The first step in developing a complete digital strategy is to dig into what makes a business unique. It’s all very well learning about the audience and the competition, but ultimately your brand comes from the people, vision and values of the business in question.

That’s why we begin each campaign with a thorough investigation into the business. These are just some of the questions we will ask:

How did the company come into existence? What is the history of the business?

What does the current marketing activity look like? Which channels are providing the greatest return?

Do they have document company values, and has the team bought into them? Do they even know what they are?

What distinguishes the product/service from the rest of the market? Is it cheaper, faster, stronger, more beautiful?

What is the long term goal? Do they have a mission or vision statement? Does everyone in the company understand it?

What are the common traits and attributes among the senior people within the organisation? Are they highly technical? Are they enthusiastic? Are they highly competitive? Are they friendly and welcoming?

Where is the business weak? What are the potential threats we should be aware of?

How do they measure success in the short term? What are their Key Performance Indicators and do they have specific goals for each of these in the next 12 months?

What is their value proposition? Is it compelling? Is it believable?

By collating all this information we can begin to build a sense of what really defines the business and what has shaped its success to date. We can understand the special elements that need to be highlighted and the frailties that need to be strengthened.

In most cases some of this information will be missing, particularly documented values, mission statement and value proposition. In which case we will work with the organisation to agree these things, but first we must investigate:

THE AUDIENCE

THE COMPETITION

THE BROADER MARKET CONDITIONS

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The first step is to perform in depth research into your business, target audience and competitors to develop a complete strategy for your brand and content, along with all paid and organic channels.

If required, we will then use our research to propose a complete brand identity, including your brand core, product features, organisational values and visual identity.

Before starting any content development, it’s essential that the technical foundations are in place, including domain health, site speed and mobile compatibility.

In order to differentiate the brand we need a number of big ideas to spearhead the content activity, driven by influencer engagement. There must also be a clear content framework that defines the subject and format of content within the monthly calendar.

once the content strategy is defined we need to be clear on the role and objective of each channel, including the search engines, email, blogging and social media sites.

Alongside the brand strategy there should be a targeted advertising campaign focused on lead generation within an agreed CPA (Cost Per Acquisition). Common channels for a CPA campaign include PPC, remarketing and social direct response.

We believe in rapid iteration and that requires regular analysis and reporting focused on a small number of key performance indicators, with the primary emphasis always on sales.