Smoke & Croak

Digital Strategy & Business Development

Frequently Asked Questions

The idea of this page is to give you a quick answer to any questions that you might have. If your question isn’t here, send it to me by email or give me a call.

What is a digital marketing strategy?

Many people have different interpretations of what defines a strategy, never mind what defines a digital marketing strategy. My interpretation of a strategy is a clear set of principles that guide behaviour. Marketing strategy consists of the core principles around what the brand and business stands for, what we aim to achieve as a business, and how we’ll deliver this mission to the world in which we live. Digital marketing strategy is really an extension of marketing strategy. A digital marketing strategy is more a plan that reviews the channels and tactics available to your business and identifies which are the best suited to delivering against your marketing strategy and how best to deploy them.

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Once I have a digital marketing strategy in place, what happens next?

That’s up to you. The strategy documentation I give you will provide recommendations on the digital tactics which are best suited to your business and strategy. The strategy itself doesn’t go into detail on what to do and how to implement these tactics.

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What is content marketing?

Content marketing consists of the management, creation and promotion of company content (blog posts, articles, visuals, illustrations, infographics, videos, etc.) which is created in order to support the businesses’ marketing strategy (see the above question on what is marketing strategy).

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What will content marketing do for my business?

By creating and promoting material that supports your strategy, you put your business in front of the target customer at regular intervals, turning them from strangers into friends, then friends into customers. You build website traffic, whilst all the time reinforcing your business mission and marketing goals. Content marketing forms a fundamental part of increasing overall website traffic, but also organic search traffic as content pieces can earn inbound links to your website, which have a significant impact on how your site ranks on the search engines.

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Do I need a content marketing strategy?

You need a marketing and/or digital marketing strategy. But, these strategies should then feed into your content marketing plan. You need a plan that identifies the best channels and formats for you to use in order to create and promote the content that will increase the volume of quality website traffic. You also need a clear idea of how you’ll make this content spread amongst the people you want to see it and subscribe.

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How do you measure whether the content marketing is successful?

By setting up KPIs and goals in your analytics that directly impact and feedback to your overall business objectives, as defined in your marketing strategy.

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Do you create the content?

I can create the content, but I often advise against it. My advice for clients is always that content is best created by the people within the business. Nobody knows your product, market and customers better than you do, so who better to create the content? I’ll work with you to formulate the digital marketing strategy and content marketing plan, you create the articles and videos that will deliver the results inline with the strategy/plan. The exception to this is if you want a large piece of visual or interactive content that you can’t create in-house. In that situation, I can help create the wireframes and concepts for the piece and source the design and development skills required.

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How much do you charge?

Everything I do is customised to each customer, so I don’t have a set rate, the price is determined by what you need, how much time it will take me to deliver, my project costs, etc. The price effectively depends on what you want. I won’t charge you by the hour or day unless you specifically want to buy an hour or two of my time outside of the agreed project scope. Get in touch and tell me what you’re after. It’ll cost you absolutely nothing to ask.

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Do you have an hourly rate?

Yes I have an hourly rate, but it’s irrelevant at the initial stage. You don’t want to buy my time, you want to buy an outcome (Improve your digital performance and connection with your customers). If you do require additional hours outside of the agreed project price, I can charge by the hour. Hourly rate will be provided with my proposal.

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Do I need to sign up to a retainer?

No. I’m happy to work on a retainer and recurring work. But, equally, I’m happy to work from project to project.

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Will you visit us at our office?

I’d love to, in fact, I insist on it! I don’t work on strategies with people unless I can sit down with them in person and get to know them and their business. Any project incorporates meetings in person.

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Do you work with companies outside the UK?

I’d love to, in fact, I insist on it! I don’t work on strategies with people unless I can sit down with them in person and get to know them and their business. Any project incorporates meetings in person.

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