There are no impressions in the report.
Reach is the number that always goes up, which is exactly why most reports lead with it. This one leads with enquiries that can be traced to something you sold, and where a channel cannot honestly be connected to one it is named as unattributable rather than folded into a total. That makes the report shorter, occasionally uncomfortable, and short enough that somebody actually reads it.
Six things, and what each one actually gets you.
Digital marketing campaigns
One channel at a time, instrumented before a penny of spend goes near it. Running four at once and reading the total afterwards tells you the total went up, which you already knew, and nothing about which of the four to stop.
Pay-per-click advertising
On your own ad account, with your own card, which means you keep the history and the audiences if you ever stop working with us. Bid on the terms that describe a job someone is ready to pay for rather than the ones with the volume.
Content marketing
Written for the question somebody types at the point of deciding, not for a keyword tool. The honest expectation is months rather than weeks, and we will say which months before you commit to it.
Email marketing
To a list you own, which is the only audience nobody can take away from you or reprice. Usually the cheapest line in the report and reliably the one that has been left alone the longest.
Social media management
Where your customers actually decide, which for a lot of trades is one platform and not the five you feel guilty about. Posting into the other four is a cost with no line in the report.
Video marketing
Short, specific, and shot on the job rather than in a studio. The clip that shows the thing being done outperforms the one about your values, and it costs a fraction as much to make.
Scoped after week zero, and priced against what it is meant to move.
| Scope | Scoped after week zero. We will not quote a monthly retainer before anyone knows what is worth doing |
|---|---|
| Ad spend | Yours, on your own account, paid direct to the platform. We never hold your card |
| Us, after | $0. No lock-in, and the accounts, the pixels and the list stay in your name throughout |
| Not included | Buying followers, and any channel we cannot connect to something you actually sell |
We work out what a customer is worth
Over a year, not over a sale. Every other decision here depends on that number, and most businesses have never written it down, which is why most marketing budgets are set by what last year cost rather than by what a customer returns.
One channel, instrumented first
Tracking goes in before spend does, and we start with the channel your own history says is closest to a sale. A second channel only starts once the first has enough data to be read.
A report that fits on one page
Enquiries traced to a job, cost against each, and a named list of what could not be attributed and why. Where the honest recommendation that month is to cut the spend, the report recommends cutting the spend.
The ones that decide it.
Can you get us to the top of Google?
How long before we see anything?
What happens to the channels you cannot attribute?
Why will you not quote a monthly figure now?
Start with what you want more of.
Say what you sell, who buys it, and what you have already tried. We will come back with where we would put the effort first, and you decide whether anything follows.