Digital foundations
Digital marketing audit
I review your current website and digital marketing and spell out what improvements you might need to make.
Understanding your customer
Together we work out who your ideal customer is. How do they go about researching and buying your product or service? What are their customer journey and touchpoints? We need to understand your customer so we can create a plan to reach out to them online.
Digital marketing strategy
I offer practical advice and an achievable action plan for how to market your business online. The plan will highlight how my other services can help you get results – from training to enable you to carry out your own marketing, to full monthly support.
Digital Tools
Website build or upgrade – project management
If you don’t already have a website in place or if you need to update or overhaul your current website, I can project manage this for you. Working with your chosen web developer or one of my expert partners, I take the hassle away and translate your business requirements into technical objectives.
Your site should be visually appealing. That could be a beautifully designed site or something clean and simple. Whatever style you go for I ensure you think about:
- site usability – how easy it is to navigate around and find what you want
- accessibility – how easy it is to read, for all audiences, visually impaired or not
- responsiveness – does your site work in different browsers and on different platforms (mobile/tablet)
Social media set up
Which is the right platform to reach your audience. I’ll get it linked to and from your website and show you how you can work it to your advantage.
Analytics / measurement
I ensure you have systems in place to measure your site visibility and traffic through tools such as Google Analytics and Google Search Console.
Website optimisation
Keyword research
Having carried out the research to understand your customer, I identify the keywords they use online to find businesses like yours.
On-site SEO
I ensure the website is correctly optimised for your keywords and the right technology is in place. Content, headers, images, meta descriptions, site speed – there are many ways to optimise your website.
Off-site SEO
Techniques to help get your website high on in the search results – quality, natural backlinks, social media, guest posts, directories, GMB page, PR
Engagement
Copywriting
I create content with you or for you to help, engage and wow your audience
I make sure your website answers the problems your customers have
Each page of your website needs to help in some way. The copy (the words) you use on your site need to be well thought out – you need to speak in the language of your audience and make it interesting and of value to them.
The language they use in the search box can reveal a lot about what they want – they may be just conducting general research or looking to buy. When you put the website page together you need to see yourself as the customer and think about how helpful it is to them. Do you answer their problem? There’s a time to offer advice and a time to sell. Make sure you get it right.
If your website only has a few pages, then we help you make the most of them with carefully crafted and optimised content. Better still, if you have the ability to manage and add content and have a blog/news section then we have endless opportunities to create web pages that help.
Content marketing
The Wow Factor
What can you do to really grab their attention and stop them hitting the back button? Graphics, videos, pdfs, infographics, podcasts. There are so many techniques you can employ to keep people on your page and they don’t have to cost the earth. If you’ve got the budget for bespoke graphics and videos, great – we can ensure you get the best results for your money but there are plenty of free or low-cost alternatives to make your web pages stand out.
Social media
I can design, schedule and post your outgoing social media and link it back to your website. (Note – I don’t offer a full social media management service but can connect you to someone that does).
Conversion
Sales funnel
What is your customer journey? People don’t willingly sign up or give their email away unless there’s something in it for them. You need to create appropriate bribes to get their email address such as downloads, access to helpful videos, how to guides. I put in place a strategy to get them to revisit, sign up or buy when they get to your site.
Calls to action
You should view every page of your site as a potential way to build up your customer base. Have a clear call to action; don’t leave them hanging at the end of the page.
Calls to action can include:
- Buy now button
- Sign up
- Comments
- Sharing tools
- Downloads
- Relevant hyperlinks
Email marketing
Build customer loyalty, relationships and ultimately sales through email marketing. I can set up and run your email marketing campaigns for you.
Training
If you want to go it alone and carry out your own digital marketing but need some initial training to get you started, I can help.
A standard Training Session consists of:
4 hours face to face (or via Zoom).
Run through my digital marketing strategy report recommendations and teach you how to market your company online. Your training will be tailored around the unique requirements of business but can include:
- Using WordPress
- Content creation
- Optimisation techniques – on and off site
- Keyword research
- Social media
- Newsletter / email campaigns
- Analytics
