Over twenty-two years ago, I gained extensive insight into holistic digital marketing where my first project in my first marketing role was SEO management. I learned from the ground up and got to see exactly how it started and how Google worked. Expanding into Google Paid Search to compliment SEO strategies, I quickly learnt the power of Google before most organisations and entrepreneurs were even aware of it.
The experience at this early stage was fundamental in my career, as once I understood the requirements and strategic search marketing requirements, I was then able to research and develop even more. I had the opportunities to work on worldwide brands and agencies – including Hewlett Packard, HSBC Global and Publicis Groupe, getting exposure on all channels and platforms including Social Media, Email Marketing, Paid Media, App Marketing and to support all of this, I worked with a Data Science team.
After working with blue chip clients’ and worldwide agencies, I taught myself how to make marketing processes efficient, using multiple tools so that results could be achieved faster using a data driven approach. At the time, this made my workdays more efficient too and maximised my time. The huge learning here was that PROCESSES were behind how successful your marketing strategies and results were, which means the tools, the timelines, and the optimisation processes. The ability to analyse data quickly and efficiently so data driven decisions could be made was a very important part of the process and helped massively in achieving positive results. Keeping myself and the team out of the marketing decisions is the best way forward, as data should be leading it. 10 years into my career I started to shape a marketing system which I taught my teams and business owners. This marketing system kept evolving over time to adapt with changing digital requirements and the tools available.
7 years ago, I set up Leaders in Digital – an all-female digital consultancy and the first SEO consultancy in the Middle East, which services businesses globally. I knew that implementing this process was key in achieving results like I did for my previous clients. Without a strategic data driven process, results are limited and capped.
This is when the 6-step marketing system was officially born. The concept was around 3 lead generation tactics:
- Generating lower cost leads
- Generating higher quality leads
- Generating higher paying customers
It works in a powerful way across Google marketing channels, however, can expand to other networks like META. The system has been carefully crafted and tested over the last twenty-two years, where strategic consultancy, data driven marketing and analytics is at the core, meaning it can work on any business type B2B or B2C. Client results have never been disappointing:
● F&B Sector: Social Media website visits increased by 100%, SEO website visits increased by 90% in 6 months, leads increased by 40% with sales generating over an additional 1.3 million AED.
● Beauty & Fashion Sector: Ecommerce sales doubled within 6 months using SEO & Google & social paid ads.
● FinTech Sector: SEO website visits increased 50% month on month, higher paying customers increased by 30%, with Google ads driving 80% of the online leads and sales.
The 6-Step Marketing System (Also known as the 6 S’s in Marketing) – Creator: Dawn Kubicek
Strategic consultancy & data driven strategy must come first where all data and tools collaborate with the client to understand the business further. The strategic positioning and digital tone of voice from a SEO perspective is created so it can be rolled out across all platforms. This strategy is then rolled out across the rest of the 6-step marketing system – setting a high standard for all campaigns. Strategic consultancy cannot be learnt in a course or over a few years – it comes with years of experience and knowledge which can be scarce in the digital marketing world. After these sessions it gives clients’ complete clarity for the whole business.
SEO – is the first recommendation to be rolled out, setting up the website SEO, the strategic SEO positioning, the sales funnel, customer experience and CRO strategy. Monthly SEO is vital to then grow, test, and learn how awareness, leads and sales can be maximised through continued analytics optimisations, with business updates from the business owner. SEO is not a back-end job, it’s a highly strategic monthly process beyond technical SEO.
Social Media – firstly Google channels and partners like Linkedin, Pinterest and Youtube are the most powerful in the marketing mix when carried out together with SEO and Google Ads. The strategic positioning rolled out in the SEO management needs to be kept in mind as it all counts towards higher growth and sales. Not to forget Instagram, Facebook, TikTok and SnapChat. Most are searchable in Google and require following the SEO rules – but with this, the impact is huge, and results can increase by 100%.
Search (Paid) – Google Ads is the core lead generation tool, however it is a highly sophisticated scientific platform that requires expertise and strategy. It’s not worth using the tool if the budget is not allocated, being at least 3,500 AED monthly, otherwise the strategic effort to create campaigns is not worth it.
It requires a scientific launch plan and strategic campaigns that will tactically reach customers in the right place at the right time. If this is not done correctly it can eat away at budget quicker than we can say budget! The effort pays off and makes a huge impact on any business and never really fails if managed correctly.
Search Analytics & CRO – After working in a data consultancy for 6 years, I learnt the core importance of reviewing analytics. Applying the strategic consultancy analysis so clients and customers understand what has happened, and how we improve, is vital – with immediate actions to optimise campaigns to increase results further. This is why I invested in our very own dashboard at Leaders in Digital where we can visualise data in an intuitive way and make it simple and easy for people to view. No more rows of data!
The Leaders in Digital 6 step marketing system is at the heart of Leaders in Digital and is implemented into every business we work with – making the process and experience fun yet fascinating once the results start to flow in.
