Digital Marketing Optimisation

Results that get better and better and better and better

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Digital Marketing Optimisation Process

By increasing by 1% here, 2% there, and 4% over yonder, it starts to add up really quickly. As we execute marketing campaigns and sales effectiveness, we need to continually monitor what’s working well and where we need to improve.

If you’re serious about wanting to grow your business with better results month on month, you’ll need an excellent optimisation process. It’s the way in which you achieve better results for the same (or less) investment and effort – in other words, more bang for your buck.

Optimisation, as a term, applies to everything you do in life. Whether it be work, family, health or learning, it’s all about how you get that little bit better every day, week, month and year. It needs to become a fascination, a passion, a compulsive disorder.

All successful marketing implements a process of continuous improvement, which generally follows:

Reporting: You need clarity on the numbers to tell how well everything is (or isn’t) working.
Analysis: Deep diving into the numbers to interpret each component to determine exact outcomes.
Recommendations: How do we do more of the good, improve the mediocre and stop doing the bad.
Strategy and Plan: Once you know what you are going to do, you need to add it to your management process.
Execute.
Repeat!

These simple, yet vital steps, drive the long term growth of your business.

1. Reporting

Following on from the Analytics Framework you have built, you now have access to accurate reports and dashboards that provide you with all the information that answers all the mysterious questions of what’s working well and where things are failing.

We generally recommend four stages of reporting:

Daily – Two or three high-level metrics that tell you how yesterday went and any major alarm bells. For example, you might look at Total Visitors, Leads and Sales.
Weekly – Taking it to the next level, you want to look at approximately 5-7 core metrics that tell you how well last week went and if there is anything urgent you need to address or change course.
Monthly – Once again drilling down to the detail, you want to look at all campaigns, all channels, all components of these campaigns and how well they have performed.
Quarterly – Detailed review of the whole quarter across all major touchpoints.

The numbers provide the clarity that tells us how well everything is (or isn’t) working.

2. Analysis

Now we deep dive into the numbers to interpret each component to determine exact outcomes. We follow a traffic light system:

Insight: Marketing is all about how you improve things. It’s not about how you create things. If you want Marketing to increase by 5000% in the short term, you’re barking up the wrong tree – that’s a red light.

3. Recommendations

Once you know what’s working and not working, you can then work on how to get better results such as:

4. Strategy, Plan & Execute

Once you know what you are going to do, you need to add it into the marketing system so that the outcome is ‘improved results’. Questions to answer include:

5. Repeat

Then repeat the whole process!

From 3,000 to 60,000 website visitors.

Engagement : Jul ’13 – Current

“Their online strategies and reporting have been a huge weight off our shoulders. Now I don’t have to worry about all of the google advertising and promotion that goes on for days – they are fantastic to deal with and a pleasure to recommend.”

Sam Cain | Owner

Optimisation Strategy

Optimisation Framework: This is about collecting and analysing data to help us make informed decisions that can significantly improve how you operate and what outcomes you generate. Our process is to establish the right tracking and reporting and then analyse the data to determine the target metrics we want to be working towards.
Marketing Performance: We will continually review your campaigns and assets to see what is driving good outcomes and what isn’t. This is about testing and refining aspects across all your marketing channels; advertising, website landing pages, core selling messages, calls to action, general content, lead nurture emails and lead distribution.
Drive Repeat Business: Maximising your relationship with your current customers is a no brainer. We’ll help you identify what strategies will work best for your business and how to maximise your current relationships. This could include social and email campaigns, as well as loyalty or reward programs.

Getting Started

Data Tracking & Reporting: We need to collect the right data, so we can generate the right reports that provide the right information on how well your digital marketing aspects are performing.
Analysis: The next step is to analyse the data that tells us what is working well (and how to do more of it), and what isn't performing well and how we fix it (or stop it).
Recommendations: We’ll provide recommendations and requirements for improvement including execution needs, prioritisation of tasks and resources required (the what, the when and the who).
Review & Report: Finally, we review - Did it work? Did it not? What do we need to do?

In any form of marketing, there are always opportunities to improve, and ways in which you can test what message, design and tactic is going to best connect with your target audience. It’s our job to guide you on the right journey to a better way of doing things, so that your results keep getting better and better and better and better!

Ready for better results?

Let’s chat over a cuppa about how we can help.

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“Very efficient, great service and they are genuinely interested in growing the revenue of my business! And the results we’ve received have been excellent.”

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