Researching, building and execution digital marketing strategies for B2B business seeking rapid growth, especially post-start-ups.
This can include:
- Executing research to fully understand your niche, ideal customer persona and objectives.
- Keyword research
- A full audit of your entire funnel including website, content, tracking and data practices.
- Competitor research and analysis
- Planning and executing campaigns to drive leads at different stage of the funnel.
- Using data from the keyword research, building a unique content strategy that solves ICP pain points and enables buyers to make a decision.
- Strategy delivery - leaving your business with a backlog of content and actions to dive rapid business growth.
For more details please see the Strategy services page.
Planning, executing and evaluating actions to optimise your website for visibility and discoverability in search engines like Google.
These can include:
- Site and backlink auditing.
- Content gap analysis
- Organic competitor analysis
- Keyword research
- Technical audit (site speed, broken links, redirect chains etc)
- Data modelling to visualise how your target market are searching online
- Content strategy informed by the data model, giving your business a pipeline of content ideas to dip into.
- Link building - focusing on "quick wins" like organic link building and brand reclamation.
- Evaluation of previous content and suggestions for improvement.
- Actions to drive new data acquisition such as tactical call to action placement, exit intent and internal linking.
For more details please see the Search Engine Optimisation service page.
Researching, planning and executing effective digital advertising campaigns to maximise your ROI. Ensuring your advertising strategy is robust enough to target critical section of your marketing funnel.
This includes a frank discussion with you about cost per lead on each of the key platforms and what I need from you to ensure the most effective targeting.
I have extensive experience in the following.
- LinkedIn Ads: Lead gen forms, retargeting, video ads, InMail campaigns.
- Google Ads: Intent-based paid search, extra targeting including in-market segments. Display campaigns including retargeting, placement campaigns, creating briefs for effective HTML 5 animated ads, building Google responsive display ads.
- Bing ads: Intent-based paid search, cross-segmentation with other demographics like industry and job title.
- Youtube ads: Creating briefs for effective video ads that communicate your key messages quickly and effectively, retargeting.
For more details please see the Paid Advertising services page.
Planning and commissioning pieces of marketing collateral that drive leads when used as call to actions in campaigns.
This often includes:
- Auditing your current content and evaluating success so far.
- Addressing gaps in collateral for each stage of the funnel.
- Recommendations for format or content type.
- Commissioning out the creating of the content to a freelancer or agency.
- Recommendations for campaigns to push the content.
- Recommendations for copy, headlines and imagery.
Please see the Lead Magnet page for more details.
Using your existing data to evaluate the effectiveness of your previous digital efforts when aligned with your business objectives.
The more data available, the more comprehensive the analysis and meaningful the insights. Data can be pulled from a range of sources including:
- Google Analytics
- Google Search Console
- CRMs like Hubspot or Salesforce
- Content management systems
- Digital tools like SEMRush, Ahrefs etc
- LinkedIn Ads platform
- Ad words platform
Sometimes it's difficult to know if you are truly getting value out of your marketing agency or freelancers. An impartial third party can provide a new perspective and suggest improvements to maximise your ROI on campaigns.
Ensuring any briefs for blog content or digital creative like banners and ad images are effective can minimise creation time and maximise satisfaction with the final result.
I have extensive experience in the following:
- Evaluating campaigns by marketing agencies, putting the results into context based on how they support your business objectives.
- Acting as a digitally-minded third party between your business and the agency. Ensuring needs and wants are communicated effectively and acting in the interests of your business when dealing with third parties.
- Creating effective briefs that minimise revisions and make your vision a reality.
- Monitoring key indicators to ensure any live campaigns are performing as expected.
- Where appropriate, suggesting optimisations based on my knowledge of your business goals, target audience and niche.
