A System Built on FundamentaL ENGINEERING PRINCIPLES

We help organisations create high-value digital experiences which are purpose built to maximise conversions and increase revenue. Using proven psychological principles we make the customer journey as convenient as possible to ensure you maximise and protect your investment.

Brief Page Summary

This page is continuously updated with the latest services we currently offer. All elements have different prices which depend mostly of availability and demand. If we believe your product or service meets our brand criteria to help with produce marketing content for our brand e.g. your an Engineering, Science or Technology company then we may be able to help for FREE or cheap price. If this sounds like you then click the request a project button and get in touch.

This page is split into three main sections:

Phase 1: Gaining Control

Phase 2: Investing

Phase 3: Maintaining Control

Please scroll down to see all the available opportunities we can help implement within your business.

Phase 1: Gaining Control

We must first Audit and Survey your company’s digital presence to give an overview and detailed analysis of just how well your organisation meets the latest the digital marketing trends, standards and practices.

The Customer Journey Audit & Survey

Here we will conduct a thorough assessment of your product / service delivery use the latest frameworks in neuromarketing and software to assess each component of your company delivery process.

Not only will we look for opportunities to add and enhance extra processes, we will also look to remove burdens and pain existing within your organisation; providing recommendations for Big Data, Blockchain and Artificial Intelligence application.

From this you gain a report on exactly what is necessary take full control of your brand’s ability to:

  • Leverage social media word of mouth.

  • Capture new digital leads.

  • Nurture your ideal target audience into loyal paying customers.

Thus adding to the overall growth and control of your organisation.

Audit Purpose

This is simply a study to establish the quantity and cost of each input to the process from an digital marketing perspective.

Key components:

  • Determination of priorities for a more detailed audit.
  • Justification of investment for resources required.
  • Identification of cases for direct action.
  • Raising of digital marketing awareness.

Survey Purpose

Technical investigation into the effectiveness of marketing elements within a website, media platform or product/service experience.

Key components:

  • Identification/quantification of flows and performance indicators.
  • Examination of content generation and information sources.
  • Quantification of content supply frequency and distribution.
  • Review of Social Media Management processes.

For Example:

Below we see an example of the four main areas we will audit and survey when applied to an Ecommerce Store.

Within each of these marketing elements we will survey the following main components:

Brand Associations:

Is your brand’s image communicated correctly?

Here we will briefly discuss:

  • The ‘Why’ of your company. Are your company’s brand values and virtues properly communicated and are they consistent?
  • Logical Product Buying Features: Are they the right ones and in the right place within the customer journey?
  • Neuromarketing: Are they any opportunities to use proven psychology to improve the customer experience  and increase sales?

Search Engine Optimisation (SEO)

Can your company be found easily by qualified leads by search engines?

Here we will briefly discuss:

  • Off and On Page SEO aspects.
  • Organic Link Building.
  • Directions on how to build Marketing content specifically for SEO.
  • Google AdWords.
  • Digital Asset Optimisation.

Technology Adoption

How well is your company using Technology to enhance the customer experience?

Here we will briefly discuss:

  • Contributor and authority within local relevant groups, digital spaces.
  • Paid Social Stage: Google AdWords/LinkedIn/Facebook etc…
  • Communication available to the three main audience segments: The Magic Million, Chunky Middle and Sweet Spot.
  • Remarketing: Are your marketing operation set up to effectively re-target and advertise to warm leads?

Efficacy of Funnel

How well is your company using technology to enhance the journey to purchase?

Here we will briefly discuss:

  • Path to Revenue Streamlined?
  • Relevant Information Availability? Is necessary information immediately available?
  • Key Objective Established? Does your digital asset have a clear purpose or is it sending mixed messages?

Audience Analytics

How well is your company using technology to monitor and assess audience behaviour?

Here we will briefly discuss:

  • Google Analytics: Is this set up correctly?
  • Facebook Pixel: Is this set up correctly?
  • Hotjar: This Audience Website Behaviour Tool allows your to assess optimise the website customer experience.

If you would like to get your brand audited and surveyed please fill out our google form by clicking the link below.

Phase 2: Investing

To fully dominate and differentiate within your market space. your company must take advantage of the latest advancements in technology this requires investment.

Below we’ve grouped all the available opportunities for your organisation to invest in their digital marketing into three types of investment options:

Low Cost Investment Methods

These are the services that can be done very easily and require investment in the form of time.

Mid Cost Investment Methods

These are the services that will help increase and drive traffic towards your profit zones and will need an investment of approximately £100 – £3000 per month.

High Cost Investment Methods

These are marketing services that are still in development such as Virtual Reality, Augmented Reality and Artificial intelligence, they will definitely give your company a competitive advantage in both sales and marketing and for this reason will need a moderate investment of approximately £3000 -£50,000.

Low Cost Investment Methods

Below is a description of the cheapest methods to begin your journey into the world of Social Media. We recommend that your organisation makes sure these are in place before they start investing significant resources into their marketing strategy. If needed we can support with the implementation of these items and depending on demand may even be able to give support and help for free.

Method 1: Organisational Strategy and Policy Development

We recommend starting with this as it will provide you with an indispensable asset to fall back and work form if marketing channels and purchasing channels change.

Reasons To Develop a Digital Marketing Strategy:

Simple planning works in a controlled environment. In a competitive environment, competing plans and objectives may collide to create unexpected and unnecessary conflict. For any form of management ‘Competing Needs’ may be attributed to: Costs, Time, Change and Law.

So we need a versatile but cohesive plan i.e. A Strategy.

  • A comprehensive strategy is needed and may be used to make the problem easier to understand and solve.
  • A strategy can be thought of as a long term action plan, designed to bring about a particular goal.
  • It will definitely involve a thorough understanding of the problem and a knowledge of the ways in which to solve it.
  • A strategy is definitely not a plan like a to-do list, it is a system designed to provide efficient and appropriate responses to changing conditions.
What Will it Include?

A corporate strategy both names the outcomes a company/individual intends to achieve and devises the means for it to do so.

More directly, a corporate strategy will determine the scope of a company’s activities and the manner in which a company’s business processes support company goals.

Difference Between a Strategy and Policy

Strategy Vs Policy

Means of Approach Vs Definitive Course of Action

Specification and Selection of Methods Vs Implementation of Methods

Defines What Rules should be Vs Defines the Rules and How To follow them

Specifies the Objectives Vs Tries To Achieve the Objectives

For example:

A strategy would include the following initiative:

To communicate brand effectively via digital media platforms.

And a policy would include the following:

75% of the marketing budget must be spent on making content for social media platforms.

Reasons for Adopting a Consistent Digital Marketing Policy:
  • Increased chance of success, achieving goals especially money saving.
  • Performance may be measured against agreed standards.
  • Organisation becomes more effective if able to stay within agreed funding and staffing levels and meet the same objectives.
  • Greater appreciation and support from senior management.
  • Successful projects will demonstrate success as a means to secure future funding for larger projects.

To Create a Meaningful Policy – Must Be Split into Two Parts

Part 1: Commitment and Summary of General Principles

Purpose: to demonstrate the policy has value within the organisation, enforceable and supported by senior management.

It will contain:

  • Declaration To Digital Management Goal
  • Statement of Policy
  • Statement of Aims and Objectives
Part 2: Detailed Operating Policy

Purpose: To define rules of operation and set responsibilities of the workforce.

It will contain:

  • Action Plan
  • Resource Requirement
  • Assigned Responsibility
  • Description of Committee Remit
  • Named Representatives
  • Statement of Review Procedure

Change Management

A major aspect of digital marketing management is to move and change peoples’ attitudes and behaviours in the direction of adopting Social Media. A ‘Change Manager’ is often involved with bringing about change.

Change management is about:
awareness, desire, knowledge, ability and reinforcement.

Giving out clear and consistent information before and during change is very important since most people are naturally resistant to change.

Therefore to alleviate this problem we have methods to expedite the change management process.

Method 2: General House Keeping

Organisations who want immediate impact and have little budget should start here, this is a list of actions and areas which in combination with a good strategy and policy can massively impact the success of all marketing efforts.

The Use Correct and Relevant Social Media Platforms & Community Pages

Different audiences spend their time in different places, they hang out with the same types of people with common interests. At a marco-level the large social media platforms can be used to provide an overview of the age, gender, personality of the users and at a micro-level community pages such as reddit  and give your marketing a boost.

An expertly-crafted-value-packed message posted at the right time in the place can position your company as a leader and authority and lead to a multitude of possibilities.

Search Engine Optimisation – On Page

By understanding the process of how search engines organise and rank certain webpages, we as digital marketers can design digital resources to appear in search results for particular search queries. Before this can happen the organisation needs to know exactly what keywords they want to rank for.

Brand Values, Virtues and Voice Empowerment

Fundamentally as humans the evolution of instinct, intuition and processing of emotions has has allowed us to develop build a set of complex instruments to increase our chance of survival.

Creating digital trust for a particular audience is probably the most challenging aspect of digital marketing and relies on a deep understanding of the needs and wants of your target audience.

The easiest way we’ve learnt to control this complex phenomena is through the demonstration of a clear set of values and virtues in your company message.

By clearly explaining the companies mission and purpose through a story packed full of emotional imagery and powerful messages allows readers’ with a similar set of beliefs and values to ‘fall in love’ with a brand and may be the reason why they buy your product or service over a similar competitor.

Method 3: Control Analytics: Data Monitoring & Targeting

Purposes for monitoring and targeting:

  • Enabling the assessment of marketing efforts.
  • Enabling the detection of avoidable costs such as social media content wastage.
  • Being able to demonstrate wins/content impact/savings.
  • Providing a valuable precursor to digital marketing surveys.
  • Improving budget forecasting and tracking.

Google Analytics & The Facebook Pixel

By simply embedding a piece of code onto your website, google and facebook have made a fantastic tool that records the behavior of website visitors.

Your organisation can then begin analysis of your target audience which will allow you to make future design recommendations and test marketing concepts.

Mid Cost Investment Methods

Now that we have tidied up your digital assets  your organisation will be in a much better place to begin directing user traffic towards your moneysite.

(profit location on your website e.g. checkout page or contact form)

After the low cost methods have been fully implemented. The next stage is to invest slightly more time, money and effort into more rigorous advertising campaigns in order to start driving traffic through your marketing channels.

Method 1: Paid Social Advertising Campaigns

Successful Advertising is about getting your business and message in front of people who want to buy your product or service. Paid Social Campaigns allow us to use powerful Big Data and Artificial Intelligence behavioural targeting algorithms to display our adverts to people who are likely to be interested in our product or service.

Facebook Advertising

Google AdWords

LinkedIn Advertising

Upcoming Paid Media Platforms

By understanding what your the wants and needs of your ideal target audience, Facebook Advertising, LinkedIn Advertising, Google AdWords and and the latest paid media platforms allows us to identify and push traffic towards your profit location on your website.

Targeted Paid Social Adverts can be used for a range of purposes and includes the following:
  • Competitions / Big Giveaway Opportunities
  • Promotions
  • Brand Awareness
  • Product Launch
  • Community Causes
  • Recruitment

The Generic Campaign Process

Here at Washbourne Marketing this is a specialist subject that we have done alot of research on see below for the main components required for an effective Advertising campaign. Below we see the main factors necessary to create an effective advert.

Hyper Targeting

Sex, age, location, hobbies and interests are just some of the ways to refine Facebook’s 2 billion monthly active users into your ideal target audience. So if you want to scale your business: locally, nationally or globally, we have strategies and systems ready to hyper target your ideal client.

Lead Magnet

The lead magnet incentive, if used correctly, is a powerful way to improve audience engagement and increase internet conversions. We will work with you to decide and make the best lead magnets to compel and inspire your audience to take action and meet your objectives.

The Creative

This is the image or video element of your advert and requires creative inspiration and deep foresight into what resonates with your particular audience. Our scientifically proven formulas have been built to maximise your advert’s engagement and virality. See our blog for more details.

Copywriting

Words are just words right? Not for us, our expert copywriting strategies put your audience first. We take great pride in making sure the writing element on your advert sounds and smells like your brand values and evokes the right emotion to inspire your lead to take action.

Ad Scent

Would you invite your friends over to a messy house? Of course not, you’d do your best to tidy up and prevent tarnishing your image. We use this approach to make sure the traffic we send from the ad campaign arrives at a ‘tidy’ landing page or money-site which smells and feels they same as your advert.

Analytics

The numbers you really care about; how much revenue has your advert generated? These metrics are especially important during the audience ‘dating phase’ in the first month where we adjust, tweak and fine-tune your ad campaigns to find out what does and doesn’t resonate with your target audience.

Method 2: Content Marketing Strategy

The Word of Mouth Accelerator

Expertly crafted content through the mediums of Video, Audio and Written Word is an organisation’s best way to curate and nurture their audience and if their content is augmented with established psychological principle can be shaped into a powerful word of mouth tool.

Step 1: Strategy & Plan

Current market trends and the best industry practices are always changing for this reason a content marketing strategy that is able to respond appropriately to changing market condition is necessary.

Step 2: Technical/Valuable Content Production

Feed the inner Infovore

Science, Engineering and Technology companies are sitting on tonnes of great raw material which just needs to be packaged and shipped in the right way to express the best features of your product or service.

Here at Washbourne Marketing we use specific frameworks to make sure our content not only communicates the right messages but also built to maximise the content’s virality i.e. it’s ability to spread and grow naturally.

Step 3: Global Influencer Marketing

Pay the Popular People to spread messages for you

Avoid hefty paid media fees by paying influencers with a similar following to promote your product or service or propagate your content.

Just reach out, offer something of value to them, and ask for delivery of your message in return.

Washbourne Marketing has a the capability to do this at scale with access to virtual assistants across the world we can mass deploy value-offering messages to specific influencers across the globe.

Method 3: Off Page Search Engine Optimisation

Be on Page 1 Of Google for all you Keyword Search Queries

With access to experts in SEO we can get your website to rank organically above your competition. By being on page one of Google this greatly enhances the quality of visitors of your website the process is split into two components below.

Stage 1: Keyword Analysis

Quite simply we must select the words your audience is likely to type into search engines.

Stage 2: Link Building

Hyperlinks on webpages are then built using the keywords on domains which are related to your product or service. ‘Backlinking’ is one of the factor’s Google’s Algorithm uses to gauge article quality and is one of the main things which dictates page rank in search engines.

High Cost Investment Methods

Once the low and mid priced investment methods have been explored, the next stage is to build social media into the very core of your organisation. We recommend building a Social Media team into your existing organisational structure and adding upgrading technology to automate your social media content generation. To do this we offer the following solutions:

Method 1: Departmental Training & Development

Companies which have not got social media as the focal point of all future communication are surely going to fail. To mitigate this risk organisations must adjust their resources to respond to the changing environment.

Employee Training

This is needed to master platform-specific skills valued by top organisations, while at the same time establishing a broad-based understanding of the whole digital marketing ecosystem.

Depending on the stage of Social Media adoption within the business the need for training will differ, we can create bespoke learning courses to teach teams or individuals the fundamentals and how to navigate the world of digital marketing.

Employee Incentives

Each employee within your organisation has access to their own personal network of potential prospects and leads. We believe it is unethical to force employees to post and distribute company content on behalf of the company on their personal network. But when you consider the average social media user has access to 100-500 followers on their personal network there must be a way to hack this opportunity for free publicity.

The Power of Incentives

By providing the right incentives and building content specifically for employees to appreciate and post company information is way to leverage social media word of mouth into your overall marketing strategy.

Method 2: Use The Latest Communication / Attention Channels

By working with partners we can give companies access to the the very latest communication technologies, giving them yet another opportunity to positively differentiate themselves from market competition and take advantage of the extra Word of Mouth distribution power that comes with brand new technologies.

Virtual and Augmented Reality

These two technology have the ability to completely revolutionise the way organisation sell and market their products and with access to experts in these fields we can make your company one of the first exploit these communication methods.

Holographic Advertising

Holograms are being used more and more by top organisations for product demonstrations again we can bring this opportunity to your company by tapping into our network of partners and developers.

Dynamic Sports Advertising

By using the latest advancements in nanotechnology and computing, we can now display moving pictures on clothing. We plan to use our expertise in engineering and network to find a way to bring dynamic sports advertising to local sports clubs.

Method 3: Research and Development

Here at Washbourne Marketing we are also very interested in applying Big Data and Artificial Intelligence to enhance your marketing and sales operations.

Artificial Intelligence and Big Data Augmentation

Advanced A/B Split Testing

Website audience behaviour can be tracked and used to build a picture of your website visitors which can then be used to understand what pieces of content work well with particular personality types. For example there make be one particular pieces of content that makes people buy or look for more information. All results gained can be used to build a better overall customer experience.

Dynamic Sales Call Script Strategy

Every sales team has their top performer, what if you could assess and analyse their performance in order to build a sales model for the entire team to use.

With Artificial Intelligence and access to historical sales call data we can do just that. The historical data can be used to create a picture of what works and doesn’t work and this can then be used to influence future sales calls.

Audience Behavioural Analytics

Take the power away from Facebook and Google and use blockhain technology to privitise all or your website audience insights and then sell that information yourself to interested stakeholders.

Intelligent App Development

Can your service based company be re-packaged

into an app and customer service team?

We can work with industry partners to completely pack your company into an app or Software as a Service (SaaS) product.

Phase 3: Maintaining Control

Here at Washbourne Marketing we have developed a streamlined assessment model based on engineering techniques and quality assurance methods such as ISO-standards to monitor growth and measure performance of your digital marketing efforts.
In the dynamical world of digital marketing and technology, phases 1 and 2 are ideal states which in reality can never really be met.

Organisations should instead strive to achieve the best they possibly can given their current circumstances in terms of staff, resources and technological opportunities. For this reason periodic review processes and assessment criteria must be developed in order to maximise return on your digital marketing investment.

Performance Assessment Methods

In essence we will conduct another audit and survey as described in Phase 1 to see where improvements have been made and assess the current strengths and weaknesses given the current economic climate, we will then make further recommendations based on the results.

Statistical Modelling

By assessing data collected by the Google and Facebook pixels we can track the performance of your digital marketing efforts.

Quality Assurance Frameworks

The frameworks we used to assess quality are the same frameworks used to create quality content depending on quantity we will select and assess a batch of content which can be improved and then present to your organisation with the recommended improvements.