This workstream is focused on developing your digital marketing capabilities across a range of areas. Working with you to develop a digital marketing plan tailored to the needs of your business and to improve your overall online presence and results. Digital Marketing consists of 3 modules, with helpful resources designed to support you as you participate on your Digital that Delivers journey.
Module 1: Driving Unpaid Channels
Video: Setting up Google Console [7 mins]
Go to video pageDownload the SEO (Search Engine Optimisation) checklist [PDF 792kb]
This checklist will provide you with a tool to comprehensively assess your SEO implementation
Download the e-mail marketing scheduler [XLSX 88kb]
Use this to track your business objective and e-mail marketing results
Download the social media content calendar [XLSX 537kb]
Use this calendar to map out the content types you are going to share at various stages of your customer’s journey.
Download the Google Search Console checklist template [DOCX 4mb]
Use this checklist to monitor Google Search Console results for your website
Download the content marketing plan template [XLSX 84kb]
Use to create, monitor and track overall objectives of your content marketing
Download the content editorial plan template [XLSX 188kb]
Use this template to map out the blog content you are going to create
Download the digital glossary of terms unpaid traffic template [DOCX 3mb]
This glossary includes definitions of key terms used within the Unpaid Traffic module
Download the social media analytics report/organic social media content calendar [XLSX 908kb]
Use this calendar to map out the content types you are going to share at various stages of your customer’s journey
Download the organic social campaigns guide [PDF 251kb]
This guide offers best practice tips for running a successful organic social campaign
Module 2: Driving Paid Channels
Download the Google Ads checklist [PDF 290kb]
Use this checklist to review a breakdown of the steps involved in developing and implementing a Paid Search Strategy
Download the budget and resourcing ROI calculator [XLSX 200kb]
Use this checklist to calculate the overall costs and return of your brand website
Download the display & social asset specifications [PDF 692kb]
This guide gives an overview of the assets required for each paid social medium
Download the paid social campaigns guide [PDF 712kb]
Use this guide to help you create effective and measurable social media advertising campaigns that are aligned to your overall marketing goals
Download the digital glossary of terms paid traffic template [DOCX 2mb]
This glossary includes definitions of key terms used within the Paid Traffic module
Download the CPA calculator [XLSX 167kb]
Use this to calculate your CPA (cost per acquisition) on PPC
Download the path to purchase infographic [PDF 56kb]
This visual maps out the different digital tactics along the customer journey
Module 3: Developing a Digital Marketing Plan
Download the digital marketing plan template [PDF 545kb]
Use this template to assign your your digital marketing channels into a timeline
Download the Customer Value Proposition Template [XLSX 96kb]
Use this template to define your customer value proposition
Download the digital marketing timeline template [XLSX 77kb]
Use this to build out your annual digital marketing strategy and tactics
Download the Campaign Planning Checklist [XLSX 103kb]
Use this template to plan your campaigns
Download the digital costs and return template [XLSX 133kb]
Use this to plan your digital marketing budget and assign to various channels to work our your monthly costs and returns
Additional supports
Video: Setting up heatmaps using Hotjar [4 mins]
Go to video pageDownload the target audience checklist [PDF 605kb]
Use this checklist template to map out your target audience(s)
Download the Domestic - Young Unconstrained Adults - persona [PDF 158kb]
Understand the Domestic Young Unconstrained Adult persona to aid the targeting of your digital campaigns
Download the CRO (Conversion Rate Optimisation) checklist [PDF 740kb]
Use this checklist to measure the full customer journey to ensure you are making data led decisions that have a positive impact on conversion rate across your website
Download the International - Germany - Culturally Curious - persona [PDF 159kb]
Understand the German Culturally Curious persona to aid the targeting of your digital campaigns