one cohesive strategy.
Based on the evaluation, we can adjust any weak areas that may be harming your marketing efforts.
Newtek, have been a customer for almost 10 years, really does an awesome job and always a pleasure to deal with. It’s not everyday someone can feel good about their experience and be a satisfied customer. We create a strategy which defines your goals, creates a marketing funnel, develops a call to action, effective lead mechanism and driving traffic towards your website. We use this information to send updates about our company and projects and contact you if requested or find it necessary. You can't be everywhere, so it's important to prioritise which types of sites and partnerships you invest time and money in to try to gain visibility through outreach, partnering and advertising. In this update, we introduce the Marketing Bullseye FrameworkA - a great new tool to review customer acquisition from Traction which has a similar purpose - see the end of the post for a description.
In larger companies it's best to have a strategy for reach, so you should get clarity on your priorities through an online marketplace analysis or brand touchpoint map showing your priorities across paid, owned and earned media.
More recently, we have developed this into a Social Media Marketing Radar infographic - see this post for more details on each platform and to download our free set of infographics. Justin is founder of search engine Duck Duck Go andA as an entrepreneur involved with this and other startups as a VC, it takes the perspective of startups who are looking to gain visibility. The statistics are quite shocking which now shows the importance of mobile SEO and Reputation Management in your overall marketing strategy. When a person is searching for general information without clarity of terms that they should be using, there is a strong trend toward that person using Google, or whatever search engine they happen to have on their mobile device (usually google). The Radar is about prioritising, so if companies felt it was important, they could add it onto their scope.

This is really interesting work and will be particularly useful in discussions on CAM Digital Marketing Course Days when talking digital marketing metrics.
Based on my experience I agree with most of the positioning my only divergence is on Linkedin which from a small business, B2B and event based marketing I think is actually more important than any of the other Social Networks if used well. FriendFeed appears to be picked up more by Google Alerts than a lot of other social media so might be worth including. I have Stumbleupon higher priority since it does pass Page Rank and it has more of a viral effect than Delicious.
I definitely agree the Conversation Prism can be a little overwhelming and doesnt support prioritisation.
He’s known for pioneering the vertically integrated business model for a direct marketing agency, and refining media integration techniques long before it was the norm. When I was working in the corporate sector and had big budgets I loved to commission research – to guide our strategy, then to support that our strategy was still correct, and always to test our digital assets with the web audience to make sure we were meeting their needs. This way they dont overwhelm and the recipient feels that they can go forward and conquer because these new tools give them power.
I know from some other blog posts that folk were surprised not to see Amazon in the Top 10 Digital Brands but I understand that. Often the strategy and tactical online marketing plan will look something like this (which I stole from Tri Synergy Marketing in the UK).
Without fresh (regular) and engaging content its difficult to build a relationship with your customer and get them to come back to your site regularly.
Does the infrastructure support your website’s objectives or are there gaps that need to be filled. If you have access to Nielsen online, Hitwise or other market intelligence tools, make sure you’re looking at your competitor’s trends and growth.
You don’t have to be the best website in the world, you just have to be better than your competitors. Choose your channels best suited to your needs based on your objectives and goals and use the data to identify the gaps or digital areas you need to put some work into optimising to improve the performance.
You can have the best digital strategy and online campaign in the world, but if you’re pushing users to a bad website, with out-dated content and a poor user experience, you will get nowhere.
Use anything you have at your disposal to monitor your competitors activity and what reactions they get to their messages and campaigns. There is no formular, every business will either win or fail based on a number of factors that must all work in tandem to achieve the best outcome but there is some fairly strong guidance I can provide. Less than 1% of people click on paid search ads but it can also be used as a strategy to block your competitors.
Analysts will make sure that you are always getting the highest return on investment (ROI) for your marketing spend. There have been many case studies of successful mobile advertising campaigns and apps have proved to be an incredibly lucrative business for some, but we haven’t even seen the tip of the iceberg yet on mobile. This is what I’ve been working on for the past 18 months of my life, so I need to try and distill it down for you. Digital marketing provides business owners with the tools and techniques they need to make their company compete, survive and even thrive. It’s important that we utilize all the tools we have access to right now in order to keep this race a close one. Instead of sending thousands of flyers out to residential homes in a particular zip code and hoping they check their mail and read your piece, your online marketing campaign can find your target audience in a precise and efficient manner–when they are actually looking to buy.
The goal is not to get an insane amount of random traffic to your site, but rather to get the right people to your site who are looking for your particular product or service in hopes of them being ready to buy, or at least on the path to purchase. As people begin to trust you and your company’s online authority, you will begin to establish a relationship with your target audience, and you will begin to have loyal customers that will not only come back for more purchases, but will also promote your product or service throughout their own circles of people.
Since marketing campaigns are easily tracked and monitored, you will be able to see a steady flow of targeted traffic that will turn into sales and leads, further enhancing your ROI. As you tell your audience what the next step is, be sure to think of clever ways of doing so that will plant the seed in their head that they have found what they are looking for. A successful digital marketing campaign will ensure your site is part of the interconnected ecosystem-grid, giving you window access to reach out to target audiences belonging to this grid. Newtek Business Services has been in business for over thirteen years, servicing over 100,000 business accounts in all 50 states.
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Trouble is The Conversation Prism has grown over time so that now I can't really use it effectively in workshops - there are too many options and the more important ones aren't distinguished from the less important. It's not limited to social media sites since most sites now have some form of peer-to-peer interaction facility. It can be used to discuss with colleagues or agencies which sites warrant or deserve most attention in the different categories.
I think the ability to drill down and really evaluate the content and positioning as part of a holistic strategy is a real winner in terms of making sure an enterprise gets maximum bang for it’s Pounds.
That said I find Delicious a useful research tool – must write a little post on that one day.
I agree that is an omission, and its value is often underestimated, but that presence would be included under publishers – I will add a note to that effect. He’s helped create some of the industry’s most intelligent databases and closed-loop ROI reporting systems, too. Research is expensive and it can provide a competitive edge, so I understand why it may not be released to the public, but I do get very annoyed when research is released to the public but at an onerous cost, such as eConsultancy’s report on Content Marketing. Amazon are absolute pioneers but their brand does not evoke emotion or respond to your interaction, its functional and ticks a lot of boxes for some of the other elements but its seriously lacking in the visual identity category. Review your current business systems and processes in alignment with the vision you’ve got for your website.
Online advertising and marketing will drive the users to your site, but they can’t convert them to sales, customers, supporters or donors. Are they bidding to be #1 for their head keywords or are they optimising their bids to conserve their budget but remain in the top 3 paid listings so that they sometimes show up above the organic listings? Of course every digital marketing person should try to be their own analyst as well, so as not to get complacent.
The following are 10 reasons why digital marketing would be not only be a clever investment for 2015, but an essential strategy. Now that it is possible to orchestrate an online marketing campaign to boost awareness and reputation, it’s imperative to fully harness the power at our fingertips. This is why business owners are streamlining their marketing campaigns towards conversion optimization, which makes conversions the number one priority above anything else.
Remember, the web is not a static place, aspects change every day that could affect your efforts. Instead it shows all the main places where a company should review its representation used to increase awareness of it's brand through display advertising, search marketing as well as online PR and social media. Sites which are agreed to be more important which warrant more resource should be positioned more towards the centre and this summarised in your online marketing plan. I think tools that allow an effective visualisation of ones position should be on everyone’s radar. Unfortunately innovative businesses like Skype, who are supposedly launching holographic video calls in the near future, are inspiring in so many ways but also fall short in other categories.
Get access to your companies analytics login (Omniture, WebTrends, Google Analytics) and absorb yourself in the trends of the past 2-3 years. Cross-channel marketing should deliver the best results overall but you may need to be more patient and your tracking needs to be spot on.
We are here to stay ahead of the curve and make sure your marketing efforts are converting leads into sales!.
Find out what keywords are bringing users to your website and what keywords are converting best.

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