Scattered spending
Money is going out on several fronts, with no connection between them and no set priority.
Marketing
Digital marketing with goals and measurement: numbers at the end of the month, not guesswork
The strategy that decides where to invest, what message to use, and how you measure whether it paid off.
Who digital marketing is for
Digital marketing is the plan that sits above the channels. Before deciding whether to run adverts, post on social media, write articles or send emails, you need to know what you want to happen, to whom, in how much time and with what budget. That's what this service handles.
It makes sense for anyone already spending on promotion in a scattered way, for anyone starting out who doesn't want to spend blind, and for anyone with a concrete goal and a date: opening a shop, entering a new market, launching a product or hiring.
From the plan, the channels are carried out through the dedicated services: SEO and SEM, social media, copywriting and brand activation. The plan is what points them all in the same direction.
Problems this service solves
The situations that most often bring us strategy requests.
No numbers to go on
There's no measurement in place, or there is and nobody reads it, so decisions get made by gut feeling.
A different message on every channel
The website says one thing, the advert promises another, and whoever arrives doesn't recognise the same company.
Leads that go missing
Enquiries come in, but nobody follows them through to the sale, and nobody knows how many converted.
A deadline with no plan
There's an opening, a launch or a trade fair booked, and it's still to be decided how the time until then gets used.
Spending without measurement isn't strategy, it's hope.
How we work
A plan is only worth having if it can actually be carried out with the resources the business really has.
Diagnosis
We look at what already exists: website, presence in search engines, social media, past campaigns, contact database and direct competitors. There are often assets worth using before investing in anything new.
Goals and audience
We turn vague intentions into goals you can check, and define who we're speaking to. Without this, any later evaluation ends up as a debate of opinions.
Choosing channels and message
We decide where to invest and with what argument, splitting the budget between what gives an immediate result and what builds position over time. The message stays the same everywhere, adapted to each format.
Measurement in place
We set up analytics, conversions and cookie consent before launch, and map the lead's journey from the click to the moment the sales team picks it up.
Execution and review
The plan goes live with review points booked in. Whatever isn't producing results gets adjusted or replaced, with decisions made on the data available.
What you get
A short, usable plan, not a document to file away.
Written diagnosis
The starting point in numbers: traffic, sources, rankings, social presence and competition.
Goals and indicators
What you want to achieve and how it will be checked, with targets by period.
Channel plan
Where to invest, with what message and what budget split.
Execution calendar
Actions ordered in time, with someone named responsible on each side.
Measurement up and running
Analytics, conversions and consent set up on the site, ready to give answers.
Review points
Meetings booked in to look at the numbers and decide what continues, what gets adjusted, and what gets cut.
Common questions about digital marketing
The questions that always come up before we start.
What's the difference between this service and SEO or social media?
This service decides; the others carry it out. The plan determines where to invest, with what message and what budget, and only then does each channel get worked in its own service. Hiring channels with no plan is the most common way to spend money without knowing why.
How much should I invest in promotion?
There's no universal percentage: it depends on margin, the sales cycle and what the competition does in your sector. What we do is start from a figure your business is comfortable with, measure the return, and adjust from there.
Does the website need to change first?
Sometimes. If the site doesn't load quickly, doesn't read well on a phone, or has no clear call to action, investing in traffic is filling a bucket with a hole in it. The diagnosis says whether it's worth fixing first, and what's essential.
Can you work with our in-house team?
We can, and it works well. In some companies we do the plan and the training and the execution stays in-house; in others we carry out everything. What matters is that responsibilities are written down and that measurement is the same for everyone.
How often is the plan reviewed?
Often enough to correct course, not so often that it gets in the way of seeing trends. The review points are booked in from the start, and the rule is always the same: what produces results stays, the rest is adjusted or ends.
Let's put a plan on paper
Tell us the goal, the deadline and what you're already doing today. We'll propose the diagnosis and the plan, with execution to follow if it makes sense.
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