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.
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
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
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
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
31. Discovery
1
STRATEGY
2
BRAND &
CONTENT
WEBSITE 4
3
SEARCH
SEO + PPC
C
O
N
T
E
N
T
C
O
N
T
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N
T
C
O
N
T
E
T
C
O
N
T
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N
T
SOCIAL
MEDIA
C
O
N
T
E
T
C
O
N
T
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N
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C
O
N
T
E
N
T
C
O
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T
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N
T
EMAIL
C
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T
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N
T
C
O
N
T
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N
T
C
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N
T
E
N
T
C
O
N
T
E
N
T
PR
C
O
N
T
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T
C
O
N
T
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N
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C
O
N
T
E
N
T
C
O
N
T
E
N
T
ADVERTISING
C
O
N
T
E
N
T
C
O
N
T
E
N
T
C
O
N
T
E
N
T
C
O
N
T
E
N
T
N
5
5
5 5
5
32. Discovery
1
STRATEGY
2
BRAND &
CONTENT
WEBSITE 4
3
SEARCH
SEO + PPC
C
O
N
T
E
N
T
C
O
N
T
E
N
T
C
O
N
T
E
T
C
O
N
T
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N
T
SOCIAL
MEDIA
C
O
N
T
E
T
C
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N
T
E
N
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C
O
N
T
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N
T
C
O
N
T
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N
T
EMAIL
C
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T
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N
T
C
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N
T
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N
T
C
O
N
T
E
N
T
C
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N
T
E
N
T
PR
C
O
N
T
E
N
T
C
O
N
T
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N
T
C
O
N
T
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N
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C
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N
T
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N
T
ADVERTISING
C
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N
T
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N
T
C
O
N
T
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N
T
C
O
N
T
E
N
T
C
O
N
T
E
N
T
N
5
5
5 5
5
£290,000 of
quotes sent in
2021 generated
directly from our
marketing activity
Result
33. Discovery
1
STRATEGY
2
BRAND &
CONTENT
WEBSITE 4
3
SEARCH
SEO + PPC
C
O
N
T
E
N
T
C
O
N
T
E
N
T
C
O
N
T
E
T
C
O
N
T
E
N
T
SOCIAL
MEDIA
C
O
N
T
E
T
C
O
N
T
E
N
T
C
O
N
T
E
N
T
C
O
N
T
E
N
T
EMAIL
C
O
N
T
E
N
T
C
O
N
T
E
N
T
C
O
N
T
E
N
T
C
O
N
T
E
N
T
PR
C
O
N
T
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N
T
C
O
N
T
E
N
T
C
O
N
T
E
N
T
C
O
N
T
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N
T
ADVERTISING
C
O
N
T
E
N
T
C
O
N
T
E
N
T
C
O
N
T
E
N
T
C
O
N
T
E
N
T
N
5
5
5 5
5
100:1 ROI through
email marketing
campaign. Also
supported by PR and
advertising.
Result
34. Discovery
1
STRATEGY
2
BRAND &
CONTENT
WEBSITE 4
3
SEARCH
SEO + PPC
C
O
N
T
E
N
T
C
O
N
T
E
N
T
C
O
N
T
E
T
C
O
N
T
E
N
T
SOCIAL
MEDIA
C
O
N
T
E
T
C
O
N
T
E
N
T
C
O
N
T
E
N
T
C
O
N
T
E
N
T
EMAIL
C
O
N
T
E
N
T
C
O
N
T
E
N
T
C
O
N
T
E
N
T
C
O
N
T
E
N
T
PR
C
O
N
T
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N
T
C
O
N
T
E
N
T
C
O
N
T
E
N
T
C
O
N
T
E
N
T
ADVERTISING
C
O
N
T
E
N
T
C
O
N
T
E
N
T
C
O
N
T
E
N
T
C
O
N
T
E
N
T
N
5
5
5 5
5
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 &
CONTENT
WEBSITE 4
3
SEARCH
SEO + PPC
C
O
N
T
E
N
T
C
O
N
T
E
N
T
C
O
N
T
E
T
C
O
N
T
E
N
T
SOCIAL
MEDIA
C
O
N
T
E
T
C
O
N
T
E
N
T
C
O
N
T
E
N
T
C
O
N
T
E
N
T
C
O
N
T
E
N
T
E
N
T
PR
C
O
N
T
E
N
T
C
O
N
T
E
N
T
C
O
N
T
E
N
T
C
O
N
T
E
N
T
C
O
N
T
E
N
T
E
N
T
N
5
5
5 5
5
6
REVIEW &
MEASURE
36. BRAND &
CONTENT
WEBSITE 4
3
SEARCH
SEO + PPC
C
O
N
T
E
N
T
C
O
N
T
E
N
T
C
O
N
T
E
T
C
O
N
T
E
N
T
SOCIAL
MEDIA
C
O
N
T
E
T
C
O
N
T
E
N
T
C
O
N
T
E
N
T
C
O
N
T
E
N
T
C
O
N
T
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N
T
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N
T
PR
C
O
N
T
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N
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C
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N
T
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N
T
C
O
N
T
E
N
T
C
O
N
T
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N
T
C
O
N
T
E
N
T
E
N
T
N
5
5
5 5
5
6
REVIEW &
MEASURE
Result
Google Adwords ongoing
reviews
Google Analytics
Website landing page
creation
Blockage cleared!
37. BRAND &
CONTENT
WEBSITE 4
3
SEARCH
SEO + PPC
C
O
N
T
E
N
T
C
O
N
T
E
N
T
C
O
N
T
E
T
C
O
N
T
E
N
T
SOCIAL
MEDIA
C
O
N
T
E
T
C
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N
T
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N
T
C
O
N
T
E
N
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C
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T
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T
C
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T
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N
T
PR
C
O
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T
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N
T
C
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N
T
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N
T
C
O
N
T
E
N
T
C
O
N
T
E
N
T
C
O
N
T
E
N
T
E
N
T
N
5
5
5 5
5
6
REVIEW &
MEASURE
Not measuring the right KPIs
Hurdles encountered
Inconsistent measurement
Not measuring at all!
38. BRAND &
CONTENT
WEBSITE 4
SEARCH
SEO + PPC
C
O
N
T
E
N
T
C
O
N
T
E
N
T
C
O
N
T
E
T
T
E
N
T
SOCIAL
MEDIA
C
O
N
T
E
T
C
O
N
T
E
N
T
C
O
N
T
E
N
T
C
O
N
T
E
N
T
N
5
5
REVIEW &
MEASURE
ROI
6
7
39. BRAND &
CONTENT
WEBSITE 4
SEARCH
SEO + PPC
C
O
N
T
E
N
T
C
O
N
T
E
N
T
C
O
N
T
E
T
T
E
N
T
SOCIAL
MEDIA
C
O
N
T
E
T
C
O
N
T
E
N
T
C
O
N
T
E
N
T
C
O
N
T
E
N
T
N
5
5
REVIEW &
MEASURE
ROI
6
7
Result
£40,000 of sales from a £400
email campaign
100:1 ROI
40. BRAND &
CONTENT
WEBSITE 4
SEARCH
SEO + PPC
C
O
N
T
E
N
T
C
O
N
T
E
N
T
C
O
N
T
E
T
T
E
N
T
SOCIAL
MEDIA
C
O
N
T
E
T
C
O
N
T
E
N
T
C
O
N
T
E
N
T
C
O
N
T
E
N
T
N
5
5
REVIEW &
MEASURE
ROI
6
7
‘If I give you £400, will you make me
£40,000 in 48 hours?’
41. BRAND &
CONTENT
WEBSITE 4
SEARCH
SEO + PPC
C
O
N
T
E
N
T
C
O
N
T
E
N
T
C
O
N
T
E
T
T
E
N
T
SOCIAL
MEDIA
C
O
N
T
E
T
C
O
N
T
E
N
T
C
O
N
T
E
N
T
C
O
N
T
E
N
T
N
5
5
REVIEW &
MEASURE
ROI
6
7
Yeh, right 😂
42. BRAND &
CONTENT
WEBSITE 4
SEARCH
SEO + PPC
C
O
N
T
E
N
T
C
O
N
T
E
N
T
C
O
N
T
E
T
T
E
N
T
SOCIAL
MEDIA
C
O
N
T
E
T
C
O
N
T
E
N
T
C
O
N
T
E
N
T
C
O
N
T
E
N
T
N
5
5
REVIEW &
MEASURE
ROI
6
7
Marketing is NOT
an emergency service
43. BRAND &
CONTENT
WEBSITE 4
SEARCH
SEO + PPC
C
O
N
T
E
N
T
C
O
N
T
E
N
T
C
O
N
T
E
T
T
E
N
T
SOCIAL
MEDIA
C
O
N
T
E
T
C
O
N
T
E
N
T
C
O
N
T
E
N
T
C
O
N
T
E
N
T
N
5
5
REVIEW &
MEASURE
ROI
6
7
Go forth and build your brand