Digital Marketing Strategy Quick tips: The Channels Simon Kingsnorth Author of Digital Marketing Strategy: An integrated approach to digital marketing Search Engine Optimisation (SEO) Research your strategy in advance or get it wrong
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01
Digital Marketing Strategy Quick tips: The Channels
Simon Kingsnorth
Author of Digital Marketing Strategy: An integrated approach to digital marketing<br>
02
Search Engine Optimisation (SEO) Research your strategy in advance or get it wrong
Technical SEO is difficult to rebuild so get it right first time
Content strategy is essential to SEO
Consider mobile at all times
Penalties are not worth the risk and are difficult to undo
Optimise for the user, not for Google or you will always be one step behind<br>
03
Paid Search (PPC) Create clear paths that are truly unique
Account structure is vital to understand and optimise
Daily focus is the key to success. Don’t be lazy
Use all relevant extensions to stand-out
Stay on top of competitors<br>
04
Display advertising The history has been fascinating, the future is more so. Display is not dead
Programmatic enables display advertising to be truly valuable and not simply an above-the-line approach
Rich media can enable beautiful campaigns
Retargeting can be highly effective in increasing conversion
Context is key to success<br>
05
Social media Create clear content plans and diversify by channel
Have robust, always-on service processes in place
Ensure reactive processes exist to maximise real-time messaging
Target engagement, not vanity metrics. This will help SEO
Social advertising must be authentic to the audience
Listen and measure success<br>
06
Content Strategy Arguably the most important part of a modern digital strategy
Be proactive and reactive
Create and manage clear content plans
Consider content from your business perspective and from the real lives of your users. How can you be unique
Distribution is important. Consider all channels
Consider a complex contact strategy to maximise long-term benefits<br>
07
Customer Service Know your customer
Understand common trends
Be available 24/7 – be responsive
Social service should be considered
Empathy and transparency are key to good service
Ensure you have the knowledge to help and are consistent
Consider live chat
Consider forums to take some of the work off your shoulders<br>
