CSM’s Digital marketing consultants use their agency experiences in specialization in providing a wide range of services aimed at helping businesses promote their products or services, build brand awareness, engage with their target audience, and drive sales or conversions through various online channels. Here are some of the key activities and services typically offered by a digital marketing agency:
Digital Marketing with Intelligence
- Often the understanding of Digital Marketing is misaligned with expectations that it only takes paying for clicks or social media Ad placements.
- CSM offers consultation services that start with understanding your brand, while working closely with you to create a cohesive strategy with milestones to maximize your ROI on your Marketing Budget.
Having a Cohesive Strategy
An Overall Marketing Plan will cover the following key objectives:
Cohesive marketing calendar for social, email, blogging, and ads, including promotions and events
Calendars by channel
- This is where each channel has a central workplace with assignments and tasks clearly outlined for each team member. These channel-specific calendars take their cue from the central marketing planner document
- All channel calendars will be linked to the central marketing calendar.
Budget Forecasting/Financial Planning
- There will be an active role in helping clients understand their brand awareness and sales needs, clearly communicating a strategy that stays within the client’s margins while also expanding brand awareness.
- Our marketers understand that digital marketing expenses must be integrated into the profit margins and books of all clients.
Typical Digital Strategy –Common Goals
Our social media team will develop premium content based on deep knowledge of social strategy. We build a process with your stakeholders to optimize the lines of communication to establish goals and deadlines to meet your expectations.
Some examples most commonly discussed with any Marketing agency would be:
- Keyword research for SEO (blog/vlog topics)
- Build paid Google search ads
Keep in mind that is an over simplification on Digital Marketing strategy. Addiion tactics to get the best ROI for your marketing budget includes the following:
- Develop an email nurture sequence and dedicated audience
- Writing monthly blogs focused on increasing website traffic organically via SEO tactics.
Digital Marketing Channels
Digital marketing channels are various online platforms and mediums used by businesses to promote their products or services, engage with their target audience, and drive conversions. These channels offer different opportunities for reaching and interacting with potential customers.
Digital marketing channels are important to the overall strategy:
- A channel is designated method of delivering that message
- It represents the best avenue to communicate your marketing goals
- Market Industry and audience base help us determine the most cost-effective solution to communicate to your audience
- The data is used to help maximize your ROI on your marketing investments
Digital Marketing – Channel Types (Social Media)
Each channel has its pros and cons, but creating an overall strategy helps maximize each avenues of communicating your message and brand.
Social Media
Social Media Content
- Content creation via monthly social content calendar in Google Drive
- Posting cadence and strategy based on Facebook best practices
- Includes strategy for photos, video, linking to the website, and events
- Includes research on the best days and times of day to post, and the mixture of content themes
- Includes graphic design, as needed
- Provides structure and accountability for the internal team
Social Media Advertising
- Strategy based on best possibilities for growth and sales
- Target market research conducted, competitors on platform identified, and brand voice and graphic design
- Target audiences built
Campaign setup and management - Monthly reporting including KPI benchmarks and projections
Digital Marketing – Channel Types (SEO)
SEO (Search Engine Optimization) plays a crucial role in digital marketing by improving a website’s visibility and ranking in search engine results pages (SERPs), ultimately driving organic (unpaid) traffic to the website. Below are the high level steps to achieve an ROI.
- Site audit and keyword research via third-party platforms
- Target keyword list developed (shared by SEM/paid search)
- Site mapping to determine keyword strategy by page
- Meta Tags and descriptions filled in for all pages on the website
- Blogging once per month with targeted keywords featured heavily in the blog content
- Backlinking outreach with industry-related sites
- Site audit from the developers, including page loading times and organization of content tree
Digital Marketing – Channels Types (Paid Search/Google Ads/SEM)
Paid advertising is a valuable digital marketing strategy that complements organic methods and helps businesses achieve their marketing objectives more effectively by increasing visibility, targeting relevant audiences, generating immediate results, measuring ROI, and gaining a competitive edge in the digital landscape. CSM Digital Marketing consultants will guide you through these choices that best fit your strategy. Below are the highlevel things to consider.
Keyword research organized into Google spreadsheet along with SEO keywords
- Broad, Phrase, Exact Match strategy based on keyword phrases and strength
- RSA, DSA, RLSA, and LSA campaigns built to support the sales effort
Key Approaches:
- RSA = Responsive Search Ads – We provide Google with headlines and descriptions, and Google pairs the best combinations together to optimize ad performance
- DSA = Dynamic Search Ads – We provide the landing page URLs to Google and two descriptions, and Google finds the best headlines and content from the landing pages to populate the ads
- RLSA = Remarketing List Search Ads – We target users that have visited the site or engaged with content on the site, compelling them to visit the restaurant with a special offer
- LSA = Local Service Ads – These are the ads that appear on Google Maps and frequently display when someone searches “fine dining near me” etc. These ads bring up your Google My Business listing on the right-hand side, and the map that shows the restaurant location. This ad also appears on the Google Display Network for those viewing restaurant/food-related sites
Optional: We may leverage Performance Max (PMax) campaigns at some point, but as of now, this new campaign type primarily serves retail shopping brands and those brands with thousands of SKUs in their inventory
Monthly reporting based on KPI benchmarks, active campaign management, and bid strategy adjustments to optimize campaigns
Digital Marketing – Channels Types (Email Marketing)
Email marketing is a powerful digital marketing strategy that involves sending targeted messages or campaigns to a list of subscribers via email. It is widely used by businesses of all sizes and industries to engage with prospects, nurture leads, build relationships with customers, and drive conversions.
- A subject planning calendar with a minimum of the following quarter months filled in with topics and schedule for email
- A template worksheet for each email, similar to a creative brief, that details the messaging of the email, the links we are driving traffic to, and anticipated benchmarks for KPIs like open rate, clicks, and other interactions
- Email building such as copy, graphic design, etc
- List management
- Nurture sequencing and all automation
Digital Marketing – Channels Types (Website Audits)
Website audits play a crucial role in digital marketing by helping businesses identify strengths, weaknesses, and opportunities for improvement in their online presence.
The following is an example of the approach CSM Digital Marketing experts take in these audits:
- Audit all pages, looking for broken links, poor user experience (UX), page load times (often included in SEO), and content arrangement
- Our talented staff of developers will outline a full plan of changes for the website based on their audit after going through the customer experience on the website
- HTML coding and platform editing available, with knowledge of WordPress, Squarespace, Wix, and other common building platforms, in addition to coding
Digital Marketing – Tracking and Measurements
Tracking and measurements are essential components of digital marketing that provide valuable insights into the performance and effectiveness of marketing efforts. This allows to analyze and achieve:
- Data Driven Decision Making
- Performance Evaluation
- Audience Insights
- Campaign Optimization
- Budget Allocation
- ROI Calculation
The following is a typical exampled of CSM’s Tracking and Measurements (Included in per-channel services) data points. We will build projections, not guaranteed, based on these core KPIs in order to establish monthly benchmarks.
- We utilize Google Analytics 4 (GA4) for tracking and measurement of all marketing channels.
- Pixels will be placed and tested prior to the activation of any campaigns
- Core KPI: CPC, CPM, Interaction Rate, Conversions (reservations, purchases, sign-ups, etc)
When you inquire we will explain these KPI metrics and how they impact our lever-pulling and decision-making process that ultimately increases efficiency and revenue.