Needs to cover the following points:
Although DM services can be split ‘by name’, most businesses need a combination of services + an omnichannel approach. DM services work best when they’re combined e.g.
SEO drives traffic. CRO converts that traffic. Retargeting (social media/display ads) encourages people back to your website, email marketing [and remarketing] keeps people in the loop and encourages them to buy again.
Other things that need to be considered:
which services are appropriate for your business? Is your service/product suitable for social media marketing? (this is usually the case for B2C, but not so much for B2B).
We specialise in onmichannel digital marketing for B2C companies, with an emphasis on inbound traffic (captive audience).
All the above covers the ‘implementation’ aspect, but also the following needs to be right: copy, messaging, brand etc.
Also need to cover the need for a solid strategy which needs to be fluid to allow for opportunities to be taken.
Customer behaviour
Data
You can’t just slap an ad out there and expect people to buy on the first pass. People generally do their research (which is why off-site stuff is important e.g. reviews), will take their time to decide, will revisit your website numerous times before they buy/enquire etc. All this requires an omnichannel approach.
The services that a business needs depends on/will be denoted by:
- their target audience (who/where they are)
- where the business is right now
- the business goals
- budget
- timeframes
- in-house capabilities/capacity
- etc.
Which is why a strategy is needed first. Otherwise, you risk spending time and effort on the wrong things. And then if your messaging is crap, it’s going to fail no matter how good the execution is. Consistency is key although you do need to change things up (e.g. retargeting series of ads/email series). All the while, not pissing people off because people don’t really like being marketed to.
Services
These need splitting up into categories (if possible)
- Strategy
- Consultancy…
- SEO
- CRO
- Landing page creation
- Copywriting
- Messaging
- Website development
- Email marketing
- Social media marketing
- Retargeting/remarketing (we do FB, Insta, no longer Google)
- Google Ads (Search, Shopping)
“Add-on”/complementary services:
- Hosting & maintenance
- Automation
Not as much of a “service” but:
- UX (more of an audit/ongoing concern)
Cover omnichannel & integrated marketing.
And all of the above ‘wrapped up’ in how we (Keen) works with our clients: part of the team, communicative, responsive, giving a shit, finger on the pulse, etc.
“Stages”
Not applicable to all businesses, e.g., not start-ups who are at the beginning.
Audit
Where do sales/leads come from, website “quality”/experience/performance/structure, messaging/copy (branding) + website copy/structure. Also need to understand business: how many sales/leads do they need, what is the in-house conversion rate (to an extent we can’t influence this, but can potentially help), what is the budget/timeframes, what will the working relationship be like i.e., pure consultancy -> done for you (with stages in between).
Messaging
If it needs work, which it probably will, making sure key marketing messages are ‘good’. This varies from core message on website i.e., hero section, through to messaging used in ads, social media, emails etc. Also includes tone of voice.
Strategy
Persona development, digital marketing plan, roadmap etc.
Execution
The actual work i.e. creating landing pages, creating Google Ads campaigns, setting up retargeting on social media etc. This all needs the website/infrastructure to be set up correctly first (readiness) i.e. goal tracking on website/Google Analytics. Need to mention GA4 somewhere.
After this point it’s a case of following the roadmap but also following an iterative process to continually improve what has been implemented i.e., improve Google Ads campaigns by splitting into more ad groups/more landing pages; trialling different ads on social media etc.
Should also probably mention reporting (although to do this properly takes time, it’s boring, no one reads them properly anyway: perhaps better to offer some form of catch up call to go through things together (USP?) and discuss what’s worked, what hasn’t, what’s going to continue/change etc.
Also mention transparent working relationship: we use project management software to collect ideas, plan future work, discuss topics etc.
Key points:
Niche agencies that concentrate (for example) on SEO only, aren’t providing a ‘full/proper service’ because [these days] marketing needs an integrated, omnichannel approach. Messaging needs to be consistent and across multiple channels. That’s what we specialise in.
Getting your message right is key. So much marketing is implemented/executed fine, but it doesn’t hit the mark because the message is wrong i.e., doesn’t concentrate on the consumer, is arrogant (expects people to just buy).
Getting your website copy is key. Too many websites are vague and light on information. Today’s consumer [generally] wants ‘all the details’ and if you don’t provide it, your competitors will. You won’t lose the sale because your service/product doesn’t have what they’re looking for; you’ll lose it because you didn’t mention it. Too many business owners think things are implied, but that’s because they are too close to their business and don’t appreciate what their customer doesn’t know.
Strategy is key: without one, you’re working blind.
Don’t copy: don’t do what your competitors are doing just because you think you should. You have no idea how successful they actually are and how their efforts are paying off.
More about our “approach”
Move to About section potentially.
We understand that digital marketing is a vast subject and it’s difficult for business owners to know which direction to take, where to spend their money etc. Because we don’t specialise, we won’t just ‘sell’ what we can do, and because we’re honest, we’ll tell a client if we don’t think we can add enough value.
We don’t do design. Firstly, it’s because we don’t have an in-house graphic designer who spends all day pushing pixels around; but also because whilst design is important, the words are more important. We can pull in a great designer if we need to.
We don’t do TikTok, influencer marketing and shit like that. We’re too old!
We know what’s coming… Finger on the pulse, we know where digital marketing is going and will advise clients on how to stay ahead of their competition. What’s coming? VSO, personalisation, changes to Google Ads etc.
Benefits of working with us
- Consistency across your marketing (brand, message etc.)
Why you’ll like working with us (and also why not)
- We’ll challenge you
- We’re responsive – you won’t have to keep chasing us for things to be done or a reply to an email
- We won’t stroke your ego [because you’re paying us]