Digital Marketing Agency Manchester


Hello. We’re Didia, a digital marketing agency based in Manchester. We provide expert marketing services to a broad range of clients.

But hang on, I bet you’re thinking, aren’t there lots of agencies out there offering digital marketing services? There are, but Didia is a Manchester digital marketing agency with a difference. We’re as concerned with what sits behind the strategies we put together for our clients as we are on the strategies themselves.

Digital marketing is creative, but it’s also a business, and it requires the high levels of professional discipline and insight that all businesses depend on to be effective and outstanding.

We’re focused on digital marketing that is sales-focused, that brings you measurable results that will make a demonstrable difference to your business.

Read on to discover more about our approach to digital marketing.

Digital Marketing With A Difference

Digital marketing has several key facets:

  • SEO
  • Pay per click advertising (PPC)
  • Content
  • Social media

These are aspects of digital marketing which you would expect any professional marketer to understand. However, making these things work effectively requires more than a familiarity with them.

They’re digital marketing tools, but, like any tool, they will only work well if they are used in the right way. Knowing how to use them best means developing a digital marketing strategy, which will support the client’s business objectives.

Businesses need to sell to survive and thrive, but sometimes they find there is a disconnect between their marketing and their sales activity. Underpinning our approach to digital marketing is the drive to make sure this connection is there, and that it works to meet our clients’ goals.

Making The Connection Between Marketing And Sales

Here’s the issue: marketing and sales have the same objective, but they use different methods to work towards it. Typically, sales involves direct processes, where sales teams communicate directly with customers, steering them towards making a purchase.

Marketing, on the other hand, is a much broader process, involving raising brand or product awareness and traditionally less concerned with dealing with customers on a one-to-one basis.

Sales, as a process, is relatively unchanged, whereas marketing, in the digital age, has changed enormously and continues to do so. However, this doesn’t mean marketing and sales should be mutually exclusive.

Using Your Assets

After all, as we have already mentioned, marketing and sales have the same overall objective in helping a business grow by gaining more customers. Our approach to digital marketing is sales-driven. There’s not a lot of point in driving more traffic to your website if it isn’t converting into sales.

Similarly, if your marketing activity isn’t generating leads, how is it benefiting you? Marketing must be process-based, with clear sales and business growth objectives driving it. Otherwise you’ll find yourself chasing your tail instead of new business.

This means developing, refining and optimising your digital assets to make sure they are working strategically towards your aims. The processes which sit behind our digital marketing strategies are fundamental processes which help you understand where you are, where you want to be, and how to get there.

Insight and Audit

Planning and research are the key to successful marketing strategies.

Competitor Analysis

Knowing how you compare not only manages expectations, but delivers invaluable insight.

User Persona

Arm your business with a detailed picture of those who are pivotal to your message.

Strategic Mapping

Effective planning calls for hard work and an astute attention to detail.

Digital Asset Development

Developing a digital asset library significantly improves a customers’ experience.

Inbound and Outbound Marketing

If your marketing is sales-driven, what form should it take? Does sales-driven marketing mean using outbound methods exclusively? Not at all. The huge expansion of digital technology into all our lives now means that marketers have many different channels to reach target audiences, but also that these audiences now have very different expectations and responses.

First off though, what is the difference between outbound and inbound marketing?

Inbound Marketing

Nowadays, customers expect to have full control of the buying process. They set the agenda. In other words, they will buy from you, but only when they are ready. This shift in the buyer-seller relationship poses a big challenge to marketers. For example, many users on the internet find pop-up advertisements irritating and intrusive. Therefore they install ad-blocking software.

Here, an outbound marketing approach is failing to appeal to customers and instead is making them actively seek to prevent these messages reaching them. An alternative strategy is to take an inbound approach to marketing. This is designed to keep the buyer in control of the process, attracting them towards the seller by engaging with them. This can involve various digital marketing tools, including SEO and landing pages, but the core of inbound digital marketing is content.

Content, in a variety of forms, is what attracts interest online and raises brand awareness. But content marketing will only work if you understand who it is you’re working to attract. You must understand your target audience first, then let them find you. Inbound marketing is about the pull, while inbound is the push. It requires careful planning, patience and perseverance, but in a world where the buyer sets the pace, it can be enormously effective.

Effective digital marketing strategies are not solely focused on one approach, but are multi-faceted, combining both inbound and outbound elements in a complete strategy.

Outbound Marketing

Outbound marketing involves more traditional marketing methods and techniques because it involves actively pushing things out at your target audience. These methods include advertising, direct mail, telemarketing, trade shows and marketing emails to lists of potential prospects. This is all about reaching out to people to see if they’re interested in a product or service. It can involve approaching people even if they are not qualified leads.

The marketer sets the agenda, and the outbound approach is on their terms, deciding on the timing, the content and the location of their campaigns. Putting something in a buyer’s path in the hope that it will resonate with them has been an established, and proven, form of marketing for a long time.

However, with the huge growth in online use, and the way people now interact with websites and social media, customer attitudes and behavior have changed. This is why inbound marketing is now a critical part of digital marketing strategies.

What Does a Digital Marketing Strategy Involve?

As a digital marketing agency in Manchester, we use various digital marketing methods and channels, as part of a digital marketing strategy. Obviously, which elements come into play will depend on the specific business or brand, and where their target market is. Different services and products, and the demographics they appeal to, will work better with certain digital marketing channels. Here, we look at the main pillars that support a digital marketing strategy, though not all will necessary apply together at any one time.

SEO

Search Engine Optimisation (SEO) can be enormously valuable when it comes to marketing your brand and your business. Remember we talked about allowing your target audience to find you as the way inbound marketing works? How do they do this?A lot of the time, they’ll do it by asking Google questions.

Your task is then to have content on your website that will provide the answers, which Google will recognise and therefore rank your site more highly in its indexes.

You might well be experts in your field, providing a high level of customer service and satisfaction, but if potential customers browsing online cannot find you, then you are not competing effectively.

SEO has different aspects, but the principle is the same: to optimise your content to enable people to find you more easily.

Technical SEO

If your website isn’t structured correctly, it won’t matter how good your content is. Search Engines will always prefer websites that are easy to crawl and index.

On-Page SEO

Content is king. Making sure your pages contain the most relevant keywords is just the first small step in an important strategic plan to optimise your structured content.

Local SEO

If you have physical storefronts or not, properly optimised Local SEO not only boosts your overall search appearance but adds to the credibility of your business.

  • Technical SEO

    Technical SEO is a crucial step in the whole SEO process. Without getting this right, it’s highly likely that any other SEO activities will not work as well as they should. It involves optimising your website for search engine crawling and indexing.

    Google uses automated programmes, known as crawlers or spiders, to generate search results. It uses a special algorithm to determine these results. Before anyone searches on Google, the platform has already organised information about web pages in its Search index.

    Technical SEO makes it easier for search engines search crawl, interpret and index your website.

    There are several aspects to this, including:

    • Sending search engine spiders the right signals to understand your website’s structure
    • Helping them understand the context and meaning of your site’s content
    • Giving them a reason to trust your website.

    These elements of technical SEO can all contribute to Google giving your site a higher ranking in its search index.


  • On-page SEO

    On-page SEO is about drilling down to the detail of individual pages, and making sure they rank higher on search engines by driving relevant traffic to them. On-page means optimising the content and the page’s HTML source code. While you might not consider SEO to be like traditional marketing activities, it forms the essential foundation upon which you can then build the rest of your digital marketing strategy.


  • Local SEO

    Local SEO focuses on ensuring a website is found in local search results. This can be especially useful where you’re providing a specific service that people will be looking for locally. It is a strategic SEO process that ensures people searching for a local business find your site listing.


  • Mobile SEO

    Mobile SEO optimises your website for viewing on a mobile device. Mobile usage, including tablets and smartphones, continues to rise. Google has made mobile-first indexing a best practice for all new websites. Basically, if you want users to find you online, you need to make sure they can do it on a mobile device.


Pay Per Click (PPC)

Whereas SEO is about your organic search results, PPC is where you place an advertisement on search engine listings, then pay every time someone clicks on it. Search engine advertising allows for advertisers to bid to place their ads in the sponsored links section of the search engine index.

This sponsored section shows up on screen every time someone searches using a keyword relevant to your advertisement. However, while this might appear more straightforward than organic SEO, it requires a proper strategy to be effective.

It means researching and selecting the most effective keywords and building them into a whole campaign strategy. The most popular PPC advertising system globally is Google Ads. For every search, Google will display a set of winning ads in the prominent ad space on its search results page.

Which ads get to appear depends largely on each advertiser’s Ad Rank metric. This multiplies two factors together:

  • Cost per click (CPC) – how much the advertiser is willing to pay per click
  • Quality Score – how Google rates the quality and relevance of the keywords and the ad itself.

Only Google knows the relative weighting of the various Quality Score components, which include the ad’s click-through rate, keyword relevance, landing page quality, text quality and historical ad performance.

How effective is PPC?

What will help users discover your site? Sure, generating relevant and useful content will make your pages optimised for a search engine, but what about your website itself?

Paid search dominates above the fold content on search engines, with the opportunity of appearing on the most prominent part of the screen. Google Ads are increasingly sophisticated, allowing more space to deliver marketing messages and crucial content.

It enables greater brand visibility, firm control of online advertising budgets and rapid targeting of specific audiences. To use PPC most effectively means making it part of a combined approach, alongside organic SEO.

Everything Works Better Together

Organic SEO or PPC doesn’t have to be a binary choice. But which method you prioritise will depend to a large degree on your type of business and your target market. What matters is having the right kind of expert marketing knowledge, support and guidance to ensure your digital marketing strategy is right for your business.

You can use your PPC keyword and conversion data to shape and refine your organic SEO. Find your highest performing keywords by targeting clicks in PPC and organic SEO and use this information to increase your total traffic volume

Move the keywords that are high-cost or low-performing but are still valuable from PPC to organic SEO. Test your keyword strategies first in PPC before using them for long-term SEO goals. Boost your overall visibility, and confidence as a brand.

Content Marketing

As part of a digital marketing strategy, content is not passive but active. Yes, it sits on pages of your website, and yes you should optimise it for SEO to help with organic searches, but content is also a marketing tool for reaching out beyond your site.

As an arm of digital marketing, content marketing is the creation and distribution of content that is designed to be valuable and relevant to your target audience.
By attracting and retaining this audience, ultimately you can persuade them to act in the way you want, whether this is to enquire further, subscribe, sign up or place an order.

In content marketing, you’re not pitching your services or products directly, but adding value to your audience by giving them useful information to help them solve issues they have.

Distribution is a key part of this. By actively distributing the content you publish, you encourage its wider dissemination. If this content is shareable, then you can use it to increase your audience and drive more traffic back to you.

Of course, for this to work, the content must be of value to its audience, and it must grab that audience’s attention. In practical terms, this means optimising your content for SEO, and ensuring that, like your web pages, it answers the questions your target market is asking.

What types of content can you use to do this?

Blogs and Articles

Blogs and Articles gives your company a source of valuable information relevant to your industry, which is essential for trust and link building.

Videos

Video Content is not only more engaging, but from a marketing perspective it’s unbeatable. Videos have a proven higher conversion rate than text based content.

Whitepaper Reports

If you know your industry, why not show it? Detailed guides that inform readers of complex issues in a way they understand are extremely valuable assets.

eBooks

If you want to solidify your position as a market leader, digital books are a great way to share your knowledge in an interactive and manageable way.

Case Studies

Case Studies are a way to break your industry down into manageable and useful segments, creating assets that can be utilised over and over again.

Long-form Content

You might assume that digital marketing will only appeal to limited attention spans, and therefore the content you use must always be short. But this isn’t the case at all.

We’ve talked about SEO and how to optimise your content, and the fact that Google ranks useful content highly. Long-form content is the perfect vehicle for creating content that is valuable to your audience and, importantly, that search engines recognise as being valuable.

What Does Long Form Content Do?

The aim of your online presence is to reach your target market, and a big part of this is raising awareness of your brand online. The more good, strong content your website has, the easier it is to optimise it for SEO.

Long-form content will give you more of what you want:

  • Online visibility
  • Shares and links
  • Traffic

It is also a way of establishing and demonstrating your authority and credibility by displaying both a depth of knowledge and an understanding of your audience’s pain points. Research shows that long-form content consistently outperforms shorter content. Based on data from the blog platform Medium, its most successful articles are around 1,600 words long and take seven minutes to read.

Short attention spans need not apply if the content is compelling. But long-form content will only work if you put it together in the right way, so that it is readable and accessible for online and mobile users.

Social Media

Social media provides essential channels for you to market your messages and distribute your content. It is a powerful means for you to reach and engage with your prospects and customers, because they are already interacting with its platforms such as Facebook, Instagram, Twitter and LinkedIn.

Through social media, you can speak directly to your audience and build trust with them. This is what makes it vital to digital marketing strategies. What are the ways in which we can help you maximise the potential of social media for your brand?

With a strategic approach to social media we can help you:

  • Raise awareness of your brand
  • Increase your website traffic
  • Build conversions
  • Interact and build relationships with your target audience.

Our social media strategies focus on:

  • Content distribution
  • Audience engagement
  • Advertising

The fundamental thing about social media is that you need to plan your content.

Where Are My Audience Hiding?

Whereas your audience may well be interacting with social media spontaneously and acting on instinct, you should always have a strategy underpinning your social media activity.

As a means of brand building, social media can be highly effective, but this requires consistency in your content and your overall tone of voice. Success also depends on you choosing the appropriate channels for both your brand and your audience. Crafting an effective social media strategy depends on understanding which channels will work best for you.

For example, if you want to increase awareness of your brand, you will need to use established channels with large followings, for example Facebook. If you are looking for B2B lead generation, then LinkedIn is the right choice.

Which channels are the ones your audience is using? Social media demographics are key here. Analyse your current followers and look at their age, gender and location.

What Content Works Best?

In social media marketing, we know it’s always important to back up your decisions with solid demographic data. Also consider the channels your competitors are using, because this will provide a baseline for social media activity in your industry.

Success in social media depends as much on listening as it does on acting:

  • Which brands in your industry have the broadest reach and greatest influence?
  • What content gets the most shares and performs consistently well?
  • Which types of format engage users the most, and how long are they?
  • What kind of content do you want to create?

More industry-centred news and technical content may be better suited to B2B audiences, for example. Video content has huge impact on social media channels, but again its effectiveness depends on knowing where your audience is.

Generally, short-form video content works best, so it’s important to craft it to be as impactful as possible within a restricted time frame.

Advertising on Social Media

How effective are ads on social media?

The proportion of people using social media to research and find products is over 30%, according to GlobalWebIndex research. A study from ViSenze reveals that, at 31.8%, Facebook leads as the primary influencer of purchase decisions. People who click on social media ads are 26% more likely to buy the brands they see advertised, according to GlobalWebIndex.

Social media can have a significant impact on the path to purchase.

We’ve talked about the obstacles outbound marketing can face online, with web-users installing ad-blockers. However, when it comes to social media, the rules do not apply in the same way. This is largely because people access social media through their smartphones.

Social media is now in the top five of channels people use to discover brands, coming in a close fourth, behind search engines, television advertising and word-of-mouth.

How does social media advertising encourage users to engage with brands? The answer is in the social element of these platforms: users are looking for a sense of connection with the brands they follow.

Personalised recommendations for purchases can help create this sense of engagement, blurring the lines between advertising, entertainment and social networking.

What Sits Behind Digital Marketing Strategy?

You can’t convince anyone of anything. You can only give them the right information, so that they convince themselves.
– Eben Pagan, Entrepreneur and Investor.

The art of persuasion in marketing only works through a systematic and diligent application of marketing strategy. Behind this strategy sits a process, based on careful analysis of our clients’ businesses, what they want to achieve, and what their expectations are from marketing activity. It is what sits behind a digital marketing strategy that determines its effectiveness and, ultimately, its success.

Competing for business as a specialist digital marketing agency in Manchester, we understand the challenges our clients face when competing in their own markets. We know that what you achieve depends on having the right foundations, and what kind of mechanisms and processes you have to drive your business.

Here are ours.

Insight and Audit

Digital marketing strategies are built on listening.A listening-first approach means we can gain a solid understanding of the businesses we serve, and develop a clear insight into how marketing can meet their needs.

  • What are the key aspects of this insight?
  • The core areas of the business, including services, products etc
  • Its goals and objectives
  • Who it sells and markets to
  • Its brand identity, values and message

You shouldn’t consider marketing as a bolted-on extra to your core business activity. Rather, it works as an extension of your basic business objectives.

Digital marketing strategies that work are strategies that reflect the dynamic of the business itself and that align properly with its objectives and its essential identity as a business. Therefore, your digital marketing strategy needs to be unique to you, from a formula that combines the key elements of your business:

  • Your brand
  • Your service or products
  • Your customers

Our insight session is a benchmark audit of your business to lay the foundations for your marketing strategy. It looks at where you have come form, what has worked, or what hasn’t; your current set-up for digital marketing; and how to plan for the future.

Insight comes from listening to you, and developing a depth of knowledge about your business and brand. Our digital marketing strategy is built on this knowledge.

Insight and Audit

The purpose of the Insight Session is to not only to obtain a clearer understanding of your business’ history and plans for the future. More importantly it will provide your team with a solid output that will aid the development of a stronger digital marketing strategy.

Competitor Analysis

What are other businesses in your market getting up to and what can you learn from them? Every brand can benefit from competitor analysis, which is why it is one of the fundamentals sitting behind how we develop a digital marketing strategy.

Competitor analysis enables us to:

  • Identify your five key competitors
  • Analyse their most active marketing channels
  • Assess their digital marketing share
  • Look at their assets, revenue and turnover
  • Understand what their customers’ experience is

Competitors can be both direct and indirect. While your direct competition will have the same offering as you, your indirect competitors can be targeting the same audience but with a different product or service.

This information has value, because it can provide ideas and inspiration for digital marketing strategies, and may uncover otherwise hidden opportunities for broadening your target audience. Competitor analysis is a key element in business strategy, and it is just as critical for your marketing activity.

How Does This Help Me?

It’s about where you fit in the bigger picture, and it gives us the opportunity to gain the necessary knowledge to make the most of opportunities, and to deal with potential threats. Who are your competitors, what are their strengths and weaknesses, and what are their objectives and strategies?

We will uncover this information using diligent research methods and careful analysis. From this, we compile a detailed report on your five key competitors, which will include:

  • Their choice of marketing channels and methods
  • Analysis of their organic SEO, PPC, social media engagement, activity and advertising
  • What their website user’s journey and experience is
  • The systems they use for customer relations management (CRM) and other tracking
  • Their digital assets and the content they provide to their customers.

Systematic competitor analysis helps us help you to get the leverage you need to gain your own competitive edge through the creation of a clear, marketing vision.

Competitor Analysis

The ideal approach to this exercise is to create a profile for each of your competitors. Containing extensive details about their traffic sources, strategies, actions and strengths.

Developing the User Persona

Do you know who your ideal client is?

An often-overlooked aspect of good marketing empathy – putting yourself in your customer’s shoes. Think of it this way, without understanding who it is you’re marketing to, you cannot assume your target audience will listen to what you have to say. But how can you take a systematic approach to this? The answer is to create a user persona.

What is a user persona? It is an archetypal character with the characteristics, behaviours, motivations and goals that apply to a group of users of a specific service or product. Getting the balance right between the specific and the generic is important here.

The user persona is definitely not a real person, but it is a useful marketing tool to help you think about how a real person might behave, react and make decisions.

Yes, you already have marketing segments based on demographics, but the persona is, well, more personal, focusing on people’s behaviours. The user persona enables you to make strategic marketing decisions based on why a user might complete a certain action.

Where Does This Idea Come From?

Software developer and designer Alan Cooper was a pioneer of user personas. The concept caught on with people involved in designing for the user experience (UX), and has retained its importance for website designers especially.

This is because making a website stand out depends largely on it being highly user-friendly. However, the concept of the user persona is more widely applicable in digital marketing.

While market analysis will help find your ideal customer, the user persona helps you decide what to do with this information. If you know your ideal customer has certain behaviours, then you can shape your marketing to address their needs.

Therefore, we look at creating user personas for your business as a basic foundation for your digital marketing strategy.

Here are the main benefits:

  • User personas act as a continuous reference point for your target audience, keeping you customer-focused
  • They help you to understand your audience’s pain-points, and therefore to shape your marketing content
  • User personas help in mapping out the customer journey and defining the customer experience
  • They encourage you to think of new ways to better engage with customers.

Keep Yourself In The Know

Building and maintaining empathy for clients and customers can be challenging, but the user persona provides a focus for this process, allowing you to tailor your marketing strategy to fit the types of customer you are dealing with. We carry out a comprehensive persona development and research process. We conduct a workshop review of your existing customer base with you, discussing what makes your ideal prospect

  • Using this as a basis, our next level of research focuses on the best marketing channels to reach your target audience, based on their user habits
  • The data we gather and analyse becomes a detailed but accessible guide to help you devise your user personas.

We believe this depth of research will already differentiate you from your competitors before you apply it in your digital marketing strategy.

Persona Development

Our Persona Development & Research service is specifically designed to arm your business with a detailed picture of the individual (or multiple people) who are pivotal to your marketing message.

Digital Asset Development

Many businesses do not fully realise what their digital assets are, and therefore are not making the best use of them. Before we help you devise digital marketing strategies, we look at what you already have, and what potential these assets have in promoting your brand and reaching your customers.

Typically, your digital assets include:

  • Your website
  • Online content such as blogs, articles and posts
  • Social media accounts, such as Facebook, Twitter and LinkedIn
  • Downloadable material such as reports or whitepapers
  • Apps and software
  • Business photographs and images
  • Online videos

A business may have one or more of these assets. It may have the full list, but not be making use of them in the most effective, strategic way. Digital asset development means building a digital asset portfolio that is strong but most of all, relevant to both the brand and its audience.

Income Follows Assets

These assets will help to create the structure of a digital marketing strategy, providing the channels that are essential for putting it into action. The principle driving this is the same as it has been long before the current digital age. Income follows assets.

Traditionally, a business asset is something your company owns:

  • Tangible assets can include plant and machinery, vehicles, property and equipment
  • Intangible assets include intellectual property, copyrights and brand reputation

Digital assets are really in a class of their own. They occupy digital rather than physical space. You can own them and they have an economic value. They do, therefore, have an intrinsic value to your business, especially if you develop them strategically to support your marketing.

Too Much Is Never Enough

By increasing your portfolio of digital assets, you increase your opportunities for attracting audiences, and increase the chances of these audiences interacting with your brand.

Two factors have a great deal of importance here:

  • Quality of content
  • Consistency of content

If you invest carefully and consistently in your digital assets, you can emphasise the credibility and authority of your brand. This builds trust with your audience. It is about your positioning as well as your marketing. If you develop and manage them properly, your digital assets can increase the value of your brand and business dramatically.

Asset Development

Our Asset Development services is specifically designed to help your business identify and create the assets that will make the most significant, positive impact within your marketing strategy and customer experience.

Strategic Mapping for Marketing

Effective, strategic digital marketing requires a clear vision.
This vision should encompass all the elements of a proposed campaign, including digital assets, social media channels and the type of content and activities involved. It must keep a clear eye on the overall objectives, but also see things from the customer’s perspective. What value are you adding to your customer?

Even though your vision might be broad and all-encompassing, making it work in practical terms means breaking it down into clear processes, which together form your marketing plan. This is where we map out your marketing strategy. Your marketing has a start-point, just as your customer journey should have an end destination.

Strategic mapping is the equivalent of sat nav for your marketing. It involves:

Overview of Research Data

Reviewing Digital Assets

Reviewing Content

Identify Marketing Channels

Exploring Technology Options

The Value Ladder

Another major aspect of this mapping is developing a value ladder. What is a value ladder? A value ladder is the structure you build that enables you to meet your customers’ needs at whatever point of the journey they are on. At any given point on the ladder, you should be able to up-sell or down-sell to your customer, based on perceived value.

Why does the ladder travel in both directions? Because it enables you to cover all bases, rather than having just one offering. Note: the value of some of the things you offer may not always be monetary, but be about building trust and a stronger relationship with the customer or client.

This is why the focus is on value, not price. You can use your digital assets to form the support for your value ladder. For example, in ascending order, a value ladder could involve:

Free PDF Download for Subscribing

Free Access To Webinar

Online Starter Course

Advanced Online Course with eBook

One to One Online Coaching

Strategy Mapping & Creation

By now, it’s likely that you have already invested time and resource in market research and customer persona development. If not, we highly recommend that you start here to ensure that your strategy is inspired and underpinned by solid data and research.

Managing and Measuring Your Marketing Strategy

A good digital marketing strategy does not run by itself. It’s not simply about setting the ball rolling then sitting back and waiting for the business to come in on the back of it. Marketing is a process, not a goal. As a process, it should be flexible and adaptable, and therefore any effective marketing strategy requires management.

Some of this management is about providing periodic health checks on your website, and other fundamental but repetitive tasks. but managing your marketing strategy can also involve the constant refinement and evolution of tactics and tools. How do we know what we need to examine, and how do we work out which areas of your marketing are performing more effectively, and which have room for improvement?

The answer is measurement. To manage any marketing activity effectively you must be able to measure it.

Tracking and Reporting

Visibility of data is vital for making informed decisions. Fortunately, technology can provide this in ways that are as accessible as they are detailed. You can, for example, track the time visitors spend on different web pages and on the actions they take as a result, such as downloading publications from the site.

For any digital marketing to be meaningful, it must be measurable, and as digital marketing specialists we know how important this is in establishing the trust and confidence of our clients.

Marketing is not smoke and mirrors. It can provide a clear ROI, with the measurements to back this up. We provide regular reports to our clients which include detailed metrics and recommendations for action, where necessary.

The website metrics we can help you track include:

  • Visitor Numbers

    This is the number of people visiting your website is the basic benchmark for further digital marketing action and refinement.


  • Bounce Rate

    How many of your visitors are sticking around long enough to engage with your content, and how many are simply leaving your site as soon as they land on it?


  • Average Page Views Per Session

    how many pages of your website are individual visitors looking at? This is a key metric for determining how interesting people are finding your site and its content.


  • Length of Session

    How much time are individual visitors active on your website? Again, this metric can be a good indicator of how engaging your website is.


  • Average Time Spent on Page

    This measures the number of page views and average number of visitors only give part of the story. Dig a little deeper and you can see how long someone spends on an individual page of your website. This can be critical for shaping your content such as videos and written content.


  • Interactions Per Visit

    This shows you how are visitors moving through your website, and therefore indicating which pages are the most engaging. In online stores, for example, this will show which product category pages get the most or least views.


  • Exit Pages

    Some websites will involve conversion processes that are in multiple steps. Therefore, it is important to measure at which of these stages visitors leave the site, if they fail to reach the end of the process. It enables you to then pinpoint any areas for improvement, to increase your conversion rate.


  • Top Traffic Source

    This metric shows you what has driven people to your site. It is an especially useful metric for when you are using social media for digital marketing such as videos or posts. You can also see whether email newsletters are driving more visitors to you


  • Device Source

    This metric monitors the top device types people are using to access your website can give you an indication of how user-friendly your site is across formats. With mobile-first indexing now established, this information can indicate whether your site needs further optimising to be mobile friendly. Device source will also tell you the operating system and browser visitors have found you on.


Why Is Measuring So Important?

For any digital marketing to be meaningful, it must be measurable, and as digital marketing specialists we know how important this is in establishing the trust and confidence of our clients.

Marketing is not smoke and mirrors. It can provide a clear ROI, with the measurements to back this up. We provide regular reports to our clients which include detailed metrics and recommendations for action, where necessary.

Tracking & Reporting

The Didia team are tracking and attribution specialists with a real passion for data. Our Track & Report services are designed to help you close the loop on your marketing activity. Enabling your business to make truly informed decisions based on real, tangible insights.

Your Call to Action

There is a major ingredient in any digital marketing programme which you cannot afford to be without. This is the call to action, or CTA.

In the digital world, it’s often the magic button, carefully located on a web page, that you want users to press. The call to action is the tipping point, where your interested visitor takes the important next step in your conversion process.

We wouldn’t be a digital marketing agency worth our salt if we didn’t provide a compelling call to action for our clients. But that magic button is the culmination of a whole lot of other work we do on your behalf, from listening carefully to your needs to devising digital strategies that will resonate with your audience and represent the voice of your brand.

We’re Didia, a Manchester digital design agency with a difference. Discover the difference for yourself, and let us find your perfect call to action.

Meanwhile, this is ours…

Stop wasting money on marketing. See how we can help.