Our high level process of executing a digital marketing campaign includes the following 6 steps: Assess, Plan, Build, Drive, Optimize, and Grow.

Assess:

In the Assess Stage, we will assess your current digital marketing performance to establish a benchmark and get an understanding of KPI’s such as:

• Monthly Website Visits
• Visit-to-Lead Conversion/Sale Percentage
• Lead-to-Opportunity Conversion Percentage
• Opportunity-to-Customer Conversion Percentage
• Average Initial Order Value (IOV)
• Average Lifetime Value (LTV)
• Cost of Customer Acquisition (COCA)
• Number of Customers You're Currently Generating from Digital Efforts
• Number of Customers You Need to Generate to Achieve Growth Objectives

Additionally, you'll want to answer the following questions:

• What is our company and marketing department trying to accomplish in the next 12-24 months?
• What important milestones do we have to hit to meet our goals?
• What are we currently struggling with?
• What specific problems do we solve better than anyone else?
• Which target audiences care most about those problems?
• In looking at our metrics, where is our growth bottleneck?
• Is our digital platform (website, social, automation, etc.) ready to support our digital marketing efforts and, if not, what's lacking?

Plan

Now that there is a baseline understanding of your current digital marketing performance, we'll move into the Plan Stage where we will collaborate on, research, and define the following:

• Discovery — a deeper dive into your brand's strengths, weaknesses, opportunities, competitors, etc.
• Targeting Strategy —  the top buyer personas you're after and where to reach them online.
• Overarching Content Strategy — the overarching content funnel needed to engage your targeted buyer personas so they naturally move from one relationship level to the next.
• Traffic Strategy — where and how we'll distribute content (through organic and paid methods) to make sure that your content is optimally placed in front of your targeted buyer personas.
• Lead Generation Strategy — specific premium content and resources needed to convert buyer personas into leads in your database.
• Lead Nurturing and Marketing Automation Strategy — the specific content and automation needed to nurture leads into opportunities/sales.
• Measurement & Reporting Protocol — define the metrics that matter, how we're going to measure those metrics, and how we're going to report on those metrics.
• Technology Requirements — define the technologies needed to empower the strategies defined above.
• Logistics — define which team (client vs. agency) is responsible for what, follow-up action items, setting regular meeting rhythms, etc.

Build

In the Build Stage, we'll build the foundation needed to empower your digital marketing program. This includes:

• Landing Page Templates
• Email Templates
• Digital Marketing Dashboard
• Marketing Automation Funnel
• Lead Generation Offers
• Website Optimization
• Ad Platforms

NOTE: The Assess, Plan, and Build stages will only need to be executed once. These stages have a finite "project" period of 45-60 days. Once complete, we'll move into a monthly "service" period that includes the Drive, Optimize, and Grow stages below.

Drive

In the Drive Phase, based on your growth objectives, resources, and budget, we'll drive visits and engagement using some or all of the following methods:

• Email Newsletters/Blasts
• Paid Traffic
• Online PR/Social Media
• Content/SEO

These methods are listed in priority order with the top methods driving visits and engagement much faster than the bottom methods.

Optimize

Hand-in-hand with the Drive activities, we'll Optimize your digital marketing program for maximum performance which includes:

• Reporting & Coaching
• Lead Generation Offer Optimization (CTAs, Landing/Thank You Pages)
• Ad Performance Optimization
• CRO (conversion rate optimization)

Grow

Once your program is up-and-running, we'll strategize additional content and offers to engage existing and/or new buyer personas which includes:

• Consulting on Program Growth
• Targeted Lead Generation Offers and Related Assets
• Content and Features to Support Buyers’ Journeys

Along with daily, as-needed communication, we will establish a standing weekly meeting with you and your key stakeholders.

This allows us to set expectations for weekly tasks, deliver incremental reports, and make quick decisions regarding timely needs.

Note: Once-a-month standing meetings may also be established based on your communication preference. 

We determine success metrics for all program activities by performing a COCA (cost of customer acquisition) analysis prior to any contracting.

We consider metrics like the LTR (lifetime revenue) of our client’s customers, our client’s gross margin, LTV (lifetime value), and COCA% to determine a max COCA$ that ensures a program with eventual ROI.

For lead generation campaigns, we also consider monthly objectives like website visitors, leads, qualified leads, opportunities, and customers along with the conversion rate at each point.

Paid/direct response KPI examples would include metrics such as impression-share, CPC, CTR, landing page engagement, and conversions.

We track KPI’s through a varied tool stack that includes, Google Analytics, Shopify Analytics, HubSpot, and more. 

If you own a business or manage a website of any kind, you likely want target audiences to visit it. SEO is important because it’s specifically aimed at helping do just this; improve the online presence and traffic for a website.

SEO helps you show up at the most important stage of your customer’s journey, when they are actively looking for products and services you offer, or resources and information for which you have expert insights.

Our SEO approach calls for segmenting organic search traffic/queries, and therefore website engagement, into 1 of 4 buckets, Google calls these query categories "micro-moments:"

We leverage industry trends and insights on the search behavior from these micro-moments to guide on-page optimization strategy for relevant pages, to build funnels, and to segment users to appropriate landing pages that are hyper-relevant to their query.

As an example, for an eCommerce client, our keyword research and focus may center around "I want to buy" intent/queries. As a result, we would optimize intent/action-based pages (product pages) around purchase-related keyword queries and topics to best serve the user and improve relevance with Google.

From each query, we can extrapolate intent. Furthermore, each page should serve a very specific function and play a unique role in the user's buyer's journey whether they are in the awareness, consideration, or decision stage.

A homepage, as another example, is typically serving branded/reputation-based keyword queries and search intent, and aligns with the decision stage of the buyer's journey.

A blog post, for example, serves education-based keyword queries and search intent, and aligns with the awareness and consideration stages of the buyer's journey.

We work to understand how we can best position the website to serve users with relevant content at the optimal stage of their journey, identify what KPI's should we be measuring to demonstrate increased engagement, and focus on how can we improve performance over time.

Local SEO is a hyper-specific tactic that focuses on optimizing your website to achieve local search rankings by ensuring that your business is properly represented on review sites like Yelp, City Search, Kudzoo, and others.

Your Local SEO Expert focuses on making sure that your NAP (Name, Address, and Phone Number) are correct and consistent across these listings so Google indexes your business information and website appropriately.

SEO as a broader practice focuses on optimizing your content – your blog and your website content, in general – to ensure it’s fresh, accurate, and interesting for search engines.

We offer paid advertising campaign management across a variety of social media and search engine platforms including:

• Facebook
• Instagram
• Pinterest
• LinkedIn
• Google

First, we select a list of research-backed, optimized keywords that will be triggered by users searching in search engines like Google.

For those keywords, we develop and write advertising creative to market your products or services so that users will your advertisement when they search for relevant terms.

You will pay each time a user clicks on the advertisement and traffic is delivered to your website. This payment model is referred to as Cost per Click (CPC).

The CPC amount you will pay is dependent upon a preset "maximum bid" determined by what you’re willing to spend. Additionally, there are other factors that influence the CPC such as the quality of your advertising account structure, advertising creative, and advertising relevance.

Upon returning your SOW, your strategist will schedule a kick-off phone call or in-person meeting with your team.

We will take over management of your campaigns at this time and follow up on the action items we outlined in our initial audit of your account and your SOW.

Generally, within 1-3 weeks of our initial kick-off call, you will have a newly-revised series of campaigns ready to launch!

Our approach to developing paid campaigns depends on variables like campaign goals, buyer personas, our clients’ sales cycles, and commercial transaction type (B2B or B2C).

EX) Optimizing lead-gen campaigns with Google Ads for B2C companies with considered sales cycles, requires razor sharp buyer personas and demographic targeting, tightly themed ad groups, testing ad copy and enticing offers, focused landing pages and a variety of keywords.