digital marketing strategy

This project represents a digital audit created for Walter Gregor’s (WG), a tonic water company based in Aberdeen (Scotland, UK), where the main objectives were critically evaluating the digital communications strategy and making recommendations based on my findings, through the application of digital communications tools.

Based on an initial meeting with the client, data extracted from its Google Analytics, and various research, I defined the client’s main business goal, its target audience, and its current situation through SWOT analysis and carried out an evaluation of two main competitors.

This was followed by a specific review of the performance and objectives of WG’s website at the time, which was then also characterised by a detailed analysis of the client’s Google Analytics for each of the four main sections, and a thorough evaluation of the use of SEO.

The project continues with a more practical part of creating and devising several possible examples of content marketing and email marketing, also presenting a possible weekly content and social media schedule.

Regarding social media, there is then a section concerning the examination of social media marketing implemented by Walter Gregor’s and its possible online partners (traditional media, bloggers, influencers, etc.).

Thus, this work was concluded by applying the RACE framework to identify the principal objectives, the KPI to be employed to monitor them, the relevant time target, and a subsequent definition of the digital communication priorities.

Main tools used:

• Moz Link Explorer
• Google Analytics
• Ubersuggest
• SEMrush
• Hootsuite

Click HERE to access the complete project.