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Frequent questions

Our process and customer expectations regarding digital marketing

Our high-level process for running a digital marketing campaign includes the following 6 steps: Assess, Plan, Build, Drive, Optimize, and Grow.

Evaluate:

In the evaluation stage, we will evaluate your current digital marketing performance to establish a benchmark and gain an understanding of KPIs such as:

  • Monthly website visits
  • Percentage of sale / conversion of visit to potential customer
  • Potential opportunity conversion rate
  • Percentage of conversion from opportunity to customer
  • Average Initial Order Value (IOV)
  • Average lifetime value (LTV)
  • Cost of customer acquisition (COCA)
  • Number of customers you are currently generating from digital efforts
  • Number of customers you need to generate to meet your growth targets

Additionally, you will want to answer the following questions:

  • What are our company and our marketing department trying to achieve in the next 12-24 months?
  • What important milestones must we reach to reach our goals?
  • What are we currently struggling with?
  • What specific problems do we solve better than anyone else?
  • Which target audience cares the most about these issues?
  • When looking at our metrics, where is our growth bottleneck?
  • Is our digital platform (website, social, automation, etc.) ready to support our digital marketing efforts, and if not, what is missing?

Plan

Now that there is a basic understanding of your current digital marketing performance, we move on to the planning stage, where we will collaborate, research, and define the following:

  • Discovery - a deeper dive into strengths, weaknesses, opportunities, competitors, etc. of your brand
  • Orientation strategy - Top Buyers You're Looking For And Where To Find Them Online.
  • Global content strategy: the global content funnel needed to engage your target buyer's people to move naturally from one relationship level to the next.
  • Traffic strategy - Where and how we will distribute the content (through organic and paid methods) to ensure that your content is optimally placed in front of the people of your target buyer.
  • Generation strategy potential customers: Specific premium content and resources required to convert people into leads in your database.
  • Marketing automation strategy and development of potential customers- The specific content and automation required to convert leads to leads / sales.
  • Measurement protocol and reports - Define the metrics that matter, how we are going to measure those metrics, and how we are going to report on those metrics.
  • Technological requirements - Define the technologies needed to empower the strategies defined above.
  • Logistics : define which team (client vs. agency) is responsible for what, follow-up actions, establishment of regular meeting rhythms, etc.

Build

In the construction stage, we will build the necessary foundations to enhance your digital marketing program. This includes:

  • Landing page templates
  • Email templates
  • Digital Marketing Dashboard
  • Marketing automation funnel
  • Lead generation offers
  • Website optimization
  • Advertising platforms

NOTE: The assessment, planning, and construction stages should only be run once. These stages have a finite "project" period of 45 to 60 days. Once completed, we will move to a monthly "service" period that includes the Boost, Optimize and Grow stages below.

Drive

In the boost phase, depending on your growth goals, resources, and budget, we'll drive visits and engagement using some or all of the following methods:

  • Email newsletters
  • Paid traffic
  • Online Public Relations / Social Media
  • Content / SEO

These methods are listed in order of priority, and the top methods drive visits and engagement much faster than the bottom methods.

Optimize

Hand in hand with Drive activities, we will optimize your digital marketing program for maximum performance, including:

  • Reports and coaching
  • Lead Generation Offers Optimization (CTAs, Landing / Thank You Pages)
  • Optimizing ad performance
  • CRO (conversion rate optimization)

Grow up

Once your program is up and running, we'll create an additional content and offerings strategy to engage existing and / or new buyers, including:

  • Consulting on program growth
  • Targeted Lead Generation Offerings and Related Assets
  • Content and features to support shopper journeys

Our onboarding process is specifically designed to ensure a smooth transition between sales, finance, and production. A smooth and easy customer experience in this transition is of the utmost importance.

Our process involves connecting with Accounting, assigning dedicated strategists, and conducting in-depth kickoff meetings. 

Accounting:

Within 72 hours after receiving a proposal or a signed contract, our Accounting Department will communicate with a request for initial payment and / or subscription to our services as the case may be. 

Dedicated Strategist:

For multi-service customers, you will be assigned a dedicated Account Manager as your primary contact and point of contact.

Initial audit and launch meeting:

Prior to the initial client meeting, the team will have requested access to all necessary reporting platforms and tools, which will be used to conduct an initial audit of all relevant systems and past marketing activities.

Your account team will come prepared for the initial workshop-style meeting (3-6 hours) with additional questions and recommendations on how to prioritize your digital marketing opportunities.

At this meeting, all stakeholders will review a detailed project / service schedule as well as sample deliverables to be developed within the early phases of each project. In addition, we will work through a series of discovery and planning exercises covering topics such as: sales process and performance, marketing objectives and current performance, market segmentation, buyer personas, content marketing, advertising channels, and more.

We create web-based live reporting dashboards that act as a single customer portal from which all your digital marketing analytics are reported, giving you 24/7 access to campaign performance and full clarity.
 
Additionally, your dedicated strategist conducts weekly analytics and monthly report review calls are provided.
 
Most importantly, we provide an executive analysis layer to our reports so that key growth metrics are not overlooked.
We will establish a permanent regular meeting with you and your key stakeholders.

This enables us to set expectations for tasks, deliver incremental reports, and make quick decisions regarding timely needs.

Note: The cadence of standing meetings can be set based on your communication preference. 

This is a very complex question that requires a complete answer. 

But, before you provide marketing budget recommendations, define it: Your marketing budget refers to all the costs of marketing, advertising, public relations, event marketing, and anything else you can take advantage of to promote your brand and generate income.

Based on the latest research, our expert opinions, and years of marketing experience, we generally recommend:

You should spend 2 to 5 percent of your sales revenue on marketing.

What about specific digital marketing budgets? 

According Forrester Research Inc. , most industries, such as design and media, transportation, retail, health and beauty, real estate, information technology, agriculture and environment, and building and construction, spend 50 to 65 percent of their overall budget from marketing to digital marketing specifically. 

 When you work with dSumeki, if you have not yet defined an annual marketing budget, we will collaboratively create one with you. This budget will be derived from real and meaningful benchmarks that we connect to a business mathematical formula to determine your COCA (Cost of Customer Acquisition). Some example metrics within the formula include: 

  • Monthly website visits
  • Percentage of sale / conversion of visit to potential customer
  • Potential opportunity conversion rate
  • Percentage of conversion from opportunity to customer
  • Average Initial Order / Contract Value (IOV)
  • Average lifetime value (LTV)

From here, we can begin to determine the necessary and profitable budgets based on your goals and benchmark data, and also begin to project marketing ROI.

SEO (search engine optimization)

If you own a business or run a website of any kind, you probably want your target audience to visit it. SEO is important because it is specifically aimed at helping you do just this; improve the online presence and traffic of a website.

SEO helps you appear at the most important stage of your client's journey, when they are actively looking for products and services that you offer, or resources and information for which you have expert knowledge.

Our approach to SEO requires segmenting organic search traffic / queries and thus website engagement, into 1 of 4 groups, Google calls these query categories "micro-moments":  
  1. "I want to know"
  2. "I wanna go"
  3. "I want to do"
  4. "I want to buy"
We leverage industry trends and insights into the search behavior of these micro-moments to guide the on-page optimization strategy for relevant pages, to create funnels, and to segment users on the right landing pages that are hyper- relevant to your inquiry. 
 
For example, for an eCommerce customer, our keyword research and focus may be on the 'I want to buy' intent / queries. As a result, we would optimize intent / action-based pages (product pages) around shopping-related and topic keyword queries to better serve the user and improve relevance to Google. 
 
From each query, we can extrapolate the intent. In addition, each page must serve a very specific function and play a unique role in the user's buyer journey, whether it is in the knowledge, consideration or decision stage. 
 
A landing page, as another example, typically offers keyword queries based on brand / reputation and search intent, and aligns with the decision stage  of the buyer's journey .
 
A blog post, for example, serves keyword queries based on education and search intent, and aligns with the awareness and consideration stages of the buyer's journey. 
 
We are working to understand how we can better position the website to provide users with relevant content at the optimal stage of their journey, identify which KPIs to measure to demonstrate greater engagement, and focus on how we can improve performance over time.

The beginning (0-6 months): 

The first 6 months of any SEO endeavor are almost always devoted solely to fixing bugs, tweaking, and closing the gap between what your website has and current SEO best practices.

Once completed, these efforts can have ongoing and compounded benefits for years to come. Optimized, newly accessible pages start to get rankings and traffic, driving more links, more exposure, more sharing, and more business. 

The Leap SEO (6-18 months):

Over time, the list of immediate actionable fixes and optimizations gets exhausted. At this point, your website will hit an "SEO plateau."

To reach the next growth plateau (between campaign months 6-18), you must invest in new strategies, such as: 

  • New keywords and content
  • New vertical features and SERP (search engine results page)
  • Additional SERP dominance
  • Climbing up the buyer funnel
  • International / multilingual orientation
about content production

Yes. How Digital Agency and Audiovisual productionWe are experts in developing and implementing content marketing campaigns for our clients.

Specific content deliverables include, but are not limited to: own blog content, earned blog content location, infographics, white papers, copywriting, neurocopywriting, photo taking, photo edits, video edits, landing pages, web pages, etc. .

We make sure to cover all content needs for our clients.

Yes. We offer digital content placement, blog posts, interactive content, infographic creation and marketing, directory submission, citation creation, and competitor backlink analysis.

We offer video production in-house. We have the necessary resources for the development of productions of any size.

SEM Online Advertising Campaigns and social networks

We offer paid ad campaign management on a variety of social media and search engine platforms, including:

  • Facebook
  • Instagram
  • Pinterest
  • LinkedIn
  • Google 

First, we select a list of optimized and research-backed keywords that will be triggered by users searching search engines like Google.

For those keywords, we develop and write ad creatives to market your products or services, so that users see your ad when they search for relevant terms.

You will pay every time a user clicks on the ad and traffic is sent to your website. This payment model is known as cost per click (CPC).

The amount of CPC you pay depends on a predetermined "maximum bid" determined by what you are willing to spend. Additionally, there are other factors that influence CPC, such as the quality of your ad account structure, ad creativity, and ad relevance.

The campaigns will be shown directly in user searches, or in the displays that fit the user profile we are looking for.

The intention of the campaign is that it is shown as many times as possible to an audience as relevant as possible.

These advertising campaigns redirect the target audience to a website. Depending on the objectives of each campaign, we can make specific landing pages to obtain the maximum number of opportunities.

Preparing a campaign can take time depending on the work of prospecting, segmentation, creation of specific content and landing pages or lead capture system.

Once the campaign is launched, it will begin to be shown to your audience, so you can assess the ROI from the first moment.

However, we must say that in order to correctly analyze the results of a campaign we must wait until we have a minimum of data that allows us an accurate analysis.

 

Paid advertising on social media works similar to paid search advertising in the fact that the cost often accumulates on a pay-per-click (PPC) basis, that is, you pay only for the traffic that is send to your website from the ad. That said, there are two notable differences between paid social media advertising and paid search advertising:

  1. Paid advertising on social media targets shoppers during the different stages of your buyer's journey (awareness, consideration, decision), where paid search advertising primarily targets people at the consideration and decision stages.
  2. Paid advertising on social media is 'passive' in the sense that the ad is delivered to people who match certain audience criteria rather than paid search advertising, where the ad is delivered to people based on their search for "active" keywords on websites like Google, YouTube, etc. .

Facebook, Instagram, Pinterest, LinkedIn and Twitter.

The main benefit of an agency managing its social media campaign is experience.

By specifically focusing on social media, agencies have the ability to stay up-to-date on current trends, tools, advertising strategy, platform changes, and learn all the ins and outs of the various complexities of social media. 

Yes. Social media works for all businesses.

Social media allows one-to-one brand-buyer relationships to develop and maintain like no other advertising channel. 

Additionally, platforms such as Facebook, Instagram and LinkedIn are equipped with some of the largest audiences and the most advanced analytics data in the world.

You can identify your target audience on a hypergranular level to provide personalized, timely, and personalized experiences with your brand that will drive long-term brand awareness and engagement.

Yes, we offer a complete service (editorial and audiovisual) in which the client has their needs for content generation, analysis and publication cadence management covered without having to worry about anything else.

We establish monthly packages that include everything you need, as well as we can meet seasonal needs.

Billing and contract conditions

The easiest thing is to fill in the form on the contact page. We will analyze your needs and the right team member will call you to handle your request.

Each job proposal includes the conditions and specific payment methods for each proposal. Among the available payment methods are:

  • Wire transfer. Payment method suitable for service invoices that do not involve a subscription, as well as for the payment of advances to projects.
  • Credit card. You can subscribe to our recurring services by card payment. You can also make the payment of any of the invoices that we issue through this modality.

We process card payments in a secure STRIPE environment.

We use our CRM / ERP for billing and accounting. Invoices are set up with the payment schedule and terms as described in your service contract or service proposal.

The initial invoice (s) will be sent within the stipulated deadlines, with the option of paying by card directly from the invoice or with the option of paying by transfer or bank deposit, for which we include the IBAN.

In the cases of service subscriptions, the subscription payment will be processed on the card on the start or renewal date of each service and an invoice will be automatically issued and sent to you by email.

From our customer portal you will always have access to all your estimates, invoices, contracts and subscriptions. 

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