In our previous blog post (Integrated or specialist agencies?) I discussed some of the benefits that our clients experience when dealing with Stratitude as an integrated agency. In this post, I’d like to discuss the benefits it provides us as Stratitude’s digital team.
Firstly, and probably most importantly, we can align our client’s digital strategy with their overall marketing strategy. In fact, because we are included in all up-front discussions and strategic planning, we are able to integrate digital thinking right from the start. Secondly, we have immediate access to all the content and artwork being produced for the client. With minimal effort, we can reuse or repurpose that work for each stage of our digital marketing process.
Our high-level strategic approach to digital is based on a marketing funnel. At the top of the funnel, you have feeder platforms that generate traffic and create visibility online, where people are likely to be spending their time. This includes social media (like Twitter and Facebook), search engines, social content sites (like YouTube or Tumblr) and referral links from other sites. In the middle of the funnel is your own content creation ‘hub’ (i.e. your blog!), which provides the bridge between the top of the funnel and the bottom, where you have your website, responsible for converting your traffic into ROI like leads or sales.
At every stage in this funnel, the digital team has access to content from all departments, this allows us to reuse and repurpose content to suit digital requirements and digital strategy. For example, we have direct access to content that our PR team is creating, and this can be a driving process for blogs and social media, as well as onsite SEO content. Generally there will also be artwork that accompanies the PR piece that we can use for visual posts. Because we don’t work in isolation, it allows us to leverage the content that is being created by all the other teams.
There are so many benefits to this process: cost reduction, coherence, integration, consolidated reporting, speed-to-market, the list goes on and on. So, if you’re sitting as a client-side marketing manager trying to achieve these results across multiple teams, I suggest asking us for a proposal. We’d love to help you avoid the grey hairs and the late nights.
Neil Bromehead, Head: Digital