Digital Strategy explained in 2 minutes:
Our digital growth guide to scaling your business fast.
We start by conducting a 176 point review of your current digital marketing capabilities measured against industry best practices. We routinely find low hanging fruit and opportunities for quick wins.
Next, we assess your best performing competitors. We pinpoint what they’re doing right, and their weaknesses. With benchmarks in place, we know what needs to be done to be the first in the market.
Our proprietary growth model reveals the metrics we need to focus on that guarantees your business will grow dramatically. We know what works and we ruthlessly focus on these core areas.
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Digital strategy tailored to your business
Developed to drive revenue and profitability for your business
Consumer Online Journey Profiling to identify where your money is best spent promoting to your audience
176 point Digital Health Check conducted against best practices in each of the 16 core digital channels
Content First’s 56 point Competitive Benchmark against your core competitors.
Growth Plan developed using our proprietary Growth Model
Fixed KPI and growth goals developed and managed to quarterly
Cross-channel approach from Reach to Leads to Sales (across all 16 digital channels)
Customer Personas developed to increase the relevance and performance of any creatives we deliver
Dashboard requirements created to provide high level executive results at a glance
12-month budget developed with Ad Spend estimated tied to business growth KPIs.
“Sometimes have to remind myself that these guys are not our own internal marketing team, it's that seamless.”
Content marketing drove 68.6% year-on-year growth in website visits:
8 of the top 20 viewed pages on site were blog posts
8 top blog posts drove 170,431 page views
810 enquiries from visits to the blog, with a conversion value of over A$700,000
Facebook Campaign Brings in 512 Leads at $8.94 Cost per Lead for Industrial Products Priced $2,000+:
Less than a $5k investment in ad spend yielded over 500 leads of products priced over $2000
Cost per Lead just 8.94
Conservative estimate of 7,545% Return on Ad Spend
Adwords Campaign Brings in 4,574 Leads at $10.86 Cost per Lead for Industrial Products Priced $2,000+:
Less than a $50k investment in Ad Spend yielded over 4,500 leads of products priced over $2000 (Est. ROI over $1,000,000 in revenue)
Cost per Lead just $10.86
Conservative estimate of 1,967% Return on Ad Spend
14 campaigns
13,231 Ad Groups
5,437 Keywords
11,950 Negative Keywords
11,748 Ads
29 Ad Extensions
“I would just like to say a massive THANK YOU for all your hard work to date! The last 6 months have been very hectic and your team have pulled off launching two websites, two CRMs and maintained our digital media strategy! Your customer service and communication is professional, prompt and also friendly and very helpful. Please spread the gratitude to your team for their amazing work and I look forward to continuing working with you all as we go from strength to strength!“
We used mix of Facebook, AdWords, Local SEO and Content marketing to drive awareness to each of their 3 programs nationally.
A new direct response website was designed, modeled off high converting landing pages to rapidly increase the conversion rate. We closed the conversion loop using remarketing on Facebook and Google, along with Content Marketing to engage with new parents.
To build the relationship with new enquires and drive enrolments we designed a multi-stage lead nurture sequence. This was supported with our preferred marketing automation CRM that gave individual centres the ability to track, manage and automate the onboarding process.
Brand building and awareness objectives:
124% increase in social media following
63% increase in Adwords Share of Voice
89% decrease in cost per enquiry via Google Adwords
96% increase in web pages ranked in Google’s top 100 listings
217% increase in monthly website sessions
Occupancy & enrolments objectives:
85% increase in overall monthly leads
106% increase in monthly enrolments
Digital Health Check
We run through our 176-point checklist against best practices to give you an executive dashboard rating of where your digital capabilities sit against the core 16 digital channels.
Consumer Journey Profiling
The first step in developing a digital strategy is identifying how your market behaves online. Evaluating the way your prospects find, evaluate and purchase your product or service leads how we go to market.
Competitive Benchmarks
Competitive benchmarking is a vital step in developing your digital strategy. This data-driven exercise helps to identify areas where your competitors are using digital to their advantage, and reveal weaknesses we can take advantage of.
Current Performance Benchmarks
We deliver a high-level executive summary of your current digital performance showing current key metrics against each of the REACH, LEADS and SALES marketing phases.
Digital Objectives and KPIs
We then set aggressive, yet realistic objectives for each stage of your funnel, including PLANNING TO WIN, REACHING MORE PEOPLE, CONVERTING MORE LEADS, and MAKING MORE SALES. We then set KPIs against each key channel which will drive the achievement of the objective.
Growth Planning Model
We have developed a growth planning model to assist with setting meaningful goals over the next 12-months. Using this model we are able to set goals for REACH, LEADS, and SALES which are the drivers for business growth.
Customer Personas
We deep dive into demographic information extracted from FB Insights, Google Analytics and your existing customer base to develop insightful Customer Personas.
Digital Channel Strategy Summary
The digital objectives that we developed in the Objectives & KPIs section is then linked to the digital strategies and channels we are recommending to executing on to achieve these goals.
KPI Dashboarding and Reporting
Reporting and analytics are vital to our 12-month strategy to track our KPIs, and measure the effectiveness of our strategies. We work on developing executive dashboard that give At-a-Glance view of results across all channels and funnel stages.
Develop a 12-Month Budget
Finally we collate all the activity above into an annual budget. You will find investment recommendations broken down by channel, by month. You will also see the split between recommended advertising spend and the cost of implementation of our services.
Are you spending hard earned dollars on digital, getting visitors to your website, but they’re not converting into leads? Or are you getting leads but they’re either low quality, or you are having trouble converting those leads and enquiries into paying customers?
The problem is that your digital lead generation strategy has not been planned from an end-to-end perspective. If you've worked with a web developer, they're great at designing websites. SEO companies are great at SEO. But who is accountable for your end-to-end results?
Let Content First be accountable by developing a digital strategy using our proven cross-channel Planning To Win framework:
Digital Strategy
Sales Funnel Design
Analytics & Reporting
Facebook Advertising
Google Adwords Advertising
Social Media Management
Search Engine Optimisation
Local Search Optimisation
Web Design & Development
Conversion Landing Pages
Conversion Rate Optimisation
Content Marketing
Lead Magnets
Reputation Management
CRM & Marketing Automation
Email Marketing
Sales Copywriting
Q. How long does a strategy take to design and implement?
A. We generally deliver a 12-Month Digital Strategy in 10 working days.
Q. Do you need access to my Google Analytics, AdWords and Search Console?
A. Yes, to complete our Digital Health Check we need to audit your current performance across all channels. We will need access to all of your accounts: Google Analytics, Google Search Console, Facebook Ads Manager, CRM, Marketing Automation platform, etc.
Q. How long until I see results?
A. Within 10 business days you will have a clear-cut plan for business growth, along with KPIs and strategies mapped out. If you choose to partner with Content First to execute this plan, we will begin working and you will start to see results within the first 4 weeks.
Q. How frequently do we review results and revisit the strategy?
A. We conduct quarterly reviews with your leadership team to review our progress against KPIs and objectives.
Q. What businesses are not a good fit?
A. We use best practice enterprise-level strategy development, applied for growing small to medium sized companies. As such, businesses with a marketing budget of less that $3,000 per month will not be a good fit, as they need an entirely different approach.
Q. Do you also advise on whether a CRM will improve results?
A. Yes, one of the channels we will audit and give you a rating against best practices is your CRM and Marketing Automation setup.
Q. Will you work with our existing partners
A. Yes we can work with existing partners to develop your strategy, however it generally works best when one party is responsible end-to-end for your strategy execution.
Q. How do I measure ROI?
A. We measure ROI as Profit / (Ad Spend Cost + Marketing Services Cost).
Q. How much involvement is required from me or my team?
A. We seek your team’s input to help us set the right objectives for your business growth targets. Once we have your business objectives, access to your digital platforms, we may need an additional session to review your existing customer data and your insight to help in developing your Customer Personas.
Q. Do you provided a staged implementation. E.g. can I dip my toe in the water before committing to all recommendations?
A. Yes, we will give you a rating of which channels are the ‘quick wins’ with the lowest hanging fruit. You may choose to execute fast on these channels, then roll out the rest of the plan once you’ve had some fast wins.
Our team are certified in Digital Marketer's methodology:
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