Digital Marketing

With our Digital Marketing services we attract, engage, and delight customers online!

Digital marketing can work for any business in any industry. Regardless of what a company sells, digital marketing stronglly involves building out buyer personas to identify the  audience's needs, and creating valuable online content. 

We are constantly driving brand awareness and lead generation through all the digital channels -- both free and paid -- that are at a company's disposal. These channels include social media, the company's own website, search engine rankings, email, display advertising, and the company's blog, vlog.We usually  focus on a different key performance indicator (KPI) for each channel so we can properly measure the company's performance across each channel. 

Our Digital marketing  services are online marketing tactics of any kind, regardless of whether they're considered inbound or outbound (push and pull marketing tactics)

Marketing has always been about connecting with an audience in the right place and at the right time.Considering  that internet usage among adults still increasing , so increased by 5% in just the last three years.The way people shop and buy has changed a lot too, so offline marketing isn't as effective as it used to be.Today, that means you need to meet them where they are already spending time: on the internet.

Digital marketing is defined by the use of numerous digital tactics and channels to connect with customers where they spend much of their time: online. From the website itself to a business's online branding assets -- digital advertising, email marketing, online brochures, and beyond -- there's a spectrum of tactics that fall under the umbrella of "digital marketing."

Some of the digital marketing services we provide  and the channels involved in each one:

SEO - Search Engine Optimization

The optimization process of  a website to rank higher in search engine results pages, so increasing the amount of organic  traffic the website receives. The channels that benefit from SEO include:

  • Websites.
  • Blogs.
  • Infographics.

Content Marketing

The creation and promotion of content assets for the purpose of generating brand awareness, traffic growth, lead generation, and finally customers. The channels that can play a part in your content marketing strategy include:

  • Blog posts.
  • Ebooks and whitepapers.
  • Infographics.
  • Online brochures.

Social Media Marketing

We promote your brand and your content on social media channels to increase brand awareness, drive traffic, and generate leads for your business. The channels we use in social media marketing include:

  • Facebook.
  • Twitter.
  • LinkedIn.
  • Instagram.
  • Snapchat.
  • Pinterest.
  • Google+.

PPC (Pay-Per-Click)

PPC is a method of driving traffic to your website by paying a publisher every time your ad is clicked. One of the most common types of PPC is Google Ads, which allows you to pay for top slots on Google's search engine results pages at a price "per click" of the links you place. Channels where you can use PPC include:

  • Google ads
  • Paid ads on Facebook.
  • Promoted Tweets on Twitter.

Affiliate Marketing

This is a type of performance-based advertising where you receive commission for promoting someone else's products or services on your website. Affiliate marketing channels include:

  • Hosting video ads through the YouTube Partner Program.
  • Posting affiliate links from your social media accounts.

Native Advertising

Native advertising refers to advertisements that are primarily content-led and featured on a platform alongside other, non-paid content.Social media advertising is "native" -- Facebook "posts" advertising and Instagram advertising, for example.

Marketing Automation

Marketing automation refers to the software that serves to automate your basic marketing operations. Many marketing departments can automate repetitive tasks they would otherwise do manually, such as:

  • Email newsletters.
  • Lead-nurturing workflows.
  • Updating contact list.
  • Campaign tracking and reporting.
  • Social media post scheduling.

Email Marketing

Companies use email marketing as a way of communicating with their audiences. Email is often used to promote content, discounts and events, as well as to direct people toward the business's website. The types of emails you might send in an email marketing campaign include:

  • Follow-up emails to website visitors who downloaded something.
  • Customer welcome emails.
  • Blog subscription newsletters.
  • Special Promotions to loyalty program members.
  • Tips or similar series emails for customer nurturing.

Online PR

It's  like traditional PR, but in the online channels.Online PR is the practice of securing earned online coverage with digital publications, news websites, blogs, and other content-based websites.The channels you can use to maximize your PR efforts include:

  • Reporter outreach via social media.
  • Engaging online reviews of your company.
  • Engaging comments on your personal website or blog.

B2B Digital Marketing

If your company is business-to-business (B2B), your digital marketing efforts are likely to be centered around online lead generation, with the end goal being for someone to speak to a salesperson. For that reason, the role of your marketing strategy is to attract and convert the highest quality leads for your salespeople via your website and supporting digital channels.

B2C Digital Marketing

If your company is business-to-consumer (B2C), depending on the price point of your products, it's likely that the goal of your digital marketing efforts is to attract people to your website and have them become customers without ever needing to speak to a salesperson.

For that reason, you're probably less likely to focus on ‘leads' in their traditional sense, and more likely to focus on building an accelerated buyer's journey, from the moment someone lands on your website, to the moment that they make a purchase. This will often mean your product features in your content higher up in the marketing funnel than it might for a B2B business, and you might need to use stronger calls-to-action (CTAs).

Digital marketing allows marketers to see accurate results in real time. 

On the other hand, with digital marketing, you can measure the ROI of pretty much any aspect of your marketing efforts.

Website Traffic, how many pages they visited, what device they were using, and where they came from, amongst other digital analytics data.

This intelligence helps us to prioritize which marketing channels to spend more or less time on, based on the number of people those channels are driving to a website. 

We can identify trends and patterns in people's behavior before they've reached the final stage in their buyer's journey, meaning we can make more informed decisions about how to attract them to a website right at the top of the marketing funnel.

Content Performance and Lead Generation

Not only can we measure how many people are engaging with a certain  content, but we're also generating qualified leads when people download it.

Attribution Modeling

A digital marketing strategy combined with the right tools and technologies allows you to effectivelly trace all of your sales back to a customer's first digital touchpoint with your business.

This is called attribution modeling, and it allows you to identify trends in the way people research and buy your product, helping you to make more informed decisions about what parts of your marketing strategy deserve more attention, and what parts of your sales cycle need refining.

Connecting the dots between marketing and sales is hugely important , companies with strong sales and marketing alignment achieve a 20% annual growth rate, compared to a 4% decline in revenue for companies with poor alignment. If you can improve your customer's' journey through the buying cycle by using digital technologies, then it's likely to reflect positively on your business's bottom line.

Types of Digital Content 

The kind of content we create depends on the audience's needs at different stages in the buyer's journey. We start by creating buyer personas  to identify what the certain audience's goals and challenges are in relation to the targeted  business. On a basic level, our online content should aim to help them meet these goals, and overcome their challenges.

Then, we investigating when they're most likely to be ready to consume this content in relation to what stage they're at in their buyer's journey. We call this content mapping.

With content mapping, the goal is to target content according to:

  1. The characteristics of the person who will be consuming it (that's where buyer personas come in).
  2. How close that person is to making a purchase (i.e., their lifecycle stage).

In terms of the format of our content, there are a lot of different things to try. Here are some options we'd recommend using at each stage of the buyer's journey:

Awareness Stage

  • Blog posts. Great for increasing your organic traffic when paired with a strong SEO and keyword strategy.
  • Infographics. Very shareable, meaning they increase your chances of being found via social media when others share your content. (Check out these free infographic templates to get you started.)
  • Videos. Again, these are very shareable and can help your brand get found by new audiences by hosting them on platforms like YouTube.

Interest Stage

  • Research reports. Again, this is a high value content piece which is great for lead generation. Research reports and new data for your industry can also work for the awareness stage though, as they're often picked-up by the media or industry press.
  • Webinars. As they're a more detailed, interactive form of video content, webinars are an effective consideration stage content format as they offer more comprehensive content than a blog post or short video.
  • Ebooks. Great for lead generation as they're generally more comprehensive than a blog post or infographic, meaning someone is more likely to exchange their contact information to receive it.

Decision Stage

  • Case studies. Having detailed case studies on your website can be an effective form of content for those who are ready to make a purchasing decision, as it helps you positively influence their decision.
  • Testimonials. If case studies aren't a good fit for your business, having short testimonials around your website is a good alternative. For B2C brands, think of testimonials a little more loosely. If you're a clothing brand, these might take the form of photos of how other people styled a shirt or dress, pulled from a branded hashtag where people can contribute.

With digital marketing, it can often feel like you're able to see results much faster than you might with offline marketing due to the fact it's easier to measure ROI. However, it ultimately depends on the scale and effectiveness of your digital marketing strategy.

We spend time building comprehensive buyer personas to identify the needs of the targeted  audience, and  focus on creating quality online content to attract and convert them, then we're able to see strong results within the first six months of our overall digital marketing efforts.

With paid advertising the results come even quicker -- but it's recommended to focus on building organic (or ‘free') reach using content, SEO, and social media for long-term, sustainable success.

We're focusing on inbound techniques like SEO, social media, and content creation for a preexisting website.With inbound marketing, the main focus is on creating high quality content that the audience will want to consume.

With outbound techniques like online advertising and purchasing email lists.We implement PPC using Google AdWords, bid against other companies in the targeted  industry to appear at the top of Google's search results for keywords associated with the customers business. Depending on the competitiveness of the keyword, this can be reasonably affordable, or extremely expensive, which is why it's a good idea to focus on building  customers organic reach, too.

Another key component of digital marketing is mobile marketing.

In fact, smartphone usage as a whole accounts for 70% of time spent consuming digital media

This means it's essential to optimize  digital ads, web pages, social media images, and other digital assets for mobile devices. If a company has a mobile app that enables users to engage with its brand or shop its products, the app falls under the digital marketing umbrella, too.Responsive website design to make browsing user-friendly for those on mobile devices. It might also mean reducing the length of  lead generation forms . As for  social media images, it's important to always have a mobile user in mind when creating them as image dimensions are smaller on mobile devices, meaning text can be cut-off.

We are creating Digital Experiences that work for any Targeted Audience, and consequently Achieve the Results you're hoping for.