Intelligent digital marketing that has it all

Keyword analysis as the basis for a professional digital marketing strategy

In order for a professional online marketing strategy paper to be developed, it is very important to know which search terms are particularly relevant. With the help of high-quality tools such as Google Ads Keyword Planner, Google Trends, SEMrush, Ahrefs and so on, we find out what are the most important keywords for your company. Only after determining the most interesting search terms are we able to talk about strategy, positioning, marketing goals and concept together. From our point of view, a detailed keyword analysis must be at the beginning of every online marketing strategy.

Presence of the most important Google accounts, Microsoft accounts and social media profiles

Important components for professional internet marketing include Search Engine Marketing, Social Media Marketing and Newsletter Marketing. But if you want to make the best possible use of the possibilities of these types of marketing, you first need various accounts and profiles that are necessary for the implementation of the selected measures. This can include, for example, accounts for Google Analytics, Google Ads, Google Search Console, Google My Business, Youtube, Bing Ads, Bing Webmaster Tools, Facebook, LinkedIn, Xing, Twitter, Cleverreach, Mailchimp and many more.

Correct linking of all important accounts with each other (especially Google)

While it is essential to create the most important accounts if they do not already exist, the correct linking of all those important accounts is also imperative. It is unfortunate that far too often we've met new clients whose previous online marketing agencies have not carried these links out adequately for them. These links ensure that better insights and more precise data are obtained. In order to be able to achieve positive synergy effects between SEO and SEA, it is extremely important, for example, to connect Google Ads with Google Analytics, Google Analytics with Google Search Console and Google Search Console with Google Ads. It is important to take into account that the automatic tagging is actually activated and that all website measurements from Google Analytics flow into the Google Ads account.

Professional event & conversion tracking

Another important basic requirement for our quality work as an experienced online marketing company is the implementation of professional event & conversion tracking. We have specialized in the numerous options that the Google Tag Manager offers in harmonious interaction with Google Analytics. This enables us to precisely track a wide variety of conversions, microconversions and events. For example: inquiries that were sent via a specific contact form, video views, newsletter subscriptions, PDF downloads, clicks on specific e-mail addresses or telephone numbers and much more. In consultation with you, we assign each (micro) conversion and each event a clear target value (conversion value). Thanks to this approach, we can create meaningful cost-benefit analyses and, based on this, optimize all online marketing measures in the long term.

Analyse

Before we can work out a strategy paper together and talk about the positioning of your company, it is important to analyse the current situation. What does your company actually offer and which online marketing measures have been used so far? Is your website technically clean and structured according to the target group? Are your paid search engine ads based on relevant keywords? After the analysis of the current situation, we can finally define the desired target situation together.

We use a variety of professional tools for a meaningful analysis of your previous online marketing activities. These include Google Search Console, Google Ads Keyword Planner, Google Trends, SEMrush, Ahrefs, Screaming Frog, majesticSEO, Sistrix and many more.

Strategy and positioning

Now that we have got to know you, your business, the unique selling points of your company, your competitors and your previous online marketing campaigns, we can now tackle the topic of "strategy and positioning" together. Of particular importance here are your target groups, which you want to address specifically with advertising. Reflecting on the choice of words, address and means of communication plays an important role here. However, it is just as important to know what makes your company so special and what sets it apart from your colleagues. Which USPs should your potential new customers be constantly made aware of? Do you have particularly low prices? Or do you offer special services that your competition does not have in store?

Goal definition and goal setting

Once the strategy has been defined and the positioning issues have been clarified, we can now define and set realistic goals together. In this step, we address the following questions in particular: What is your monthly budget for online marketing? Which CPAs (cost per acquisition) should you aim for in the short, medium and long term? What increase in sales would you like to achieve and in what time periods?

Elaboration of a concrete online marketing concept

On the basis of the strategy paper and the jointly defined goals, we will now work out the specific online marketing concept for promoting your company. This basically consists of different sub-concepts. If we come to the conclusion that SEO, SEA, social media marketing (SMM), newsletter marketing and the optimization of strategically important landing pages are particularly interesting and promising for you, we will specifically address each individual marketing measure in the overall concept. In the SEO concept, for example, we focus on technical conditions, content recommendations and improving the backlink structure. With the SEA concept, we pay special attention to settings, campaigns, ad groups, ad texts, extensions, CPCs and Co. .

Implementation of online marketing measures

Immediately after the online marketing concept has been worked out and finalized, we set about implementing it professionally. As a rule, we adhere to the deadlines targeted in the concept. Here we benefit from the fact that, as a full service agency for online marketing, we do not have to commission any subcontractors or external service providers, as we have our own in-house experts for the areas of SEM, SMM, programming, web design and tracking and can therefore take care of all measures in-house. For optimal communication, you will be assigned an experienced account manager who will competently assume the role of intermediary between you and our in-house team.

Sustainable support and optimization

Are the basic measures, such as the technical revision of your most important landing pages, setting up your new SEA campaigns, the implementation of a form for newsletter registration on your website or the creation of various social media profiles in accordance with your corporate design, ready? After that, the continuous and sustainable support and optimization of your online marketing campaigns begins. With regard to SEO, we use tools such as Sistrix, SERPROBOT or Google Search Console to check the development of the most relevant search terms at regular intervals. With your SEA campaigns, we optimize your conversion value / cost - value (sales divided by costs) in the long term. Of course, the same applies to your social media campaigns (such as Facebook remarketing or LinkedIn ads). In newsletter marketing, we focus on opening rates and increasing the number of subscribers.