Digital Marketing Strategy: Your Company’s Framework for Success

The path to more leads

So, do you want to drive more leads for your business from digital channels like search engines, email marketing, and social media? Great. We’ve built a digital marketing strategy framework that does just that.

Our digital marketing program is designed to drive more prospective buyers to your website, convert these prospects into leads, and those leads into sales.

Digital marketing is pretty self-explanatory; it’s defined as online and internet marketing using digital tools.

But digital marketing is also about the type of methodology under which we USE those tools — inbound marketing.

Inbound marketing focuses on creating a customer experience based on trust, which is the opposite of outbound, or “interruption” marketing (telemarketing, billboards, spam, etc.). You can read more about the difference in our article, “Inbound Marketing vs. Outbound Marketing.”

It’s important to note here that an awesome inbound strategy doesn’t happen overnight. That’s where we come in.

How does our digital marketing program work?

We put together a custom digital marketing plan for you that is based on your business’ goals. Then we execute the plan on a monthly basis.

The plan breaks into three critical parts:

1. Attract More Prospects – Gain more website traffic through content marketing (blogging), email marketing, search engine optimization (SEO), pay-per-click marketing (PPC), and social media.
2. Convert More Leads – Once you have more traffic on your website, you need to convert the traffic from an anonymous website visitor to an identifiable lead. We do this through irresistible downloadable content offers (like ebooks and webinars), lead nurturing via email, A/B testing, and compelling videos.
3. Close More Sales – Leads are no good if they don’t close. We empower your sales team with new tools and data to help them close more of the leads we send.

This is where a strong foundation comes into play. We aren’t just creating content or running a paid ad for the sake of doing so. Instead, we work to understand your audience’s challenges and pain points, identify keyword opportunities, and create tailor-made content that positions your business as their best solution. We often hear of companies that give up on content too early. But if it’s created strategically, that content could always work a little harder for your business.

At Vital, we continually optimize your content, whether it’s a video, blog, or an eBook. We build links with industry thought leaders. Then, frequently monitor and measure that content to make sure it’s successful. We analyze the traffic, the conversions. If there’s traffic without conversions, what can we do about it? Let’s adjust the on-page call to action. Then, we’ll measure again. With this approach, every piece of content becomes an asset. And eventually, your brand becomes the solution of choice.

What are the digital marketing tactics?

We tackle digital marketing through a universal strategy focused on impact. We found that we needed an in-house team who can build out the front end and guide all of the integrations on the backend. When these tactics are used together, they create a holistic approach to getting your business more leads. They build a solid digital marketing framework.

Here are some of the digital marketing tactics we employ:

• Search Engine Optimization (SEO)
• Pay-Per-Click (PPC) Marketing
• Webinar Production
• Content Marketing (Blogging & Article Writing)
• Downloadable Content Offerings (eBooks, Whitepapers, Webinars)
• Email Marketing
• Social Media Marketing
• Video Production
• Website Design A/B Testing
• Landing Page Strategy
• Call-To-Action Strategy
• Link Building/Earning
• Infographic Design
• Marketing Automation
• Lead Nurture Strategy
• Public Relations (PR)

How is the program structured?

The program is executed on a monthly retainer basis. After our initial assessment and planning phases, we provide you with a custom digital marketing plan to reach your business goals, and then we build your foundation.

Assessment

First, we conduct a series of audits across your outbound efforts and your current digital marketing activities (SEO, content, email, social, PPC, automation) to identify opportunities. After we’ve gathered the data, we evaluate the competition’s digital marketing landscape to discover your business’ competitive edge.

Planning

Building upon this insight, we create a customized plan based on your company, your competition, your industry, and your goals. The initial strategic plan we provide outlines the tactics to be implemented over the following 12 months.

Building your foundation

Next, we build and upgrade your digital marketing foundation. From website to social media, email to CMS; if it’s broken, inadequate, or non-existent, we fix and optimize it. Whether that means a new website, curating an email list, or SEO implementation, it all needs to be right to maximize your ROI.

Can you build a house without a foundation? Sure. Can it withstand storms and support your family’s growth? No. And the same goes for your company’s digital marketing strategy.

A lot of marketing frameworks dive right into creating traffic and generating leads. But that’s like building walls and installing doors before you take the time to lay a proper foundation for your house.

Foundations do more than just provide a base. They insulate, fight moisture, and prevent shifting and settling from the earth. Well-made foundations should last forever. A strong digital marketing foundation is no different. It generates brand awareness, drives traffic, and guides leads through your funnel to the decision-making stage. And, it sets your business up for a lifetime of success.

In order to achieve exponential growth, your strategy must be holistic. Each element of digital marketing dovetails. For example, if you’re writing a blog, that single article could have a ton of SEO value to improve your ranking; inspire an awesome email marketing campaign; become an optimal place to drive your paid ads; and present an ideal opportunity to house premium content that nudges prospective buyers toward the decision-making stage of their journey.

Imagine if none of these digital marketing pieces worked in tandem? It would be so unproductive (and expensive) for your business to navigate. When you’re aware of the connectivity and constantly leveraging each channel efficiently, you’re utilizing a solid digital marketing foundation. And that solid foundation ensures that you can create the right baseline metrics, measure those outcomes, and hit your goals. Again, and again. That’s where we come in.

Without a solid digital marketing foundation, your business won’t withstand economic crises or grow as effectively. Not to mention, why spend money on paid advertising if there’s no place to send the traffic or no strategy to nurture the leads once they’ve arrived?

How do we track progress?

We firmly believe that “what you cannot measure, you cannot improve.” So, we provide monthly comprehensive reports. These reports detail our progress toward your goals and include metrics like website traffic, form submissions, downloads, leads created, leads closed, and even phone calls to your sales number. We also review the following month’s plan (broken into a monthly calendar of tactics and tasks) and conduct weekly check-in meetings to ensure that all projects stay on track.

What’s your investment?

A typical digital client works with Vital on a monthly basis and invests between $5,000 and $25,000 per month into their digital marketing program. The investment level determines how many hours per month are available for our team to develop and execute your custom plan. Your investment depends on your specific business/lead goals and how fast you need to achieve them.

Who do I work with?

You will have a full, dedicated team of digital marketing professionals committed to your business, including:

• Strategist
• Senior consultant
• Consultant
• SEO expert
• Content strategist
• Copywriter
• Graphic designer
• Web developer
• Social media specialist
• Photographer & Videographer

You get a full team of digital marketing professionals dedicated to your business.

What are the results?

Our clients have seen notable lead and revenue growth over the years. Here are just a few case studies that provide a step-by-step breakdown of how our digital marketing program contributed to business growth.

• Manufacturing Company Sees 177% Increase In Leads in 7 Months
• Home Construction and Real Estate Development Company Sees 77% Increase in Leads

FAQs About Our Digital Marketing Program

You probably have questions about the details of how this program works. Instead of keeping them a secret and making you call us to find out, we’re going to share them with you directly. We keep a running list of 25+ questions people generally have about how this program works. Some of these questions include:

• How quickly will I see results?
• What ROI should I expect?
• How many other clients are in this program?
• Are there additional costs?
• Will you be able to write for my industry/company?

View Full List of FAQs >

Ready to build the right foundation for your business? Get started with a Digital Marketing Strategy.

Ready to build the right foundation for your business? Get started with a Digital Marketing Strategy.