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Adopting a Digital Marketing Strategy – Ernie Dickson

I have recently attended a workshop that was all about adopting and developing your own digital marketing strategy. Despite being only an hour long, the session offered a lot of useful reminders regarding what a good marketing strategy looks like. Here is a useful summary of the key information I took away:

What does a step-by-step marketing plan look like?

6 Step Marketing Plan –

  1. Business Goals & Objectives
  2. Budget & Resources
  3. Knowing Your Audience (Persona)
  4. Marketing Channels
  5. Plan Your Activity
  6. Measure (Impact)


What are the key marketing channels?

Search Engine Optimisation (SEO)

SEO is an organic digital marketing strategy that focuses on your website’s presence in search results on search engines like Google. When you understand how SEO works, you can use different tactics to increase your visibility. This includes publishing useful, high-quality content with web pages that are search friendly. It’s all about the keywords!


Search Engine Marketing (SEM)

SEM is an inorganic digital marketing strategy that aims to promote a website’s visibility using paid search, contextual advertising, and organic search rankings. SEM is also alternately referred to as paid search or pay per click, and are those Ads that pop up at the top of Google pages! A compelling Ad is one with user benefit and an appeal across devices that captures imagery within the headlines.


Social Media Marketing

Did you know that 87% of UK population are on social media? Start adding value to your brand! With consistent updating, the right social media marketing strategy will lead to increased traffic, better SEO, higher conversion rates, improved brand loyalty, and much more. Social media platforms are FREE and depending on your business, include Facebook, Instagram, Twitter, LinkedIn, YouTube, and others.


Email Marketing

Email marketing is great way to directly communicate with relevant contacts. Build list of relevant contacts and include content containing VIP insights – Things that cannot be found on your website etc. With platforms like Mailchimp, you can start measuring open / click rates that gives you a real insight into the impact your emails are having. REMEMBER – make sure that your contacts always have an Opt in / Opt out option for further emails – it’s the law!


Display Marketing

Display Marketing is all about incorporating more visual ads through Google ads. Three key tips for this kind of marketing would be to understand your customer, enhance with remarketing to suit your demographic, and to test & optimise. What works best for you is a process – it’s okay not to get it spot on straight away!


Content Marketing

Content marketing is all about providing engaging content for your audience. This content includes Videos | Case Studies | Blogs | Guides | Storytelling Content.


How can BVA help?

Next Steps…

Here at BVA, we’re always on hand to support our members with the development of their organisation via the services we provide. Some services we provide include keeping you informed with mailings targeted to your services, as well as assisting with publicity and promotion. Help us help you get the word out about your organisation and get in touch today!


Telephone: 01256-423-816


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