How Long Does It Take To See The Benefits Of SEO?

How Long Does It Take To See The Benefits Of SEO?

How Long Does It Take To See The Benefits Of SEO?

How Long Does It Take To See The Benefits Of SEO?

Home > SEO > Page 2

Digital Marketing, technology & business insights, how to’s and explainer videos, released on a Wednesday. Make sure to subscribe to be notified and sign up to our mailing list! 🎥

See below, the transcript from this episode of Giant Wednesday if videos aren’t your preferred method to consume digital skills. See also the Giant Cheat Sheet from this episode.

If you want to know more, get in touch today 😎

“We can get you to position one, page one of Google for all your chosen keywords in only a month!!!”

…said no ‘reputable’ SEO agency ever!

We know optimising for search engines is seen as playing the long game when it comes to marketing online, but how long does it take to see the benefits of SEO…? 

How Long Do I Wait To See SEO Results?

So you’re working on your SEO? Just how long can you expect to wait to see some results?

There are so many variables at play when it comes to SEO, but for the sake of giving you an answer within the opening 30 seconds of this video…

You could expect to see some results of a ‘fully fledged’ SEO strategy within 6 months.

You may see results sooner than this of course, or for some competitive sectors, it might take longer.

SEO is all about being trusted by Google, and trust, as we know, can take some time.

Any rapid movements up the rankings through, such as black hat tactics like buying links, and Google will get suspicious, likely, penalising you in the long run.

SEO gives us the ability to set real foundations for our websites, and it’s one of those jobs that is never done. 

You know that task on your to-do list that says SEO, yeah you can give up any hope of ticking that one off any time soon!

SEO Quick Wins

Of course, this doesn’t mean you can’t make some quick wins on your website to improve its performance today. Updating Google My Business listings and website content is a great place to start in fact.

There’s no secret sauce for SEO. It takes time, planning, and careful re-adjustment to achieve and maintain rankings, ROI, and traffic.

Unfortunately, I can’t give you a straight answer to how long SEO takes to work.

But we can see what might help deliver us some results quicker? Fancy that?

Are you sitting comfortably, then I shall begin:

Keywords and Competitors

Okay, keep this quiet, but You can learn a lot by analysing your competitors, especially if they dominate the search results.

While we don’t condone stealing their secrets, you can learn valuable insights for your own SEO strategy such as keywords, page structure, and new practices to try.

Analysing your competitors will also help you target better keywords related to your industry. Emulating your competitors gives you insight into real strategies that get proven results, which means you aren’t starting completely from scratch.

Errors, Hosting Issues & Penalties

Before looking to improve your ranking, first fix the foundations.

SEO errors, unreliable website hosting, and Google penalties take longer amounts of time to recover from.

Depending on the number of 404 errors, broken links, 301 redirects, and inconsistent optimisation, resolving these errors can show positive results in as little as two weeks.

However, be aware Google doesn’t index all of the changes at once. You may see an increase quickly in some aspects, but not in all.

Backlinks

Trustworthy links from and to your website. We could talk about this all day, but make sure your links are providing you value! Check out one of my older videos to learn more about this.

Mobile First

It’s been the case for a while now, but some sites still haven’t caught up… Google switched to a mobile-first approach, meaning it will crawl mobile pages first when determining indexing and determining rank.

If you have a poor mobile experience, that will more than likely translate to your position in the SERPs.

Take the time to run your site through Google’s Mobile-Friendly Test, and work on the recommendations.

On-Page & Off-Page SEO

Now for the technical bit. If you’re hoping to see some truly sustainable results a little faster, always check your on-page optimisation.

By making improvements to your meta tags, header, anchor text, title, descriptions, and alt tags, you’ll often see results within a few days.

This is usually one of the first items we address when working with new clients.

Get this done quickly, and it could shorten the time it takes to produce results from SEO.

So that’s it, 5 things to get working on right now.

Keep in mind, when you update or make changes to any pages, you have to rely on Google to find those changes and recrawl the page.

This doesn’t happen overnight, and sometimes, takes a few crawls for the changes to register.

Every website is different. 

You simply can’t measure in hours, days, weeks, or months how long SEO will take to drive results. But in the meantime, you can optimise to give yourself the best platform for future success.

Good SEO takes time and effort, to make sure your strategy is fit for purpose.

But trust me, Get it right now and future you, will be grateful you did.

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Are Breadcrumbs Important For SEO?

Are Breadcrumbs Important For SEO?

Are Breadcrumbs Important For SEO?

Are Breadcrumbs Important For SEO?

Home > SEO > Page 2

Digital Marketing, technology & business insights, how to’s and explainer videos, released on a Wednesday. Make sure to subscribe to be notified and sign up to our mailing list! 🎥

See below, the transcript from this episode of Giant Wednesday if videos aren’t your preferred method to consume digital skills. See also the Giant Cheat Sheet from this episode.

If you want to know more, get in touch today 😎

When you think of breadcrumbs, you might think about feeding the local ducks, which strictly speaking you shouldn’t do. Bread is bad for them.

But does it make you think about your SEO? Well it should! Breadcrumbs are an important part of your SEO efforts, and shouldn’t be overlooked.

Hey, I’m Ant, and if you’re interested in learning more about the crumbs, stick around for this week’s Giant Wednesday.

So, What are breadcrumbs?

On your website, a breadcrumb is a small text path that normally sits at the top of the page that shows the user where they are on the site.

The other thing breadcrumbs might remind you of, is the story of Hansel and Gretel, who dropped breadcrumbs onto the ground so they could find their way home if they got lost. 

So similar to Hansel and Gretel, if you get lost, you have clickable links that take you back to where you were – all the way home, I mean the homepage.

But why are breadcrumbs important for SEO?

Breadcrumbs appear in the Google search results. This gives your users an easy-to-understand preview of where the page sits on your site.

Of course, having this feature is great for your user experience to make the site navigation easier, but Google likes them too!

Previously, Google would show the full URL in the search snippets. But this was changed to showing breadcrumbs instead, and as this is shown directly in the search result – it’s an important factor of SEO indeed.

The Types of Website Breadcrumbs

There actually are more than one type of Breadcrumbs, here are the three you’re probably most familiar with.

Hierarchy-based breadcrumbs

This will definitely be the one you’ve seen the most. This type tells you where you are in a site structure and how many steps there are to get back to the homepage. For example, Home > Blog > Category > Post name.

Attribute-based breadcrumbs

You’ll have seen this type of breadcrumb on ecommerce sites to show what attributes the user has clicked.

For example: Home > Shoes > Mens > Men’s Trainers

It also means if you’ve searched within a website directly for the thing you’re after, in this case, Men’s Trainers – you can easily see the parent categories to shop for similar products.

History-based breadcrumbs

Similar to a user’s browser history, this type shows users what other pages on the site they have visited. For example, Home > Blogs > Blog Post 1 > Current page

So what are the benefits of breadcrumbs?

They give Google another way of figuring out how your website is structured and they may also appear in the actual search results.

Breadcrumbs enhance the user experience. No one likes feeling lost – provide an easy way for users to navigate your site.

One of the benefits this can provide is lowering your bounce rate. Users very rarely enter a site from the home page – they’re more likely to enter your site on one of your blogs or pieces of content.

By having breadcrumbs in place, you’re offering visitors an alternative way to browse your site. Why have them bounce back to Google when they can check out more of your awesome content?

Don’t just take our word for it! A case study on Moz showed that sessions drastically increased in just a few months when a site added breadcrumbs, alongside some other minor tweaks and changes.

How to implement breadcrumbs

Thankfully, it’s really easy. There are several WordPress plugins you can easily implement in just a few steps if your website is that way inclined.

If it’s not, then give us a shout!

One example is Breadcrumb NavXT, which is easy to put in place and generates location-based breadcrumbs that can be customised as needed.

Our personal recommendation is Yoast SEO. Yoast provides a really easy way to add breadcrumbs to your WordPress site. It will add everything necessary not just to put them on your site, but also to get them ready for Google. Result! Haha, get it? Google… result..? Cough, anyway,

 

So there we have it! Breadcrumbs are an excellent feature to get users on your site, and more importantly, keep them there.

Now it’s worth noting that in the story of Hansel and Gretel, birds ate their breadcrumbs so they did actually end up getting lost.

But thankfully, the internet is mostly safe from birds, I think. So once your breadcrumbs are in place, your users will never get lost again!

If you have any questions, then get in touch.

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Keyword Cannibalisation in SEO: How To Identify & Fix Keyword Cannibalisation

Keyword Cannibalisation in SEO: How To Identify & Fix Keyword Cannibalisation

Keyword Cannibalisation in SEO: How To Identify & Fix Keyword Cannibalisation

Keyword Cannibalisation in SEO: How To Identify & Fix Keyword Cannibalisation

Home > SEO > Page 2

Digital Marketing, technology & business insights, how to’s and explainer videos, released on a Wednesday. Make sure to subscribe to be notified and sign up to our mailing list! 🎥

See below, the transcript from this episode of Giant Wednesday if videos aren’t your preferred method to consume digital skills. See also the Giant Cheat Sheet from this episode.

If you want to know more, get in touch today 😎

Did you know that keywords can be cannibals?

Ok, probably not in the literal sense, but if you’re using the same keywords in multiple pages on your site, they can get a bit hungry for that top spot and affect your SEO.

So hey, I’m Kathryn, and today I want to explain to you what keyword cannibalisation is, how to identify it and even how to solve it, so stick around for this week’s Giant Wednesday.

 

Keyword cannibalisation, sounds nasty – right?

Well, it can actually be detrimental to your SEO so you’ll want to know what it is and what to do about it.

So let’s kick things off with…

 

What is keyword cannibalisation?

Essentially it means you have multiple blog posts or pages on your website that can rank for the same search query in Google.

That might be because they cover a really similar topic, or maybe just because you optimised for a key phrase you saw some potential in.

This might not sound so bad, just sounds like you might be trying to lock out the first page in the SERPs…

But actually, if you’re optimising these web pages for similar search queries, they could be eating away at each other’s chances to rank. 

This is because search engines like Google will only show a couple of results from the same domain in the SERP for a specific query.

It can quite simply be explained as you “confusing” Google as it becomes more difficult for it to decipher which page (if any) should rank for that keyword.

Confuse anything too much and it will get overwhelmed!

 

Why is keyword cannibalisation bad for SEO?

By cannibalising your own keywords, giving search engines too much choice, you’ll be competing against yourself.

When you do this you’re splitting things like your CTR, risking not appearing at all for your hard work and even showing search engines that your content is stretched thin.

The consequences of keyword cannibalisation can be things like lost or reduced traffic, fluctuating rankings and maybe even lost sales or enquiries.

Fortunately, it’s nice and easy to work out if this is something that affects you and sort it.

 

How to identify keyword cannibalisation?

As I said, it’s nice and easy, and something you can leave this video to check straight away! After I finish talking, mind. 

Simply head to Google and search for your site and a specific keyword you suspect might have multiple results. 

In the search bar use the following format to get easy answers to the keyword cannibalisation question:

Site: domain.com “keyword”

This will return any results on your domain that are optimised for or contain content around that specific keyword.

If you can see multiple results listed, this is where those keywords might have got a bit hungry… 

 

How to fix keyword cannibalisation

If there’s a problem to fix, which is ultimately your judgement call more than anything, then you can look at a few options.

If you’ve identified two pages that in reality, could be one… then make it so! 

1. Merge your content

 

Combine or merge the pages by rewriting them into one.

Not only will this help the cannibalisation issue, but Google likes lengthy, well-written content so it will benefit your SEO in other ways too.

 

2. De-Optimise where necessary

 

You can also look at de-optimising a page! 

You can do this by looking through the content on one of the pages and removing any references of the keyword that’s a cannibalisation issue – but understand keywords aren’t the only factor a search engine might look at.

You could look at updating any internal links to that page in question to be nofollow, or even remove them entirely! 

 

3. Canonicalise your pages

 

If the two competing pages are duplicate or near-duplicate, you can use a canonical tag, which is a snippet of HTML code, to help tell search engines which is the “main” page for that keyword.

This means that the “main” page should be indexed and means you can keep both pages live, but with a clear hierarchy for Google.

 

4. No-index your webpages

 

Of the pages that appear for that keyword, if one of them you want to improve the organic ranking of, and the other you find useful internally on your site for users, then you can add something called a noindex tag.

This means the noindexed page won’t show up in search results and should help any cannibalisation issues, but will still be live on your website.

 

5. Delete webpages

 

And finally, quite extremely, you could just… delete a page!

This isn’t a simple, easy decision in most cases, after all… there’s a reason you wrote the content in the first place. 

But if you have a low-quality page cannibalising a similar or better page and it doesn’t offer any value then just hit delete.

Although do remember to check and see if it has any inbound links, you’ll want to look at setting up 301 redirects from that page if it does.

 

With websites getting bigger and bigger, keyword cannibalisation is becoming a more common issue for SEOs – but fortunately not a tricky one to solve!

So, that was a look at what keyword cannibalisation is, how to identify it and even how to solve it.

 

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How To Get Featured Snippets On Google

How To Get Featured Snippets On Google

How To Get Featured Snippets On Google

How To Get Featured Snippets On Google

Home > SEO > Page 2

Digital Marketing, technology & business insights, how to’s and explainer videos, released on a Wednesday. Make sure to subscribe to be notified and sign up to our mailing list! 🎥

See below, the transcript from this episode of Giant Wednesday if videos aren’t your preferred method to consume digital skills. See also the Giant Cheat Sheet from this episode.

If you want to know more, get in touch today 😎

Google knows us. It knows how lazy we are, and how we like to cut corners, and because of this, it’s introduced a much faster and easier way of getting us the answers to our questions.

These delightful little boxes, designed to give you the information you need without ever having to leave the SERPS, are called Featured Snippets.

But wait – us marketers want that website traffic! We need that traffic?!

Fear not. I’m Liz, and if you want the down low on featured snippets on Google Search Results, then stick around.

So first up…

 

What is a featured snippet?

Well, a featured snippet is a brief morsel of information from a webpage that appears at the top of the search engine results page, offering a super quick answer to a searcher’s query.

These are pulled from pages that have been indexed by Google, and most commonly appear in the form of a definition, list, how-to steps, or tables.

As a user, they’re really handy and can help you get around things like slow loading web pages, or having to rifle through a mass of information to find that one bit you need.

But wait…

 

Do featured snippets affect my site’s SEO negatively?

Don’t you worry – you aren’t the only one who’s pondered this question.

If a user is getting the answer they need without visiting the webpage directly, we’re right to worry about a drop in sessions – and therefore, an effect on other metrics.

However, a study by Hubspot actually found it dramatically increased the click-through rate of results ranking within it.

Ultimately, being featured shows you’re already doing the right things with your SEO. Good job,

If you start to appear as the answer in a featured snippet then you might see a slight drop in sessions, but if you’re smart, you might drive even more clicks than normal.

 

What happens when a user clicks a featured snippet?

When someone clicks to read more on a featured snippet, it will take them directly to the part of the page that delivered the answer they needed. 

This gives you a great opportunity to add more context on the topic or to further direct that user through your content and website – knowing that they’re already interested.

Convinced? Well, then the next step is to cover off…

 

How to get a featured snippet

 

1. Provide answers to FAQs

As with many aspects of digital marketing, your job is to provide easy to access answers to peoples questions and desires online.

Quite simply, you want to provide answers to frequently asked questions that relate to what you do.

This bit involves a bit of research – you could think about the FAQs you get from potential customers, or even look at tools like Answer The Public to see what people are searching for relating to your business.

Make a list of these questions and answer them as best you can, finding relevant places on your website to host them – considering that the user might click through to find out more!

 

 

2. Structure your content

 

Now that you’ve got the questions and answers you want to target getting Featured Snippets for, you need to get these on your website.

Clear page structures are important – as with almost all parts of search engine optimisation.

Aim for the search query you’re answering to appear in a header, such as H2, H3 or H4.

Then include your answer, the content you want to appear in the Featured Snippet, in a paragraph below under a <p> tag.

 

 

3. Consider your answer format 


When writing out your answer or definition to the query you’re looking to rank for, consider what format would be best for delivering the information.

As I said before, featured snippets often appear as definitions, tables or step by steps.

If you’re going for a sentence or paragraph style answer, then it’s been found that content that’s between 54-58 words tends to perform best. We don’t recommend going any higher than that.

If you’re looking at step by step and lists, then the page structure is very important here.

Rather than listing out the detail in each step, like I’m doing now, the featured snippet will feature the headings of the 1, 2, 3, 4 etc.

To give your lists a helping hand into the land of featured snippets, make sure the summarised step is an H3 tag.

 

 

It really is as simple as that!

You can use the likes of schema markup to help point search engines in the right direction, but it’s not necessary in order to appear for featured snippets.

What is necessary is providing perfect, optimised solutions to users queries in a succinct way, so that even Google thinks damn – these guys are good. 

Consider the customer journey at all times:

What’s going to make them click through the featured snippet to your site?

What else might they want to see if they do click through?

 

How do you see if you have featured snippets?

There are lots of tools out there that can help you work out if you’ve won yourself a featured snippet.

We recommend SEMRush, which can even help you find opportunities to kick-start your featured snippet journey.

So! That was a look at what featured snippets are, their impact on your SEO, and how you can try to nab one for yourself.

If you have any questions, get in touch.

 

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5 Things You Need To Know About Bounce Rate

5 Things You Need To Know About Bounce Rate

5 Things You Need To Know About Bounce Rate

5 Things You Need To Know About Bounce Rate

Home > SEO > Page 2

Digital Marketing, technology & business insights, how to’s and explainer videos, released on a Wednesday. Make sure to subscribe to be notified and sign up to our mailing list! 🎥

See below, the transcript from this episode of Giant Wednesday if videos aren’t your preferred method to consume digital skills. See also the Giant Cheat Sheet from this episode.

If you want to know more, get in touch today 😎

What is bounce rate? 🤔

How can I lower my bounce rate? 🤔

What do I need to know about bounce rate? 🤔

Well… let’s start it off light;

Why did the marketer get off the trampoline? He was worried about his bounce rate! Ba dum tss…

Terrible jokes aside, hey, I’m Sam and I’m here today to explain bounce rate, why it’s important, how to lower it and how context is king.

So, let’s kick this off with the first question:

 

What is bounce rate?

Well, according to Google… 

“A bounce is a single-page session on your site”

This ‘bounce’ is calculated, specifically, as a session that triggers only a single request to the analytics server your site sits on – for example, someone opens up your latest blog on your site, gives it a read and then pops (or bounces) off.

The ‘bounce rate’ is calculated by the total number of single-page sessions divided by all sessions.

So with that explained, I want to share five things with you about your bounce rate!

 

Where Do I Find Bounce Rate?

In Google Analytics you can find your bounce rate by going to Audience Overview and then clicking the metric ‘Bounce Rate’. That’ll give you a view of your overall bounce rate for your whole site. 

If you want to look at the percentage for specific pages, you’d instead head to the All Pages report to filter by individual pages. 

You can also look at your bounce rate by location, by source, by landing page, and a whole other host of factors.

This brings me onto our next point – without considering the context, bounce rate is just a number and not an insight.

 

Context Is Vital With Bounce Rate

Bounce rates could vary by country and area, for example. If your company only serves the UK, views from Germany may bounce when they realise you don’t operate in their area. In this case, your bounce rate could look high, but the reason why is clear.

We can also expect that new visitors are likely to have a higher bounce rate as they might just be in the research phase, or visiting your site for a particular reason like a blog.

Returning visitors, on the other hand, are usually there because they’re interested in your content or offering and therefore are likely to have a lower bounce rate.

A high bounce rate does not always indicate a real problem either. In some cases, it simply shows that you’ve answered the user’s query – they got what they wanted and continued on with their day. 

They might now at least be aware of your brand and come to you for info again.

And, if you’ve got remarketing set up, then you can even encourage that kind of action.

To flip it and reverse it though, a shockingly low bounce rate is not necessarily a cause for celebration.

If your bounce rate is below 20%, it’s likely that your analytics are broken.

It would be unwise to assume that a bounce rate above 50%, for example, is a complete catastrophe. In fact, 41 to 55% is roughly average.

However, it does mean that the visitor hasn’t taken any further action, which is obviously not what you want. They haven’t gone to another page on your site or completed a transaction. So what could be the reason why people aren’t sticking around?

 

What Can Influence Bounce Rate?

Well, that’s a big question! And the honest answer is that there could be a whole host of reasons.

But some such reasons could be: 

  • Your webpage has a slow load time
  • There’s no call to action to keep them going through
  • Poor formatting
  • Misleading titles
  • Your website isn’t optimised for mobile
  • 404 pages
  • Your forms aren’t working

So essentially if your website is broken, or not considered, it’s unlikely to play in your favour.

 

Why Is Bounce Rate Important?

Well, in terms of rankings, you should know that your bounce rate is not actually a ranking factor for Google.

That means that when they crawl your site, they aren’t finding your high bounce rate and moving you straight to page 30.

But, and this is a big but (giggle)- we know that Google does use some engagement signals for SEO. We just don’t know what they are – they’re quite elusive there.

What we do know, as we’ve discovered, is what our bounce rate is.

And we can use this, with context in mind, as one of the signals that can indicate levels of engagement to us.

The goal shouldn’t really be to lower your bounce rate. It should instead be to make sure your visitors are satisfied with what you present to them – that you answer their query, that it’s relevant, and that the page is optimised for user experience.

So take a look at your higher bounce rate pages and make some observations. 

Optimising for these things will in turn lower your bounce rate.

 

How Can I Lower My Bounce Rate?

Other than the methods I’ve already mentioned, there are a few other ways to try to lower your bounce rate.

As we talked about, answering the visitor’s query is great – but bouncing is not so great… unless you’re Tigger, who we can’t show on the screen for copyright reasons.

If you want to get them to stick around, you might like to try offering a short snippet of info on the page that does give them a quick answer… but then, look! You also have a fantastic, in-depth guide on the exact thing they were looking for. 

If, for example, your site had regular blog, news, or content updates, you can integrate a ‘similar articles’ widget that makes them want to click over to some of your other, awesome content.

You can even just make a conscious effort to add valuable, relevant links throughout your content to take users off on an adventure of relevancy and delight relating to their query.

Finally, make sure your CTAs count. Remove the ‘buy now’, ‘add to cart’ generic-ness and add some of your brand’s personality into these buttons – let the user know what they’re getting, and make it their decision to click.

 

So, when you take context into account and prioritise user engagement and satisfaction over mere numbers, you’ll start to see your bounce rate lowering in turn.

 

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Why Your Digital Marketing Strategy Should Be An Integrated One

Why Your Digital Marketing Strategy Should Be An Integrated One

The Benefits Of An Integrated & Holistic Marketing Strategy

The Benefits Of An Integrated & Holistic Marketing Strategy

Home > SEO > Page 2

Digital Marketing, technology & business insights, how to’s and explainer videos, released on a Wednesday. Make sure to subscribe to be notified and sign up to our mailing list! 🎥

See below, the transcript from this episode of Giant Wednesday if videos aren’t your preferred method to consume digital skills. See also the Giant Cheat Sheet from this episode.

If you want to know more, get in touch today 😎

What do you call a marketeer with lots of different marketing strategies all on the go at once?

I don’t know Danny, What do you call a marketeer with lots of different marketing strategies all on the go at once??

Stressed the fuck out.

It’s time to take those separate marketing plans, and integrate them! Wanna find out more, stick around for this week’s Giant Wednesday.

There was a time as a marketeer where running an advert meant an upbeat jingle on the radio, a half-page spread in the local rag or a CTA packed 30 seconds on TV but my how times have changed, and with the domination of digital channels taking over our lives, ensuring your digital strategy, ties up with your….. ‘Non’ digital strategy, is key.

The act of digital marketing is to ‘‘Achieving marketing objectives through applying digital technologies and media.’ obvious enough right, and can consist of Company websites, Mobile apps, Social media company pages, Search Engines, Advertising, Email and automation Or even digital Partnerships with other digital companies

However, to be truly successful, digital strategies must be integrated with traditional forms of marketing to create a  ‘multichannel marketing strategy’ ouuuuuu..

A report from last year found that nearly half of companies don’t have a clearly defined digital marketing strategy let alone integrating it into the overall marketing strategy. 

About 12% are still using a separate digital document, which is still very much only the first step in the fully integrated journey.

From my experience, one of the barriers to starting a digital strategy is just where to start. You don’t have to re-create war and peace. A simple 2-3 page document, highlighting the channels at your disposal whilst following the following:

  1. See – How can people see and come across my brand
  2. Think – Helping them answer questions and think about your product
  3. Do – The act of converting or convincing them to purchase
  4. Care- the aftercare to provide brand ambassadors and promote word of mouth.

I’ll assume you have an awesome digital marketing strategy in place… The next step. Is making it one holistic strategy.

But I hear you saying.. Danny, what’s the point!?

Thanks for asking, and that’s exactly the point of this video, lets go through 5 reasons why a holistic marketing strategy might be a better way to go and what could happen if you don’t.

  1. Consistency of message

If your integrated marketing strategy achieves nothing more than delivering one clear consistent message then it will still have been successful.

Why? Because as soon as your business’s message becomes blurred, unfocused, or inconsistent, you begin to lose your audience.

The importance of delivering one message consistently cannot be overstated! 

And sometimes, when we have a digital strategy and an offline strategy, this message can become blurred. 

Not only will your message always be the same, but the elements of your brand will also line up more seamlessly.

When your style guides, logos, headers, content, and voice are all working in tandem, you’re able to maximise your impact and carve out your own lane within your niche or industry.

 

  1. You become disintegrated 

It’s all too common for digital marketing activities to be completed in silos whether that’s a specialist digital marketer, sitting in IT, or a separate digital agency.

It’s easier that way to package ‘digital’ into a convenient chunk. But of course, it’s less effective.

Everyone agrees that digital media work best when integrated with traditional media and response channels.

If I see a TV advert… I might Google it in a few days.

If a flyer comes through my door, maybe I can’t remember the business name 2 weeks later, but if I remember the offer, maybe Google can help me?

 

  1. You’re wasting money and time through duplication

Even if you are the biggest business in the world, you may be wasting your resources by managing your digital and standard marketing strategies separately.

Doubling up on efforts, tools and software that can otherwise be reinvested elsewhere.

Think of it this way, it’s the difference between designing two visual campaigns instead of one integrated campaign.

A well-oiled strategy will save your business money in a number of areas.

Naturally, having a single message helps you conserve resources and reduce waste. 

You shouldn’t be creating or modifying your message each time you communicate with your customers. Instead, reduce time spent creating, and instead, maximise how you can optimise the message across all your channels.

 

  1. To Create a Consumer Experience

In a digital world, people aren’t just looking for their next new favourite product or service.

Customers want an immersive experience that is delivered on their own terms. In other words, your customers might not want direct mail or TV ad campaigns.

With an integrated marketing strategy, customers help determine how your business’s message is delivered – producing better results for your company.

For example: Being served an advert on social media for a new clothing range needs reinforcing in the real world. instore, on billboards, through famous influencers. Imagine getting to the store to find out it was an online offer only! arghhhh!

 

  1. To Focus on Results

Not only does integrated marketing reinforce the same message in the minds of your consumers, but it also keeps the message and goal crystal clear within your own business or organisation.

When all parties are working in sync, that is when you’re able to create truly impactful campaigns; and the better you’re able to communicate the same message both externally and internally, the greater your return on investment will be.

So perhaps it’s time to make digital marketing, just marketing again, and to tie up all those loose ends in one holistic marketing strategy that drives clarity for your business and its customers.

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