I worked for Bibby Financial Services as a Digital Marketing Manager, and my responsibilities included:
- Web Analytics:
- All good digital marketing is data driven – being close to your numbers allows you to understand what is working, what is working, and where you should prioritise your time and budget
- Search Engine Optimisation:
- With billions of searches per day, Google is likely to be most company’s number one referrer
- A good SEO strategy is fluid, able to flex as Google changes its algorithm and creating engaging content to develop link strategy
- Pay Per Click:
- There are a lot of levers which you can pull in PPC – ad copy, cost per click, quality score, landing page, keyword focus, average position
- Efficient PPC strategies will drive high quality and efficient traffic to the best page for that user on your website
- Online Display:
- Online advertising gets a bad press, but it is a great tool if your objective matches it!
- Fantastic for brand awareness, but for more direct response activities, look to see what else an online advertiser can offer – many offer digital partnerships where you can push your message to their targeted subscriber list
- Social Media:
- Social is quickly becoming an established communication channel between the user and an organisation – and by communication channel, I mean both sides conversing, not outbound communications only! It’s called social for a reason.
- Email Marketing:
- My responsibility here is to track the results of email campaigns and make recommendations in terms of content, subject line, time of day, day of week, etc.
- Web Development:
- Creating a website is the start of your website development, not the end of it
- Technology is making web development more accessible (and cheaper!), so adding new capability to a website is a great way of gaining competitive advantage and very happy internet visitors
Key Achievements:
- Worked on removal of Google Penguin and Panda penalties which saw 30k links removed and organic search rankings improve by an average of 35 places for target keywords
- Drove an increase in traffic of 11.3% year on year, while driving bounce rate down
- Reduction of PPC Cost Per Enquiry by 10%, while increasing enquiries by 44% year on year
- Increase of LinkedIn and Twitter audiences by over 3,000 followers organically
- Increase in email open rate of 15 percentage points and 10 percentage point increase in clicks
- Development of online quotation tool (click on image below)
Justin Wilson 