Digital marketing opportunities continue to expand, as do the challenges in working out how to make the most of these opportunities for your business.

I recently delivered a presentation at a Wessex Business lunch about using social media & SEO, two important areas in any online marketing strategy. The thrust of the talk was yes, by all means use social media and SEO, but make sure you have a strategy and you fully understand what you want to achieve. The feedback was largely along the lines of how refreshing it was to have the value of online marketing questioned objectively.



Having a clear strategy, including measuring clear key performance indicators (KPIs), is now the greatest opportunity and the greatest challenge for businesses in 2014. So stop playing with social media, or sending out unfocussed email marketing, what you need is a strategy to achieve your business marketing goals.

This may sound a bit daunting, but a large part of your strategy may be deciding what you don’t do. By working through the strategy you will come out with a plan that you can manage and fits your goals. In additional a bit of good strategic thinking will stop you wasting time and effort on activities that deliver very little, it will also make you consider the journey your potential customer in more detail, so that you can address the weak points.

After all there’s no point in having great SEO if your website is poor at delivering enquiries, or having an excellent website that no one can find.

Stage 1
Understand your goals, your audiences and message.

Stage 2
Work out which areas will work for you and how they integrate with each other. Your main options are:

  • Website
  • Search engine optimisation (SEO)
  • Pay per Click (PPC), for example Google adwords
  • Email marketing
  • Social media
  • Advertising

Stage 3
Drill down into these areas and work out your plan in detail. For example, in social media you will need to decide things like; the platforms your will use (Facebook, Twitter, Instagram, Google+ etc.), your voice, your message for each platform, an activity plan and clear KPIs.

Stage 4
Put your plan into action, including measuring the results and adapting the plan accordingly.

If you’d like to know more about how to create an effective online marketing strategy we can help, please contact us for more information.




Written by. Richard Jaggs

Richard Jaggs