Some agencies like to focus their time pitching different services they offer to potential clients. Some might even make claims about the results you will see if you pay them to do "X, Y, and Z."
However, that's not how we roll. To us, the most important thing to do at the beginning is to listen. We want to hear about your business. We want to learn who your customers are and where they find out about you. We want to know the things you've done to promote your business and how successful they were. We want to know the problems facing your business that need solutions today. But most importantly, we want to know what your goals are.
Audit and Analyze
Once we've had time to sit down and talk to you about your business it's time for us to dig in and do some research. This is when we take a look at your digital presence so we can see what your customers see. Do you have a website? Are your business hours easy to find? Are you active on social media? What do customers say about you in reviews?
Once we audit your digital presence we want to analyze your digital marketing campaigns. Where are you spending your online marketing budget? Are your current campaigns aligned with your goals? How well have your campaigns performed? And is there something we can do to improve your results and add value your business?
Now that we've had a conversation and took the time to research the digital footprint of your business, it's time for us to talk again. Our goal here is not to convince you to hire us. Instead we share our honest opinion with you, from improvements we think you need to make on your website to the types of digital marketing campaigns we recommend for your business.
If we think we can add value then we are more than happy to work with you. However, if we don't think we're a good fit for your business then we have no problem telling you so. And if we know someone else better aligned to meet your needs we will enthusiastically recommend them to you.
If we've made it this far that means we are confident that we can help develop solutions to your problems and we're excited to get started. After dotting the i's, crossing the t's, and receiving an initial budget we will dive into campaign creation head first. This part of the process involves intensive research into your industry, competitors, and customers.
We will create an extensive keyword list, an effective targeting plan, and a range of ads with the goal of reaching the right audience for the right price. How long this will take generally depends on the size of your business, however the knowledge gained here will pay dividends down the road.
Once we launch the first set of campaigns it is important to take a step back and let things unfold. We will be sure to monitor them frequently to ensure your budget isn't being wasted, but it's important to give the campaigns time to run and collect data.
Typically we let campaigns run 2-3 weeks before making any significant changes to them. This gives them enough time to generate consistent results that give an accurate picture of where improvements can be made. From there it's all about making small incremental improvements that lead to the best overall results.
When it comes to campaign optimization it is important to take small steps. With the power of analytics these days we can test the results to see what changes lead to more clicks and a lower cost. Does headline A work better than headline B? Does this call to action lead to more sales, or how about that one?
If you make too many changes at once you can't be sure which change improved your results and which one turned potential customers away. This part of the process requires patience, but the proof is in the numbers. Rest assured we will keep you in the loop throughout the process and will make sure you understand all the important information.
Rinse and Repeat
By this point we talked to you about your business and learned your goals. We saw what your business looks like online and how well you've promoted it in the past. We told you that we believe we can add value to your business and you hired us. Then we buckled down and used our expertise to create a quality first set of campaigns. After being patient and letting the campaigns run for an extended period of time we jumped back in and made incremental changes to improve the results of the initial campaigns.
So where do we go from here? Assuming you are happy with the results, we will continue working with you by creating new campaigns and optimizing the initial ones. Maybe that means trying a new advertising channel to get new users on your website or perhaps we focus on making improvements your website to help sell them on your products or services.
However, maybe your budget changes or you aren't seeing the return on investment you'd like. If that's the case then you need to make the best decision for your business even if that means heading our separate ways. As we said before, it's not our goal to just take your money...we truly want your business to succeed. So if the day comes where we are stop working with one another you retain access to all of your campaigns and we will be sure to give you a synopsis of the insights we gained and some final recommendations for you to do with as you see fit.
Ready to take action?
Times are changing and your digital presence is more important than ever, so if this sounds like something that can benefit your business, we urge you to take action today. And remember, it won't cost you anything more than some of your time to tell us about your business goals and hear our recommendations. So, what are you waiting for?