Digital Strategy

Implement the right techniques to get results.

Everyone knows strategy is important. Unfortunately, most are stuck in the strategy methodology from the 70s, with website agencies coming from two origins: (1) A traditional agency who hired a PPC person and a developer or (2) A development agency who hired an account rep and a copywriter. Often, these old strategies don’t accurately reflect today’s digital landscape and leave businesses stuck in the old ways.

Why not try things our way?

Branding

The Old Way

Spend $30,000 on a branding exercise, where an opinionated designer pontificates on brand specifications.

Our Way

In a digital world, branding is important. But, short of it being unprofessional, it makes little difference in real world results. The evolution of it should be based on established best practices and testing in a real world. If an orange button converts 20% better than a green one, that should be your brand accent color, no matter what the designer thinks.

Research & Testing

The Old Way

Spend $20,000 on Market Research and focus groups.

Our Way

While those old methods have their place (rarely, as it comes to digital marketing) the very nature of digital allows for real world results over boardroom theories for a fraction of the price.

Building an Audience

The Old Way

Tell everyone how great you are… Mission Statement, Philosophy, How you’re different, division of services.

Our Way

In digital marketing viewers want to (1) Solve a problem or (2) Get a deal. Sound digital strategy offers content from the viewers perspective, not yours.

Customer Identification

The Old Way

You need buyer personas, shopper Jim, CEO Julie.

Our Way

You need buying journeys defined by where it is possible to drive and segment viewers. Those are based on real world search terms and targetable audiences, not board room demographics.

Content Management

The Old Way

Your content management system (CMS) works this way, so we should structure the site in-line with that.

Our Way

What matters is having the flexibility to test and achieve higher conversion rates. If the CMS is a hindrance to that, we won’t be using it.

“The Sell”

The Old Way

Cliche language like: drive traffic, increase engagement, improved usability without the “meat” to actually make those things happen.

Our Way

Specific strategies on realistic ways to drive targeted traffic, easily segment that traffic, and convert them.

Get a strategy with some meat on it.

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