Google now processes over 40,000 search queries every second and over 1.2 trillion searches every year. Facebook has over 2 billion monthly users (not forgetting the 800 million on Instagram, 500 million on LinkedIn and 330 million on Twitter) and YouTube is the second largest search engine after Google. So, it will come as no surprise to you that almost 70% of the buyers’ journey is now done online.
So, what does this mean for your business? It means if you haven’t invested in an online presence, you are missing out on engaging with the majority of your target market, whoever that might be.
Often clients come to us because they are virtually invisible in Google’s search results, they are getting very little or no return on their social media activity or they are struggling to generate leads through their website. The answer? An effective digital marketing strategy.
We’re a digital marketing agency in Edinburgh, so we know what it takes to develop a digital marketing strategy and run campaigns that will meet your objectives. Here’s how we go about it:
We’ll research your business, industry and your target market. We’ll identify any barriers to purchase and develop clear target personas to create a profile of your typical customer: What are their motivations and challenges? How do they digest information? What social media platforms are they active on?
You can’t expect to drive online enquiries if your site is not set up correctly. We’ll review your site and make recommendations as to what needs to be tweaked to ensure it is optimised properly. Is it quick and easy to navigate? Is the content well-written and concise? Do you have any large images that are slowing down the site? What keywords, if any, is it currently optimised for? We’ll run through a whole checklist and ensure it is fit for purpose before anything else.
Where does the majority of traffic come from and what is your best performing channel in terms of conversions? Which sites refer traffic to you? We’ll then conduct some keyword research to identify which terms your site should be optimised for to ensure your prospects can find you.
With all of the above in mind, we’ll create a content plan that will likely involve a series of landing pages designed to help you rank for specific keywords, as well as guiding prospects toward key areas of the site through optimised blog content and targeted eBooks for download. And you’ll want a social media strategy in place to promote all this great content and start generating awareness.