frequently asked questions about digital marketing

I get asked a lot of questions about Digital Marketing!
It’s my job to answer them for you, so if there’s anything I haven’t covered here, please get in touch with me, I’d love to discuss your business with you. Here are some of the most frequently asked questions about Digital Marketing and my business.

Well, the short answer is that I share my digital marketing expertise with business owners and agencies to help them achieve their goals and grow their business.

The long and somewhat more complicated answer depends on the nature of the project. For brevity I guess it could be simmered down to a combination of ongoing strategy, planning and consultation as well as your Digital Agency Liaison. Throw in some product specialisation, such as Google Ads, SEO, Inbound etc. and mix in a little advocacy and negotiation, and you have a bit of an idea of what I really do for small business owners.

My day is generally filled with client and agency check-ins, research, performance monitoring, strategy building, calls for proposal and pitches, reviewing and auditing marketing activities for clients and phone calls. 

Lots and lots of phone calls. I push all the right buttons and take care of all the smaller bits and pieces so you can focus on your business.

It’s not how much you spend, but how you spend it, I can’t stress this enough. It doesn’t matter whether you’re spending $1000 or $500,000 on your marketing, if you don’t know what the value really is, how can you have reasonable expectations from your digital marketing agency?

Same goes for those of you who don’t know how to articulate their needs or don’t really know what to look for in terms of benchmarks and ROI with agencies. You’ll never be happy with the results because the communication is off and the delivery feels intangible to you.

Hiring a Digital Marketing Coach could seem like just another hit to the wallet to someone who is already out of control of their marketing or at the mercy of their agency, but for those who understand the value of a smart well-played investment, well, the sky’s the limit.

The cost of my services varies between 5% and 25% of your marketing spend, depending on your business, industry, scope of the project and other circumstantial factors.

Look at it this way, you’re redirecting a 5th of your spend to guarantee you that the rest of your budget is being utilised effectively. Of course this is going to bring you more success and greater results, growing your business and revenue.

The reality is you won’t be spending more by engaging my Digital Marketing Coaching services for business owners, you’ll be spending smarter. There are a lot of ways to waste money, don’t let your digital marketing be one of them.

The digital industry is an absolute minefield, there’s no question about it!

There are plenty of ways you can monitor your marketing to ensure agencies are doing right by you.

Unfortunately, you can’t just take your hands off the wheel and hope for the best. Your marketing should be ever-evolving, if not your business too, so there’s always new things to do, different angles to take and of course, different metrics to go with these activities.

Even with the greatest agency in the world, without some guidance or advise, how are you going to align your goals and their work to utilise your spend efficiently?

I don’t think I need to say too much about the bad agencies if you’ve already had this experience, but through my experience and understanding of marketing I can help you to correctly monitor your marketing so you can accurately judge if your agency is getting you the results you need.

I can translate your goals and desires into digital marketing jargon, making it easier for you to communicate with them, as well as making it easier for them to achieve the results you’re after.

Whether you’re after general advice or implementation of specific services, such as Google Ad, SEO, Social Media Marketing or any other campaigns, or need guidance for complex, large-scale marketing activities: you can expect better results in your marketing, more progression towards your goals and a clearer understanding of your business’s marketing and digital marketing in general.

You will always get advice that is genuine, relevant to you and in the best interests of you, your business and your goals.

Of course! Digital Marketing often goes hand in hand with offline activities, so that’s no problem at all. In fact, in many cases I can recommend service providers and coordinate these activities alongside your online marketing.

Whether it’s in-print, on radio, television, brand activations or a combination, I will ensure all digital marketing is aligned with these other mediums and that they support one another to form a cohesive and comprehensive advertising campaign for your business, both online and offline.

  • Metrics/Tracking
  • Communication
  • Goal-Setting/KPIs
  • Scope
  • Frequent and Honest Reporting
  • Project Milestones/Benchmarks
  • Performance

These are just a few of the ways I can help you make sure your digital marketing agency is doing a good job for you. However, keep in mind that “Good Enough” is simply “not Good Enough”, and your agency should always be working to improve their service and keep your business on the frontline when it comes to changes in trends and technology online.

Before we get stuck into what I can do for you, we need to look at what you have been doing for your clients so far. It can be incredibly stressful to feel as though you have done everything right and then wind up still facing unhappy clients.

There’s no point dwelling in the past and I’m not here to admonish you for your sins, but it is important to look at the steps in your process, from the moment of sale, through to onboarding and relationship management.

In my experience, a lot of issues arise during onboarding, when the client’s expectations are incorrectly managed or not set up at all. When this happens, you’re out of the race before you’ve even left the gate, and clients feel disappointed and lose trust in you.

As anyone in the digital industry knows, there are many moving parts at anytime, and it’s not hard for things to go south quickly. But just as there are many ways to lose clients, there are many ways to keep them too.

Client management is just as, if not more important than the product or service you are providing. Are you communicating with them in ways that they understand? Are you checking in regularly with questions about their business and updates about their campaigns?

Even for those who may be too late to save, ‘exit interviews’ and requests for feedback can show you where things went wrong and what you can do to prevent this in the future.

There are many ways you can discover where it is you’re going wrong and how to fix it. I can show you exactly what is letting you down and how to fix it, before it’s too late.

This is actually much more common than most people think, but that doesn’t mean it should be this way. Again, correctly setting client expectations is something many agencies don’t give enough energy to, and they suffer greatly for it.

Even those that do set expectations in the beginning fail to manage these as time goes on and before they know it you’re running around trying to complete tasks that aren’t remotely mentioned in the scope, just because the client read an old blog about geo targeting or the client got carried away with an extra you had previously provided.

Every client has the potential to be difficult, just as every client has the potential to be fantastic. Some, may come to you difficult, others, become difficult through your own process.

If you’re a unicorn digital agency who has perfect processes and have set guidelines perfectly, then maybe you can safely say “It’s not me, it’s them”, but then we need to go back even further.

How did you end up with a difficult client? Are there certain clients that you can’t service or simply don’t want? It’s normal when you start out to just take on anyone and everyone who comes your way, but you’re probably just learning that in fact more isn’t always better. 100 great, well-paying clients are always going to be better for your business than 1000 challenging, costly clients any day.

Know who you work well with, who you do great work for and what types of people work well with your agency. Look at your current book, pick your favourite clients and then market to others like them and voila! You’ve ‘cloned’ your ideal clients, making you more money, with less hassle.

  • Onboarding process
  • Internal procedures
  • Target audience
  • Proposal/sales review

Great! I can help you with just SEO! Or any singular product for that matter!

Conversion is another crucial aspect of marketing. It’s all well and good to sit on page 1 of Google, but if no one is buying, there’s no point at all.

Imagine you open a shop on the main street in a busy city. You are smack bang where your audience is and people are flocking to your door to come in and buy your stuff. But there’s just one issue – the door has no handle, they can’t get in. Well, they could, if they pulled a little harder, or jumped through the window even, would you do that?

No. And why should they?

Especially when you’re competitor down the street has a revolving door and no hurdles for customers wanting to get inside!

We live in a digital age with instant gratification and constant convenience, so if you’re website is in anyway inconvenient, be it slow to load, confusing to read or asking too much of the customer, you won’t ever see the lead. Conversion is crucial and you must get this sorted asap.

I specialise in this area and if you’re already getting the traffic then I cannot wait to help you convert these users into customers.

Of course! I can advise on aspects of your campaign or set up and manage it for you.

There is no such thing as too big or too small for my services, it just depends on where you want to take it. If you want to grow your business then I can help you. Even if you don’t want to grow your business, at least feel that you can scale it on your terms and not at the mercy of contract marketers or Google algorithms.

I work with solo entrepreneurs right through to large multinational companies and I find the requirements are the same: Clear, effective marketing strategies with clear, concise communication and proven results.

Be clear about your goals – What does success look like to you?

Who is in your network? Networking is an ongoing practice – don’t underestimate the power of connection.

Is your website working for you or against you? When was the last time it was updated?

Is your business fully integrated with your website? Does it fulfil every function required?

Branding – Stay in the forefront of your audience’s minds.

Multiple channels = multiple chances. The digital space has opened up opportunities for a variety of advertising forms, you can reach your audience just about anywhere!

Metrics – Only what is measured can be improved, make sure you’re tracking your activities.

Of course, talk to an expert (hint: that’s me)!