<div class="gn-article"><div class="gn-hero gn-reveal"> <div class="gn-hero__image"><img src="https://cdn.prod.website-files.com/687a235da6861294eec73166/68a73c775ea9d80278eb85a9_651f436e277bdb90dec5dfea_Modernising%20Digital%20Marketing%20for%20Legacy%20Industries.png" alt=""></div> <div class="gn-hero__head"> <span class="gn-kicker"><span class="dot"></span>Expression</span> <h1 class="gn-title">Round-up: 4 &#39;Quick Wins&#39; to a Modernised Digital Marketing Strategy for Legacy Businesses</h1> <div class="gn-meta"> <strong>The GO Network</strong> <span class="pip"></span> <span>24 November 2023</span> <span class="pip"></span> <span>3 min read</span> </div> </div> </div> <div class="gn-body"> <p class="gn-lede gn-reveal">For brands rooted in traditional practices, <strong>bringing your digital strategy into the modern day</strong> can feel like an insurmountable challenge.</p> <p class="gn-reveal">In this virtual session, our experts discuss the <strong>common challenges</strong> facing marketers within 'legacy' brands and industries <strong>when it comes to digital performance and online marketing</strong>, along with the possibilities for in-house teams to get the ball rolling on <strong>a more modern approach to their strategy</strong>.</p> <p class="gn-reveal"><strong>Our experts:</strong></p> <ul class="gn-reveal"> <li><a href="https://www.linkedin.com/in/robertdando/" target="_blank"><strong>Rob Dando</strong></a>, Managing Director and Co-founder, <a href="https://www.finally.agency/" target="_blank"><strong>Finally Agency</strong></a></li> <li><a href="https://www.linkedin.com/in/jordanbrownlie/" target="_blank"><strong>Jordan Brownlie</strong></a>, Brand Partnerships Manager, <strong>The GO Network</strong></li> </ul> <p class="gn-reveal"><a href="https://www.thegonetwork.com/events" target="_blank"><strong><em>View our upcoming events calendar</em></strong></a></p> <p class="gn-reveal"><strong>In this Article:</strong></p> <ul class="gn-reveal"> <li><strong>Start small to gain stakeholder buy-in</strong></li> <li><strong>Build a website 'fit for purpose'</strong></li> <li><strong>Seek external support to manage your capacity</strong></li> <li><strong>Build your website iteratively</strong></li> </ul> <p class="gn-reveal">READ OUR KEY LEARNINGS FROM THE SESSION BELOW, OR WATCH THE FULL WORKSHOP <a href="https://www.thegonetwork.com/resources/modernising-digital-marketing-for-legacy-industries" target="_blank"><strong>HERE</strong></a></p> <h2 class="gn-reveal">4 'Quick Wins' to a Modernised Digital Marketing Strategy for Legacy Businesses</h2> <h3 class="gn-reveal">Start small to gain stakeholder buy-in</h3> <blockquote class="gn-blockquote gn-reveal">"we had a client who wanted to spend a significant sum on a website rebuild <strong>but was struggling to gain stakeholder buy-in</strong> as they didn't see the benefit or purpose of the project. To tackle this challenge, we set-up <strong>a small, targeted campaign</strong> on LinkedIn running over a two-month period, which led to a separate landing page that wasn't on their website. This campaign converted at a greater rate and <strong>drove better, qualified leads</strong> <strong>in comparison</strong> to the client's initial campaign which directed traffic to their existing website. Therefore, after <strong>demonstrating the benefit</strong> of refreshing their landing pages, project stakeholders were signing off a significant budget for a full website rebuild."<cite>Rob Dando · Managing Director and Co-founder, Finally Agency</cite></blockquote> <p class="gn-reveal"><a href="https://www.thegonetwork.com/news/7-ways-to-get-genuine-stakeholder-buy-in-for-your-marketing-strategy" target="_blank"><strong><em>7 Ways to Get Genuine Stakeholder Buy-in for your Marketing Strategy</em></strong></a></p> <h3 class="gn-reveal">Build a website 'fit for purpose'</h3> <aside class="gn-quote gn-reveal"><q>often there is an overfocus on driving traffic to a website but little consideration on the site's user experience.</q><cite>Jordan Brownlie · Brand Partnerships Manager, The GO Network</cite></aside> <p class="gn-reveal">"obviously there is a lot you can do to drive traffic to your site, but what I ask my clients is whether their website is fit for purpose – <strong>is it optimised to work in the right way?</strong> Because often there is an overfocus on driving traffic to a website <strong>but little consideration on the site's user experience</strong> – if it takes too long to load, or is difficult to navigate through certain points, or isn't mobile-friendly, users will go elsewhere."</p> <p class="gn-reveal">View our round-up: <a href="https://www.thegonetwork.com/news/round-up-5-website-optimisation-pain-points-and-how-to-manage-them" target="_blank"><strong><em>5 Website Optimisation Pain Points – and How to Manage them</em></strong></a></p> <h3 class="gn-reveal">Seek external support to manage your capacity</h3> <blockquote class="gn-blockquote gn-reveal">"a lot of the time I find in-house teams have a good understanding of various digital marketing strategies, but the challenge is – <strong>do you have the</strong> <strong>capacity or capability</strong> to conduct each to its optimal sense? There's a lot of spinning plates when you work in-house, meaning often one strategy is prioritised over the other, and thus affecting the performance of each. This is where specialised external support can help to <strong>act as an extension to your team</strong>."<cite>Jordan Brownlie · Brand Partnerships Manager, The GO Network</cite></blockquote> <figure class="gn-fig gn-reveal"> <div class="gn-fig__media"><img alt="Rob Dando, Managing Director of Finally Agency on your building a website." src="https://cdn.prod.website-files.com/687a235da6861294eec73166/68a73c7ee608214c5ced1bc1_65610c12c44b415eac0f9eae_rob.png" width="auto" height="auto" loading="lazy"></div> <figcaption>Rob Dando, Managing Director of Finally Agency, speaking on building a website.</figcaption> </figure> <h3 class="gn-reveal">Build your website iteratively</h3> <blockquote class="gn-blockquote gn-reveal">"the traditional cycle to building a website is <strong>a painful process that could last several months</strong> and once live it would usually require an update after a couple of years, meaning starting the whole process again. However, I believe web design should now be led much more iteratively – so launch the most important, minimal yet viable site you can, and <strong>continue to build on that iteratively for the future</strong> by looking at the data. Design should be <strong>slightly less of a demand than it used to be</strong> as we all visit websites for its content."<cite>Rob Dando · Managing Director and Co-founder, Finally Agency</cite></blockquote> <p class="gn-reveal"><a href="https://www.thegonetwork.com/resources/modernising-digital-marketing-for-legacy-industries" target="_blank"><strong>WATCH THE FULL WORKSHOP TO LEARN MORE</strong></a></p> <p class="gn-reveal"><em>If you're investing in a website re-platform ready for the new year, make sure you're getting the most from your time. The GO Network offer cost-free agency recommendations, pitch management, and more.</em> <a href="https://www.thegonetwork.com/get-in-touch" target="_blank"><strong><em>get in touch</em></strong></a> <em>to get started.</em></p> </div></div> <aside class="gn-related gn-reveal" data-auto="related-reading"> <div class="gn-related__label">Related reading</div> <ul class="gn-related__list"> <li class="gn-related__item"> <a href="/articles/round-up-how-to-get-more-from-your-creative-strategy" class="gn-related__link"> <span class="gn-related__category">Expression</span> <span class="gn-related__title">Round-up: How to Get More from your Creative Strategy</span> <span class="gn-related__excerpt">Agency experts share how to align creative campaigns with business goals, break down silos, and prove ROI on every activation.</span> </a> </li> <li class="gn-related__item"> <a href="/articles/investing-in-ux-to-supercharge-your-digital-marketing-performance" class="gn-related__link"> <span class="gn-related__category">Expression</span> <span class="gn-related__title">Investing in UX to Supercharge your Digital Marketing Performance</span> <span class="gn-related__excerpt">Prove UX investment to stakeholders, benchmark your site or app performance, and get practical optimisation steps from agency experts at The</span> </a> </li> <li class="gn-related__item"> <a href="/articles/smarter-not-harder-driving-stronger-data-and-insights-from-your-marketing-strategy" class="gn-related__link"> <span class="gn-related__category">Expression</span> <span class="gn-related__title">Driving Stronger Data and Insights from your Marketing Strategy</span> <span class="gn-related__excerpt">Agency experts share how to frame, translate, and automate analytics, turning overwhelming data into strategy-shaping insights that prove ch</span> </a> </li> <li class="gn-related__item"> <a href="/articles/7-ways-to-get-genuine-stakeholder-buy-in-for-your-marketing-strategy" class="gn-related__link"> <span class="gn-related__category">Expression</span> <span class="gn-related__title">7 ways to get genuine stakeholder buy-in for your marketing strategy</span> <span class="gn-related__excerpt">Senior marketers share 7 practical ways to win over finance, leadership, and cross-functional teams, so your strategy gets the resources and</span> </a> </li> </ul> </aside>