Digital Marketing
Planning and coordinating a company’s online activity — website, search, email, social and paid media — so that it works towards agreed objectives rather than running as separate efforts.
Planning before activity
It is common for a business to be active on several channels without a clear view of how they fit together. A social media account is kept up, an email is sent occasionally, some advertising is tried — but there is no shared objective and no agreed way of telling whether it is working.
Our digital marketing work starts by defining what the activity is for and who it needs to reach. From there we recommend which channels deserve attention, how campaigns should be structured and how results will be reviewed. The plan then guides the work, rather than the other way round.
What the service covers
- Digital marketing planning
- A written plan that sets out objectives, audiences, channels, priorities and timings, so that activity is chosen for a reason and can be judged against something.
- Audience and channel considerations
- Who the business needs to reach, what they are looking for and where they are likely to be — search, email, social platforms, industry publications or elsewhere. Channels are recommended on that basis, not by habit.
- Campaign planning and coordination
- Turning the plan into campaigns with clear messages, schedules and responsibilities, and coordinating the creative, content and channels involved.
- Website and landing-page alignment
- Making sure that the pages people arrive on continue the conversation the campaign started, with the information and next step they expect to find.
- Content and messaging alignment
- Keeping what the business says consistent across its website, campaigns, email and social channels, and consistent with its brand.
- Performance review and optimisation
- Where measurement data is available, reviewing results against the objectives in the plan and adjusting the approach. Where data is limited, we say so and agree other ways to judge progress.
Typical outputs, depending on scope
- Digital marketing plan
- Audience and channel recommendations
- Campaign plans and schedules
- Landing-page and messaging recommendations
- Periodic performance reviews
Contact
Discuss your digital marketing.
Tell us what you are doing online at the moment and what you would like it to achieve. We will suggest where planning would help most.