Digital Marketing

Most of what gets sold as digital marketing is spend without a clear line back to revenue. The honest starting point is the same one used on the SEO page: work out what a customer is actually worth to you before spending anything to acquire one, because that number should decide the budget, not the channel that happens to be fashionable.

What this actually covers

Deciding which channel is worth testing for your specific business, since paid search, paid social and organic content earn attention in different ways and none of them is right for every business. Landing pages built to convert the specific traffic a campaign sends, rather than pointing every campaign at the homepage and hoping. Tracking set up before a campaign launches, not added afterwards once somebody asks where the money went.

How campaigns are measured

Against cost per lead and, where the data allows it, cost per customer, not against clicks or impressions, which are easy to buy and do not pay your invoices. A campaign that generates traffic but no leads gets reported as exactly that, not dressed up as a success because the numbers moved.

Being honest about when this is not worth it

If your market has low search volume, a long sales cycle driven by relationships, or a product better sold through referral than advertising, we will say so rather than run a campaign anyway. Paid spend rewards demand that already exists, it does not create it from nothing. For some businesses the right answer is a fast, well built site and word of mouth, not a monthly ad budget.