In summary
Recipients
All companies and industries in every sector that want to enhance, structure, or improve their online presence to strengthen visibility and sales (Lead Generation or e-commerce sales).
Objectives
Social: have an effective and profitable presence on social media (e.g., Facebook, Instagram, Linkedin etc) through page management and influencers
E-Mail Marketing: structure effective email campaigns
SEO: correctly position your site or portal in search engines through site restructuring or content marketing (blogger)
Lead Generation: generate high-quality contacts
Sales: have an effective e-commerce that generates revenue
ADV: structure effective campaigns on Google Ads (Search, Display, Gmail, Remarketing, Youtube) and Facebook, Instagram, and Linkedin
AI: use of the main artificial intelligence tools for web marketing
Timelines
For complete structuring, the Temporary Manager: can be applied after an intensive period of a few months, the presence diminishes and transforms into occasional consultancy. The overall duration is about 6 months / 1 year until the company achieves self-sufficiency.
For situations that only require improvement, Management Consulting is applied, which involves a few meetings per month for a period of 4/8 months.
The phases
The project is based on 4 main successive phases. To proceed to the next one, the previous one must be completed.
Analysis and Plan
Analysis of the current digital state and creation of the improvement plan with timelines and costs.
1
Test
Identification of a test area to try the strategy with limited resources and faster outcomes.
2
Implementazione
Based on the outcome of the test, correction of the plan and implementation of the complete strategy.
3
Miglioramento
Once the strategy is applied, monitoring and continuous improvement are carried out.
4
1 -
Analysis and Plan
1.1 - Analysis
A snapshot of the company is created in the following areas:
Social: corporate reputation on social media, interaction statistics and audience
Reviews reputation: what digital customers think of us and how they rate us (bloggers, direct reviews)
Website and SEO: how the site is structured, how it is positioned in search engines
Web Analytics: site traffic, channels and contact flow
Clients: who the clients are and their customer journey
Sales network: how the sales network interacts with digital, what support it receives
Sales Strategies: what is the online and offline sales/contact strategy
Ads: which ads are used (Google, Facebook, Instagram, Linkedin, etc)
Offline: how online supports offline
Retail and distributors: how they interact with us
Competitors and positioning: who are the mid-range and top-range competitors, how they present themselves online and offline.
AI: use of the main artificial intelligence tools for web marketing
This is needed to have a complete map of the company, the product, and the digital tools.
1.2 - Project
Based on the analysis, the project is created, accompanied by:
Detailed Activity Plan: what needs to be done
Timeline Plan: the various steps of the scheduled activities
Economic Plan: investments the company must make and potential revenues
Human Resources Plan: resources to use, to train, and to hire
Expected results: economic, visibility, increases, etc.
2 -
Test
Based on the planned activities, a sector or compartment is identified where they will be fully applied, but with reduced resources.
This allows for an effective field test, calculating the results based on actual time and costs. The test is conducted over a limited time frame (3/8 weeks) and the results are projected onto the full plan.
Everything is implemented with low-cost standard systems and monitored through low-cost CRM.
3 -
Implementazione
3.1 - Website
The first step is the website, it is the core of an effective digital strategy.
Navigation flow: how the site's navigation is designed
Company presentation: that truly reflects the business
Product/service sheets: completeness and clarity
Speed: loading speed and information accessibility
Extra information: possibility of having additional information if registered
Video/photo etc: for presentation
CTA: calls to action to write, contact, purchase
Code, structure and platform: platform used, quality of programmed code, integration with management systems etc.
Configurators: integration with product configurators or price calculators
Mobile: quality of site usability from mobile
System Integration: integration with management systems
Landing pages: pages dedicated to targeted campaigns such as trade shows, events etc
AI: use of major artificial intelligence tools for creating photos, videos, translations and more
and more
The website is the real multiplier of any campaign: if a certain amount is spent to entice the customer to enter the website and then the website is not performing to convince the customer to contact me or purchase, money is just wasted.
3.2 - Social, Reputation, link building and Blog
Then we proceed to work on the social media, cleaning and publishing a first slot of content with a unique and representative layout. If we use them for campaigns, it is essential that people landing there see an effective and complete channel. Then we proceed to create an editorial plan for future content. The activity is carried out for each social media platform, such as Linkedin, Facebook, Youtube, Instagram etc.
We check and clean the online reputation, identifying malicious and defamatory content, responding to comments, and creating a growth plan, for example by encouraging customers to publicly review the product or service.
An effective part that involves both reputation and content indexing is achieved through link building, that is, where possible, the product review by authoritative portals or bloggers, who in turn will explicitly direct potential customers to visit our site.
To strengthen the content on the site and subsequently create newsletters, we proceed to create an article plan for the internal blog of the site. This will allow better indexing of the site and provide a content base to discover in detail the company's products, services, events, etc. The blog will also be accompanied by its strategic editorial plan, created based on the objectives to be achieved (e.g., SEO and indexing, upselling, cross-selling, etc.).
3.3 - Google Ads and Social Campaigns (Facebook, Instagram, Tiktok and Linkedin)
We proceed with the creation of Google campaigns Search, as nothing is more effective than direct customer search, google display to position in the banners of related portals, Gmail to intercept competitor communications, Remarketing and Youtube. AI-driven Google campaigns will also be created.
Then we proceed with social campaigns, usually Facebook and Instagram (and possibly Tiktok) for private customer search (B2C), and Linkedin for business clients (if the product allows). Additionally, social media is very useful for remarketing even in the B2B sector (remarketing is the advertising that appears after visiting a specific site and follows you for a few days).
3.4 - Portals and Influencers
To stimulate sales, it can be useful to position in industry portals and launch any paid campaigns, or sales portals like Amazon.
Furthermore, for some specific sectors (e.g., fashion or beauty), the use of influencers or micro influencers is essential to increase brand awareness.
3.5 - Commercial campaigns
Like every sector, the web is also linked to sector dynamics, which need to be followed, such as outlets, discounts, Black Friday, etc. The dynamic must be structured, integrating it with the commercial policy to avoid a channel overlap or penalize retail. The strategy must always have a broad vision of the entire sales process.
3.5 - Mail Marketing, Automation, CRM and Integration
Simple newsletters are no longer effective, so there is a shift towards more specific mail sets designed to follow the customer journey (for example, I see a specific product and receive emails about that specific product to encourage me to purchase). To achieve this, it is essential to intertwine with a CRM (Customer Relationship Management) to track user data and use it for specific communications. Additionally, software automation activities support sales (for example: in e-commerce, emails to users who have abandoned the cart without making purchases are essential). Automation can also support offline sales by giving non-hot leads a reason to purchase.
The main artificial intelligence tools will also be used to support automations.
4 -
Miglioramento
Nel web è indispensabile l'aggancio con strumenti di analisi che permettono di analizzare l'efficacia delle iniziative messe in atto e quantificare numericamente la redditività (contatti, vendite, etc). Con queste dashboard (cruscotti) è possibile valutare l'efficacia delle iniziative e spostare eventuali budget da una all'altra.
Un piano digital efficace tiene sempre conto anche del mutamento del mercato e della clientela, fornendo feedback in tempo reale alla rete vendita.
Al mutare della situazione, l'ecosistema digitale deve mutare a sua volta, dimostrando flessibilità ed economicità nel cambiamento continuo, definito come evoluzione della struttura.