Here I cover off, in more detail, the Digital Marketing areas in which I have the most expertise.
Its easy to call yourself an expert, especially when you industry is un unregulated as the Psychic industry! Everyone with more knowledge than you can sound convincing. I am the real deal and you can ask any of my colleagues or me if you want to test my aptitude!
Although I make no fanciful egotistical claims such as being an ‘SEO Guru’ or ‘PPC authority’, I do consider myself at the least well versed and at best and expert in certain areas. What I do have in abundance, is years of hard earned knowledge, talent and experience. I would like to share my knowledge and tricks with you.
I have summarised in brief detail my approach to the various core areas of expertise I have developed over the last couple of decades of work. For more detailed dives into each of these sections, please click the links below.
Managing a project is intrinsically tied to effective stakeholder management, which I cover tactics and approach for in more detail in the following section. Project management comes down to four core areas for me:
- A goal / objective
- A plan (a way of getting there)
- An Execution (doing it)
- A way of measuring success (how would you otherwise know?)
The below process incorporates all these areas into a single coherent, transparent and easy to follow approach for managing most projects.
- Step 1: Conception & Initiation: Identify & Meet with Stakeholders
- Step 2: Definition of goals: Set & Prioritize Goals & Define Deliverables
- Step 3: Tracking & measuring: Identify measurement technique, and defined metrics of success of scale thereof, also control variables (identify those that cannot be controlled)
- Step 4: Assess risks: Identify Issues and Complete a Risk Assessment
- Step 5: Planning & Strategy: Create the Project Schedule
- Step 6: Approval: Present the Project Plan to Stakeholders
- Step 7: Launch / Execute: Begin to implement the plan
- Step 8: Performance & Control: Measuring the progress in alignment with project and tactical milestones or unmoveable deadlines.
To learn more about my project management skills and approach, please follow the link.
What Is Stakeholder Management?
When we talk about ‘stakeholder management’ what we are referring to are the processes through which relationships are monitored, organised, and ultimately improved.
These processes typically driven by:
If performed well, you can expect your stakeholder management process will enable you to coordinate your interactions effectively. Moreover, you will be able to asses the quality & status of your relationship with various stakeholders.
Most definitions of stakeholder management tend to focus around the idea that you can “manage your stakeholders (in order to get them to do what you want)”. This approach can lead to friction or the clashing of egos. My approach this this significantly different.
By organising regular meetings with the key stakeholders, where everyone takes turns to provide updates, this makes each individual responsible for their role in the process. This also highlights the co-dependency required by all to make this work.
Steps to ensuring cooperative, effective stakeholder management:
- identify stakeholders
- Identify there area of expertise and involvement of stakeholders
- Gain buy-in from the stakeholders
- Understand the priority of the project (in relation to stakeholder projects) and ensure that all stakeholders can prioritise this in their own task lists
- Set a weekly time for the stakeholder meeting to take place
- This helps to build a sense of responsibility, accountability and ownership among the stakeholders
- Ensure everyone is clear on the project goal/s
- Delegate responsibilities to stakeholders (ensure everyone knows what they need to do
- Decide upon a deadline (or timeframe) after discussing the components and roadblocks that could affect timings.
- Build a project roadmap to track against
- Each weekly meetings, everyone ,lays out where they are, what issues have arisen, etc
- This ensures that everyone needs to update and contribute. It also provides a forum for people to chase others for work they need.
- This process repeats until completion (with tweaks and changes along the way
- Monitoring and reporting will be a part of the weekly meetups but should also be measures in near real time view if possible. Accurate reporting, is one of the most powerful tools when dealing with stakeholders, especially C-Levels or similar.
It is always beneficial to have a stakeholder manager or project lead to ensure that everything isn’t being done in silo.
As another note, understanding the best methods of communication with the stakeholders will save significant time in the long run.
Paid Media Strategies & Implementation
Paid media is one method through which you (businesses) are able to can promote their content, products and services through sponsored paid media.
Paid media includes; display ads, paid search results, video ads, social media, native ads, pop-ups, and other promoted multimedia. Paid media can be an effective opportunity to deliver ROI and drive brand or product awareness.
Creating and implementing paid media strategies comes from four main areas:
- Understanding & tracking the goals (and attribution) of the endeavour
- Understanding the business and the competition
- Understanding the techniques, tactics an functionality of the platform/s
- Great communication (if working with clients or even client-side)
If you nail these four components you will be well equipped to produce the desired results.
Google Ads & Microsoft Ads (Strategies)
Google Ads is a powerful platform with multiple networks each tailorable to the goals of the campaign. Paid Search will often be the choice for direct response ROI campaigns along with shopping campaigns. But the strategy will depend on user behaviour, buying cycles, customer value, and so forth.
By investing in the promotion of your content, you’re able to reach audiences that might not have come across you otherwise. This is great for driving product or brand awareness to your target audience. Social paid advertising can also deliver incredible ROI when the product, messaging and audience are aligned well.
SEO Strategy & Technical SEO
To put in in the most simple terms: technical SEO refers to the optimization of your website that doesn’t typically involve the content assessment or keyword research. Problems that could prevent content from being indexed or crawled or any other issue not related directly to keyword optimisation.
For example a site that created infinite looping issues may not have all or any of its most valuable content indecxed by Google and visibilble in the search results.
SEO auditing can encompass all of the the above but also considers optimising your site to target keywords and this involves a different approach. My typically approach to a decent budget SEO strategy employs the following process:
- Understand business and business objectives
- Familiar myself with the website through using it
- SEO snapshot of site and competitors
- Keyword research (forms the foundation of the optimization)
- Ranking and performance analysis (site and competitors)
- For a road map, milestones and KPIs based on all previous analysis
- Audit site for technical issues and recommendations
- Audit site content and keyword strategy
- Make SEO recommendations to optimize the site
- Backlink analysis
- Content strategy (informed by keyword research)
- Seasonal and trend based projects
- Ongoing initiatives that are designed to meet with business goals
Ultimately every SEO strategy depends on budget, brand, product, goals, competition and viability in some cases. Some aspects of SEO strategy are mandatory such as audits but the long term initiatives cannot be templated out as easily.
If you would like to discuss your digital strategy, please contact me.