The document outlines an approach to digital marketing. It discusses conducting discovery, creating a strategy, developing brand and content, optimizing the website, implementing search engine optimization (SEO), pay-per-click (PPC) advertising, social media, email, public relations (PR) and other advertising. It emphasizes measuring results and return on investment (ROI). Specific examples provided include generating £290,000 in quotes from marketing activities and achieving a 100:1 ROI from an email campaign. Common hurdles like unrealistic expectations, inconsistent measurement and not focusing on ROI are also addressed.

1. How to approach
your marketing the
right way
Jag Panesar
Presented by

2. The goal of today’s talk
Demystify digital
marketing

3. There are so many
marketing methods,
we don’t know which
one is right for us
We just
want results

5. SEARCH
SEO + PPC
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REVIEW &
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ROI
STRATEGY
BRAND &
CONTENT
WEBSITE
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6. 1 Where you’ve been?
Where you are now?
Where you want to go?

7. 1
Prompts
Past marketing and results achieved
Current marketing and results achieved
Where you want to be in 12 months
Who your customers are
Who your competitors are

8. 1
Strengths Weaknesses Opportunities Threats

9. 1
Strengths Weaknesses Opportunities Threats
Internal External

10. 1
Hurdles encountered
People not being honest
with themselves
Strengths – focus on value
offered rather than the
feature
The connection not being
made e.g a strength and an
opportunity needs to be
taken advantage of

11. 1

12. 1
Hurdles encountered
Not being tough on yourself
Not keeping objectives in
clear sight
Not thinking objectives
through thoroughly enough

13. 1
Helped management
gain a cohesive
understand of their
marketing
Result

14. 1

15. Discovery
1

16. Discovery
1 STRATEG
2

17. Discovery
1
STRATEGY
2

18. Discovery
1
STRATEGY
2

19. Discovery
1
STRATEGY
2
Creating a strategy that has no
action points or too many action
points
Hurdles encountered
Make it manageable – 3 core
priorities in 3 months – 3 in 3

20. BRAND &
CONTENT
3
Discovery
1
STRATEGY
2

21. BRAND &
CONTENT
3
Discovery
1
STRATEGY
2
Before

22. Discovery
1
STRATEGY
2
After

23. BRAND &
CONTENT
3
Discovery
1
STRATEGY
2

24. BRAND &
CONTENT
3
Discovery
1
STRATEGY
2
Not focussing on brand voice
Hurdles encountered
Not knowing your audience or
competition well enough
Not being consistent across all
platforms with your brand

25. Discovery
1
STRATEGY
2
BRAND &
CONTENT
WEBSITE 4
3

26. Discovery
1
STRATEGY
2
BRAND &
CONTENT
WEBSITE 4
3
A platform to execute
your call to action

27. Discovery
1
STRATEGY
2
BRAND &
CONTENT
WEBSITE 4
3

28. Discovery
1
STRATEGY
2
BRAND &
CONTENT
WEBSITE 4
3
Prospects
enquiring due to
the professional
look and content of
the website
Result

29. Discovery
1
STRATEGY
2
BRAND &
CONTENT
WEBSITE 4
3
When a website doesn’t become
a tool to generate enquiries or
deliver a call to action
Hurdles encountered
When you don’t get a balance
between the content and
the design
Thinking everyone has your
user habits

30. Discovery
1
STRATEGY
2
BRAND &
CONTENT
WEBSITE 4
3
SEARCH
SEO + PPC
SOCIAL
MEDIA
EMAIL
PR
ADVERTISING
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31. Discovery
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STRATEGY
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BRAND &
CONTENT
WEBSITE 4
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SEARCH
SEO + PPC
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EMAIL
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STRATEGY
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SEO + PPC
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£290,000 of
quotes sent in
2021 generated
directly from our
marketing activity
Result

33. Discovery
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STRATEGY
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BRAND &
CONTENT
WEBSITE 4
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SEARCH
SEO + PPC
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100:1 ROI through
email marketing
campaign. Also
supported by PR and
advertising.
Result

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BRAND &
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SEO + PPC
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Expectations too high
Hurdles encountered
Know the difference between brand
building and direct action mechanisms
Focussing too heavily on vanity
fi
gures
e.g. impressions, reach, followers that are
not your target audience
Not using enough channels to
compliment each other

35. BRAND &
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REVIEW &
MEASURE

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REVIEW &
MEASURE
Result
Google Adwords ongoing
reviews
Google Analytics
Website landing page
creation
Blockage cleared!

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Not measuring the right KPIs
Hurdles encountered
Inconsistent measurement
Not measuring at all!

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ROI
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Result
£40,000 of sales from a £400
email campaign
100:1 ROI

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REVIEW &
MEASURE
ROI
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‘If I give you £400, will you make me
£40,000 in 48 hours?’

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REVIEW &
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ROI
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Yeh, right 😂

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WEBSITE 4
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Marketing is NOT
an emergency service

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Go forth and build your brand

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Discovery
REVIEW &
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ROI
STRATEGY
BRAND &
CONTENT
WEBSITE
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