Digital Marketing

Digital Marketing2019-01-18T08:53:19+00:00

Pushing Your Business Digitally

There are many things involved when running digital marketing in Edinburgh. People often don’t realise the intensity and the fierce competition they are up against. This page is available to help give you a little insight into all the aspects. There is more to it than an idea…

The Parts To The Marketing Puzzle

These parts of the puzzle get rather complex and for the purpose of this page I am going to keep them simple. As I said this is to give you insight, if you want a decent chat about them and how they impact you pop me an email.

My 7 bits –

  1. A website – yes this is part of the mix, you should have your plan and strategy done before this is built. Many people do not and as a result have to re-work the website once the strategy is complete. The website has to do much more than just be a window for your business.
  2. Content – this part takes way more time than most people plan for and is an on going task. If you want to gather momentum online you need content and in high quality.
  3. Search Engine Optimisation – my world! This part gets you seen in Google, Yahoo and Bing (and some others…) Traffic is essential to gain exposure and sales, without this what is the point of a business website.
  4. Pay Per Click marketing – this is all about the sponsored areas in the search engines. Paying for every click a user makes to come to your website. Used well and monitored it can be very powerful.
  5. Social Media – one of the main reasons for this is brand awareness. Its also used and is very successful at; sales (not all direct), aiding SEO, customer service and getting messages to your audience.
  6. Web Analytics – often the missed element of digital marketing for SME’s. Checking what is going on with your website visitors and improving from it. I bet if you have a shop you look at people coming in and move things around to maximise sales, well you need to do that with your website.
  7. Conversion Rate Optimisation – the art of converting more visitors into paying customers. Lots of science and user behaviour involved in this one!

These elements break down much further but I feel if you approach each of these elements you will cover most bases and you can advance from there.

A Digital Marketing Example


There are many ways to market a business online and as I stated above it can break down into 7 main areas. But how this ties together can be more complex. Lets take this scenario as an example;

“A company launches an infographic for marketing purposes”

In this example we have created a funny digital marketing infographic to give you an idea about some dodgy consultants you might want to avoid.

How do you utilise the 7 points?

You place the infographic on a prominent page or blog on your website for your visitors to see.

You ensure the content in the graphic and surrounding it is of high quality.

You ensure the page is optimised for SEO – Good header tags, well structure etc.

You run a pay per click marketing campaign  to gain exposure to the graphic and your brand.

You share the graphic on all your social media

You ensure you have analytics tracking code on the
website to see what your visitors do.

You use all the data collected to make changes to optimise the page.

This is one element and one way to gain exposure for your brand, products and services. I hope this helps show how you can use each element (at a high level) to push everything you do online.

A little insight into the graphic – when you start searching for a digital marketing consultant you often stumble upon many different types of people. Some great, some good and some you need to avoid where ever possible.

The 4 examples in the graphic give you an idea of what some consultants feel you should be doing but what they lack is the holistic knowledge and specialism to actually give you something worth following through with.

Like any market these days there are cowboys, when it comes to offline marketing you probably would not employ Del Boy to do it for you. Its the same principle online. You need to look for experience, knowledge and someone you can work well with.

I do not claim to be a specialist in everything online as there is too much for any one person to know. What I do as a consultant is use a team of people to ensure I have the correct high skills when I need them. What I do have is a great over arching understanding of all the elements to know what you should be doing and how. Then we use the specialists to do the parts they are great at. For example I would get the SEO auditing work done and my college would do the web analytics. Contact me for more information.

So next time you are down the pub or at a fiends house and someone turns round and says “don’t worry I will do that for you”. Take a step back and check out their credentials. Your business is on the line so make sure you can really trust someone before you let them lose with it.

Don’t Forget Video

Once you have gone through the above steps you can always take it another stage further. Check out how we have converted the above graphic into a digital marketing video and then published this on YouTube for everyone on that platform to see and share. A great way to reach your audience and to get them to engage. We hope you like it, we thinks its actually better than the graphic!

Strategy & Planning

Really looking at this page I should have put this at the top, but I like the page as it is so its staying like this 🙂

I didn’t put this section in the “7 bits” as I feel this section comes before all of that. Its a section which happens before you even really commit to a website. Or it should but its often not the case. Many people have a website because they feel they need one, not because they plan for it.

It is important to think about why you want a website and what it will do for your business as this structures you entire campaign. If its a place for existing customers to get information then it needs to do this – have a place to store the information and allow people to find the website via the brand name in the search engines. If you want it to sell products on an ecommerce platform there is a whole raft of other things to consider. So plan and come up with a strategy.

You might be wondering what there is to strategize about – build a website, with products and let the search engines list it. Sales will flood in, right? Wrong. You need to find your target audience and get your website under their nose. How you do that can be dependant on budget. The bigger the budget the bigger the audience, as with a lot of things you need to spend more to get more. A clever strategy though can make your pound go much further.

If I was involved in the strategy it would be as details as saying what keywords your targeting in your search engine optimisation campaign, what your pay per click spend will be, how many hours a day will be spent on social media and by who. It will have everything and in as much detail as possible. This then allows you to accurately estimate costs, timescales and objectives.