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Digital marketing

Our campaigns deliver results, not just clicks

Delivering targeted traffic is the first step towards the success of any online business. We pride ourselves on our ability to create engaging campaigns and put them in front of potential customers, converting leads into sales, nurturing customer loyalty.

Let one of our experts carry out a free, in-depth audit of your existing digital marketing campaigns.

Discover new audiences and convert new customers

We help define and discover audiences, target and engage potential customers with inspiring creative, building and maintaining a lasting relationship with your brand. Using analytics together with data enrichment, experimenting and testing we build up an ever-growing picture of your customer base allowing us to continually optimise your campaigns to better utilise budgets and increase returns.

The ideal marketing mix varies from business to business and we can hone in on what mix works for your brand and delivers a solid return on investment.

Digital marketing services

Our service offerings cover the spectrum of digital marketing activities, leaving no gaps in your digital marketing approach. Our key digital marketing services are listed below and we recommend the use of a combination to consistently achieve the best results.

Lead generation begins with collecting visitor data by offering something the visitor values such as information or a product trial. From there the lead can be engaged online and periodically reminded about your brand and educated on your products or services, inspiring them to becoming new customers.

Behavioural marketing works by collecting information on your visitors and their actions then intuitively engaging them. For example, a visitor to your site may click on a button relating to a product or service to learn more. They can then be targeted with content or advertising relating to their actions, nudging them towards becoming a paying customer.

Used together, lead nurturing and behavioural marketing are powerful lead generation tools which gather information on your audience to drive brand awareness and convert more customers.

Pay-Per-Click (PPC) management is the process of overseeing and managing a client’s PPC ad spend. This involves strategies and ad buys while aiming to minimising the overall expenditure.

PPC management is generally seen as an evolving art where perfect optimisation is not possible, but is still the objective.

Effective PPC management revolves around several interconnected subjects:

  • Keyword analysis: Discovering and targeting specific keywords and search queries being entered by likely leads for a company.

  • Channel strategy: Google AdWords, Bing Ads, affiliate networks, and paid social media placements are some of the channels to consider for PPC marketing.

  • Monitoring: Monitoring search term reports closely to learn which keywords/queries are most often used, to focus their buys on the most common searches.

  • Keeping an eye on overall ROI and using that as a guideline to dictate the amount paid and scope of ad buys.

  • Competitive analysis: Keeping an eye on tactics and strategies utilised by competitors is key — and time consuming. For example, deciding whether to compete directly by bidding on the same queries, or instead targeting queries a competitor is overlooking (competitive gap).

  • Negative match: Optimising ad spend by filtering out users who match a category that makes them unlikely to convert. A high-end fashion retailer, for example, might limit their ads to users in the top 10% of earnings. A physical business, like a restaurant, would limit ads to those within close geographic proximity.

  • A/B Testing: Constantly split testing is one of the most effective methods for optimising PPC ROI. Text, graphics, and other display variables can be used interchangeably to find the most effective method.

Organic search engine optimisation (SEO) is the process of optimising your website copy and HTML in order to help your website rank higher on search engines in order to help potential customers can find you quickly and easily.

With organic search engine optimisation (as opposed to PPC ads) people will more easily find your website on search engines while they are looking for a product or service you provide. Making it more likely that they will convert from visitor to customer.

When you rank on the front page of a search engine, you are showing potential consumers the legitimacy of your products or services because of your high ranking.

Results don’t happen overnight – organic search engine optimisation takes time, patience, and consistency. There is certainly no guarantee that you will be in the number one spot on a search engine results page, or SERP, however we have a deep understanding of the processes involved in order to achieve your SEO goals.

The latest figures show that only 4% of site visitors end up making a purchase. This leaves marketers with a very pressing problem – How do you convert the 96% who left without buying? Retargeting.

Retargeting is a strategic way to remind shoppers of their initial interest and bring them back to complete their purchase.

Affiliate marketing is the process by which an affiliate earns a commission for marketing another person’s or company’s products. The affiliate simply searches for a product they enjoy, then promotes that product and earns a piece of the profit from each sale they make. The sales are tracked via affiliate links from one website to another. 

Content marketing is the method of generating high-quality and meaningful content that will attract, educate and engage an audience while promoting your brand.

Today’s marketplace is radically distinct from the marketplace where many of us began. Salespeople and store staff used to be the specialists and brands and companies used to spend on advertising to discover opportunities for their services. Today, the customer is the specialist and the one who proactively reaches out for assistance to brands and companies.

ESB provides quality content creation and placement services across all sectors.

By promoting repeat website visits, email marketing can be a quick and cost-effective way to reach and retain customers.

Email marketing enables you to produce targeted and personalised content that can assist in building meaningful customer relationships. It can also enhance your direct advertising campaign reaction rates.

While email marketing has been around a long time, done right, open rates and engagement remains consistent, making email and invaluable tool in your digital marketing arsenal.

Measurement and optimisation

Continuous monitoring, measurement and optimisation of your campaigns is essential in order to improve your cost per acquisition (CPA). Platforms and audiences are constantly evolving and we work to ensure your campaigns are regularly reviewed and optimised.

We use industry-leading tools to measure and analyse your data in order to provide a clear pathway towards your goals and using this data coupled with our expertise and insights gained over many years in the sector we can advise on and action changes to ensure your campaigns stay ahead of the curve.

GDPR

The General Data Protection Regulation is a European-wide law that replaces the Data Protection Act 1998 in the UK. It places greater obligations on how organisations handle personal data. It came into effect on 25 May 2018.

Our campaigns and processes are fully GDPR compliant and we advise on what’s required to ensure your company does not fall foul of the laws.

Digital marketing audit

Let one of our experts carry out a free, in-depth audit of your existing digital marketing campaigns. Complete the form below and one of our experts will be in touch.

Clicking ‘Send’ gives consent for a member of our team to use the data for the purpose of carrying out this audit and subsequent interactions regarding the audit request. Your data will not be used for any other reason.