SEO STRATEGIES FOR SUCCESS
Do You Have A Digital Marketing Plan In Place?
A 2015 study by Smart Insights showed that 50 percent of
businesses doing digital marketing had no form of digital
marketing plan or strategy. It’s a little crazy that they were
doing digital marketing, yet they do not have a digital
marketing plan or clearly defined objectives or goals.
Are you also in the same queue? Do not worry we will be
discussing SEO / DIGITAL MARKETING Strategies in
coming slides and this will help you in formulating a full
fledge successful marketing plan.
Digital Marketing: World Of Challenges
“Failing To Plan Is Planning To Fail”
The digital landscape is changing at a very fast pace. The digital channels and
marketing opportunities are changing so fast that most businesses find it too
difficult to keep up with its pace. Those that have attempted to keep up have
an ad hoc approach and simply dive in at a tactical level and throw money at
SEO, PPC, display, social and even content marketing.
For many, this approach fails. This leads to businesses becoming more out of
touch and stuck in the sinking ship of yesterday’s marketing methods.
SEO & PPC: Tools, Tactics, & Strategy
A strategy is of no benefit to us if we don’t have a detailed plan or tools to
implement that strategy. Equally, if we are applying marketing tactics such as SEO
and PPC without an overarching strategy, then we are likely seeing the bad result
and excessive cost. Focusing on only the hyper-competitive elements like on the
commercial keywords that we believe to drive our business while doing SEO or
PPC is ignoring the bigger picture and a Blunder.
The solution lies in research, Without thinking about strategy or reexamining our
objectives and goals, we would never be able to made tactical changes necessary for
Digital Marketing Planning
Let us discuss the methodologies which can be used with customers
large and small to improve strategy and boost results of their digital
SOSTAC is a marketing
methodology developed by
PR Smith useful for
developing overarching digital
marketing plans and can be
used to create an overall
strategy or apply at a tactical
Answers From SOSTAC Methodology
The insight from a solid situational analysis covering the who, why and how
elements of your audience and detailing that into customer profiles is valuable
• Situation Analysis — Where are we now?
• Objectives — Where do we want to get to?
• Strategy — How do we get there, broadly speaking?
• Tactics — How exactly do we get there? Which channels?
• Actions — Systems, processes, guidelines and checklists.
• Control — Measurement and metrics to ensure we are making progress.
• RACE Planning System for Digital Marketing is another model that
can be utilized to create your entire plan. RACE is a practical
framework to help manage and improve results from your digital
marketing. Ultimately it’s about using best practice web analytics
techniques to get more commercial value from investments in digital
marketing. It is so easy to apply to a single channel like SEO, or even
RACE consists of four steps
• Reach —Exploration
• Act —Decision-making
• Convert —Purchase
• Engage —Advocacy
LET’S DISCUSS THESE 4 STEPS IN DETAIL
Reach is brand awareness covering paid, earned and owned media. To reach our
customers, we must ensure visibility across search engines, social media and
relevant blogs and content hubs.
It’s about persuading site visitors or prospects take the next step, the next Action on
their journey when they initially reach your site or social network presence. It may
mean finding out more about a company or its products, searching to find a product
or reading a blog post. You should define these actions as top-level goals of the
funnel in analytics.
It involves getting your audience to take that vital next step which turns them into
paying customers whether the payment is taken through online E-commerce
transactions or offline channels.This is conversion to sale.
we want to build on that initial conversion and build a long-term relationship with
our customer. We want to sell other services. We want to retain that customer over
the long term. We want to keep that customer happy and maximize the lifetime
value of that customer. We also want to drive advocacy and ensure our happy
customers become part of our marketing arsenal through reviews, social shares, and
Success Of Digital Marketing, SEO, & PPC
The Importance Of Strategy And Planning for the Success of any Digital Marketing
Campaign cannot be overlooked in any case. A more strategic approach to SEO and
Digital Marketing is required for success in 2016.
For digital marketing managers, I strongly recommend looking into both of the
above models, and I would love to hear of any frameworks or models you have used
for digital marketing planning within your own organizations.
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