How to Restructure Your Marketing Efforts with Digital Marketing and SEO


Your online efforts are one of the marketing components that drive business success. These follow a set of strategies, which are usually designed to carry out goals for a definite period.

There will come a time, however, when you will have to reorganise your efforts, including the SEO services you’ve invested in. Doing this is necessary when demands for your business increase or customer behaviours change. At some occasions, restructuring is needed when the competitors outrun you or the existing methods don’t work.

There are some important areas you need to keep in if you’re looking to reorganise your tactics.

Your Budget

As an online business manager, your budget may not be as big as the ones required in creating TV commercials and giant billboards. Plus, there are plenty of affordable SEO services for small businesses that are highly effective. Despite this, you will still have to determine if your budget is lacking or excessive.

One rule of thumb when it comes to this is looking at the metrics. Other than the sales, check the volume of the traffic, the number of generated leads, and enquiries through emails and forms. You are probably underspending if you don’t use the methodologies required in reaching the goals you’ve set.

Your Website

It’s high time to restructure your website if you’re aiming to rebrand or if its form and function don’t meet the needs of the modern consumers. Restructuring your website is not about the design; it is about predicting the behaviour of your customers, meaning you will need to tweak the elements your customers are likely to click on.

Relabel the categories and reposition the links. On top of that, use more visuals to convey messages. Use small business SEO services to make your website easier to find. Make the website user-friendly, as well.

If you’re restructuring your website, you will need to come up with new metrics that will gauge the effort’s effectiveness. A/B tests will serve as a barometer when it comes to this.

Your Social Media

Social media is a complementary factor that gives your brand a personality. Its elements should be coordinated with what’s on your website. Content is your weapon here so make sure you’re working with great copywriters, designers and community managers. If you are rebranding, make sure that the changes in voice and personality of the brand will be obvious. Nevertheless, you have to reveal the changes gradually. Otherwise, you run the risk of surprising your customers in a negative manner.

How to Restructure Your Online Efforts with Digital Marketing and SEO Services

Now that you know which areas you need to take note of when restructuring your online marketing efforts, here’s how you can further improve your online presence with digital marketing and SEO services.

  1. Build your buyer personas.
  2. For any digital marketing strategy, you need to know who you’re actually marketing to. That’s why your first step to restructuring your online marketing efforts is to create detailed buyer personas. The best digital marketing strategies are built upon them.

    To do this, organise your audience segments and develop templates to build your buyer personas. Buyer personas typically represent your ideal customer/s and they can be created by in-depth research, surveys and interviews with your brand’s target audience.

    It’s important to note that the details you incorporate in your buyer personas should have real data as basis whenever possible. This means that ultimately making assumptions about your audience can move your marketing strategy in the wrong direction.

    To achieve a well-rounded picture of your buyer personas, your research pool needs a healthy mixture of prospects, customers, and people who align with your target audience even if they’re not part of your contacts database.

  3. Evaluate your existing digital channels and assets.
  4. When reviewing your existing digital marketing assets and channels to determine how to restructure your strategy, it’s helpful to consider the big picture first. This will prevent you from feeling confused or overwhelmed.

    Gather all the available data you have, and categorise each asset or channel in a spreadsheet. This way, you’ll have a clear picture of your current owned, earned, and paid media.

    • Owned Media
    • This refers to your brand’s digital assets — whether that’s your website, blog content, social media accounts or imagery. Owned channels are the assets your business has complete control over.

      This can also include the off-site content you own that’s not hosted on your website (e.g. a blog post you publish on an online magazine or on Medium). Many affordable SEO services for small businesses include guest blogging in their digital marketing packages.

    • Earned Media
    • Earned media refers to the exposure you gain through traditional or word-of-mouth marketing. Whether that’s through the customer experience you’ve delivered, the PR work you’ve been doing or the content you’ve posted on other websites (e.g. guest blogs). Earned media is basically the recognition or brand awareness you earn as a result of these efforts.

      You can also earn media by getting positive reviews, press mentions as well as people sharing your content via their social media channels and networks.

    • Paid Media
    • Paid media refers to any channel or vehicle you spend money on to catch the attention of your target audience or buyer personas.

      This includes things such as Google AdWords, native advertising (e.g. sponsored posts on other websites), paid social media posts or any other medium through which you pay in exchange for an increase in online visibility.

  5. Audit your existing content to identify gaps.
  6. Make a list of your existing owned content, and rank each of them according to their performance in relation to your current goals. For instance, if your priority is lead generation, rank your content according to which items generated the most leads over a given period of time.

    The point of auditing is to figure out which tactics are currently working and those that aren’t, so that when you’re planning for future content, you’re already setting yourself up for success.

    You should also identify any gaps in your current content, with your buyer personas as your basis. For instance, if you’re a clothing company and know through research that your buyer persona is constantly confused about size charts — and you currently don’t have content to address that concern — create some.

  7. Create a content creation plan.
  8. Based on your findings and the content gaps that you’ve identified, you can now make a content creation plan that outlines necessary content to help you hit your goals.

    Your content creation plan should include:

    • Title
    • Format
    • Goal
    • Promotional channels
    • Why you’re creating the content
    • Priority level of the content

    The plan can be formatted in a simple spreadsheet, and should also include information about your budget if you’re planning to outsource SEO services or the content creation. If you’re producing it yourself, have a time estimate.

    You’ll also need to outline your content creation plan for the long term. A good starting point is typically, around 6-12 months, depending on your business. This will allow you enough time to overlay when you and your team are ready to execute each action.

Restructure your online marketing efforts with SEO Services Australia

Restructuring marketing strategies is necessary not just because your existing methods are a failure; it is a means of staying relevant even if the prevailing techniques and the SEO services you’ve invested on are still working.

At SEO Services Australia, we provide affordable digital marketing and SEO services for all types of businesses. We can help you work smarter and develop strategies that will blow your competition away.

For more information and enquiries, speak with our customer service department to conduct specific changes on your tactics.

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