DIGITAL MARKETING
Your digital identity is a collection of online components representing your organization. Decades of research and experience position us to produce a rewarding digital marketing plan that leverages these components to increase your brand awareness, site traffic, conversion rates, and more.
Market Research
Strategy development begins with exploring the interests, behaviors, and lifestyle of consumers. Research is an essential piece of any strategy or marketing plan because it allows us to prioritize customer experiences and determine the best channels to reach them when, where, and how they are most receptive to your specific messaging.
Our research typically begins with reviewing current marketing mediums and comparing them to industry leaders. We examine:
- Ideal persona(s)
- Engagement rates
- Popular content
- Followers – including a demographic breakdown
- Areas of opportunity
- Suggested tools to improve the ability to track ROI and other analytics
DISPLAY ADS
Online display advertising is one of the most efficient ways to get brand messaging in front of consumers. Using the latest programmatic technologies including demographic-based targeting, credit card purchase data, lifestyle attributes, and past behaviors, allows us to provide highly personalized messaging for the ideal consumer. We regularly review performance by campaign, ad, topic, and placement to ensure the most effective results.
PPC/Paid search management
Google Ads are key components in the majority of our campaigns. They allow us to reach audiences actively searching for our products directly through PPC, Display Prospecting and Retargeting, YouTube, and Gmail.
Daily, weekly, monthly, and yearly optimizations are made throughout the life of a campaign including ongoing A/B testing, implementation of newly released or beta features, and continual optimizations including 100+ types of targeting such as:
- Topics of interest
- Look-a-like audiences
- Conquesting
- Demographics
- One-to-one retargeting
- Whole site retargeting
- Landing pages
- Negative keywords
- Negative placements
- Geolocations
- Mobile
- Time of day
- Ad scheduling
- Bid management, and more
MOBILE OPTIMIZATION
85% of Americans own a smartphone. We use them daily to remember our preferences, manage our schedules, find entertainment, and navigate the environment around us. Not only are they multi-functional but they’re small enough to fit in our pocket, increasing frequency of use throughout the day. This positions mobile devices as perfect tools to reach target consumers at the time of day they are most receptive. We do this through the use of video, interactive and static units, small banner ads, and high impact units that provide for full engagement.
Media Planning
Marketing is a constantly evolving field and it’s crucial to stay ahead of the curve. Our team continually reviews new opportunities and tools to help our clients stay relevant. We start each campaign with intensive research and a competitive demographic analysis.
Based on the research and budget provided, we design and implement a comprehensive plan using the most appropriate channels for distribution based on the goals set for your campaign. This typically includes a mix of digital prospecting, retargeting, SEO keywords, Google ads, video to improve brand awareness, increasing social media presence and followers, social media ads, and creating targeted email campaigns to drive conversions both on and offline.
Search Engine Optimization (SEO)
One of the most significant SEO evolutions is the prioritization of intuitive, user-friendly websites. Site speed and navigation comfort result in higher audience engagement as well as improved ad quality scores from Google.
Because SEO responsiveness is constantly changing, it’s important to review sites on a frequent basis. For this reason, we begin every SEO project with a site audit, which allows us to review and improve the following:
- On-Page Optimization: Keywords, Title Tags, Meta Descriptions, Header Tags, Unique Content, Alt Text, URL Conventions, Over-Optimization, Internal Links
- Search Guidelines & Spam: Canonicalized Site Versions, Search Result & Sort Pages, Link Acquisition Practices, Outbound Linking Practice
- Technical: Meta Directives, Robots.txt, XML Sitemap, Crawling Problems, Expiring Content, Site Speed, Duplicate Content
- Local: Product/Service Keywords, Location Keywords, Physical Address, Local Listings
- Usability: User-friendliness, Calls-to-Action, Conversion Process
Analytics: Tracking Code Implementation, Conversion Value Tracking, Tag Manager, Filters and Segments, Goal Tracking, Custom Alerts, Dashboards