Once again Gravytrain’s Director of Search Helene Hall has been featured in Fourth Source, where this time she offers a different perspective on creating digital marketing strategies. Akin to the famous book ‘The Seven Habits of Highly Effective People’ Helene has created her own version with digital strategy in mind. The main points she highlights are: responsibility, win-win situations, planning, understanding, closing the deal, delight and improvement.
First, Helene explains the importance of taking responsibility for your actions and setting appropriate goals that are in line with your company’s vision and adhere to industry regulations. By taking responsibility for your actions you can be confident that your efforts will lead to success. The example that Helene gives is with link building, where she states:
“Irresponsible – focussing heavily on commercial anchor text or paying for links, site wide links or highly irrelevant links from off topic content or homepage/sidebar links.
“Responsible – Quality content guest posts, high quality content link bait, video link bait etc.”
After this, Helene advises to focus on what she terms ‘win-win situations’, which is where you create a mutually beneficial relationship with your client, and ultimately build a great foundation for success. Helene says that: “Focusing on what the client wants to achieve or what the end user is searching for and how you can best support their need first, will make our efforts more productive.”
Planning is the most important part in achieving goals, especially if you plan to attract the right people. By prioritising, planning an executing you are sure to achieve success for both you and your clients. Once you have achieved this success it is also important to see how you could improve next time through constant re-evaluation. Not only will this benefit your business but also attract more of the right type of customers and traffic for future projects.
Understanding your clients is of the utmost importance as it enables you provide them with the most effective digital marketing strategy. Helene says, “Think first to understand then to be understood and convert.” Once you understand your client you will be able to tailor their digital marketing strategy to suit their needs and working style. Hopefully, this will lead to them understanding your needs and providing helpful information such as customer data that can lead to conversions.
The fifth and sixth habits of a highly effective digital marketing strategy look at how you should execute your strategy and interact with your customers or traffic. This includes always turning leads into customers by ensuring that you focus on calls to action, yet at the same time leaving a ‘sweet taste in the mouth’ by building up a relationship with these customers.
The last of the seven habits of an effective marketing strategy is to keep improving continuously. This can be achieved in a myriad of ways including undertaking usability tests, improving conversion funnels and even creating more innovative social media campaigns.
You can read the full article written by Helene here.