The bulk of research and decision making often happens before you have the opportunity to interact with your potential customer or use. Those brands that can rank high in search on Google and other search engines are often the brands that get the clicks — and the business.
We understand how the difference of .1% in your conversion rate can have a significant impact on your search engine optimization (SEO) or pay-per-click (PPC) strategy. Similarly, your audience response rates to social media and email marketing can impact your reach. In a market known for the thinnest of margins, it is critical that your investments to improve search results generate real gains.
The most effective marketing is personalized and targeted to user and channel while reinforcing the brand at each turn. Trust is key with consumers when interacting with retailers, financial services, healthcare, or any place they share personal data. Understanding how and when to reach users is just as important as the message shared.
So where to begin? Let’s start with search where so many B2B and B2C relationships are first introduced.
Search engines serve up billions of search results every day and Google alone delivers 1.2 trillion results a year. Finding your way to the top of search results requires more than good content and good luck. Implementing a SEO strategy backed by search experts who spend every day learning to evolve and improve search results is a great start.
Each SEO project starts with a site audit. The depth of the SEO audit can range from a high-level overview to an in-depth analysis that generates recommendations across every page, element and tag. Elements of the SEO audit include:
Every site audit is delivered in a meeting with the client and includes a written report with actionable insights.
Organic search through SEO is one part of optimizing search results. Paid search advertising is another way to rank higher on search engine listings. The search algorithms of Google, Bing, Yahoo and others are always changing. While they’ve made a business of selling paid search results, relevancy is also key. A user is always driven by the most relevant search results in the fewest clicks and the search engine that delivers on that relevancy will likely retain that consumer (and their advertisers’ money.)
The investment is paid search advertising continues to reach unfathomable heights. Having an edge is key. Today, that requires understanding how people search and how things have changed. Visual search, voiceless commerce, video, and other evolving search technologies are rewarding the early adopters.
Similar to the site audit, each PPC engagement starts with an understanding of current approaches (if applicable) as well as assets and relevant content. More than just keywords, the evolution of paid advertising demands and inventory that includes:
Every PPC audit is delivered in a meeting with the client and includes a written report with actionable insights. SEO and PPC audits are often delivered together and may be combined with additional work around UX/UI design or customer experience assessments.
While the world has become increasingly social, email remains a cornerstone to most digital marketing strategies. Content personalization and interactive media allow the world’s largest brands to communicate with prospects and customers while driving loyalty with increasing relevance. The role of big data in email personalization is also growing as data stored in disparate systems can be used to target very narrow segments and encourage specific behavior.
As a digital agency, we can take on the heavy lifting of email management. From content creation to delivery and execution, we have the expertise necessary to reach the right user at the right time with the right message. Relevance is measured in conversion rates and we stay one step ahead of industry trends to engage users at the highest rates. Our approach takes into account the marketing that occurs across all channels and ensures a consistent and optimized brand experience.
Whether you have an in-house marketing team that you’d like to augment or you are looking to partner with a full-service agency, we have a model that can help you attract, convert and retain the best prospects and turn them into loyal customers. Metrics such as customer acquisition costs (CAC) and customer lifetime value (LTV) are critical in determining where and how to spend your marketing dollars. With new channels vying for the attention of consumers, it can be challenging to find the right focus for you, your budget and your time. Let our digital marketing experts help guide your go-to-market choices.
With over 150 projects across 75 different brands, we help companies succeed by delivering the strategy and technology that engages customers and drives sales. See a sample of our work across all aspects of commerce.