Digital marketing

Who is digital marketing for?

This service fits businesses with a working product or service and a website ready to receive traffic, who want to grow inbound leads through organic and paid channels. It works best once there is something real to send visitors to.

It is not the right starting point if your website itself is the problem — outdated, slow, or not built to convert. In that case, fixing the site comes first; see web development. We will flag this during the initial audit rather than run a campaign toward a site that cannot convert the traffic it gets.

A quick way to check: if your current site already converts visitors you send it manually — from email, referrals or direct visits — the site is probably ready for a marketing programme. If visitors arrive and leave without acting, more traffic will just make that problem more visible, not solve it.

What services fall under digital marketing?

Six services make up this practice:

• SEO services — technical, on-page and content work to rank for the searches your buyers actually run, prioritised by which pages are closest to producing a lead.
• Local SEO — visibility in map results and local search for businesses that serve specific cities or regions, including listing management and review strategy.
• Social media optimisation — profile and content strategy across the platforms your audience actually uses, not every platform that exists, measured against engagement that leads somewhere.
• PPC management — paid search and paid social campaigns, managed against cost per lead rather than click volume, with budget reallocated toward what is actually converting.
• Content marketing — articles, guides and resources built to rank and to answer real buyer questions, not to hit a word count, written by people who understand the topic.
• AI search optimisation — structuring content so AI answer engines like ChatGPT, Perplexity and Google AI Overviews can find it and cite it, which is a different discipline from ranking in traditional search.

How do you run a digital marketing programme?

We start with an audit of your current site, rankings and campaigns, identifying what is working, what is not, and what is missing entirely. From there we build a strategy mapped to specific keywords and buyer questions, prioritised by how much pipeline each opportunity is likely to produce.

Execution runs monthly: content published, technical issues fixed, campaigns adjusted based on what the previous month showed. We report against the plan every month, not just at renewal time, so you see the reasoning behind each decision, not only the outcome.

How do you measure results?

We track leads, qualified pipeline and, where you share the data, closed revenue — not just rankings, impressions or traffic. Rankings and traffic are diagnostic tools we use internally to understand what is working; they are not what we report as the outcome, because a page can rank well and still produce nothing.

How do you handle tracking and data privacy?

Reliable reporting depends on tracking being set up correctly from day one, so we audit analytics, conversion tracking and tagging as part of the initial engagement rather than assuming what is already in place is accurate. Many audits find broken or missing tracking before they find anything about the marketing itself.

We also configure tracking to respect the privacy regulations relevant to your markets — GDPR for UK and EU clients, for example — so lead capture and analytics stay compliant rather than being bolted on and hoped past.

What does a digital marketing engagement cost?

Digital marketing runs as a retainer rather than a fixed-scope project, since the work is ongoing by nature. Cost depends on the number of channels involved, how competitive your target keywords are, and how many locations or product lines the programme needs to cover. Retainer details are on our pricing page.

If you also run paid campaigns, the media spend itself goes directly to the ad platform and is separate from our management fee, which covers strategy, execution and reporting.