Tag Archives: digital marketing

Aardvark Marketing Consultants | Why Digital Marketing never gets off the MD’s To Do list

Why Digital Marketing never gets off the MD’s To Do list

Why Digital Marketing never gets off the MD’s To Do list

All MD’s know that an effective digital marketing funnel will generate more leads and more sales. Companies that invest in marketing funnels do better than those that don’t. If it was quick and easy to create, every company would have one. Why don’t they?  Here’s 6 reasons why accomplishing something so simple is difficult in practice.

Aardvark Marketing Consultants | Why Digital Marketing never gets off the MD’s To Do list - skills shortages

 

 

 

 

 

Skill shortages

Many businesses don’t have any marketing expertise in their team. Staying up to date with the latest marketing trends isn’t easy as the landscape is constantly changing. This means companies either have to hire new staff who have got the relevant expertise ( and, if  the directors  don’t understand these skills themselves, how do they know who is a good hire?) or get training  for their existing team from a qualified, external expert.

Aardvark Marketing | Strategy versus tactics

 

 

 

 

 

 

Lack of clear strategy

Directors often confuse a sales funnel or process with a marketing funnel. A sales funnel starts when a salesperson first makes contact with a prospect, so by exchanging emails, talking on the phone or in person. It’s a process that has an identified point of contact with a prospect and works by developing mutual trust in an ever-closer relationship. The relationship usually has a series of easily identified milestones (KPI’s and stats) by which a sales director can monitor their team. A marketing funnel is softer, providing information to a prospect ‘doing their research’ and making a shortlist of suppliers with whom they will engage further. Marketers refer to ‘nurturing’ prospects through their online research as they move through a digital marketing funnel.

Aardvark Marketing Consultants | Why Digital Marketing never gets off the MD’s To Do list - direction

 

 

 

 

Poor or non-existent planning

In order to create an effective digital marketing funnel, you need first to understand marketing channels, content and customers. Channels are the places a prospect will look to find out information about your company, products or services, and they can include non-digital places as well as online resources. Typical digital channels include your website, social media activity, external industry websites, financial information and so on. The content a prospect will read or view will depend upon their own, personal preferences, so this may include recordings/podcasts and video as well as the more traditional website pages and blogs. Finally, you need an in depth understanding of why your good customers return to use your products and services, so that the messages they receive from the content will resonate with them. This will mean you can provide them with all the necessary information they seek to shortlist your company.

 

 

 

 

 

 

No process for creating quality content

Many businesses don’t have creative people in their teams, such as graphic designers, copywriters or website developers. If an eternal marketing agency is hired, there is often a poor brief given which means that the agency don’t produce the right content for your prospects to engage with. Quality content hasn’t only got to look pretty by being well branded, it has to engage your relevant audience.

Aardvark Marketing Consultants | Why Digital Marketing never gets off the MD’s To Do list - PID

 

 

 

 

Poor implementation & project management

Managing all those messages, channels and creating good content so that you have a coherent, consistent and continuous marketing presence is a skill in itself. If your team get overwhelmed by the many different tasks, often the wrong priorities are followed because people tend to stick to their skillsets and stay within their comfort zones It takes experience and skill to understand where limited resources should be deployed first to deliver the biggest bang for your buck.

 

 

 

 

 

Lack of measurement and data management

Just as a sales process will have key milestones that can be measured, so a good marketing funnel will have some points that can be monitored and measured. For digital marketing, Google Analytics is a good place to start. If you have a digital CRM with web tracking such as HubSpot you can access the data in your system as well. Monthly reporting of marketing KPI’s should be added to your management meeting  agenda, just as you would monitor management accounts for financial data.

Aardvark Marketing Consultants | Why Digital Marketing never gets off the MD’s To Do list

 

 

 

 

 

Buyers and customers are increasingly fickle and shopping around for the best price is often  actively encouraged. Providing the right information through a good digital marketing funnel is increasingly important for the survival of a business. If you are finding any of the above challenges difficult, consider working with Aardvark Marketing. We can provide the expertise you need on an outsourced, affordable basis. Why not make a start by contacting us  or call 0121 222 5743 for a confidential discussion today?

Aardvark Marketing Consultants | Why Digital Marketing never gets off the MD’s To Do list - award winning experts

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Aardvark Marketing Consultants | How to imporve your digital marketing with Google analytics

How to improve your digital marketing with Google Analytics – Webinar

How to improve your digital marketing with Google Analytics – Webinar

Are you making the most of Google Analytics? How do you know whether your marketing is working if you don’t track?

Gill Hutchinson explains how to devise your own website ‘Dashboard’ of key performance indicators using analytics. This will allow you to check that your digital marketing is working well and to refine and improve your performance over time.

When we’re working with our clients on digital marketing, we always track their progress in Google Analytics. It’s the simplest, easiest and most widely used free tool for website monitoring.

Make sure whoever builds your website sets up the analytics tracking code onto each page so it can be activated. You can then log into your data anytime. If you had your website built a while ago then don’t worry, it’s easy to get your developer to add the code into your website.

We set up Excel spreadsheets for all of our clients turning their analytics data into graphs. This also enables us to track the client’s return on investment and means that as we try new things we can see what impact they’re having.

It’s important to have a plan, to measure what happens and to monitor it. Then you can review what you’ve achieved and create your next plan with those previous results in mind.

The Business Accelerator and other grant funding can be used to work in improving your marketing strategy, planning, implementation and measurement systems. So if this is something you need to do, then it’s worth talking to the Business Accelerator team.

What can Google Analytics do?

Google Analytics gives you data that can be used to track visitors and also show you how they behave when they’re on your website pages. Do they move around, spending time on lots of different pages, or do they visit one or two pages before leaving?

It’s important to look at trends as well as the absolute data. You should review trends over time. Check at least once a month at first and then once you know the ‘steady state’ situation, this can become a quarterly exercise.There is one exception to this – if you’re using Pay per Click advertising then this should usually be monitored daily.

What should be on your dashboard? You should track the same things we track for our clients, so that’s:

  • Quantity – how many visitors?
  • Quality – are they ‘good quality’ visits?
  • Content – what are your visitors looking at?

Useful things to look at include whether people are looking at your website on a phone or a computer, as this is vital to know when you’re planning your website.

All websites should be mobile friendly now, but if you know that a large proportion of your visitors are on their mobile, then this will encourage you to make your website mobile friendly sooner rather than later.

Use the Audience Overview screen and track for the last month. You’ll be able to see the number of users (people who’ve visited your website), the number of pages they viewed and also see average time on your website per visitor, the bounce rate and how many were new visitors or returning visitors.

It’s vital to track this, as you can’t possibly know whether your digital marketing is having an impact unless you monitor it.

To understand this topic in more detail and hear more about the strategies Gill uses  Click here to listen to her webinar

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