Our Services
Calling on more than a decade of online marketing experience, we help clients discover marketing opportunities and respond with an agile, intelligent strategy. To accommodate your particular business objectives and budget, our personalized, boutique-style services are available a la carte or as a comprehensive marketing program. For most of our clients, a solid foundation in the online marketing fundamentals is the first order of business. In keeping with that, our practice centers on three powerful and interrelated components:
Google Analytics.
Understanding your target audience and their interaction with your website is a prerequisite of successful online marketing. Fortunately, Google Analytics provides all the information you need, for free. Correct set up is crucial, however, and knowing where to find the most relevant, actionable data can seem daunting.
A basic deployment of Google Analytics is fairly easy to achieve and that’s where many organizations stop. Even a simple “out of the box” setup, however, can leave new GA users with so much information and so little direction on how to use it that they rarely venture past the first screen. That’s a shame, because correct and thoughtful interpretation of analytics data can mean the difference between a successful advertising campaign and an expensive shot in the dark. The trick is to know which information is most relevant to your business objectives, where to find it and how to set up Analytics (often going beyond the basics) so that you get it accurately. Below, we’ll touch on a few key areas where we’ve helped clients get the most out of their GA accounts.
Google Analytics Implementation: A correct implementation of Google Analytics is critical. If you have Google Analytics already installed, we’ll make sure that it’s done correctly and that it is functioning on all relevant pages of your site. If the code you are using is outdated, we’ll make recommendations for upgrading to the most recent version of GA. We’ll also insure that key actions on your site — product sales, contact form completions, document downloads, etc. — are being correctly tracked. Where appropriate, we’ll recommend advanced techniques for gathering fine-grained information such as the duration of video views or points at which contact forms abandoned, to name just two.
Data Quality: Your google analytic reports are only as good as the data they record. We’ll make sure that your reports aren’t skewed by false data and correct such problems as “referral spam,” self-referral traffic caused by incorrectly tracking multiple domains, and website traffic from within your company being treated as outside visits. We’ll also ensure that any appropriate data filtering is done correctly and that you always have one complete set of data being recorded at all times.
Reporting: Of course, all the data in the world is worthless if it doesn’t lead to effective marketing strategies. We’ll work with you to isolate the most relevant information for your marketing plans and present it in digestible, actionable reporting. We’ll use advanced segmentation, custom reporting, attribution modeling and other methods to paint the most accurate and detailed picture of your business possible. A clear understanding of the data will enable your organization’s decision-makers to find opportunities and develop strategy using proven, quantifiable methods.
Paid Search Advertising.
Paid search advertising, a subset of the broader “pay per click” advertising, is an indispensable component of most online marketing programs. Our expertise includes initial research and account set-up, along with ongoing management, competitive analysis and optimization across all major paid search platforms.
How (and why) paid search advertising works: For vast numbers of people, using a search engine as the primary method for finding a product or service has become so ingrained that it’s simply automatic. While it would be great if everyone could count on showing up in the free “organic” search engine results for relevant searches, in reality it doesn’t always work that way. Paid search operates on the principal that for most businesses, it pays to be present when someone engages in every stage of the conversion process. With paid search advertising, you have control over the searches in which your company is included and best of all, you only pay when someone clicks your ad and visits your site.
Getting started with paid search: Great paid search campaigns always begin with the same thing: thorough research. We’ll meet with you to gain a clear understanding of your business objectives, review your website offerings and then conduct the research necessary to ensure that your campaigns bid on only the search terms most likely to lead to a conversion. We’ll scale your campaigns and allocate resources across major paid search platforms to get the most out of your budget. Finally, we’ll write ad copy that shows your company in the best possible light and makes it stand out from your competitors.
Optimize, optimize, optimize. Like many good things in life, paid search campaigns get better with age — provided they receive the proper care. Continually testing and optimizing keyword bids, adding new keywords based on successful search queries, testing and refining ad copy, and eliminating unproductive ad impressions with negative keywords are just a few of the methods we’ll use to improve your campaigns. You’ll find that your marketing campaigns will get more focused and cost effective as time goes on.
Retargeting/Display Advertising.
Display advertising and retargeting are often treated as an afterthought in advertising campaigns and given few resources and even less attention. We encourage clients to take display advertising and retargeting seriously and let us help create the optimal mix of these important online marketing components.
Display advertising often gets a bad rap because internet users rarely interact with them directly, and when they do, the direct conversion rate is low. But the synergy between display and search advertising is, in fact, well documented. The right display advertising can boost paid search performance and greatly enhance brand recognition. We’ll work with you to create effective display ads and use demographic and psychographic targeting, geographic targeting, related content targeting and other methods to present them to the best possible audience.
Retargeting — AKA “remarketing” — is the practice of advertising to your website visitors after they’ve left your site. It’s done by detecting when visitors to your site are viewing other websites that allow the placement of third party ads. While common misconception holds that this can only serve to alienate potential customers, when done tactfully and with limits on the number of times ads are shown (frequency capping) it is actually extremely effective. We’ll work with you to present the right message, with the right frequency to keep your brand uppermost in visitors minds and inspire them to return to complete the conversion process.
Contact us today for a free initial consultation. We’d love to expand on how we can help you better understand your audience and respond with an affordable, custom-crafted marketing program that fits your company’s needs exactly.