Selecting the right digital marketing agency to help achieve your business objectives can be a challenge. Many SEO and digital marketing agencies fail to provide an acceptable level of transparency to their clients.
At Signature W. Studio, we want to give our prospective clients a look behind the curtain so they know exactly what they should expect from their marketing investment.
Each of our clients who receive monthly services operate on a monthly allotment of time and budget. By carefully evaluating each of these items on a monthly basis, we are able to set clearer expectations with our clients so they fully understand the value we bring to their businesses.
Marketing Budget & Allocation
Before we set monthly goals and tasks, we first evaluate the client budget. This amount is set by the client at the onset of their engagement and based on the level of effort required to complete their marketing goals.
When establishing their budget, we help our clients understand what types of things will impact their spend, including:
- Size of ad spend budget
- Desired reach (local, national, regional, etc.)
- Competition within the client’s industry
- Number of initiatives we need to address at once
There is no magic number to help budget for a client’s digital marketing needs: For instance, a large, nationwide client will require a much larger budget than a local SMB client with a smaller reach.
However, the size of the client’s budget will ultimately determine the effectiveness of their campaign.
For example, a nationwide campaign that requires a much larger level of effort to meet the reach desired will not be effective with the same budget as a local small business with a smaller reach.
Regular Monthly Activity
Once the budget has been established and the client has been on-boarded, we create a roadmap of activity based on the allotted budget. This roadmap is an outline of activity, actions, and tactics required to meet client goals.
We then have a task planning session to identify which tasks need to be completed each month to reach the client’s marketing goals. During these planning sessions we take the following into consideration:
- The client’s current active projects
- Any ongoing client initiatives
- The client’s backlog of tasks and items, and the priority for each
- Any new opportunities and initiatives we discover through research
From here, we assign tasks and due dates through our project management system, using this system to track task progress and completion throughout the month.
All clients have full transparency when it comes to which tasks are targeted for the month. This helps ensure the overall marketing strategy aligns with each client’s business objectives.
How We Choose Marketing Tactics
As aforementioned, each of our clients that receive monthly services operate on a monthly allotment of time and budget. To help us decide how many tasks and which tasks to complete each month, we must take the following into consideration:
- How long does each task take to complete?
- What value does each task provide?
- What level of skill is required to execute each task?
- What is the external budget required to execute each task?
By breaking down each task at the granular level in terms of cost, value, and effort required, we are able to make more informed decisions about how we address their digital marketing needs.
Due Dates & Execution
One of the biggest challenges in digital marketing is the need to rapidly adapt to changing opportunities. As the month progresses and new opportunities arise, we will address these through one of two methods: reprioritization or backlogging.
When reprioritizing, we’ll meet with our client to identify the opportunity and make room for higher priority tasks on our list of monthly obligations. If the opportunity is not time-sensitive, we can alternatively add the task to a backlog for us to tackle later down the road.
In addition to tasks and maintenance, we are also actively engaged in reporting and analysis to recognize additional opportunities within each campaign. This allows us to pivot for the newly recognized opportunities or add them to our backlog.
Digital Marketing Agency Transparency
We believe in full transparency with each client. We never shy away from allowing our clients to know exactly what we are doing for them. Our commitment to our clients is what sets us apart from other agencies. Take back control of your business’ marketing needs by choosing a digital marketing agency that works as much with you as it does for you!