Processes
Processes
Frequently Asked Questions
What is your digital marketing campaign execution process?
Our high level process of executing a digital marketing campaign includes the following 6 steps: Assess, Plan, Build, Drive, Optimize, and Grow.
Assess:
In the Assess Stage, we will assess your current digital marketing performance to establish a benchmark and get an understanding of KPI’s such as:
Monthly Website Visits
Visit-to-Lead Conversion/Sale Percentage
Lead-to-Opportunity Conversion Percentage
Opportunity-to-Customer Conversion Percentage
Average Initial Order Value (IOV)
Average Lifetime Value (LTV)
Cost of Customer Acquisition (COCA)
Number of Customers You're Currently Generating from Digital Efforts
Number of Customers You Need to Generate to Achieve Growth Objectives
Additionally, you'll want to answer the following questions:
What is our company and marketing department trying to accomplish in the next 12-24 months?
What important milestones do we have to hit to meet our goals?
What are we currently struggling with?
What specific problems do we solve better than anyone else?
Which target audiences care most about those problems?
In looking at our metrics, where is our growth bottleneck?
Is our digital platform (website, social, automation, etc.) ready to support our digital marketing efforts and, if not, what's lacking?
Plan
Now that there is a baseline understanding of your current digital marketing performance, we'll move into the Plan Stage where we will collaborate on, research, and define the following:
Discovery — a deeper dive into your brand's strengths, weaknesses, opportunities, competitors, etc.
Targeting Strategy — the top buyer personas you're after and where to reach them online.
Overarching Content Strategy — the overarching content funnel needed to engage your targeted buyer personas so they naturally move from one relationship level to the next.
Traffic Strategy — where and how we'll distribute content (through organic and paid methods) to make sure that your content is optimally placed in front of your targeted buyer personas.
Lead Generation Strategy — specific premium content and resources needed to convert buyer personas into leads in your database.
Lead Nurturing and Marketing Automation Strategy — the specific content and automation needed to nurture leads into opportunities/sales.
Measurement & Reporting Protocol — define the metrics that matter, how we're going to measure those metrics, and how we're going to report on those metrics.
Technology Requirements — define the technologies needed to empower the strategies defined above.
Logistics — define which team (client vs. agency) is responsible for what, follow-up action items, setting regular meeting rhythms, etc.
Build
In the Build Stage, we'll build the foundation needed to empower your digital marketing program. This includes:
Landing Page Templates
Email Templates
Digital Marketing Dashboard
Marketing Automation Funnel
Lead Generation Offers
Website Optimization
Ad Platforms
NOTE: The Assess, Plan, and Build stages will only need to be executed once. These stages have a finite "project" period of 45-60 days. Once complete, we'll move into a monthly "service" period that includes the Drive, Optimize, and Grow stages below.
Drive
In the Drive Phase, based on your growth objectives, resources, and budget, we'll drive visits and engagement using some or all of the following methods:
Email Newsletters/Blasts
Paid Traffic
Online PR/Social Media
Content/SEO
These methods are listed in priority order with the top methods driving visits and engagement much faster than the bottom methods.
Optimize
Hand-in-hand with the Drive activities, we'll Optimize your digital marketing program for maximum performance which includes:
Reporting & Coaching
Lead Generation Offer Optimization (CTAs, Landing/Thank You Pages)
Ad Performance Optimization
CRO (conversion rate optimization)
Grow
Once your program is up-and-running, we'll strategize additional content and offers to engage existing and/or new buyer personas which includes:
Consulting on Program Growth
Targeted Lead Generation Offers and Related Assets
Content and Features to Support Buyers’ Journeys
What does your new client onboarding process consist of?
Our onboarding process is purpose-built to ensure a smooth transition between sales, finance, and production. An easy and seamless client experience in this transition is of paramount importance.
Our process involves finalizing contracts, connecting with Accounting, assigning dedicated strategists, and conducting thorough kick-off meetings.
Finalizing Contracts:
Upon receiving a signed SOW, RelevantAds will review the contract, countersign the agreement, and send it back to you for your records.
Accounting:
Within 72 hours of receiving a signed SOW, our Accounting Department will be in touch with a request for initial payment.
Initial Audit & Kickoff Meeting:
Prior to the client kickoff meeting, the team will have requested access to all necessary platforms and reporting tools, which will be used to perform an initial audit of all relevant systems and past marketing activities.
Your account team will come prepared for the workshop-style kickoff meeting (1-4 hours) with additional questions and recommendations on how to prioritize your digital marketing opportunities.
In this meeting, all stakeholders will review a detailed project/service timeline as well as examples of deliverables that will be developed within the first 8 weeks. Additionally, we'll work through a series of discovery and planning exercises that span subjects such as: sales process and performance, marketing goals and current performance, market segmentation, buyer personas, content marketing, advertising channels, and more.
What kind of reports will I receive?
We build live, web-based reporting dashboards that act as a single client portal from which all of your digital marketing analytics are reported, giving you 24/7 access to campaign performance and total clarity.
Additionally, weekly analytics analysis is conducted by your dedicated strategist, and monthly reporting review calls are provided.
Most importantly, we provide an executive analytics layer to our reports so that key growth metrics are not glossed over.
What should my digital marketing budget be?
This is a very complex question which demands a thorough answer.
But, before we provide marketing budget recommendations, let's define it: Your marketing budget refers to all costs for marketing, advertising, public relations, event marketing, and anything else you might leverage to promote the brand and drive revenue.
Based on the latest research, our expert opinions, and years of marketing experience, we, generally, recommend:
You should spend 2 to 5 percent of your sales revenue on marketing.
The U.S. Small Business Administration recommends spending 7 to 8 percent of your gross revenue if you're garnering less than $5 million a year in sales and your net profit margin—after all expenses—is in the 10 percent to 12 percent range. For new companies (startups), especially those in competitive markets, these numbers increase to 12 to 20 percent. For established companies, you should be spending 6 to 12 percent of gross revenue on marketing.
What about digital marketing specific budgets?
According to Forrester Research Inc., most industries such as design and media, transportation, retail, health and beauty, real estate, information technology, agriculture and environment, and building and construction dedicate 50 to 65 percent of their overall marketing budget to digital marketing specifically.
When working with RelevantAds, if you haven't already defined an annual marketing budget, we will build one with you collaboratively. This budget will be derived from real, meaningful, benchmark data that we plug into a business math formula to determine your COCA (Cost of Customer Acquisition). Some example metrics within the formula include:
Monthly Website Visits
Visit-to-Lead Conversion/Sale Percentage
Lead-to-Opportunity Conversion Percentage
Opportunity-to Customer Conversion Percentage
Average Initial Order/Contract Value (IOV)
Average Lifetime Value (LTV)
From here, we can begin to determine necessary, profitable budgets based on your goals and benchmark data, and begin to project marketing ROI as well.
What is your process for determining success metrics and establishing tracking measures?
We determine success metrics for all program activities by performing a COCA (cost of customer acquisition) analysis prior to any contracting.
We consider metrics like the LTR (lifetime revenue) of our client’s customers, our client’s gross margin, LTV (lifetime value), and COCA% to determine a max COCA$ that ensures a program with eventual ROI.
For lead generation campaigns, we also consider monthly objectives like website visitors, leads, qualified leads, opportunities, and customers along with the conversion rate at each point.
Paid/direct response KPI examples would include metrics such as impression-share, CPC, CTR, landing page engagement, and conversions.
We track KPI’s through a varied tool stack that includes, Google Analytics, Shopify Analytics, Highlevel, and more.
Can you provide relevant and current benchmark data for peers/competitors?
Yes, an exhaustive competitor analysis and benchmark report is a mandatory initiative/service for all new client programs.
We leverage best-in-class tools like Google Analytics, Google Trends, Ahref, SEM Rush, Raven Tools, Moz, ScreamingFrog, Majestic, Sprout Social, Spyfu, SearchMetrics, and more to deliver comprehensive peer analysis, audit reports, forecasting, and future strategy planning.
LET’S GET STARTED
How Can I Help You?
LET’S GET STARTED
How Can I Help You?
© Copyright 2020 - RelevantAds, LLC. | All rights reserved
5980 Richmond Hwy, Ste 504 | Alexandria, Virginia 22303
