In this session for senior leaders across professional services, B2B, education, finance, and more, our experts joined us to shed light on the digital marketing ‘wins’ that can drive your brand ahead of the curve in the new year.
For brands rooted in traditional practices, bringing your digital strategy into the modern day can feel like an insurmountable challenge.
In this virtual session, our experts discuss the common challenges facing marketers within ‘legacy’ brands and industries when it comes to digital performance and online marketing, along with the possibilities for in-house teams to get the ball rolling on a more modern approach to their strategy.
In this Article:
Rob highlights, “we had a client who wanted to spend a significant sum on a website rebuild but was struggling to gain stakeholder buy-in as they didn’t see the benefit or purpose of the project.
To tackle this challenge, we set-up a small, targeted campaign 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 drove better, qualified leads in comparison to the client’s initial campaign which directed traffic to their existing website.
Therefore, after demonstrating the benefit of refreshing their landing pages, project stakeholders were signing off a significant budget for a full website rebuild.”
Jordan says, “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 – is it optimised to work in the right way?
Because often there is an overfocus on driving traffic to a website but little consideration on the site’s user experience – if it takes too long to load, or is difficult to navigate through certain points, or isn’t mobile-friendly, users will go elsewhere.”
View our round-up: 5 Website Optimisation Pain Points – and How to Manage them
Jordan highlights, “a lot of the time I find in-house teams have a good understanding of various digital marketing strategies, but the challenge is – do you have the capacity or capability 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 act as an extension to your team.”
Rob says, “the traditional cycle to building a website is a painful process that could last several months 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 continue to build on that iteratively for the future by looking at the data.
Design should be slightly less of a demand than it used to be as we all visit websites for its content.”
If you're investing in a website re-platform ready for the new year, make sure you're getting the most from your time. GO! offer cost-free agency recommendations, pitch management, and more - get in touch to get started.