When running digital marketing campaigns, I've learned that every business is at a different stage, which means every approach must be tailored to their specific needs. Whether it's a startup looking to get its first lead or an established brand trying to break into new territories, the foundation of success always comes down to having the right Strategy in place, testing, and constantly optimising.
The Importance of Quick Wins
When I start with any new client, my immediate goal is to get them leads—fast. I've learned that while SEO can be a game changer in the long run, it won't deliver overnight results. A new website can take anywhere from six months to two years to rank well on Google. So, I always insist on running Google Ads and Facebook Ads as part of the initial campaign. These platforms provide a quicker way to increase traffic, test different audiences, and generate leads almost immediately.
Depending on the industry, sometimes Facebook Ads work better than Google Ads, and other times it's the reverse. In some cases, it makes sense to run both. During these early stages, the goal is to ensure that the business is busy and generating leads, which is crucial for keeping the client engaged while we work on long-term SEO strategies.
Building and Rebuilding Websites for SEO Success
One of the most common challenges I encounter is working with websites that do not need to be built to support modern SEO best practices. Whether it's an old Wix site or a WordPress site with clunky page builders, these platforms often don't allow me the flexibility to optimise conversions and SEO effectively. This is why, more often than not, I end up rebuilding or re-skinning the site from the ground up.
A solid SEO foundation begins with a user-friendly and technically optimised website. I start by rebuilding key pages, setting up proper redirects, and ensuring the site's structure supports SEO and conversion goals. In the meantime, the business can continue to run Google and Facebook Ads to generate leads.
Focusing on Conversion with Landing Pages
For many campaigns, I create highly focused landing pages. These pages are designed to target specific services or products the business offers, and each one gets its own ad group. The aim here is to reduce wasted spend and increase conversion rates. For example, if I'm working with a roofing company, I'll create separate landing pages for roof tiling, restoration, and installation services. These pages are optimised for the most relevant keywords to attract highly targeted traffic.
Similarly, for businesses in more niche industries like pest control, I create separate landing pages for services like termite inspections or animal removal. We can see what converts best and adjust the campaigns accordingly.
A Balancing Act with Facebook Ads
Facebook Ads can be a little more "fluffy" than Google Ads, but they still have their place. I only sometimes rely on landing pages for Facebook Ads. Instead, I sometimes opt for lead generation forms directly within Facebook itself. These forms typically include simple questions to qualify leads, which helps us collect useful data without losing the user's attention.
However, my goal with Facebook Ads is always to limit the amount of friction. The ultimate aim is to keep things as simple as possible, so I don't want my clients paying for ads that lead to a dead-end. That's why I emphasise driving traffic to high-converting landing pages where the leads are more likely to convert into actual customers.
Ongoing Optimisation: SEO + Content Strategy
Regarding SEO, there's no such thing as "set it and forget it." Even once the site is up and running, there's still a lot of work to be done. I focus on creating high-quality content that serves the needs of both users and search engines. This includes optimising existing blog posts, creating new content around trending topics, and regularly updating the site with fresh, valuable information.
But SEO isn't just about content; it's also about backlinks. I work with a dedicated team to build quality links that improve the site's authority and push it up the search rankings. We also monitor the competition and adjust our strategies based on the data we gather.
The Long-Term Goal: Scaling with Organic Traffic
The ultimate goal of any campaign is to reduce reliance on paid ads and scale up with organic traffic. It's always a proud moment when I can turn off Google Ads for a client because their organic traffic has grown to the point where they no longer need to pay for leads. Organic SEO not only brings in high-quality leads, but it's also a more sustainable long-term solution.
But that doesn't mean we stop working. SEO is a continual process. I regularly revisit old content, optimise all pages, and monitor emerging trends to ensure the website stays competitive. As I've seen with my clients, the best leads often come from SEO efforts because people who find your website organically are usually further along in their buyer's journey and are more likely to convert.
The Journey Never Ends
With any digital marketing campaign, there's no final "finish line." The first six months to a year are critical; even after that, the work doesn't stop. I'm always looking for new opportunities to improve a campaign, whether through client interviews that can be turned into blog content or finding ways to repurpose video content into engaging Facebook Ads.
Every client is different, and every campaign has its own set of challenges. But the key to success is a combination of short-term lead generation strategies (like ads) and long-term growth tactics (like SEO and content marketing). When all the pieces come together, it's incredibly rewarding to see the results—more leads, more traffic, and a more successful business.
