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MANAGING EXPECTATIONS & THE RIGHT METRICS

In the age of modern marketing (especially digital) the metrics we track should eliminate the need for gut feel. HOWEVER, it’s noisy out there. We get that. There are SO many channels, SO many options… how do you know what is working and where to place your efforts? Our aim is to help you understand your messy middle.

With tracking set up correctly, everything from a digital perspective should be able to be tied back to a cost per lead or cost per sale. There should be varying targets for what these figures should look like. For example, brand activity will not generate the return that a sales-focused campaign will garner, but this will be accounted for in your strategy. 

When working with a new client, our process is tailored to your needs, but the below covers the type of activity we would follow.

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DISCOVERY PHASE

Before we look at any previous marketing activity, we need to understand your business. During discovery, we’ll learn how you operate, your uniques, your products or services and insight into who your ideal customers are. 

We’ll also discuss your competitors and where you believe yourself to be positioned in the marketplace. The key to success will be our understanding of your organisational goals so we can ensure the strategy aligns with these.  

Then, we’ll need to get familiar with your previous marketing activity. Your budgets, KPIs, successes, and failures. We’ll also need access to your Google Analytics and other tracking tools to complete our audit. 

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AUDIT REVIEW

Reviewing the results of our audit is integral. The tracking available will determine how detailed this audit is, however, we’ll also be able to use our own tools to determine market share for search, keyword ranking and website technical health. We’ll also need to review your personas and potentially edit or create new ones for your business to overlay across our research. 

Our superpower is understanding human behaviour, therefore understanding your audience is crucial. Once we understand your audience and the channels relevant to them, we can start to unravel your messy middle. 
Attribution is often the missing piece of the pie. This information is what ties all our activities together to outline what works best. While we wouldn’t be able to retrospectively tell you this, we can plan a strategy that ensures the correct tracking is in place to allow for clear attribution

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STRATEGY

With the discovery phase nearing completion, we can start to put together our suggestions for your strategy moving forward. This will be informed by research, data and our human approach. The key ingredient to being able to measure tangible impact is by having a clear tracking strategy and having agreed KPIs that match up to the organisation's goals. We will be working towards finding your sweet spot, which is where your brand, technology and marketing start working together at the optimum level to fuel your business growth. 

Our strategy will not just tell you what we think your business should do but why, ensuring our reasoning is evident, as it is useful to re-visit this when looking at results later down the line. We will present our strategy back to your business and will manage expectations with regard to our expected impact and timeframes. We cannot guarantee results, but through our transparent approach, you will always be aware of where we are and what we are doing next. 

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LAUNCH, TEST, LEARN, ITERATE.

Once you are happy with our strategy we move into our launch phase. This could be small changes or large scale relaunches of your position and marketing. Our guarantee is that we will not launch without the right tracking in place. 

Post-launch we test, learn and iterate. Digital marketing is never perfect and complete, it should always be evolving based on results. We provide monthly reports that show clear lines to your organisational goals and our performance against these. 

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It’s time to move the game on.

To find out how we can help you take your business to the next level, contact our friendly and expert team today.

TRUSTED.

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RECOGNISED.

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GREEN.

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