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Digital Marketing Strategy Consulting

In order for digital marketing initiatives to be conducted in alignment with business objectives and short, medium and long-term goals, a digital strategy needs to be established prior to implementation. 

It will serve as a document to how the organization’s strategic objectives will be achieved through specific marketing strategies and tactics, maintaining the customer as the starting point. 

  • Channel selection and the strategy behind posts for each channel

  • Action and development plans

  • Roadmap and timings

  • Key performance indicators

  • Short, medium and long term business objectives

  • Situational Analysis

  • The strategy behind aligning digital marketing to achieve the business short, medium and long-term goals

  • Branding and positioning strategy.

What does a digital marketing plan include?

A digital marketing plan is conducted in two consultation sessions between 2-4 hours each and the final deliverables will include a document which includes:

The main objectives revolve around:
  • Attracting, convincing and converting clients

  • Segmenting marketing campaigns to improve the effectiveness of leads development

  • Creating and maintaining trust and advocacy around your customers.

Social Media Management

Social Media Management is a vital part of the digital marketing aspect for all businesses since it creates fantastic marketing opportunities for positioning, establishing trust with your audience and interacting with them amongst dozens of other strategic objectives.

Our social media management services provide enterprises which opt for an online presence a compelling business image and interaction with prospects and current client base.

How can Social Media Management help businesses:

Maintaining an ethical approach towards our social media management efforts, we focus only on organic growth and keep a “white-hat” mentality, ensuring that all leads generated through social media are relevant and real.

  • Facilitates the customer's purchase journey

  • Provides excellent insights on the target audience’s persona

  • Cost-effective marketing tool

  • Creates and maintains customer loyalty leading to higher satisfaction

  • Enhances the brand’s authority

Influencer Research

Influencers play a huge role in business development since it can provide a “leap-frog” process to leverage trust with an already established audience.

 

Finding the right influencers can skyrocket sales for a short period of time depending on the agreement established and the success of the product presentation.

Upsides
  • Direct access to the target audience

  • Established trust and credibility

  • Low investment requirement (depending on follower base)

  • Easy to keep track of ROI

  • Fake follower base can influence perception

  • Follower base might be resistant to paid promotions

  • Product placement success can take a hit if the wrong approach is taken

  • Impact on sales are usually for short term only

Downsides

Social Media Platform Ads

All social media platforms have integrated paid advertising which businesses can use to extend awareness, bring in new leads and increase sales. Each social media platform has specific benefits and ads have to be structured and implemented in accordance with the audience on each platform.

Facebook Ads

Facebook provides precise targeting opportunities based on age, demographics, interests and activities and serves as the forefront of creating and analysing a target audience persona.

As a platform, Facebook serves as the main storefront which represents business credibility due to additional security measures and active management of social media pages to comply with the T&C’s.

Facebook’s audience interacts heavily with video-based advertising and image-based ads.

Instagram Ads

Businesses opting for Instagram as a social media platform needs to ensure that the visual impact of their business offerings and page is perfectly set-up from a graphics perspective and a value-based perspective. In comparison to Facebook, Instagram’s audience is younger, and their interaction with ads is much higher – if the social media page presents excellent visual impact and value for the follower base, optimal conversion rates follow.

Steps involved in setting up social media campaigns:
Run A/B tests for each ad campaign to determine optimal ROI
Establish a budget for each campaign
Create a minimum of 3 separate ads for each campaign
Set specific targeting factors
Research target audience
Set KPI’s to monitor the effectiveness of a campaign
Monitor and optimize ads

Google Pay Per Click

Similar to social media advertising, Google PPC directly targets the audience which is actively searching for the specific product/service which your organization provides or similar ones.

Investing in Google PPC can turn out to be very costly for companies especially in the early stage of the business since the bidding process per click can quickly rack up high costs. Depending on the industry and competition, opting for Google PPC is ideal for massive awareness campaigns.

The Risks
Social Media Ads Comparison

The main difference consists in the targeting practice. While on Facebook and Instagram, you can target individuals based on more precise metrics (interests and activity for example), Google PPC provides a Keyword bidding process. In essence, the targeting is done either on active searches or the past customer’s searches, and the sole purpose of running the ad is to direct your prospects to your website.

We analyse the current stage of your business, from an online presence and financial strength and determine the best course of action when determining ideal keywords which can provide optimal ROI. Our usual process consists of:

  • Competitor and target audience research

  • Evaluating current business resources (website)

  • Establishing a concise customer journey

  • Keyword research

  • Establishing a budget based on keyword expenses

  • Set up Campaigns and Ad groups

  • Set up KPIs to determine the performance of campaigns

  • Optimize campaigns and allocate budget based on ROI

Branding

Branding defines your customers’ perception of your business while reaffirming credibility and trust to influence loyalty and ultimately, advocacy. Going beyond clearly stated deliverables (such as a logo) the underlying purpose of branding is to illustrate a definitive message around what your business stands for and why customers should choose you instead of competitors.

Regardless of the current stage of your business (start-up or operating), we start with a set of questions which will aim to help us understand your business, core values and personal preferences. Once we establish a clear and well-defined image around your business, certain deliverables are recommended, simplified or eliminated to ensure the best value for investment during the branding process.

User Experience and User Interaction (UX/UI)

With dozens of choices and alternatives for products or services across the internet, assuring your target audience’s attention and facilitating their experience on your website ensures higher conversion rates. The customer journey from their first interaction with a brand to the purchase decision is paved with digital touchpoints which UX/UI helps optimise and facilitate.

At its core, UX/UI looks to answer questions such as:

Due to the focus on usability, visuals, website architecture and interaction, UX/UI helps businesses facilitate and increase sales, improve customer loyalty and ultimately create a stronger brand value through higher customer satisfaction rates.

UX options heavily depend on a number of factors such as the number of pages, complexity levels and type of website (ex: landing page or e-commerce store). If there is already an active website, the first step consists of a thorough audit to determine what to keep or modify according to the brand’s positioning strategy and operating market.

Website Development

The website development process can be shaped in accordance with digital strategy to provide the most value from a ROI perspective.

The pricing factor would be determined once the final version of the prototype is finished and will depend on complexity and number or hours required to complete.

Custom-built websites

Depending on the initial investment budget, opting for a custom built website based on prototypes developed from the UX/UI service provides a unique brand image but in most cases requires a much higher investment when compared to “template-built” websites. This service is mostly used by businesses which are planning to position their products and/or services to an elite or luxury market.

Upsides
  • Stronger brand image

  • Easier to build trust with target audience

  • Ability to compete with stronger market competitors

  • Higher flexibility on back-end features

  • Can take significantly more time to complete

  • Higher costs

Downsides
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