Digital Strategy Case Study The Right Strategy Delivers Marketing ROI

Your digital strategy can position you for long term growth and success. We conduct comprehensive competitive analysis and online research to develop a digital plan of action that all your stakeholders will embrace.

Find and Convert was contracted to develop a digital marketing strategy for a North American manufacturer in the home products industry. This case study illustrates how competitive analysis and market research allowed us to develop an action plan that integrates the client’s offline marketing with a digital marketing plan. For more detailed information on this digital strategy case study, please contact us.

Digital Strategy Case Study

Client Objective – Develop a Digital Marketing Strategy

The client’s objective was to develop a comprehensive digital marketing strategy that would integrate offline and online marketing initiatives into cohesive marketing campaigns. Their goal was a strategic plan that would expand brand awareness, generate more leads for their sales funnel and increase distribution channel opportunities.

Digital Marketing Challenges

Research discovered several online competitors with varying levels of Internet brand presence. Our client’s website had gained substantial authority in search engines. However, very few of the organic keywords that produced traffic were relevant. The only way for the client’s website to be found online was a result of their customers already being aware of their product or their brand name. This meant a much larger potential audience of potential customers was being overlooked with very limited ability to find our client in an online search for relevant keywords. In other words, our client suffered from lost sales opportunities.

Website performance research uncovered a meticulously maintained but older website architecture that could not take full advantage of modern applications, namely a content management system, CMS. Further research uncovered a lack of brand continuity through retail, distribution and influencer channels. Adding to the client’s digital strategy complexity were several layers of persuaders that influence the ultimate buyer’s purchasing decision.

Developing the Right Digital Marketing Strategy

Research began with comprehensive competitive analysis of the client’s and their competitor’s web assets and online performance, content reach and level of discoverability in organic and paid search results.

In-depth persona analysis of their buyers, decision-makers and influencers revealed several layers of inter-connected communities that had potential influence on their brand purchase selection decisions. By identifying specific target audiences, along with each audience’s specific needs, we identified keyword strategies for each community based on their interests. This strategy will increase online discoverability of our client’s brand within each of these buyer groups.

Digital Strategy Case Study Results

As we peeled back the layers of competitive research and analysis, a comprehensive 2-year digital strategy and plan of action began to take shape. The final 89-page report included research summary, details and illustrations. The strategy meticulously maps out each element across three phases to insure maximum success of their content strategy, technology enhancements, and social media execution during each phase. The final report presents a visionary plan communicated to all stakeholders including executives, middle management, sales and channel partners. The digital strategy execution plan provides a framework for long-term growth and marketing ROI.

We can not disclose the name of our client in this digital strategy case study to protect their identity from competitors. Please contact us if you would like more information about how we developed this marketing  plan if it is relevant to your situation.