Digital Strategy at a glance

Core elements of a Digital Attraction Strategy:

Short Term – Strategies with an immediate effect (Advertising)

Pay Per Click (search engine marketing) – Driving traffic from search engines typically Google

Display Advertising – Banners, Rich Media – Strategic placement  of display advertising with digital publishers. Often using technology to target visitors by Demographic, Geographical and behavioural traits

ePR – Distribution of content i.e Open Day Web Pages or News stories containing direct links back to website

Viral Marketing – Creative content which others will pass on via email, Facebook, twitter etc

Long Term – Strategies that drive Traffic over time (SEO)

SEO – Link building – Distribution of links from website that benefit Page rankings on Google

SMO – Social Media Optimisation – building of profiles on Social Media Sites increasing the exposure of content from the website

SEO – Technical – Optimising web pages and content around particular target keywords to improving ranking in search results

Viral Marketing – Creative content which others will pass on via email, Facebook, twitter etc which contributes to link Strategy

ePR – As above but with the purpose of leaving a link back legacy to your site.

People Watching improves ROI

Nearly all websites will have multiple audiences each with a different need and the structure of a website can just as easily hinder a potential applicant as help them. Therefore a critical part of any digital strategy, that’s goal is to produce a response, is ensuring the visitor is presented with the information they were expecting to find and that the next step in the process is clear.

In short the journey from marketing through the website and into a conversion should be clear and concise.

The path to conversion has three main stages:

1)      Awareness – Advertising and PR create this awareness

2)      Consideration – The website is key to providing the right information to enable visitors to “make up their mind”

3)      Conversion – Forms, downloads, applications and how these are presented and arranged

A fully realised digital strategy must take into consideration all three stages. Each stage is equally critical and any campaign will only be a strong as its weakest link.