Digital marketing

“The best marketing doesn’t feel like marketing.”

Tom Fishburne

Consumers now expect and rely on digital marketing – the promotion, selling and advertising of products and services, primarily through online channels – as a way to learn about brands.

Digital marketing can help your business to reach prospects who are likely to interact with and buy your products or services in a more cost-effective way than offline and outbound marketing, enabling you to measure success regularly and pivot as required. It can even the playing field within a sector and allow startups and SMEs to compete with bigger brands.

It allows the identification and targeting of highly-specific audiences with personalised and high-converting messages. You might use social media to show ads to a certain audience based on particular variables and behaviours, or use search engine optimisation (SEO) and ‘pay per click’ (PPC) strategies to serve ads to users who’ve shown an interest in or searched for specific keywords related to your product, service, or industry.

A well-defined Digital strategy will provide a clear picture of how your digital marketing activities dovetail with your offline and outbound marketing and how each digital marketing campaign supports your overarching goals.

Working with us

We will support you in just the way that suits you – by implementing the digital marketing process or processes that are right for your business, or by simply advising on them:

Search engine marketing (SEM) – implementing a tailored SEM strategy. Delivering a complete SEO and PPC service, to build long-term growth.

Search engine optimisation (SEO)enabling your business to rank higher in search engine results pages (SERPS) and driving organic traffic and leads with a high purchase intent to your site.

Pay per click (PPC) – running PPC campaigns that have target actions defined which users may complete after clicking the ad – conversions – which can be tracked from the ad platform.

Paid search – advising on and running paid promotions and advertisements to enable higher ranking in search engine results pages (SERPS). Designing and implementing campaigns and ensuring the quality of advertisements and landing pages, the relevance of keywords and the optimum bid amount for the keywords and campaign.

Affiliate marketing – advising on and implementing a process whereby an affiliate promotes your product or service, often to a very specific audience in a defined niche, (primarily geared toward new-customer acquisition and top-line revenue growth).

Influencer marketing – advising on and implementing a process similar to affiliate marketing, but focussing more on brand awareness.

Native advertising – implementing paid advertising in which the ads match the look, feel and function of the media format where they appear, (not disrupting the user’s interaction with the page).

Marketing automation – setting up tools to collect and analyse customer information to design targeted campaigns, segmenting and scheduling the marketing messages to the target audience.

Content marketing – generating leads by creating and providing quality content to your audiences, who may consume it and share it further.

Social media marketing – working with you to develop a strategy and run the planning, scheduling, creation and publishing of content and the listening and engagement process – to help you deliver a unified message, consistent in tone while adapting to particular channels, but also natural and authentic.

Email marketing – advising on and implementing e-mail campaigns to potential prospects to promote your products and services, individualising the content for the recipient and ensuring compliance.

Instant messaging marketing – advising on and setting up instant messaging apps and services, which can be combined with automated technology and chatbots to either promote your products and services or provide a good customer experience.

Digital PR – working with you to increase awareness and visibility of your brand using online channels in a measurable and targeted way.

Our approach is client-centric and agile. The process will vary according to the project and your preferences, but the general outline is likely to be as follows:

The process

  • Initial meeting – Establish roles and responsibilities, preferred ways of working.
  • Discovery phase – Explore with you in detail project goals and audiences. Gather knowledge and supporting data from you. Gain a deep understanding of your online and offline market dynamics, key drivers and competition. Together, set success metrics and finalise a project plan. Supply a cost breakdown and a statement of work.
  • (You may have completed the Digital strategy process with us, in which case the Initial meeting and Discovery phase will also have been completed).
  • Campaign development phase – Study the information collected and develop a campaign or series of campaigns to meet project goals. Together, decide on the resources required for design and content creation.
  • Content phase – Develop an engaging schedule of content. Produce original and engaging content to meet campaign objectives – written material (posts, blogs, articles etc), video content (and video blogs), audio content (podcasts etc), imagery and infographics. Repurpose the content for the chosen streaming services, channels and websites.
  • Promotional phase – Work together to promote your products or services in line with campaign objectives, on appropriate digital platforms (search engines, display networks, e-mail and affiliate marketing, social media, e-commerce sites and other marketing platforms).
  • Analysis phase – During the campaign, collate and analyse data in order to make adjustments. At the end of the campaign, collate and analyse data to generate an ROI report.

Let’s talk!

If you have a project to discuss or if you’d like more information, we’d love to hear from you.