Level Zero | Digital Marketing
The three pillars that every business should include in their digital marketing strategy
digital marketing
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Digital Marketing

The three pillars that every business should include in their digital marketing strategy


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It’s time to say goodbye to the old ways of marketing your business. If you think flyer distribution, business cards and the occasional game of golf are enough to sustain your marketing strategy in this day and age, think again!


It has become essential for businesses to move past only using these ‘old’ methods of marketing and brand communication. It’s time every business, no matter it’s size embrace these three pillars in their digital marketing strategy.




Pillar 1: Social Media Marketing

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Social media marketing is a powerful way for businesses of all sizes to reach prospects and customers.


Your customers are already interacting with brands through social media, and if you’re not speaking directly to your audience through social platforms like Facebook, Twitter, Instagram, LinkedIn, TikTok and Pinterest, you’re missing out!


Great marketing on social media can bring remarkable success to your business, creating devoted brand advocates from your followers and even driving leads and sales.




What exactly Is Social Media Marketing?

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Social media marketing, or SMM, is a form of internet marketing that involves creating and sharing content on social media networks in order to achieve your marketing and branding goals.


Social media marketing includes activities like posting text and image updates, videos, and other content that drives audience engagement. It also includes paid social media advertising, where you pay to have your adverts shown to people on social channels while they are browsing.


Chaffey & Ellis-Chadwick (2019) explain that there are three key types of social media we can identify. An organisation will need to consider how it can exploit each of these to help grow a brand.




Image credit to SmartInsights.com (2021)


Paid media is where an organisation pays for its audience and interactions through adverts.  Earned media is where an organisation can earn interest and interactions through engaging with audiences (such as on Twitter) and owned media is the media owned by the organisation, such as web pages, blogs and social media pages.



There are many benefits to using social media in your digital marketing strategy

Social media can generate a huge amount of data about customers in real time. Organisations can capture a wealth of information about their customers, such as who they are, what they like as well as how they feel about the brand. All this information can help develop better marketing strategies and campaigns. Having a presence on social media makes it easier for customers to find and connect with a brand. By being able to connect with customers on social media, it’s more likely to increase customer retention and brand loyalty.


Social media enables organisations to respond quickly to customer queries through the various platforms, providing a much better and richer customer experience. One of the biggest benefits of social media is that it enables an organisation to increase the amount of traffic to its website. It can also help improve search ranking through the number of interactions on any content being shared. Google also shows tweets in its search engine results pages.


Social media platforms offer an inexpensive way of promoting a business and distributing content. They also have powerful targeting options to allow a business to reach the right audience. For example, ads can be targeted on demographics, interests, behaviours and connections.


Social media allows regular and timely interaction with customers that can help increase sales and customer retention. Many platforms offer retargeting abilities, meaning organisations can retarget prospects who have previously visited their site with relevant messages.


Social media enables organisations to share their content more easily and quickly, through posting on various platforms.



If your business needs to step up in the social media marketing space, the first thing you need is a solid social media plan.


Develop a social media marketing plan tailored to your customer and industry

Before you can begin creating social media content or advertising campaigns, you need a plan. This plan needs to consider your business objectives. Without a proper strategy in place, you are simply creating noise.


The social media landscape is so broad, and the people present on each channel, so diverse, that going in without a plan would be like driving around in a new city without a map. Not only will you get lost, but you will also waste a lot of time and money.



When it comes to defining social media marketing goals, there are a few questions you should answer first:

  1. Who is your customer?
  2. What are you hoping to achieve on each social media platform?
  3. Which social platforms are your customers more likely to be on?
  4. What key messages do you want to send to your customers?
  5. Do you think your customer will want to hear your message in its current format, or will you need to package it differently?
  6. Is your offer relevant and enticing enough to grab your customers attention?



Here are seven objectives you could consider for your social media marketing strategy and campaigns:

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  1. Increasing traffic to your website.
  2. Converting prospects into customers.
  3. Improving brand awareness.
  4. Developing a positive brand association.
  5. Improving communication with customers.
  6. Listening to customers and what they want or need from your brand.
  7. Growing your community of followers (this is a common objective, but remember to ask yourself why and how this is going to benefit your business).



Are you ready to get started with marketing on social media? Here are a few social media marketing activities we can help you to get started with:


Social Media Content Planning

Building a social media marketing plan is essential. As part of our service, we will carefully conduct keyword research and competitive research for your business. We will help you to develop relevant content for your audiences by brainstorming content ideas that will interest and appeal to them. We will also help you to understand what other businesses in your industry are doing on their social pages to drive engagement and traffic to their websites.



Social Media Content Creation

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The right content on the right social platform is critical to the success of your social media strategy and achieving your social media objectives. We will help you to develop a content plan which ensures that you post regularly and offer valuable information to your audiences.


Developing a content calendar will help you to publish the right content at the right time to the right audiences and on the right platform.


The content that we can create for you can include images (correctly sized and branded for each platform), videos, infographics, how-to guides and more.




Identifying Influencers suited to your brand positioning and audience objectives

An influencer is someone who carries influence over others and a social media influencer is someone who exerts that influence through social media.

Celebrity endorsements were the original form of influencer marketing; however, social media has propelled regular people into becoming online ‘celebrities’ with engaged social media followers.

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Types of influencers include social media or industry experts, popular YouTube users, bloggers and of course, famous people.



Social media influencers can benefit an organisation through:

  • Helping consumers make buying decisions through influencers recommending and mentioning brands to an audience that appreciate their opinion.
  • Helping create targeted messages that resonate with the right audience. Influencers are great at speaking to and engaging with their core demographic in a way that perhaps marketers can’t.
  • Extending the reach of a brand’s message through working with influencers to create or support content about the brand that is then pushed out to their followers.
  • Supporting SEO efforts through increased backlinks, increased social media engagement and comments.


Influencers are becoming increasingly important due to consumers being more receptive to recommendations from a person they respect and trust than ads or other corporate messaging. Social media channels are growing at a rapid rate and are increasing the number of influencers too. Finally, consumers are increasingly using ad blockers to filter out unwanted ads, making the use of influencers even more important. You can find the right influencer for your social media campaigns by considering the 3Rs:



Relevance: Is the influencer sharing content and developing a following that is relevant to your brand and target segment?


Reach: What is the total number of people that could be reached through the influencer’s follower base?


Resonance: What is the potential level of engagement the influencer could create with an audience?



Social Media Performance and Measurement

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It is essential to measure the performance of your content and each social platform to determine if it is achieving your business objectives.


We will assist you with measuring your social media content performance by collecting relevant data and performance measures from social media activities undertaken. These results will be analysed to understand where performance has varied from targets set.


From there we will make recommendations for what action should be taken to improve performance. This could be updates to content, adverts or landing pages.


When measuring social media success, we consider the metrics at the various stages of the buying process – from exposure to conversion.




Pillar 2: Content Marketing

Content is one of the most important success factors for achieving success with social media channels. It must be compelling to the target audience to drive engagement and interaction with the business or brand.


There are many key reasons why content marketing is important for organisations:


  • Shareable content drives awareness of a brand.
  • Content drives results from SEO – search engines look favourably on websites that produce regular and relevant content, meaning content marketing can enhance SEO efforts.
  • Content drives purchases – consumers base their decisions on online content when shopping online or researching for offline purchases.
  • Syndicated content drives purchases – this is content outside of an organisation’s website such as social networks, comparison sites, blogs, etc. These can be valuable in driving purchases.
  • User generated content drives purchases – content generated by users through blogs or social networks (such as reviews) can also drive purchases.
  • Content on a range of platforms drives purchases – this can include tablets and mobiles.


“Content marketing is, and has always been, best served as an integrated infusion
into a broader marketing strategy – a multiplier. Content marketing is the opportunity to make everything we do better.”
Author unknown


Content marketing supports different digital media. For example, quality content using relevant keywords will assist in attracting visitors and links from other sites. Content can also be used on landing pages to improve your Quality Score in Google as well as improve conversions.


In addition, social media provides micro-content that links back to content on a site or blog and should be part of an overall content strategy. Every brand should use its own solutions when it comes to content; understanding what appeals to the target audience will help ensure the best content to reach them.


Content solutions include white papers, infographics, videos, blogs, podcasts, webinars, eBooks and press releases. Content marketing needs structure and a process.



We will help you to ensure your content marketing cycle is professionally managed by:


  1. Conducting thorough research of your content topics

We will dig deep to find out all you need to know about your prospects. What interests them? What are their challenges, and where do they go to seek out solutions to them? How can your offerings help them? We will make use of surveys, research and analysis from outside sources, as well as your own insights, for instance from your social media (which can provide very useful data to inform your content strategy).


  1. Setting goals and identifying the outcomes for each type of content we create for your business

We will go to great lengths to understand what you are trying to achieve with your content. Whether it is to attract visitors to your website or to expose more people to your offering.


  1. Careful planning of your content and where it should be distributed

We will carefully consider and decide on what your approach will be. We will plan out your content to achieve your objectives and determine what mix of content you will need.


  1. Curation of content through sourcing

You don’t always have to reinvent the wheel. Social media and the internet is a wonderful source for content which can be shared and commented on. Finding high-quality, pertinent content produced by others and sharing it online is a great way to supplement your own content production.


  1. Publishing and marketing content

We will help you to disseminate your content. There’s no point publishing high-quality content if nobody sees it. We will ensure that you maximise engagement with your content marketing to make the production process worthwhile. Where possible we will also reuse and repackage content.


  1. Monitoring engagement

When your audience takes action and engages with your content, it’s a great indication that your content is working and that all the effort put into creating it is paying off.



Here are a few of the many types of content we can develop for your business:

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Blogs – these are relatively quick, easy and inexpensive to set up. Blogs are very search engine friendly and are good for relationship building with existing customers. Blogs can also enable the organisation to position itself as an expert as well as assisting with reputation management.


Podcasts – these are becoming more and more popular. Audio and video podcasts are a great way to engage an audience.


Video – can entertain, educate and inspire consumers. They provide increased levels of engagement and enable an instant emotional connection with your brand. Video marketing works best when it has a purpose.



Here are eight examples of different types of marketing videos we could develop for your business:

  1. Testimonial videos– to build trust.
  2. Product demo videos– to boost conversion.
  3. Presenter videos– for engagement.
  4. Corporate stories– to grow brand awareness/trust.
  5. Animated ‘explainer’ videos– to explain a concept or service.
  6. Interviews– to boost engagement and awareness.
  7. Comedic videos– to build brand favourability.
  8. Instructional ‘How to’ videos– to create trust and engagement.

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Pillar 3 – Analytics and Analysis

Measuring the effectiveness of digital marketing is one of the greatest challenges facing organisations and marketing managers today. Most marketers hear “digital analytics,” and immediately cringe.


Fortunately for you, this is one of the areas we can assist you with. Web analytics is an important part of what encompasses digital analytics and can provide you with a wealth of insight into the performance of your website.


Using web analytics tools helps marketers to understand the impact of their marketing campaigns on conversion rates and their customers buying journey. But, looking at top-level web analytics metrics like traffic is only the first piece of the puzzle.


We can help you to understand and leverage digital marketing analytics in your business. Correctly implemented, it can tell you very quickly if your marketing is working and where you can improve.


There are insights every business needs in order to remain relevant in today’s digitally driven and highly competitive environment.


We like to view digital marketing analytics as the translation of customer behavior into actionable business data.

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Here are a few Digital Marketing Metrics every marketer should know about their business:


A Visitor (or User) is someone who visits your site. Visitors are tracked by a cookie placed in their browser by a tracking code installed on your site.


Page Views

A Page View is when a page on your site is loaded by a browser. A page view is measured every time your tracking code is loaded.



A Session is a series of activities taken by a visitor on your website, including page views, CTAs, and events. Sessions expire after 30 minutes of visitor inactivity.



Traffic (or Visits) is the total number of site or page visits in a given time period.


Traffic by Channel

Traffic by Channel is the total number of site or page visits per referral channel, e.g., social media, email, landing pages, etc.


Traffic by Device

Traffic by Device is the total number of site or page visits per device type, e.g., smartphone, tablet, desktop, etc.


Ratio of New Traffic to Returning Traffic

The Ratio of New Traffic to Returning Traffic is the percentage of net new site or page visitors you receive as compared to the total amount of returning traffic.


Time on Page

The Time on Page is the average time each visitor spends on your site or page.


Interactions per Visit

Interactions per Visit are what actions your visitors took when on your site or page.


Bounce Rate

The Bounce Rate is the percentage of people who visited your site or page but didn’t take any action or look at any other pages as compared to the total number of page or site visitors.


Click-Through Rate

Click-Through Rate is the percentage of total clicks compared to the total number of page or site visits.



Submissions is the percentage of total people who filled out and submitted your web form.


Conversion Rate

The Conversion Rate is the total number of actions taken (e.g., a download, sign-up, etc.). Note a conversion is not always a sale of a product or unit.


Open Rate

The Open Rate is the percentage of opened emails as a proportion of the total number of emails sent.


Opens by Device

Opens by Device is the total number of email opens per device type, e.g., smartphone, tablet, desktop, etc.


Click-Through Rate

The Click-Through Rate is the percentage of total clicks on an email link, or CTA, as a proportion of the total number of email opens.


Unsubscribe Rate

The Unsubscribe Rate is the percentage of people who unsubscribe from your email list over a given period of time.


Engagement Rate

The Engagement Rate is the total number of engagements (e.g., comments, clicks, likes, etc.) as a proportion of the total number of page or post views.


Follows and Subscribes

Follows and Subscribes is the total number of people who’ve shown interest in your content and want to receive updates when new posts or pages are published.



Shares is the total number of times a post or page has been shared on social media, a website, or a blog.


Shopping Cart Abandonment Rate

The Shopping Cart Abandonment Rate is the total number of online shoppers who put items in their shopping cart but don’t complete a purchase as a proportion of the number of people who complete a purchase.


You can see from this extensive (yet not complete) list of metrics that digital marketing analytics include data not only from your website, but also from sources like email, social media, and organic search.


As a digital marketer you need these metrics at your fingertips so that you can understand the effectiveness of your entire marketing strategy and not just that of your website. Using digital marketing analytics allows you to act fast and take corrective action when something is not working. A slight tweak in your strategy, target market or content strategy can make a big difference to your return on investment (ROI).



Level-Zero can help you with your Social Media, Content Marketing and Web Analytics

Our team of digital marketing experts and content developers can help your small to medium sized business to set up the three pillars of digital marketing that are essential to any business that wants to develop and maintain a competitive advantage in their industry.  Give us a call, let’s level you up so that you can enjoy a complete and structured Digital Marketing and Content strategy that is well implemented measured.

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