Project Digital Marketing Strategy

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During my 8-month engagement with Best3Minutes Amsterdam, I was brought on as a freelancer to assist the owner in enhancing the effectiveness of their marketing activities. The company was struggling with website conversions and needed a comprehensive analysis of the ROI from their online marketing campaigns.

My primary responsibilities included:

• Structuring current marketing activities to improve efficiency
• Increasing website conversions
• Analyzing the return on investment of existing online marketing campaigns

To address these tasks, I undertook several strategic actions:

• Conducted a thorough analysis of web traffic using Google Analytics and revalidated the target audiences to ensure alignment with marketing efforts.
• Implemented on-page and off-page SEO strategies to enhance search engine visibility and improve organic traffic.
• Reviewed the performance of the direct mail campaign executed through Mailchimp, identifying areas for improvement.
• Defined clear digital marketing objectives based on the RACE model (Reach, Act, Convert, Engage) to guide our strategy.
• Developed a channel-specific strategy encompassing web, Google search and PPC, direct mail, and social media.
• Established an editorial calendar for the upcoming year to streamline messaging and content delivery.
• Centralized all upcoming work in a planner tool to enhance team coordination and project management.
• Set a budget and review process to monitor expenses and ensure financial accountability.
• Developed a KPI dashboard to track performance metrics and measure the success of marketing initiatives

As a result of these initiatives, the company experienced a 20% increase in web traffic, largely attributed to the effective use of ads and improved conversion rates. This not only enhanced the visibility of Best3Minutes but also contributed to a more structured and strategic approach to their marketing efforts.

This project reinforced the importance of a data-driven approach in marketing. By leveraging analytics and establishing clear objectives, I was able to provide actionable insights that directly contributed to the company's growth. The experience highlighted the value of integrating various marketing channels and maintaining a cohesive strategy aligned with business goals. Additionally, I learned the significance of collaboration and communication in ensuring that all team members are aligned with the marketing strategy. The establishment of a centralized planner and editorial calendar proved essential in maintaining focus and consistency in messaging. Overall, this project not only enhanced my skills in digital marketing but also deepened my understanding of how structured marketing strategies can lead to measurable business outcomes. I look forward to applying these insights to future projects, continually refining my approach to drive success for my clients.