Some digital marketing agencies will tell you that SEO planning is primarily a technical activity, inferring that clients are unable to provide any meaningful input into their search engine optimisation strategy.
Whilst it is undeniably true that SEO is a technical process to some degree, it’s not all as technical as it used to be. The only way to rank in today’s search engines is to create a digital strategy that is supported by search engine algorithms.
And that’s not to say the technical performance of your website is not important. It is. A website has to load quickly, be intuitive to navigate, be responsive across all devices, and provide a great user experience (aka ‘UX’).
Data is useless without insight. There, we said it. As blunt as that. But we know it, and deep down you know it too. It’s one of the most significant pain points we face as marketers. Collecting so much data that we can’t actually tell if it’s even useful. Or indeed, if we’re using it in the most effective way to achieve and support overall business objectives and achieve (or in some cases prove) that all-important ROI to the management team.
Today, marketing teams need to look at the customer journey beyond the analytics. Looking at how they can turn customer data into actionable, business-minded decision-making objectives. That’s what we want to focus on in this blog— an insight into how to manage data better, providing support for strategic direction insights, with practical action points to improve the efficiency and efficacy of your overall sales and marketing plan.
The purpose of this blog is to help businesses to brief their marketing agency better, in order to end up with the best possible outcome.
As an integrated marketing agency which works with clients of varying levels of marketing knowhow, the Abacus team is used to working in an agile way to help our clients during the briefing process. Large companies normally have a big marketing team in place, so that makes life easy in this respect, but smaller companies and start-ups don’t always have a marketing person with the experience and expertise needed to articulate their requirements in a clear and concise way.
That’s fine, there is nothing wrong with that. In truth, formal written briefs tend to be self-limiting to some degree anyway. Yes, they are a good starting point, but it is often far better to meet up for a face-to-face meeting that will enable us to discuss your brief (written or otherwise) in much more detail.
Are you looking for a marketing agency as passionate as you?
At Abacus Marketing, we pride ourselves on providing a professional, transparent and high quality service to companies of every size. Not only do we work with lots of ambitious SMEs and start-up enterprises, but we also work with a number of blue-chip corporates too – such as Canon, for whom we create through-the-line advertising campaigns for the Middle East, Africa and Eastern Europe to promote their cameras and printers. Or Kuehne + Nagel, for whom we delivered an integrated corporate sales presentation tool and an office signage toolkit that is used across their global network of offices. Or Virgin Holidays, who trusted us to deliver their sales conference. Add to that list the likes of MasterCard (integrated TTL marketing campaign for a prepaid product), Land Rover (dealer programmes), IBM (channel marketing across Europe), Tesco Direct (integrated marketing campaign), Esso (customer service programme for their UK forecourts) and AXA (ad hoc marketing support), and you can see that Abacus provides a service trusted by some of the biggest global organisations.
This month’s blog has been written by Lucy Cheesewright, Managing Director at Langstroth. Lucy has developed an international reputation for all aspects of event management and has many years of experience working across a wide range of events. Abacus works in partnership with Langstroth, a professional event management company with a passion for excellence, to deliver prestigious high-quality events for our clients.
So, you are ready to invest some of your hard-earned savings on marketing, and you are looking for immediate results – such as sales leads, web traffic, and customer engagement. You want to target specific audience groups and you need to be able to measure performance in order to improve what you are doing on an ongoing basis. If these are your goals, a digital advertising strategy is very probably the right option for you to go for.
There are very few organisations that would not benefit from being active in social media marketing strategy – and that includes start-ups and SMEs (small and medium-sized enterprises), to whom this article is predominantly aimed. There is no one-size fits all solution when it comes to any form of marketing activity. Different companies have unique needs, and what is right for one, might be wrong for another. Getting the strategy right is, therefore, key. We must always remember that a digital marketing strategy forms part of an overall sales and marketing plan that works in conjunction with the strategic and creative brand proposition to deliver the financial objectives outlined in the business plan. This relationship cannot be stressed enough. All elements ought to be clearly aligned to ensure that an authentic strategy is created.