2074: How Teamwork and Cross-Channel Collaboration Unlock Digital Marketing Growth by Antonella Pisani

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[00:01:00] This is Optimal Work Daily. How Teamwork and Cross-Channel Collaboration Unlock Digital Marketing Growth by Antonella Paisani of ifullmedia.com. Teamwork unlocks the true potential of a digital marketing campaign. As standalone activities, SEO, paid search, and content marketing can achieve standalone success. But the best digital marketing campaigns focus on integrating strategies and tactics across all channels.

[00:01:28] Siloed victories in digital marketing are like scoring some of the points you need to win, but not all of them. Your SEO team could perform well in isolation. Your paid search team could score points too. But how well would your team perform if everyone was shooting at the same goal?

[00:01:42] If your digital marketing campaigns operate in silos, now is the time to change. You can no longer leave money on the table in the form of untapped growth. Following are three steps you can take to drive collaboration across channels in a digital marketing campaign. Also included is an example of how this will help accomplish your goals. Three steps to drive digital marketing collaboration. Number one. Deliver combined campaign reports.

[00:02:10] Combined reporting helps communicate the impact of a digital marketing campaign. It also helps answer the most important questions first. Here are three of those questions that combined reporting helps answer. One. Is your website winning? Two. Is the digital marketing campaign improving website ROI? And three. Are website traffic, engagement, and conversions improving? Highlight these collective team goals first in a combined report. Then step back and break down the impact of each channel.

[00:02:40] Combined reporting also makes it easier to illustrate how each channel works together to drive these results. Number two. Collaborate on campaign strategies. Collaborative strategies fuel efficiencies and growth in digital marketing. Sharing SEO research with the team is a collaborative strategy that helps inform paid activities. Sharing paid search data, like CPC or CTR, with the SEO team can help inform organic strategy.

[00:03:08] This cross-channel collaboration saves time. It reduces the need for keyword research and A-B testing. This communication also drives growth by sharing learnings and ideas quicker across channels. And number three. Internal team meetings. Digital marketing can benefit from internal touchpoint meetings. Recurring meetings communicate digital marketing strategy development ideas and highlight key results. Scheduled weekly team touchpoints are the first step.

[00:03:36] Then ask each marketing channel to bring one strategy idea to the first meeting. Build on campaign collaboration from that first meeting. Client case study. Improving win rate with collaboration. EiffelMedia's collaborative team approach to digital marketing helped improve ROI and revenue for our clients. One of our clients helped by this approach worked in the API industry. They were an enterprise leader who owned a significant market share.

[00:04:03] They were looking for an agency to drive more quality leads to help the sales team improve their win rate in 2022. We implemented a cross-channel program that included SEO, paid search, and content creation. This collaborative strategy drove the following results. 150% increase in win rate year over year. Our digital marketing team first aligned on our clients' primary goals.

[00:04:27] We built a strategy that included search engine optimization, new content creation, and paid search activities. Along with quarterly roadmaps, we also created a combined reporting template. Each week, we met as a team and shared strategies, ideas, and results. This cross-channel communication helped achieve the following for our client. Collaborative digital marketing campaign results. Organic traffic increased 31% year over year.

[00:04:53] Cost per click in paid media ads decreased by 43%. Paid conversions increased by 22%. And organic goal completions increased by 28%. These results helped achieve our primary goal of improving our client's win rate. This traffic driven by each channel led to a 35% win rate on inbound leads for the website in 2022. Win rate refers to the number of inbound website leads closed by the sales team,

[00:05:22] or the number of inbound leads that become customers. Our 35% win rate on inbound leads was a 150% increase year over year. This win rate led to more customers and a significant increase in ROI. All website leads generated through paid, SEO, and content combined to drive this growth. Teamwork makes the digital marketing dream work. In a vacuum, the individual channel success we achieved was valuable.

[00:05:50] An SEO can hang their hat on a 31% growth rate, for example, or a 28% growth in conversions. As a paid team, decreasing cost per click by 43% is also a tremendous accomplishment. But the overall team effort is what maximized success in this campaign. None of these success metrics would have been as strong without the collaborative team working together. This team synergy will only become more valuable in the future.

[00:06:16] Take steps now to drive digital marketing collaboration for your website. If you have different agency vendors, set up a monthly cross-channel meeting with them, too. Share the same strategies you would share with your internal team. Working more as a comprehensive unit will help your digital marketing campaigns win big. You just listened to the post titled, How Teamwork and Cross-Channel Collaboration Unlock Digital Marketing Growth,

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[00:07:38] That's O-L-L-Y dot com. And thanks to Antonella, who brings more than 24 years of digital experience with a focus on e-commerce leadership and digital marketing. Prior to starting Eiffel, she held VP and SVP roles at companies including Pro Flowers, Guitar Center, JCPenney, and Fossil. Antonella is an avid traveler and photographer with a particular passion for visiting places off the beaten path, including Antarctica, Easter Island, Bhutan, and the Arctic.

[00:08:08] She is fluent in Spanish and Portuguese, and she knows enough French and Italian to get by with the locals. She's based in Dallas, Texas, and is a member of the North Texas Food Bank Advisory Council and a member of the Dwell with Dignity Board of Directors. And you can check out much more great content from her by visiting eiffelmedia.com. That's E-Y-E-F-U-L-Media dot com. Lots of great advice there. And thanks again to Antonella for letting us share her work. Well, that is going to do it for today.

[00:08:38] I hope you enjoyed this post from Eiffel Media and that you're having a great day. And I'll see you back here tomorrow, where your optimal life awaits.