How will this digital marketing planning template help me and my business?

Do you have an integrated digital marketing strategy? Our research shows that many businesses don't have a structured digital marketing plan, yet they are doing digital marketing! Why is this a problem? Consider the pitfalls of what you’re missing if you don’t have a plan addressing the opportunities of modern digital marketing: You’re likely to be tactical, lacking a strategic approach to integrated digital communication Your competition, who are more effective in acquiring customers using digital marketing, leave you behind You’ll have a weak customer focus, which will make you hard to stand out to your potential customers Your goals will be poorly defined and tracking limited You’ll have poor budget and resource allocation - wasting money, time and resources You don't have a governance approach for using AI to support marketing, essential to future-proof your business This digital…

How will this Looker Studio dashboard help me and my business?

Organic search is still one of the most cost-effective digital marketing techniques according to our research. So, it's important to regularly review which of the keywords people search for in Google are driving visits to different landing pages on your site and which aren't... Plus, it's useful to report on your ranking position in the Search Engine Results Pages (SERPs), particularly on Google. There are many paid tools for SEO reporting, but for understanding which keywords are driving traffic to different sections of the site - and from different countries - the free insight from Google's Search Console (GSC) is the best option in our opinion. GSC is a really useful tool for SEO specialists, but it's a little clunky and needs experience to use, given the many options available. This means it isn't as suitable for regular monthly reporting. Our Google SERPs…

How will this GA4 content audit gap analysis template help me and my business?

This content audit gap analysis template compares website visits from Google Analytics 4 against key conversion outcomes, such as leads and sales between two periods. The aim of the template is to highlight pages that have opportunities to improve visits and leads since they are significant or are an area you want to develop for your brand. Since organic search remains an important contributor of leads and sales for many businesses, this Google Sheet is set up to show referrals from SEO, so you can see which landing pages drive the most visits and conversions from organic traffic. This data is not available in Google Search Console, but is a key indicator of the success of your SEO and for granular optimisation, it's essential to know which pages contribute to leads and sales.  It is built as a Google Sheet…

How will this AI playbook help me and my business?

When we talk to marketers, we find quite a few in larger organizations are discussing the need for a policy to make sure AI is used in the right way commercially and ethically. This is less critical for smaller organizations, but every business should consider what AI should and shouldn’t be used for to make communications more effective while reducing risk of brand damage. We’ve created this template to help members create their own AI playbook and governance policy to be shared with team members, so everyone understands the company approach. You may want to include some parts of the policy on your website too for full transparency. That said, the policy shouldn’t be just about compliance, it can be better to label it as a playbook which highlights that it is aimed at helping team members make smarter use of AI –…

How will this quarterly reporting and insights template help me and my business?

A key part of marketing is analyzing where you are now, and learning where you can optimize your efforts for the future. But how do you know if you're making progress towards achieving your strategy goals? Our quarterly reporting and insights template will help you put together effective reports to measure success and learn where you can optimize your tactics in the next quarter. This is a process we use at Smart Insights to share cross-department…

How will this Google Ads Audit Checklist help me and my business?

Google Ads is a powerful tool to reach potential new customers while they are searching for your products and services. It also offers opportunities to grow awareness through the display network of media sites and other Google properties, including Gmail, Maps and YouTube. However, Google Ads is a fiercely competitive auction-based system, so it is possible to spend a lot of money rapidly with questionable returns. Google has added many AI-based automated features, some of which are automatically applied, meaning that managing Google Ads for the best results requires careful evaluation of the effectiveness of different features. This editable template is designed to help those managing Google Ads accounts perform an in-depth structured review which identifies features which could be switched on or off and to test and improve results through testing and optimization. It's based on a 70+ point checklist…

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How will this RACE Standard Operating Procedures for digital marketing help me and my business?

Digital marketing is complex with many options for businesses to use different digital marketing channels and platforms. Smart Insights developed the RACE Framework to define a simple, yet comprehensive structure which helps marketers ensure they plan for all the success factors of modern, always-on customer lifecycle marketing. Within the RACE Framework, each of the five parts of RACE is broken down into five key activities. This defines 25 key marketing activities across RACE that need to be considered by all types of businesses who want to manage modern marketing effectively.  This resource defines these 25 key activities and recommends relevant premium templates from Smart Insights that you can use to improve your marketing. Since successful digital marketing needs granular skills and processes to be developed, we also define 70+…

What is a customer journey map?

A customer journey map is a visual model that shows how your customers behave at each touchpoint. This technique, also known as “touchpoint mapping”, is aimed at reviewing how digital experiences and content support customer decision-making across a multi-channel journey. Top tip: In order to accurately map a customer journey, it is helpful to have already established your customer personas. If you need help identifying the key personas for your business, we recommend downloading our Persona guide and template to help you get started.

How will these templates help me and my business?

Using our customer journey map templates, you can begin to map out customer journeys for your key personas to help understand your buyers' behaviour. Customer journey mapping can show you what areas of your marketing funnel are strong or need developing. You will be able to quickly identify any possible snags in your…

How will these free benchmarking templates help me and my business?

'What is a benchmark in marketing'? Marketing benchmarks allow you to audit the effectiveness of your digital marketing to answer common questions such as 'How do we compare to our competitors?' and 'What does good or excellent look like?'  But how do you know which areas to compare and how you can structure your review and recommendations of actions to improve your digital marketing maturity? These comprehensive one-page benchmarking templates help you quickly review how well you are currently performing using the key digital marketing techniques on a five-point scale for different criteria and so identify the gaps in your current capabilities. These benchmarking templates, first created by Dr. Dave Chaffey, are aimed at small/medium to large businesses and will help you: Compare how well you are currently using the key digital marketing techniques Identify the gaps in your current digital marketing…