Marketing log all leads generated via the website, Live Chat and third-party subscribed websites. As with the monitoring of ROI for events, going forward in order to measure the effectiveness of our online presence we will need to track the opportunities presented and will need support in tracking conversions for business units.
Digital advertising
The aim is to increase the number of leads driven through digital channels. As part of a wider group strategy we will be looking at enhancing online promotions. This will involve looking to enhance traffic driven to the website through SEO key words, paid for online advertising and tracking IP addresses and marketing to those prospects who have visited specific pages on the site. Within this strategy we will be proposing that the Private Client Service is promoted. Effectiveness will be greater when a specific service line is promoted, so we are proposing that IHT will the theme for the 2019/20 digital campaign.
Digital content
We continue to post all PCS articles online via our social media channels. This will continue into 2020/21. Content not only enhances our brand awareness and positions Scrutton Bland as an authoritative voice, but also acts in increase web traffic to the site.
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