After almost five hours of deep, focused work today, it was time to reflect on the processes and strategies that have become second nature to me over the years. Digital marketing is a blend of art, science, and many systems. From managing CRMs to launching ad campaigns, rebuilding websites, and nurturing client relationships, no two days are the same—but every day is full of opportunities to drive results.
Morning Rituals: Setting the Stage for Productivity
Every day begins with a meticulous cleanup of our CRM. With a team operating across time zones, mornings are about reviewing the tasks completed overnight and ensuring all updates are aligned with our goals. Communication is key—I rely on Loom videos to explain tasks or demonstrate processes. These recordings are stored in a Notion wiki, creating a library of resources that my team can reference anytime.
Sometimes, I'll dive directly into tasks, recording the process. This hands-on approach not only gets things done but also equips my team with the insights they need to handle similar tasks in the future.
Tackling Large Website Rebuilds
Today's workload included two major website rebuilds: one for an accountant and another for a cosmetic clinic. With over 600 pages, the accounting site demanded precise planning to handle high traffic, redirect old pages, and implement new ones without losing SEO momentum. On the other hand, the cosmetic clinic project involved restructuring pages while integrating new branding elements and team photos.
Both projects aimed to build functional, SEO-friendly, visually appealing sites that seamlessly align with the client's brand. I often skip traditional design phases like Figma when I know the industry inside out. Using tools like Elementor, I can build sites directly with their branding and functionality, saving time and delivering results faster.
Launching High-Impact Ad Campaigns
My work today included launching Google Ads campaigns for a commercial electrician and a physiotherapy clinic. These campaigns began with dedicated landing pages—highly focused, no-menu sales funnels designed to convert. My landing pages prioritise clarity, ensuring the targeted keyword is featured in headers and text.
Once the landing pages are approved, they often act as the framework for broader website development. This approach saves time and ensures consistency across the client's digital presence.
Crafting Local SEO and Content Strategies
Local SEO has always been a cornerstone of my approach. One exciting project involved a boxing gym opening its second location. We optimised the original site's pages and created suburb-specific pages for services like saunas and recovery facilities.
A major win was reclaiming a Google Business Profile from the previous gym at the new location. With 140 positive reviews already in place, this move provided an instant credibility boost. Trust-building elements like these are invaluable and underline how small strategic decisions can have a massive impact.
Managing E-commerce Projects
E-commerce isn't my bread and butter, but I take on projects where local SEO plays a significant role. Today, I worked on a gallery pivoting its brand identity from Buddhist to general spiritual themes. This involved rethinking the content strategy entirely. I sent the founders a detailed questionnaire to uncover their brand's voice, ensuring all future content reflects their vision.
Whether it's a gallery, a florist, or a similar business with a local focus, the principles remain the same: dominate local search terms and connect with the audience through authenticity and relevance.
Refining Ad Campaigns with Data-Driven Insights
We honed our approach for a property investment campaign by targeting international parents investing in Melbourne real estate for their children. Facebook ads included friction questions to filter out unqualified leads, a strategy I swear by. Asking targeted questions like "How soon are you looking to invest?" or "What's your understanding of local property laws?" improves lead quality and provides valuable data for future campaigns.
The Big Picture: Lessons and Strategies
Days like today remind me why I love what I do. Every task, from building landing pages to refining ad strategies, is an opportunity to create something impactful. Here are a few key principles that guide my approach:
- Streamlined Workflows: Using tools like Loom and Notion keeps my team aligned and my processes efficient.
- Data-Driven Decisions: Every campaign, whether Google Ads or Facebook, relies on insights from past performance to shape future strategies.
- Trust and Credibility: Features like Google reviews, client testimonials, and awards on landing pages build trust and drive conversions.
- Tailored Strategies: Every project is unique, whether a local boxing gym or a high-end e-commerce gallery. Customising strategies to fit the client's industry and goals is non-negotiable.
Digital marketing is all about finding the balance between structure and creativity. With the right systems in place, you can focus on the things that truly make an impact, both for your clients and for your business.
