DIGITAL MARKETING SERVICES

[hr]

[tabs]
[tab title=”SEM”]

SEARCH ENGINE MARKETING

PRO-TIP #1. Many companies are quick to “check the box” and launch their own paid and organic search efforts, but few are truly equipped to manage this most valuable revenue driver. Companies often find themselves investing more heavily in paid search because the payback is more immediate, BUT long-term growth strategies should include BOTH paid and organic search with investments being strategically made at the keyword level AFTER analyzing traffic sources, the competitive environment, and content marketing strategies.

PRO-TIP #2. We’ve found that inexperienced tactic managers fall into 2 basic attribution traps. A – managing a portfolio of ads based on the average performance (instead of incremental lift on the last dollar), and giving full credit to the last click tactic. In either case, campaigns are often over-stating performance, and improperly investing media dollars.

[hr]

DARN DIGITAL CAN HELP:

[list type=”arrow”]

[li]Paid Search Audit / Review[/li]
[li]Strategy Development[/li]
[li]Program Management[/li]
[li]Program Reporting[/li]

[/list]

[/tab]

[tab title=”Paid Search”]

PAID SEARCH MARKETING

PRO-TIP #1 – Inexperienced paid search managers should be cautious about branded term bidding. Will your brand get the clicks thru organic anyway? How can you determine??

PRO-TIP #2 – Finding the point of diminishing returns. We find new clients that are getting serious about analytics and performance report on OVERALL campaign efficiency and ROI. This needs to be broken down into keyword groups, trended by investment level (the higher the spend, the lower the return), and measured as a percentage of overall revenue by channel.

[hr]

DARN DIGITAL CAN HELP:

[list type=”arrow”]

[li]Program and Vendor Audit / Review[/li]
[li]Strategy Development[/li]
[li]Program Management[/li]

[li]Program Reporting[/li]

[/list]

[/tab]

[tab title=”SEO”]

SEARCH ENGINE OPTIMIZATION

PRO-TIP – Often times our clients start SEO development on their own, but few understand the impact of their work on Google (and other engines), and even fewer do the required competitive analysis to understand which keywords to invest in, and how. For instance, many website managers will simply inject the same keywords onto EACH page – believing they are relevant, but the negative impact on this is that Google (other) cannot determine which page is the most important for a particular keyword search. So in essence many SEO practices simply create more confusion than actually increase traffic.

[hr]

DARN DIGITAL CAN HELP:

[list type=”arrow”]

[li]SEO Keyword Audit[/li]
[li]Strategy Development[/li]
[li]Onsite and Offsite SEO Management[/li]

[li]Program Reporting[/li]

[/list]

[/tab]

[tab title=”Social”]

SOCIAL MARKETING

PRO-TIP #1 – Are your company social posts more than 75% shameless self-promotions? This could be severely limiting your brands reach due to new, more aggressive social engine algorithms.

PRO-TIP #2 – Your Social strategy should take into account both hosted content (content ON Facebook) AND traffic driving (links from social to your website). One offers more reach, and the other offers a better chance for engagement (Revenue)

[hr]

DARN DIGITAL CAN HELP:

[list type=”arrow”]

[li]Program Audit / Review[/li]
[li]Strategy Development[/li]
[li]Program Management[/li]

[li]Program Reporting[/li]

[/list]

[/tab]

[tab title=”E-commerce”]

E-COMMERCE AUDIT

• Online E-Commerce Strategy – Direct to Consumer & Resellers

• Merchandising & Searchandising

• Marketplaces – Amazon, eBay, and More

• User Generated Content & Visual Social Content

• Content Syndication

• Platforms Technology Service Providers

• Order Processing &Fulfillment

[hr]

 DARN DIGITAL CAN HELP:

[list type=”arrow”]

[li]Program Audit[/li]

[li]Strategy Development[/li]

[li]Program Management[/li]

[li]Program Reporting[/li]

[/list]

[/tab]

[tab title=”Website”]

SERVICES:

[list type=”arrow”]

[li]Wire Frame Development[/li]
[li]”Simple” site construction[/li]

[li]Program Reporting[/li]

[/list]

[/tab]

[tab title=”Affiliate”]

AFFILIATE PROGRAM

An affiliate program is a Marketing program that allows and online merchant website to pay 3rd party websites to send traffic and/or sales.

[hr]

ASK YOURSELF – ARE WE DOING IT RIGHT?

Hmmm…Are you certain the affiliates are adding all the value they claim? Are they reporting from YOUR analytics system or theirs? Can they even see your other Digital Marketing tactics to begin to make a reasonable attribution model? Unfortunately, most of the time the answer is “NO”.

[hr]

DARN DIGITAL CAN HELP:

[list type=”arrow”]

[li]Program Audit[/li]
[li]Strategy Development[/li]
[li]Program Management[/li]

[li]Program Reporting[/li]

[/list]

[/tab]

[tab title=”Shopping Feeds”]

SHOPPING FEEDS

SHOPPING FEEDS are search ads that include richer product information, such as product image, price, and merchant name, without requiring additional keywords or ad text.

[hr]

ASK YOURSELF – ARE WE DOING IT RIGHT?

Hmmm…Are you adjusting your Paid Search budget to push 5% to 20% of your budget specifically to PLAs? Are you managing inside your current Adwords account? Are you accounting for the expected slip in SEO from this new Google paid ad vehicle?

[hr]

DARN DIGITAL CAN HELP:

[list type=”arrow”]

[li]Program[/li]
[li]Strategy Development[/li]
[li]Program Management[/li]

[li]Program Reporting[/li]

[/list]

[/tab]

[tab title=”Retargeting”]

RETARGETING

Retargeting is the process of using cookie data (typically) to serve ad units to website visitors AFTER they leave your website. Search Retargeting (new school) is the process of “renting” cookie pools to serve advertising to people who’ve input particular queries into search engines.

[hr]

ASK YOURSELF – ARE WE DOING IT RIGHT?

Hmmm…Are you running a control group to measure the incremental lift from View Through conversions? The incremental revenue lift should mapped against the entire spend to understand impact on overall profitability.

[hr]

DARN DIGITAL CAN HELP:

[list type=”arrow”]

[li]Program  Audit / RFP[/li]
[li]Strategy Development[/li]
[li]Program Management[/li]

[li]Program Reporting[/li]

[/list]

[/tab]

[tab title=”Media Buying”]

MEDIA PLANNING AND BUYING

Media planning and buying is the process of strategizing, negotiating, and purchasing ad placements, or “inventory.” When planning what inventory to purchase, planners must take into consideration the product being advertised, target audience, and campaign goals. In addition, not only are media buyers responsible for making the initial purchase, but also for continuing to optimize performance throughout the entire campaign lifecycle.

 [hr]

ASK YOURSELF – ARE WE DOING IT RIGHT?

Hmmm…Are you thinking in terms of High, Middle, and Low Funnel to optimize the efficiency of media buying?? Invest in HIGH to target NEW people and drive awareness for your brand. Invest in MID funnel to target prospects that closely mirror your ideal target demographics (a smaller pool than HIGH funnel, but very valuable). Invest in LOW funnel to convert and re-convert site previous customers and those nearing purchase readiness. Stack up funnel investments for optimal efficiency.

PRO-TIP: Don’t limit your spend to target users directly ON particular websites…Deploy bidding strategies (programmatic and AdSense) to target users that fit your profile wherever they surf the Internet.

[hr]

DARN DIGITAL CAN HELP:

[list type=”arrow”]

[li]Program Audit / Review[/li]
[li]Strategy Development[/li]
[li]Program Management[/li]

[li]Program Reporting[/li]

[/list]

[/tab]

[/tabs]

[column][column size=”one-third”]

High-Funnel Tactics

Strategies and tactics designed to drive brand and / or product awareness to NEW consumers or businesses. It’s all about getting that “first date” with a specific target demographic.
[/column]
[column size=”one-third”]

Mid-Funnel Tactics

Strategies and tactics for targeting consumers or businesses that are aware of your offerings, but not ready to consider purchasing. You’ve gotten a first date, now it’s time for some intrigue.

[/column]
[column size=”one-third” last=”true”]

Low-Funnel Tactics

Strategies and tactics that target consumers or businesses that purchased your wares. You’ve gotten the first kiss. It’s time to create a long-last, mutually-beneficial relationship. Ahh bliss!
[/column]

Media planning and buying is the process of strategizing, negotiating, and purchasing ad placements, or “inventory.” When planning what inventory to purchase, planners must take into consideration the product being advertised, target audience, and campaign goals. In addition, not only are media buyers responsible for making the initial purchase, but also for continuing to optimize performance throughout the entire campaign lifecycle.

[tab title=“E-commerce Audit”]

E-COMMERCE AUDIT

Online eCommerce Strategy – Direct to Consumer & Resellers

Merchandising & Searchandising

Marketplaces – Amazon, eBay and More

User Generated Content & Visual Social Content

Content Syndication

Platforms Technology Service Providers

Order Processing & Fulfillme

[hr]

DARN DIGITAL CAN HELP:

[list type=”arrow”]

[li]Program Audit[/li]

[li]Strategy Development[/li]

[li]Program Management[/li]

[li]Program Reporting[/li]

[/list]

[/tab]