There are so many different digital marketing tactics and platforms out there. New ideas emerge, new platforms and channels become popular, others disappear. On top of that each business is so unique that no one approach ever suits more than one client. However, in my opinion there are three pillars that build the foundation of digital marketing. These are Search Engine Optimisation (SEO), Google Adwords and Social Media Marketing. The weighting of each channel in your digital marketing strategy depends on the nature and goals of your business. But in combination, these three pillars of digital marketing can work wonder and go a long way.
In today's digital age, customers look for services online, often using search engines like Google. If your business isn't appearing at the top of the search results, it might as well be invisible. SEO ensures your website ranks high for relevant keywords by conducting thorough keyword analysis to identify terms with the best search volume-to-competition ratio. These keywords are strategically integrated throughout your site, signaling to Google that your business is the most relevant for specific search queries.
SEO is the cornerstone of an effective digital marketing strategy. It not only boosts your ranking for crucial keywords but also enhances the performance of your Google Ads and social media campaigns. While SEO requires a long-term commitment, the payoff is significant. Leads and sales from organic searches are essentially free, unlike those from other digital marketing channels.
Google Ads is a crucial pillar of digital marketing alongside SEO and Social Media Marketing (SMM). While SEO is a long-term tactic, Google Ads connects you instantly with people actively searching for your services, making it demand-driven.
That's why I often recommend setting up a Google Ads account early on, as it allows you to drive traffic to your website while maintaining control over its quality. A successful Google Ads campaign begins with thorough keyword research to identify the most effective terms.
I ensure the right campaign types and budgets are selected and optimised to outperform competitors in search term auctions. Unlike many agencies that treat Google Ads as a set-and-forget channel, I continuously optimise your account to boost revenue and maximise return on investment.
Navigating the world of analytics can be intimidating, but it's a crucial aspect of digital marketing. Tools like Google Analytics and Google Search Console are essential for understanding user behavior and making informed adjustments to your strategy. By closely monitoring costs, you maintain complete control over your budget and performance.
Effective analytics help identify which channels are driving success and uncover potential roadblocks in the customer journey. Through thorough analysis, I pinpoint these issues and work to improve your conversion rates. I create detailed, easy-to-understand reports tailored to your needs, simplifying complex data so you always know where your marketing budget is going and the return it generates.
Regular meetings ensure we stay aligned and follow a clear roadmap to achieve your goals. My approach to analytics and reporting provides peace of mind, ensuring transparency and actionable insights for all parties involved.
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Social Media Marketing
Social Media Marketing is the third essential pillar of digital marketing. Social media platforms are responsible for our embarrassing screen times these days, but this makes them a powerful marketing channel that isn't going away anytime soon.
Reach new customers nowWhile Google Ads are demand-driven, social media advertising allows you to actively target specific audiences interested in your products or services. This cost-effective approach reaches many potential customers and supports various business objectives, such as lead capture, website clicks, and brand building in new markets. The key to success is testing different audiences, ad copies, and images to continuously optimise campaign performance.
While organic social media marketing through free posts can support your overall strategy, I primarily focus on paid social media campaigns, particularly on Meta (Facebook & Instagram). This approach accelerates your marketing efforts and connects you with new clients more effectively.