Defining your digital marketing strategy
Defining your digital marketing strategy
Ad planning is the art of blending social media, Google, PPC, SEO and your content into one coherent plan.
An engaging ad should seamlessly combine eye catching creative with informed analytics. And most of all, featuring where your target audience hangs out is an absolute must!
To create these amazing ads, we have a tried and tested process. This allows us to make sure we understand your business and commercial objectives.
We identify your target audience and create personas detailing:
- what sites they use
- the media they consume
- what motivates them
We analyse your competitors, producing a detailed report about:
- their lead generation or sales strategy
- what sites they appears on
- where they are advertising
- where their backlinks feature
- the keywords they are ranking for
- what their core propositions are
Then, we define your core proposition or ‘what you want to be famous for’. Creating consistent, on brand and appropriate messaging for all campaigns, across all channels.
Once we understand your business, audience and industry, we build your digital sales funnel.
The funnel is key to effective ad planning. It not only identifies how the ads fit together, but also how they sit within digital customer acquisition and lead generation. And most importantly, make sure it generates the numbers you need.
Generating leads and sales is what it’s all about. So we create a suite of relevant landing pages with engaging content such as video, copy, and infographics to encourage those all important conversions.
Getting personal on social
Social media ads have just three “musts”. They must be: interesting, have value or be amusing if you want your audience to engage.
Each platform aims to meet the individual needs of their audiences, their frame of mind and mood. Provided you know who you are talking to, they all provide great opportunities to connect. We run intelligent and engaging campaigns on Facebook, Twitter, Instagram and LinkedIn for a wide range of clients.
Before launching, we will have designed an ad plan to help answer some key questions:
- What content will we create?
- What media channels will they be used across?
- Will we create media-specific content?
- What will the mix be between earned and paid media?
- Will they be used for acquisition, education or conversion?
We set KPIs for each media type and conversion funnels, so that we can measure the success of each channel. Not every platform is right for every business though. An objective and informed decision to advertise is crucial.
Building success on Google
Oh Google, you fickle mistress. Understanding the inner workings and how to run successful campaigns across the networks is a no mean feat. It’s a job done only by those who live and breathe it everyday… which we do!
Pay-per-click (PPC). Programmatic targeted display. Retargeting ads. YouTube ad campaigns. They aren’t only about the beautiful and imaginative creative and copy. It’s also:
- In depth research into the bidding opportunities
- Establishing the conversion metrics and goals
- Agreeing a target and maximum cost-per-acquisition (CPA)
- Creating ad schedules and budget applications
- Designing landing pages
- Making sure everything is trackable
…and that’s just scratching the surface! If that all sounds way too time consuming, we’re here to help.
YouTube, PPC, and programmatic targeted display are great for driving web traffic. Retargeting is a powerful conversion optimisation tool… but it can’t drive new visitors to your site.
We will discuss what you want to achieve, and then align the best options for your business. From then on, we continue to optimise your campaigns to make sure they’re driving high quality leads to your website.
YouTube, PPC, and programatic targeted display, are great for driving traffic, conversely, retargeting is a powerful conversion optimisation tool, but it can’t drive new visitors to your site. We’ll chat with you about the best options for your business then continue to optimise the campaigns to make sure they’re driving high quality leads.
Getting you noticed, organically
Search engine optimisation (SEO) is so much more than getting to the top of Google. While that is the goal, those pesky algorithms you’ll have heard about can get in the way.
Having a technically sound website with a clear offering is how Google knows you’re legit. Afterall, their goal is to deliver the best, most relevant, and honest sites for their users. And who can blame them?
SEO is split into two areas:
- ‘On-site’ which makes sure everything from content to technical build is ticking all the boxes for Google.
- ‘Off-site’ is the external activities affect your rankings. In short, it tells Google what other sites think of yours and the content on it.
SEO needs monthly, ongoing management to build your profile, and to make sure you’re doing everything that Google thinks you should be doing! It’s more of a slow burner, but undeniably worth the effort required.
Is content still King? Absolutely.
Video editing. Photography. Copywriting. Photoshop expert. Creative director. Content producer extraordinaire. Hands up if alongside your day job, you also fit into at least one of these categories at a professional level. If not, panic not! We have a whole team of creative experts who live and breathe creating quality, engaging content.
Content marketing is delivering your key messages in a way that’s engaging and exciting. This could be video, articles, infographics, social media content… the list is endless.
Let us breathe life into your ideas. We can help build a library of on-brand, beautiful visuals, shoot video, write adverts and Google friendly articles.
Our process
Our process ensures you know what to expect at every stage.
Strategy
Whenever we begin a new project, we start by defining “what you want to be famous for”. Your business or product needs a laser-straight description that can be summed up in 5 words. This is essential for both your customers and Google know what you are experts in. This core proposition is critical not only for SEO, but is the basis for all creative for social media and ad campaigns.
Research & analysis
We need to know as much about your audience as possible. We create personas and detail what sites they use, what media they consume and what motivates them. Then match data from Google against your audience. And just as importantly, we research what your competitors. We look at their strategy, active advertising, and the keywords they are ranking for.
Sales pipeline
The most important part of the process: we create your own personalised sales pipeline. Our planners will work with your sales and marketing teams to define the customer acquisition and lead generation activity. We split paid and earned media so we can plan for available budgets and man-hours.
Implementation
It is a complex mix to ensure that everything works as one. Website, Google, your ads, videos, social media, programmatic ads, are all managed together, not in isolation. And everything is measured against an agreed set of KPI’s. We always agree a comprehensive set of conversion values for our clients that we all use.
Our work
Perkpal
Bringing the flexible employee benefit service to life on the web, with a new website and fun campaign across social media, Google and YouTube.
Our work
Canada Life
A new ad campaign to ensure Canada Life remain one of the UK’S leading providers of pensions and savings plans…
Our work
CoinGeek
Devising a disruptive and innovative new marketing campaign for the UK’s biggest Bitcoin Cash conference in London.
Our work
Red Kangaroo
Delivering sales for the national trampoline park operator with digital marketing and a new eCommerce site.
Want to see more of our work?
Get in touch
We work with ambitious brands and fun people;
we’d love to build something great together.
DPC provide the Avantus group with a broad range of marketing services; brand creation, website design, digital marketing and social media management. The team has also helped us develop our software products by providing valuable UX analysis. All in all, Insightful, fun, and right on the money when it comes to advising us in the digital space…. A local agency with London agency credentials.”
Philip, CEO Avantus
(Parent group of Perkpal and Fair Care)
