Deep Dive: Digital Marketing
Digital marketing is drowning in choices. Channels, technologies, platforms, tactics. The challenge is not what to do. The challenge is knowing what not to do.
Simplicity Over Complexity
The biggest hurdle in digital marketing is not technology. It is the overwhelming number of choices. Pay-per-click or SEO? Social or search? Email or content? Display or native? Each choice spawns more choices.
We have watched companies paralyze themselves with options. They test everything superficially instead of committing to anything deeply. They spread budgets across twelve channels when three would deliver better results. They chase every trend instead of mastering fundamentals.
Our approach: fewer channels, deeper execution. Find what works, then exhaust it before adding complexity.
Data Tells You What, Not Why
Every digital marketing engagement starts with an audit. Not because audits are glamorous, but because most companies are flying blind. They know their bounce rate but not why people bounce. They track conversions but not what stopped the people who did not convert.
Data tells you what happened. It does not tell you why. Understanding why requires talking to customers, watching user sessions, reading support tickets, and asking questions that cannot be answered with analytics dashboards.
We have learned that companies drowning in data are often starving for insight. More dashboards do not solve this. Better questions do.
Digital Marketing Case Study: CyrusOne
CyrusOne (NASDAQ: CONE) empowers the world’s leading companies with connectivity solutions and data centers, with a network of 50 facilities in key North American, South American, European, and Asian markets. Global firms seeking enterprise colocation solutions have consistently selected CyrusOne while its strong growth over the past 16 years has made it the third-largest data center provider in the U.S.
OBJECTIVE
STRATEGY
To support the channel spectrum of potential clients, we rebuilt the CyrusOne site to improve SEO from a technical perspective. We developed strategic digital marketing mix to address buyers at every stage of their journey and built a robust Data Center Build vs. Lease Analysis Tool.
Blog posts supported early awareness, with over 3% of unique page views on the CyrusOne website coming from blog posts. We supported late awareness efforts with executive reports and case studies, allowing the capture of contact information for further lead nurturing.
RESULTS
- Year-over-year, CyrusOne grew traffic to the site by 42.6% with most of those sessions (71.5%) coming from New Visitors to the site.
- 19 states represent 80% of the Fortune 1000 markets. We helped generate 83% market penetration into these geographic areas through our online efforts.
- Updates to the website increased Top 10 ranking results by 120%, and the volume of terms being ranked in the Top 100 increased by over 1000% year over year.
- Geo-based searches for CyrusOne generated approximately 30K organic impressions each month.
- Over 6,500 sessions were sourced back to a Fortune 1000 IP address which aligns with strategic audience goals.
