Our process for creating a holistic digital marketing strategy can change month to month depending on a range of factors in the marketplace. However, it always starts with reflecting on the previous month's reports and insights. This gives us a solid foundation to identify new opportunities, and areas for improvement or just simply continue doing what works.
Analysing the report and data in the past has allowed our team to identify vital trends, for example, All Lift’s website experienced more traffic from mobile devices but a higher conversion rate from desktop. Ultimately, users prefer to call instead of submitting forms. Therefore, by simply adding a clickable phone button to all landing pages we increased their mobile conversions from 25% to 80%.
Understanding the user's path to purchase is the holy grail for strategy when it comes to our digital marketing for All Lift; it underpins all of our campaigns and digital activities by identifying the information and questions users are seeking at different stages of their journey. This information guides us in relation channel selection, messaging and landing pages when targeting different users. We also utilise the path to purchase to identify any missing content pieces for the website or social media and create content around specific questions and information.
In order to improve our rankings in the SERP we conduct a range of activities including blog writing, creating and testing on-site improvements, and undertaking website audits to identify technical issues such as duplicate copy. Our blog writing focuses on keyword specific, educational and informational content which the All Lift audience will find true value in, with a variety of blogs, news updates and case studies to keep the user engaged. Our on-site content updates are supported by technical SEO audits and improvements. These activities alone have resulted in a 277% increase in keywords ranking in a top three position compared to this time last year.
As part of their holistic marketing strategy, we use organic social media and EDMs to build brand awareness, support SEO and ad activity, increase customer loyalty and distribute key messages identified through the user journey to educate and engage the audience. Since creating a social media strategy with clear content pillars, goals and objectives we have recorded a 103.2% increase in engagement and 100% uplift in conversions.