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Taking a strategic approach to digital marketing success

Helen Bailey

Websites are the epicentre of a company's digital presence. They serve as the nexus for everything from bolstering brand visibility to propelling sales. Yet, the digital landscape is far from a leisurely stroll in the park; it's a fiercely competitive, ever-evolving arena where the rivalry is intense and the stakes are high.

This blog delves into the reasons behind the cutthroat nature of digital marketing and offers invaluable insights on harnessing digital tools in order to drive sales and growth.

Why is Digital Marketing So Competitive?

The digital marketing arena is fiercely competitive for several reasons. First and foremost, the internet has democratised the marketing landscape, allowing businesses of all sizes to reach a global audiences. This accessibility means that everyone - from startups to multinational corporations - is vying for the same online ‘real estate’. 

Whether bidding on Google Ads or investing in SEO, the strategy you define for your business will determine how successful you become. And when it comes to the strategy you choose, understanding what you’re up against is critical. Sure, there may be a clear path forward when it comes to your strategy, but is that going to deliver what you need for growth? Even the simplest of marketing plans are the product of deep competitive research and a knoweldge of the playing field you’re entering into. That way you can be sure of getting the best value out of your endeavours. 

Here are some tips:

Step 1: Define Your Digital Marketing Objectives

Before you dive headfirst into the world of digital marketing, it’s crucial to know precisely what you want to achieve. Are you looking to drive a steady stream of visitors to your website, or is your primary focus on converting leads into sales? Identifying your objectives is the bedrock upon which your entire strategy will be built.

Step 2: Choose the Right Tools and Platforms

In the digital realm, the tools and platforms you select play a pivotal role in your success.

Paid Advertising: If speed is essential, platforms like Google Ads can quickly drive traffic to your website.

Search Engine Optimisation (SEO): For long-term credibility and visibility, invest in SEO to optimise your website for organic search results.

Step 3: Creating Content with Purpose

Here’s a valuable piece of advice: If you’re uncertain about why you’re creating content and what you expect to get from it, then it’s advisable to refrain from producing it. Content without a clear objective and strategy is like a ship without a destination, potentially leading to a considerable amount of time wasted on fruitless endeavours. Crafting content with a well-defined purpose will ensure your content creation efforts are both meaningful and rewarding.

Step 4: Balancing Paid and Organic

Successful search marketing strategies often find a balance between paid advertising and organic growth. As a basic rule of thumb, you could consider turnign to paid advertising for immediate results adn then gradually reducing your reliance on it as your organic performance improves. 

Step 5: Implementing Lead Nurturing

Once you’ve captured leads through your website, it’s wise to nurture them as a way of increasing the lifetime value of the prospect. Lead nurturing involves maintaining a meaningful dialogue with the people who have made contact with your business, encouraging repeat purchases and exploring opportunities for up- and vertical-selling.

Step 6: Utilise CRM Systems

Effective lead and customer relationship management are made more manageable with Customer Relationship Management (CRM) systems like HubSpot. These tools can be set up to help you with attribution by giving you visibility into the source of the lead or sale that has come via your website. With this insight, data driven decisions can be made based on the effecacy of your digital marketing campaigns. 

Step 7: The Power of LinkedIn and social media

LinkedIn and other social media platforms can be game changers. They offer potent tools for generating demand and turning unfamiliar faces into interested prospects. With the right strategy, you can target people who fit a certain demographic or behavioural profile and start to build awareness for your brand. 

Step 8: Measure What Matters

Choose metrics that align with your objectives, but refrain from getting caught up in too much detail. Setting up a simple measurement spreadsheet that enables you to learn how channels compare when it comes to impressions, site visitors and cost per conversions will help you make decisions about where to direct your investment. Building up a picture over time will help you spot – and act upon – trends.

Step 9: Continuous Improvement

Digital marketing is ever evolving. Continuously analyse your campaigns, refine your strategies, and stay updated on industry trends and innovations.

Step 10: Choose CLD for Your Success

At CLD, we’re your partners in achieving digital marketing excellence. Whether it’s crafting customised strategies, managing paid advertising, or optimising SEO, we’re here to help you unlock your digital potential.