Skip to contentPeak Media Marketing’s Unified Marketing Strategy for Growth
By Christopher Spencer B.A. (Hons) MCIM
Chartered Marketer and Co-Founder of Peak Media Marketing
How to Scale Your Business with Digital Marketing
Surely there’s got to be a one size fits all magic bullet for marketing, right?
Is it so that search engines are forgotten about and it’s all about being seen on TikTok these days?
No.
Could it be that social media has also gone the way of the dodo and getting found on ChatGPT and other Large Language Models is the way forward?
Well, in this blog we take you through the concept of “one model to rule them all” ..
You see, there is no one right thing to do as there are many touch points on various customer journeys which target different ideal customers and groups of people.
So this is not so much going to cover the strategy of who to target, why, where and when.
We’ll cover that at some point or another, but the point in this is to explain all the tools available to us as a full suite digital marketing agency that provides multi-channel marketing services… to deliver real business growth.
Naturally, we’ll be talking about having a mobile friendly, fully optimised website and how that gets traffic from search engines, social media channels and now, although very recently - AI algorithms too. It’s still all traffic and they are all separate channels.
Some come for free, some are paid for, but each one has its own characteristics and they are all the same thing but completely different, all at the same time.
Think of each one as a section of the orchestra. Like strings, woodwind, brass and percussion all work together perfectly to make “all the right notes, IN the right order”
- so must each of the channels and touchpoints that we mention in this blog about our unified marketing strategy for business growth.
If you’re a business owner looking to scale your company, then this might be worth a few minutes of your time to have a read of.
So let’s start in the middle of your online footprint and work our way out from there.
A Website That Converts.
Your website is the centre point of your entire digital footprint, social media profiles are the perfect tool for reach, brand awareness and engagement but nothing legitimises you as a professional entity like a website. It’s your HQ in cyberspace, it’s a workhorse that shows up all day and night, every day and night. Most of the traffic that you get these days (unless you are in a few niche industries) will largely come from mobile devices, so making sure it’s mobile optimised is a must - both for humans and for search engines.
It should contain all the detailed information about what you do, testimonials and case studies of work you have done, details about your team, your vision, your mission and whether or not there are any current vacancies within your expanding organisation.
Mobile First and Easy to Navigate
When it comes to website design it should be really easy to navigate, find the information, products and services you are looking for and then it needs to be as easy as possible to then complete whatever needs to be done to drive the sales machine side of the website.
This could be booking an appointment, submitting an enquiry form, making a phone call or booking or buying online by means of a checkout process and a payment gateway.
Once all that is set up with the right words and buttons in all the right places and in the perfect order to ensure conversions then all the website needs is traffic.
Set Up Tracking for All Channels
Before we start to fire traffic at the website, we need to be able to know where the traffic is coming from, which pages they are viewing, how long they are staying and what they are and aren't doing when they get there.
By setting up Google Analytics and tag manager we can start to track all these metrics and so when campaigns get going we can see what is working and where the bottlenecks that need our attention are.
Now that we’ll be able to see what’s going on, now all the website really needs is traffic.
Google - Pay Per Click Advertising
The quickest way to get found on search engines for what you do.
To launch your business to the next level Google Paid Advertising can deliver all the right traffic to your website.
You bid on the keywords that you want to target in an auction, and whenever someone clicks on the sponsored ad at the top of the search engine results page, then you pay per click as the relevant traffic is driven to your website... which will be set up properly for conversions because that's set up properly and we can really see what’s going on.
PPC Advertising is like the infantry, it gets to work first and starts to turn things around as soon as it goes live.
You do need to keep your click budget topped up and if ever it runs out then your ads will not be served until it’s topped back up.
For unlimited free clicks though there is a longer term solution and that is search engine optimisation.
Mastering Search Engine Optimisation
All you can eat free clicks? What’s not to love?
Instead of having to top up that click budget or you disappear completely, solid, stable rankings and you’re always online .. there’s got to be a catch, right?
Right. There are a few realities about SEO and they are:
- You need to use toolkits to do it which usually come with a subscription of some sort, the tools tel you things like search volume (so you know what’s worth going after and what’s not) and keyword difficulty (so you know to go after the easy ones first and the harder ones after as you go)
- You need to keep on doing it - if you stop peddling then those still peddling with leave you behind
- You need to create content of value and not just content for content’s sake
- And the main one, it takes time to get to work.
If PPC is the infantry then SEO is the cavalry that comes over the hill a bit later, but in greater numbers to really get things going
Other Search Engines .. whatever they are?!
It turns out that as well as Google, there’s also other search engines as well .. who knew?!
Google is by far and away the most popular at the moment with over 90% of the market share of search in the UK, then second is Bing, Then Yahoo! And then Duck Duck Go.
In our experience we find that businesses who provide services for older people, tend to do well on Bing because it’s the default search engine on microsoft and that they don’t install chrome as much as the younger folks do and stay on Bing. So if you provide services that older folks want and need, then keeping an eye on Bing makes good business sense.
That said, according to the this article in The Independent, the most common search term in Bing .. is “Google” -
https://www.independent.co.uk/tech/microsoft-bing-google-most-searched-word-b1930538.html
Large Language Models / AI
Large Language Models or AI as they tend to be called, are definitely flavour of the decade.
ChatGPT and Gemini which have gone the other way to the search engine market share - Chat GPT has around 84% and Google Gemini has around 3%
https://gs.statcounter.com/ai-chatbot-market-share/all/united-kingdom
There are ways of optimising for all of the LLMs because they too are being used as search engines too .. the usual rules of optimisation apply ..
Clarity & Detail: Be explicit about who you are, what you offer, and where you're based.
Accuracy & Consistency: Ensure your information (especially Name, Address, Phone) is correct and identical everywhere online.
Credibility & Authority: Provide proof of expertise, results, reviews, and qualifications (like Chartered Marketer).
Structured Data (Schema): Use code (Schema markup) to clearly label your information for machines.
Context: Define relationships between your business, location, services, etc.
All whilst focussing on “high value human centric content” by answering questions directly using natural conversational language.
So try not to use AI generated content to optimise for AI .. if you can help it, especially because LLMs are flawed and are no substitutes for human judgement, verification and accuracy.
For human verification and accuracy, we find more and more people - particularly Gen Z are searching social media channels as well as search engines and large language models.
Social Media Channels
Yes, social media channels are now search engines and search engines are serving social media posts as search results now as the lines between search, social and AI all start to intertwine. In order to stand out from your competition and but through all the noise on social media, the most important thing is to really, really (really) understand your audience.
What avatars / ICPs are you targeting? Where is their brand awareness of you?
What does the journey to conversion look like and what comes after that?
The absolutely fantastic thing about social media is the way that, even though social media channels are outbound marketing - there are lots of them and they each have their own characteristics, nuances and bring different benefits using both the paid and organic features of social media when looking to scale your business.
1. Facebook
- Audience: Broadest UK reach for mass-market awareness.
- Scale Benefit: Use highly targeted paid ads for efficient lead generation and sales across diverse demographics. Build Groups for customer loyalty and feedback.
2. Instagram
- Audience: Visually-driven UK consumers, strong 18-34 presence.
- Scale Benefit: Build a desirable brand image, drive direct e-commerce sales via Shopping Tags/Ads, leverage Reels/Stories for engagement and influencers for faster reach. Used for visual product discovery.
3. LinkedIn
- Audience: UK Professionals, B2B decision-makers, potential high-value clients/talent.
- Scale Benefit: Generate high-quality B2B leads with targeted ads/outreach, establish industry authority to attract bigger clients, essential for recruitment as you grow. Provides professional validation.
4. TikTok
- Audience: UK Youth primarily, but expanding rapidly. Huge engagement potential.
- Scale Benefit: Opportunity for rapid, viral brand awareness; connect authentically with emerging consumers. Users search here for "real" reviews and how-tos – be discoverable.
5. Pinterest
- Audience: UK users (female skew) actively planning purchases and projects.
- Scale Benefit: Capture customers with high purchase intent right when they're researching. Drive qualified e-commerce traffic and sales, especially for visual products/services. Acts as a visual search engine.
Why Using Multiple Channels Multiplies Your Scaling Efforts:
Don't just pick one. Using these platforms strategically together acts as a growth multiplier for your scaling business:
- Reach More Relevant Customers: Hit different UK audience segments and reinforce your message to those who use multiple platforms.
- Build Trust Faster: A consistent, professional presence across channels builds brand credibility more effectively than relying on a single platform.
- Own the Customer Journey: Guide prospects from discovery (e.g., TikTok/Instagram) through consideration (e.g., Pinterest/Facebook reviews) to conversion (e.g., targeted ads), meeting them where they are – including searching directly within social apps.
- Increase Efficiency: Repurpose core content across platforms (video clips for Reels/TikTok, images for Insta/Pinterest, articles for LinkedIn) saving time and resources.
Drive Better ROI: An integrated approach generates more touchpoints, builds stronger trust, and leads to more qualified leads and higher conversion rates
Which is essential for efficient scaling.
Email Campaigns and Marketing Automations
Once the website, search engines, social media and large language models are all optimised, happy days!
Does that mean that the internet is a coiled spring fully loaded with people ready to throw money in your general direction via every channel they can?
Not a chance. And you already know better than that.
The website is going to receive traffic and convert it into … whatever the calls to actions are (forms, phone calls etc) - the search, social and LLM channels are going to deliver the traffic.
These are your metaphorical trawler nets (yes, we have gone from the charge of the light brigade to commercial fishing, all in the same blog, what a life, eh?!) ... And your email marketing campaigns are your landing net. (Do you like what I did there?)
Email marketing can demonstrate a relatively high ROI because the email marketing lists are opted in and already brand aware - so further down the funnel than cold leads. Furthermore with a good lead magnet, email marketing can be used for really successful lead generation campaigns which can yield for better customer retention through brand awareness and brand loyalty being instilled over time.
Email marketing has versatility too, it can be used throughout the entirety of the user experience (...UX!) from lead generation through to post purchase support and beyond via data driven insights and the capacity for automation.
So by building the email marketing automations attached to forms in the website which is fed with inbound leads from search engine users, from effective super targeted outbound social media campaigns delivering content of value to a well researched and fully understood audiences and also being served up in the results of people questioning social media algorithms and AI LLMs .. now we are talking a professional, unified digital marketing strategy that is tracked and optimised over time to fulfil one ultimate KPI
Ever increasing returns of investment until we hit the sweet spot before the law of diminishing returns. Fully optimised on every channel and then maintained.
Then and only then have we delivered what we set out to do for you.
LET'S CHAT ABOUT SCALING YOUR BUSINESS