How We Work

Digital marketing for small businesses

Digital marketing for small businesses

How we work

Having worked as a solo freelancer and as the head of a large agency, I've seen all sides of the digital marketing spectrum. The thing about agencies, is the bigger they get, the more inefficient they become, and the business owner pays the price.

So, we've devised a strategy that perfectly matches AI productivity with human creativity. It puts the customer front and centre and allows an experienced digital marketer to oversee production on a full channel marketing campaign.

We can build and update your site far faster than a traditional agency, which keeps your costs down.

We start with the customer, and work back from there. Methodically removing every barrier to conversion. Everything is handled by an experienced marketer who knows the business. We found that one expert, overseeing the whole picture is the best way to maximise efficiency and brand consistency.

We set the target.

Who is your best customer? What do they want? And, what makes them hesitate? If we understand how your customer thinks, we can answer their questions before they even ask. This all starts with a customer persona.

Erm, what is a "customer persona"?

It's a document that contains a clear picture of your typical customer, their situation, what they need, and what worries them. It's a living document and grows as more information becomes available.

We start with AI assumptions, then speak with you, the client, and any sales people for the business we're representing, and then later with observations and questionnaires.

Develop the brand.

Once we know your customer, we can help your business look and sound like the one they'd choose. Tone of voice, imagery, colours, all make a difference to how we feel when we're on a website. If you want your customers to feel relaxed, then your website should be relaxing. We put all this into your brand guide, so anyone representing your brand, human or AI, can get up to speed immediately.

And what is a "brand guide"?

A brand guide is a PDF document we create which acts as the single source of truth for your brand. It contains your logo, colours, fonts, tone of voice, and how everything should look and feel. It means whether a customer finds you on Google, Instagram, or your website, they get the same confident, joined-up impression every time.

Optimise the website.

We measure loading times, aesthetics and usability. We have our own WordPress plugin which means we can effectively rebuild your website if needed, making it faster and more efficient. Our aim is to ensure your website is ready to convert, before we spend a penny on traffic.

Your website is the hub of everything. It should be set up around your customer's journey, answering their questions, with a clear path to getting in touch.

Excuse me, "path to conversion optimisation"?

Your customer's path to conversion starts before they've even seen your website. It starts with a want, or a need. Your business should be visible in the places they look, and scrollers should be enticed to click through to your website. When there, we need to anticipate their questions, and provide the answers. It's the work of turning a website from a brochure into a machine that wins customers, maps the journey, removes reasons to leave, and refines month after month.

Then, we select a channel

With the foundation in place, we go where your customers spend their time. For some businesses that's Google. For others it's LinkedIn, or Instagram. We don't sell you a channel, we follow your customers to it.