You Need A Strategy That Is Flexible And Traceable

One of the biggest stumbling blocks we encounter with our clients is the occasional unrealistic expectation when they first start exploring the world of digital marketing. Senior Managers tend to expect the world once they’ve set up an AdWords campaign and created beautiful display ads and landing pages. All of a sudden the leads will surely start rolling in, right?  

WRONG! While it is definitely important to check all of those boxes for online exposure, you’ve got to be prepared to ride the waves before you can expect to catch a big one.

Five Essential Steps For Forward Progress

1. Determine Where You're Starting From

Begin by examining how your current figures  add up. This includes unique visitors to your website, page rankings, visitor to lead conversion rates, lead to customer conversion rates, sources of traffic, and so on.

2. See How You Stack Up Against Your Competition

While you can do all of this manually, you might want to utilise a software program that can help streamline the process, such as Compete, Raven or Marketing Grader. These are all ideal for helping you to assess website performance, SEO statistics, as well as keyword performance, as well as details about visitors. The last example that you’ll want some details on, is how you are performing within your own vertical. Check out this great piece by Irina Weber that offers up some suggestions on how to “spy” on your competition.

3. Develop A Marketing Strategy That Focuses on USPs (Unique Selling Points)

Once you have determined how you are performing and what your competitors are doing, it’s time to decide how to leverage your company and brand USPs in your marketing campaigns. Start crafting your content in a way that highlights each of these USPs – components of this need to include: landing pages, messaging, display ads, and blogs, social media updates, as well as any and all printed collateral.

4. Prepare To Track The Response

Create a plan for how you are going to measure success. What are the areas that will determine whether your strategy is successful? Below are four examples of KPIs and analytics results that are worth tracking – complete with sample figures.


Marketing Metrics Per Month Current Future Percentage Change
Total website visits 1567 1645 5%
New visitors 1245 1306 5%
Bounce Rate 6% 8% 2%
Total Conversions 47 57 22%

5. Set Key Dates To Revisit And Optimise Strategy

Once you have kicked off your marketing machine it is absolutely necessary to set dates in the future to evaluate success. The most successful organisations regularly update and modify their analytics, keywords, messaging, and content strategy to stay ahead of the curve that is Google’s all-important search. Because SEO is continually changing based on the criteria Google uses to serve up your resources, updating your pages and campaigns is an absolute MUST to stay current and relevant.

And what are your thoughts? If you're still in the early stages of developing your best possible marketing strategy, keep the points of this post in mind. And if you're in especially early stages, check out our previous post in this series, with all kinds of User Persona insight!