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On demand

Crafting your foolproof marketing plan for 2024

24/01/2024
12:00pm AUS
Guests
Jon Hollenberg
Five by Five
Gabrielle Armes
Five by Five
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A proven recipe for digital marketing success.

Here’s to a brand new year brimming with opportunities, and guess what? We’re kicking it off by cranking our marketing game up a notch with our foolproof plan for 2024!

We spilled all the details in our first Lunch & Learn session of the year, where Jon Hollenberg and Gaby (Gabrielle) Armes broke it down for us.

Gaby’s been skillfully steering our digital marketing ship for over four years, keeping us on course, while Jon charts the path and sets the goals for our online growth strategy.

At Five by Five, we build great-looking, high-performing websites, and are known as one of the Gold Coast & Australia’s leading WordPress web design & SEO agencies. We have nearly two decades of experience in the web design industry. If you or your business need a new, high-performing digital solution, then contact us today and find out why we have 200+ 5* Google reviews. 

Check out a snippet below!

Our marketing plan for 2024
Our top 3 tips for digital marketing in 2024

Our Goals for the Year

Our “big hairy audacious goals” for the year are two very different strategies. While SEO drives inquiries and generates leads, Instagram serves as a platform for brand awareness.

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Goal 1: Increase SEO traffic by 25% by 30 June 2024

Organic search stands out as the best marketing activity for B2B companies, (generating 2x more revenue than other marketing channels). We will continue to emphasise organic search and provide SEO services, reflecting our belief in its effectiveness and reaching our goals.

Goal 2: Grow to 5K followers on Instagram by December 2024

Rather than expecting direct leads from Instagram, our goal is to showcase our brand and engage top-of-funnel audiences researching us. The impact of short video content is undeniable, making it a powerful tool for businesses of all kinds.  The latest stats show that 73% of consumers favour short video content (over traditional formats like blog posts, webinars, or infographics). We plan to leverage this by increasing our short-form video content to reach our goal.

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We're not giving up on other marketing acitivities

Rather than expecting direct leads from Instagram, our goal is to showcase our brand and engage top-of-funnel audiences researching us. The impact of short video content is undeniable, making it a powerful tool for businesses of all kinds.  The latest stats show that 73% of consumers favour short video content (over traditional formats like blog posts, webinars, or infographics). We plan to leverage this by increasing our short-form video content to reach our goal.

Our Key Focus Areas

To make sure we hit the bullseye with our goals we will stick to our time-tested approach and focus areas:

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Consistency

The bedrock of success. Our game plan involves crafting a monthly digital marketing strategy and consistently delivering top-notch content. We’re invested in ensuring every facet of our marketing exudes a consistent look and feel, authentically representing our brand.

Content

For us It’s not just about setting lofty goals (like delivering 500 reels a month) quantity alone isn’t enough. The real game-changer is quality.

Our focus is unwavering – delivering content that consistently hits the highest standards. Whether it’s short-form videos, webinars, blogs, or EDMs, our content must be of high quality and a true reflection of our brand. We’re on a mission to attract the right audience with valuable resources, ensuring our content is consistently magnetic and in line with our business values.

Client Journey

Nobody enjoys a bumpy ride and we’re dedicated to creating a smooth journey for our clients – providing a five-star experience from the outset. From our marketing and messaging to our sales processes, customers can expect a killer experience.

Our Digital Marketing Plan Each Month

Monthly Webinars - hosted by Jon

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Webinars play a crucial role in our monthly marketing plan. They’re not just a great marketing activity but a content machine. A couple of hours invested in content creation yields: 

  • Blog material
  • Newsletters
  • Social media posts
  • YouTube videos
  • Dedicated website pages (per webinar)

We will continue to conduct our monthly Lunch & Learn sessions and many others. These webinars, offered as free resources, help us maintain consistency in our monthly social media content targets of:

  • 25 feed posts 
  • 20 stories 

Leveraging engaging content types like short-form videos has proven to be highly effective in driving engagement and reach (a recent video garnered over 90,000 views and 500 followers for just 10 minutes of recording time).

Pay Per Click Advertising

We will boost exposure through the use of PPC ads where we offer PDF downloads, serving as an effective means of collecting data and expanding our database. This involves creating PDFs, supporting videos, and graphics to advertise on Meta.

Blog posts and SEO

We will provide valuable content that users and Google both love via blog posts, seamlessly aligning with our SEO approach. The SEO team guides us on target keywords or phrases, and we create blogs around those themes. 

This content not only supports our SEO strategy but also contributes to backlinking and citations. 

We’ll also keep our website up-to-date and relevant, building new web pages each month and expanding our service and location pages to enhance our SEO efforts.

EDM (Electronic Direct Mail)

We stay in contact with our database of clients by sending out our Digital Dose once a month, essentially serving as our newsletter. The focus here is on delivering a wealth of valuable information. We also send updates or event invites to keep our clients in the loop of what’s happening.

EDM (Electronic Direct Mail)

Beyond our monthly activities, we also dive into:

  • Partner webinars or podcasts: Collaborative ventures on an ad hoc basis
  • Building location pages: Expanding our digital presence locally and nationally
  • Impactful case studies: Showcasing exceptional work and client results
  • Sales promos via EDMs: Engaging promotions through email marketing
  • Website videos: Dynamic visual content for an enhanced online presence
  • Public relations efforts: Strategies for a positive public image and connections beyond our regular channels

Our annual photo shoot was a recent fun ad hoc activity – we needed updated headshots and fresh images for all our marketing collateral and the website. These seemingly random tasks contribute to the overall visual appeal and representation of our brand, ensuring our materials are up-to-date and engaging.

Marketing and Sales Process

Thanks to our results-driven marketing efforts, we’re always primed for the next step. As a special bonus, you can access our in-depth walkthrough where Jon shows you how our well-oiled machine works. With nearly two decades of experience, we’ve fine-tuned our approach to handling clients and leads seamlessly. For an exclusive look behind the scenes, check it out here.

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3 Things to Help with Your Digital Marketing Efforts This Year

Using AI tools - ChatGPT

Leveraging tools like ChatGPT can be game-changing – understanding how to maximise its potential is key. Its capability to generate digital marketing plans and 30 days of social media content in just five minutes is remarkable. The trick lies in mastering the art of prompting and priming. Prompt engineering, essentially a new programming language, requires a level of expertise, as the initial outputs might not be optimal. However, once you’ve fine-tuned it, you can consistently use the same thread for your social media posts, saving you the effort of recreating it each month.

Other ways to repurpose your blog include using alternative mediums such as audio formatting. This gives your content a wider reach and can enhance content visibility.

Reuse and recycle content

Use your content across different digital mediums – saving time and effort in the process! This approach maximises the value of your efforts and ensures that one piece of content serves multiple purposes. Remember not everybody has seen your content the first time around and it saves time and money.

Investment mindset

Don’t put Marketing on the back burner but make it a key focus of your business, as it has the potential to generate substantial returns over time. View marketing as an investment in your future. While there are numerous free marketing initiatives, investing in paid advertising often leads to superior results. Social media may be a free avenue, but the real investment is the time spent creating engaging posts and visuals. However, paid advertising, especially in areas like SEO, PPC campaigns, and other strategic initiatives, can yield remarkable results. 

Here’s hoping it will be smooth sailing for you this year and that the leads come pouring in as a result of your marketing efforts!

But if you ever find yourself navigating a bit of turbulence, just remember we’ve got your back. Contact us today if you wish to kick start your marketing journey with us as your digital partner.

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