Digital Strategy
Your digital marketing strategy is a series of objectives and tactics designed to help you reach your goals. Building a strong, cohesive strategy, designed to lead internal and external marketing teams towards business goals, is one of our key strengths.
We begin crafting a strategy tailored entirely to your business, based on your current performance. We explore data, uncover trends and analyse the potential of your brand. From here, we employ manageable tactics to meet your objectives and deliver results.
Our key focus here is to push the boundaries of success whilst maximising on budgets and marketing efforts.
Consultancy
We work closely with your in-house team to develop your strategy, create a visual roadmap and guide you through the implementation process. Beyond this, we set achievable KPIs to measure progression and track where we are in the journey to success.
Through immersion sessions, regular reviews and team training, our consultancy package offers you all of the tools you need to achieve business success.
Market Trend Analysis
The ever changing digital landscape is what keeps us all in employment. It also keeps our roles exciting, diverse and rich. It gives us a migraine challenges us on a daily basis but ultimately we thrive from this, if it didn’t, we’d have moved to the Bahamas for a more relaxed lifestyle by now, wouldn’t we?
To keep you guys ahead of the game, we immerse ourselves in your market. We understand your seasonality trends and key dates and work with you and your team to develop a trading calendar. Within the calendar, we highlight key events, emerging trends as well as peak trading periods. This analysis also helps us to identify times of weaker trade and we can help you to devise a marketing strategy to lift sales during these less fruitful times!
It’s all about keeping your marketing plan agile and we can help with this.
Competitor Analysis
If those shifty competitors are often one step ahead of you, we can help change this.
We like to know just as much about your competitors as we do about you. This allows us to benchmark you against your competitors and understand the market share that’s on offer.
Through deep analysis and evaluation of their marketing campaigns we can highlight potential opportunities. We can also identify areas of weakness and possible threats, common areas to avoid in order to maintain a position of strength.
Data Analysis
Rich with data, there isn’t a website owner in the world who can’t access free, insightful data quickly and easily. This is true, but it’s what we do with that data that counts.
Understanding the very simple digital formula really is the difference between success and failure. You only have to look at the brands who are making a difference in the world of retail, Yoox Net-a-Porter, BooHoo, Far Fetch, they all have one thing in common: digital success and a strong understanding of their customer through the use of data. Those who are less successful: Toys R Us, Claire’s Accessories, BHS ... what did they have in common? No digital presence, lack of data, no joined up connection to their customer.
How we use your data to fuel a customer centric business operation is really important. More than ever before, your customers want you to recognise them and deliver a more personalised experience. We can help you organise your data in order to deliver an unforgettable experience to your customer.
Behaviour Insights
Do you know who your most profitable customers are? How about the customers who used to drive most of your revenue but no longer interact with you? We can help you divide your database into eight critical segments, identifying those customers who need to be retained, nurtured and cherished. Beyond this, we can help you recognise the behaviours of customers who can be encouraged to spend a little extra, as well as those who are likely to lapse.
Customer Journey Analysis
How often do you place an order on your website? I have worked with multiple business owners who have never made a purchase on their own websites. If you have made an order, have you purchased from the device that your customers are most likely to purchase from? For example, if 80% of your orders are made via mobile, have you ever tried to purchase from a mobile device? And not just on your own website. Going back to competitors, it’s critical that you are purchasing from other websites too and evaluating every step. Compare their journey to yours. What are they doing that you could be doing better?
Customer Journey Analysis isn’t just about the customer experience at the time of purchase (although this part is criticaly is important!), it’s also about encouraging your customer to come back and make a second purchase. If their on-site experience wasn’t a pleasant one, it’s a lot more difficult to bring them back!
We can analyse your current customer journey and build a roadmap around how and where you should be making improvements. Through a wealth of experience, we can quickly identify the areas of quick wins, areas where you are likely to lift your conversion rate rapidly and lift sales as a result. Beyond this, we can help you to remove any blockers that customers may be experiencing whilst on your site!
Multi Channel Attribution
Oh the holy grail of Digital Marketing! Where are my sales coming from? Which channel is grafting the hardest to drive my revenue?
I would LOVE to tell you that we have the answer. Mainly because I too, would LOVE to know which channels I could eliminate and which channels I should pump all of my budget into, this is the aim, right?
The truth is, no one knows. Not fully. Yes, Google has an attribution model in GA and most recently Facebook has introduced their version too. Surprisingly, (in the least sarcastic tone I could possibly muster up) each of these brands attribute in favour of their channels. Google, attributes sales to PPC, whilst Facebook attributes their sales to Facebook and Instagram. I know, you’re shocked too?!
If you’re really, really keen on understanding what your least and most active channels are, turn them off. One at a time. I’ve done it. I wouldn’t recommend it, but it’s a sure fire way of understanding where your sales are coming from when you turn off your Paid Social Ads and you see your revenue tank.
One little less dramatic solution to the attribution question, is to accept that all marketing channels play a pivotal role in your overall sales. Select one hero attribution model to benchmark your weekly results on and use the other available attribution models from Facebook and Google to have an understanding of your results in alternative models.
Just don’t get caught up. It’s likely that you have more critical areas of focus.
If attribution modelling is something that you’re new to, or would like to learn more on, speak to us, we can help you to understand the benefits and limitations in more detail. We can also advise on what hero attribution model would work best for you to benchmark against, based on the sector that you’re operating in.