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Marketing isn’t just a business plugin..

it’s a multidiscipline integrated approach to business growth that must be entwined into the business plan along with strategic business goals. A key part of the integrated marketing strategy is defining the KPIs and making sure they are aligned with the business goals.

Rock solid marketing has to evolve just like the search landscape and customer behaviours do. And just like like evolution, a good marketing plan adapts as it learns from incoming campaign data analytics.

You might be surprised to hear that more than 80% of professional marketeers ( surveyed) said they didn’t feel comfortable with KPIs for strategic business goal alignment.

This tells me that some marketing disciplines are widely misunderstood within the profession. consequentially many business aren't getting enough value from poorly strategized marketing plans that don't align with business goals.

Yes, for sure, some businesses choose to ignore the digital revolution completely or are just happy tinkering with a smattering of social media activity to show they are alive and kicking. I'm sure you understand the dangers of becoming too complacent in a world where brand loyalty has to be nurtured or lost. An Integrated marketing plan begins with sensible business management that understands that to get the most return, it has to be fully integrated into the master plan. If you'd like to talk more about your business marketing, please do get in touch and let's meet up for coffee.

“It's not the first time we've called Gavin to help us. This time we just needed to upgrade our website but even this wasn't as straight forward as we'd expected . So thanks again for making the decision easy, even though it wasn't simple”

Jennie, Marketing Manager

What's the big deal with digital?
I've got plenty of loyal customers!

What I love most about digital is the sheer amount of empirical data that’s available. Never before have marketing professionals had so much enlightenment and insight into the psyche and personal habits of every prospect and customer.

So look, even if your business has no trouble at all finding eager customers -your brand is strong and you don’t have to worry about the competition, the time is going to come when every customer will expect to be able to engage digitally and conveniently with every brand, product and service.

If the market is vibrant, new competition will soon emerge and try to take what is yours using digital marketing to the max.

We have literally decades of customer data metrics showing us how powerful digital marketing can be. So if you want to keep up and evolve, you might want to look more closely at what your customers expect now and in the future.

But enough rambling, here are a few juicy bits of intel that just might surprise you - a taste of what marketers have learned through 20+ years of measuring ROI and digital performance.

The list of integrated marketing disciplines below is just a taste, but it will give you an idea how coordinated marketing works to combine and consider all the metrics for successful campaigning and guaranteed business growth.

And if you're not convinced yet...

Here are some of the most revealing learnings from analytical data research:

Branding

Social Ads can increase brand awareness by 80%

Paid advertisements have a 200% ROI - easy to accept when you understand how little ads cost and for B2B, how targeted they can be. Trusted brands typically have much higher conversion rates than companies that don't use brand awareness to build trust and loyalty.
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Search Engine Optimization

53% of all website traffic comes from organic searches.
28% of local searches result in a purchase within 24 hours. But SEO is for B2B is much less reliable and you can't target your audience this way.

Market Acquisition

B2B marketing has the superpower of being able to target the individuals and decision makers behind the brand. Acquiring this data is just beginning. Once you have qualified market data you can make sure your content reaches the people with the power to make purchasing decisions.

Email Marketing

According to a Royal Mail poll, 47% of UK customers had made a purchase as a consequence of a marketing email they received.
According to the DMA (Direct Marketing Association), email has an average ROI (return on investment) of 42:1 in the UK, which means that firms can anticipate an average return of £42 for every £1 spent on email marketing.

Audience Segmentation

This is extremely important step helps us to refine advertising to targeted social groups and consumer behaviours. It's also used to help focus email and social adverts with more relevant content.

Content Marketing

Content marketing is 62% cheaper than other methods and generates 3x the number of leads. That's because content is usually free to publish. The skill comes in measuring how engaging our content is and making sure it delivers the messages we want.

Website & Landing Pages

Some businesses use the website homepage as the landing page too. But the most effective landing pages are single purpose designed and perform better. The average landing page conversion rate is around 10%, wit the top landing pages around 27%. Typically, a conversion rate of 12% is considered good for B2B lead generation, but this metric is much more nuanced when you consider squeeze pages and funnels that track conversions from Lead to MQL to SQL.

Social Media Advertising

On average, the B2B conversion rate for social media is between 1% and 2.1%, depending on the B2B category. Click Through Rates are higher at around 6% . Why is this important? some social platforms penalize ads that don't have high CTR. LinkedIn conversion rate is the highest at av. 6.1% .

Retargeting Advertising

Customers are up to 70% more likely to buy your product when you use retargeting. But, in a world without third-party-cookies we will have to rely more heavily on psychographic market segmentation

Blogs and News Feeds

Businesses that blog get 55% more traffic to their websites so it is most certainly worth investing in expertly written articles that capitalize on every blog visit. Businesses that thought lead and seek to educate and inform will do better.

Buyer Personas

When you have clearly identified the persons of your customers it becomes easier to analyse the behaviours of your digital visitors. This means you have the criteria by which you can turn a prospect into a qualified marketing or sales lead. When you consider that the conversion rates from SQLs to sales won is around 30% , you can see the value in identifying what kind of leads becomes a real sales opportunity. Read More

Social Media Marketing

A 2% Click Through Rate is about average for most social output, but actual conversion rates are less reliably reported because the majority of unpaid social output is not targeted for conversions. Sharing on social must be strategic if it's going to make any measurable difference to your revenue.

PPC Advertising

Google ads average an 8:1 return on investment (ROI) rate. For every £1 spent, you can expect £8 return.
40% of businesses would like to spend more on PPC - this is interesting because it tells us that small budget PPC accounts do very well in most cases.

Partnership Advertising

Research shows that 54% of companies say partnerships drive more than 20% of total company revenue. Another 57% of organisations also say that they use partnerships to acquire new customers. Definitely one of the most powerful marketing tactics.

KPI modelling & MarTech

Each business has it's own KPIs so the challenge for marketing is to establish collectable and measurable KPI data. KPI reporting needs a technology tool stack that integrates with project management as well as internal communications

Data Analytics & ROI Reporting

This is the science of interpreting all the digital journey metrics to align with KPIs and strategic business goals