WE’RE A DIFFERENT KIND OF WEB DESIGN & DIGITAL AGENCY
We’re a small but incredibly agile crew of programmers, UX experts, creatives, and Internet marketing specialists in New York City. We believe that in today’s marketing environment, a business’s most important asset is its website.
All too often, agencies approach web design and SEO separately. But at One & Zero, we believe that rankings are a direct reflection of the website’s build.
It is important to establish your presence across all relevant search engine platforms and to build your site around a broad range of relevant keyword concepts.
Conventional online advertising is short-lived. Sure, you may experience temporary results with it, but your online visibility will evaporate the moment you stop paying.
Our digital agency methodology is based on proven, organic Internet strategies and best practices.
If you choose to work with us, your investment will create long-term results and profits for your company.
Our approach to website design and digital marketing is uncommon because it’s all-inclusive.
This is our end-to-end process:
UNDERSTAND & PLAN
We invest time and attention. To grow your brand online, it takes in-depth research and detailed planning. We carefully:
- Research all elements that affect your brand.
- Define your digital strategy roadmap.
- Establish the core tools required for success.
- Agree upon the proposal and execution timeline.
MANAGE & MONITOR
One & Zero works with you to manage your community, campaigns and monitor the data/trends to adjust for optimal results. We always:
- Act as an extension of your team.
- Manage all your digital activities and tools.
- Provide key insights on how to stay relevant.
- Help you build trust with your community.
CONNECT & ENGAGE
We get people talking about and engaging with your brand. The most compelling stories are the ones that get retold. We oversee:
- Defining your digital sales funnel.
- Establishing your optimal contact methods.
- Creating a content plan for all channels.
- Monitoring & adjust for optimal performance.
MEASURE & REFINE
The Internet marketing landscape is ever changing. One & Zero provides the insights to evolve with it.
- We measure to determine ROI’s for your KPIs.
- We track data that defines your customer behavior.
- We constantly adapt tactics to improve ROI.
- Every 90 days we review your strategy and realign.
CREATE & DELIVER
We arm our clients with only the tools they need to get the job done.
- Fully custom and responsive web solutions.
- SEO best practices and on trend tactics.
- Content design and campaign execution.
- SMM design, development and amplification.
DRIVE QUALIFIED TRAFFIC
A lack of traffic is not always the cause of poor lead conversion on your website. Lack of persuasion, personalization and insights are often the main culprits.
We dig deep to find out what your business’s pain points are.
Once we have done our homework, we develop a carefully crafted strategy for integrated Search Experience Optimization in the channels best suited for your brand needs.
CONVERT VISITORS INTO LEADS + CUSTOMERS
Experience Optimization is the core of our approach to improving your conversion rates.
Based on our analysis and discovery of your firm’s competitive strengths we build your web layout to highlight these advantages.
We increase your conversion rate with fantastic and strategic UX, powerful content, intriguing landing pages and calls to action.
How is your site performing?
ESTABLISH BRAND LOYALTY + REPEAT CUSTOMERS
As you probably already know on average 80% of a business profits come from 20% of it customer base. It also takes roughly seven contacts with a prospect before they buy.
Which is why we implement systems that help your business lower acquisition costs and increase lifetime value.
We collaborate with you to develop targeted compelling content at each level of the sales funnel.
OUR AGENCY COMMITMENT TO OUR CLIENTS
We will be 100% upfront about what we are doing, what we need from you, how the project is coming along, and what’s next. We’ll act with integrity at all times, and we’ll always be honest.
We’re committed to your success! What you can expect:
- We’ll start with a workshop, so we can get to know you and your goals.
- We may ask you to provide media assets, data, or information from you about your company, products and services, and customers.
- We’ll set up a platform to exchange communication, timelines, and keep documentation and assets in a central place.
- We’ll regularly touch base via email, including messages like this one, which are designed to provide valuable insight about our process as well as digital marketing topics in general.
We value proactiveness and transparency, so we’ve woven that into our process. You’ll always know what’s going on and what we need from you.
OUR APPROACH TO DIGITAL STRATEGY
At One & Zero, we spend a lot of time coming up with a successful digital strategy before we set off to build a website or ad campaign.
Here are some reasons why we devote so much of our time and effort to this:
- A digital strategy helps us map out an informed plan based on research and data. There are literally thousands of ways we could approach your project. We want to do it the best way.
- When we take the time upfront in this way, we minimize costs and streamline the work, saving you money over time.
- Digital strategy is fluid. As we gather insights and data throughout the project, the digital strategy will be adapted. We continuously revisit strategy to make sure it is still effective.
- This is truly the most efficient and effective way to approach online marketing.
Our digital strategy process has three parts. Below is an overview of each part of the process.
Research & Discovery
We rely on customer insights and data gathered through research and observation
We also spend time gathering deep insights from you about your company, products, or services. We’ll talk about how you meet your target market’s needs better than your competitors and what sets you apart.
We’ll also review what’s worked for you in the past and what hasn’t.
Customer acquisition strategy
We’re strategic about where we will market your business, how we’ll market it, and who we will reach. Using data and insights gathered in our Research & Discovery phase, we’ll work with you to come up with a winning customer acquisition strategy.
Establishing a digital sales funnel
Once the customer acquisition strategy is outlined, we can begin putting the digital sales funnel into place. This includes a marketing plan, branding and design, website development, and promotional activities.
What to expect
Digital strategy is our core strength. The reason we put so much effort into understanding the industry, your brand, your competitors, and the target market, is so that we can come up with an approach to online marketing that is effective.
During this process, you can expect to spend some time with us in workshops and insight gathering.
We may need information from you such as customer lists or data, or current and historical advertising spends.
Most of all, expect to be surprised. Our strategic planning process reveals insights about online behavior, target markets, and what’s possible.
Sometimes, our clients get new perspectives on the things that work and don’t work with digital marketing.
We’ll come back to the digital strategy frequently throughout your project or campaign to ensure we’re making decisions strategically.
Website Design & Development Projects (What to expect)
Websites and landing pages are important to achieving your business goals.
Well-developed websites ensure that potential and existing customers can access information about your products or services conveniently.
Landing pages give potential customers the best possible first impression of your company.
They capture leads or sales.
Together, websites, landing pages, and outreach come together in a marketing funnel.
Here’s a bit of information on the purpose of funnels and how they work to grow your business.
Lead and Sales Funnels
We will create funnels to reach your target markets, introduce them to your company, product, or service, and build a relationship with them that results in strong leads or sales.
A lead funnel is used to convert strangers into leads. Sales funnels are similar, except that the ultimate goal in a sales funnel is a sale, rather than a lead.
How funnels work (typically):
- Your ad on Google, or Facebook contains a link to a landing page. The audience is specific to your target market, but broad in that it includes people who’ve never interacted with your company before.
- Someone in your target market sees the ad and clicks on it. This is the first indication of interest.
- That person fills out a form to get more information from you. This is the second indication of interest.
- They are now a lead for your business. You respond to the request for information (manually or automatically) and begin to nurture that relationship. This is typically where a lead funnel ends.
- A sales funnel might continue to nurture this relationship by sending newsletters, limited or special offers, or personal invitations to buy. Sales funnels typically involve more definitive signs of interest such as setting up an appointment or downloading a sample or coupon.
We’ll go into much more detail with you on how your specific funnel(s) will work.
Expectations and Deliverables
Bringing together a website, one or more landing pages, ads, and content marketing involves a coordinated effort.
We will set up a project plan for your website that will contain several milestones and dependencies.
We will discuss the text, photos, video, and other media assets that will be used on your website. We may need to request certain content from you to finish your website.
Additionally, there may be times when we will request your review of content we’ve written for your site.
Completing deliverables on time keeps the project on track with the milestones we’ve set up during the project plan.
SEO 101 (Search Engine Optimization Explained)
What is SEO, really? Everyone talks about it and most people know what it stands for, but many people cannot explain it.
We think it’s important for you to have a good understanding of SEO because the processes and tactics of it make up a big part of digital marketing.
Below, we’ve broken down some core concepts that will shed light on the work that goes into getting great rankings in search engines.
We’ve also included a short, informational video you can watch by Matt Cutts (a top Google engineer) who brilliantly but succinctly breaks down exactly how search works.
Once you understand how search works behind the scenes, it will be easier to see why SEO matters.
“On-page” SEO refers to the optimization of elements of a website (or more accurately, a single web page).
This includes text, images, videos, audio files, scripts, and metadata (basically, the code that makes your page show up).
Almost every element on your page can be optimized in some way, and search engines are regularly improving their algorithms to be smarter about how they read and index content.
Therefore, on-page SEO is always evolving.
On the other hand, “off-page” SEO refers to optimization that happens outside of your website.
As you might imagine, off-page SEO involves a ton of different things, including links pointing to your website, directory listings, social media profiles and content, citations (mentions of your business online), reviews, articles, and much more.
Why do these things matter?
It’s very simple, really.
Organic search traffic is an asset to your business.
You don’t have to pay for it, which means that it’s not dependent on your budget, and it continues even when ads stop.
Search engine exposure can give you a competitive edge, too, especially if your competitors have undervalued it (and many have).
How long does it take to rank?
Ranking well in search engines doesn’t happen overnight.
Search engines are valuable resources for users – the intent is to show the most relevant and useful results.
If they were easy to manipulate, they just wouldn’t be reliable eventually.
That means it takes time to communicate to search engines the value of a web page.
You’ll need both on-page SEO and off-page SEO and they have to work together.
Forbes wrote an article on SEO and what timeline you should expect to see results, they stated it can take from 6 to 9 months to begin reaping the benefits of off-page SEO.
We agree, but we’ve often delivered results in half the time.
But once it’s in motion and nurtured, it’s a powerful asset that provides reliable, consistent traffic that you don’t have to pay for.
What does it take?
Along with time, SEO takes a lot of effort.
Many hours of labor go into creating content, outreach to related sites and blogs, building relationships in order to earn guest article opportunities for backlinks, creating citations and listings, and other work.
Once these assets are created, they become valuable investments.
If done well, they actually generate an ROI. They have some degree of permanence, too. Much of the work of SEO cannot easily be undone once it is put into place.
This means you have assets that continue to provide value long after the project is complete.
SEO Wrap Up
That wraps up the basics of SEO.
There’s a lot to it; getting to the top of a search engine’s results page is no small task.
The good news is that it can be done with a very strategic plan and adequate resources.
If you have any specific questions about SEO, or if any of this information sparked a new idea for your project, let us know. We’re happy to help.
SEM 101 (Search Engine Marketing Explained)
We just convered why SEO is a critical part of any digital marketing strategy because if done well, it can increase the amount of organic, free traffic coming to your website.
In this section, we want to continue the discussion on increasing the amount of traffic to your website. An integral part of digital marketing strategy is SEM, which stands for search engine marketing.
Search engine marketing is similar to SEO in its outcome but different in its approach.
When people talk about SEM, they are usually referring to pay-per-click advertising (aka PPC).
The key players in this industry are Google and Facebook, and that is where we focus as an agency. Google Adwords and Facebook Ads & Boosting are two key ways we draw targeted, timely traffic to your website.
Just like with SEO, Google’s primary aim is to be relevant and useful. Therefore, Adwords shows only the most relevant ads based on keywords that people type into Google.
A major advantage of SEM over SEO in this way is that Google maximizes exposure to ads by placing them at the top, bottom, and sides of search results.
Those three areas get seen more than other positions. On mobile devices, ads are also shown prominently.
The order in which the ads are shown is based on bidding – how much an advertiser is willing to pay for a click.
The thing is, getting an ad to show up prominently when someone searches for your targeted keywords is easier said than done.
Because of the bidding and search model, advertisers must continually monitor and adjust the bidding in order to ensure the ads are still shown well and are effective.
They must also make sure the selected keywords are ideal for ads.
Here are some of the most important things to know about how Adwords works:
- People use Google for all sorts of reasons. Sometimes, it’s just to find out something – with no intention to buy anything. Part of getting really good at using Adwords is knowing how to identify intention, and we spend a great deal of time researching keywords and determining the intent behind them.
- Google is particular about advertisements. The web page and the ad must be relevant to each other, and the web page itself must be very high quality. The more relevant and high quality the URL linked to the ad is, the higher it will be shown and the less it will cost.
- Anyone can advertise with Google Adwords, but it can be incredibly expensive – and ineffective – if it’s not done right. It takes time and insight to create a very effective and value-driven Adwords campaign. And this is one of the things we do best.
Keep in mind that with PPC, it is not always about the largest budget. It’s about relevance and quality, which takes expert-level management and understanding.
For more about all of this, check out Google’s “How Search Ads Work” video:
Facebook Ads & Boosting
There are two ways to use Facebook advertising.
- Standard Ads – One method is to show ads in the News Feed. This method almost mirrors the Google PPC ad method, with the exception of some variations in the way people can interact with the ads.
- Boosted Posts – The second method is to boost posts that have been published on your Facebook page. Boosting posts gives them a larger audience. They show up just like other posts in a News Feed, except they have the word “Sponsored” in small text above them.
Like Google, Facebook wants to show only the most relevant and high-quality ads to its users.
With Facebook, however, we also have the ability to use very targeted advertising – much more targeted than Google. We can target ads by gender and age, income, behavior, and more.
We can create ads and show them to people who are the most likely to be interested in them.
There’s a fair amount of science behind how Facebook knows what interests people.
In a nutshell, Facebook uses the sum of a user’s activity – their relationships, likes, dislikes, pages they follow, things they talk about, and websites they visit while logged into Facebook – to learn their interests.
Advertisers can then target or exclude people with certain interests and online behaviors.
Before any campaign, we conduct in-depth research on your ideal customers.
Through research, we’re able to develop customer personas that we can use ad targeting methods to reach those specific people, based on their interests, likes, and online behaviors.
Both Google Adwords and Facebook Ads allow advertisers to use remarketing.
Remarketing occurs when an advertiser shows ads to people who have visited the website already, but perhaps haven’t purchased, contacted, or shown interest.
We are able to do a lot of effective, custom advertising through the use of remarketing.
One of the tactics we use with SEM is A/B Testing, which allows us to measure which ads are more effective, and then do more with them.
A/B Testing takes time and effort, but the outcome is significantly better than without it.
Any advertising campaign should be effective, so we work hard to ensure that ad campaigns are highly optimized.
That means we strive for the lowest possible cost per click, the highest clickthrough rates, and the highest possible conversion rate.
We are constantly monitoring and adjusting campaigns and have a suite of tools and strategies at our disposal.
SEM Wrap Up
SEM and SEO work together to support an effective, optimal digital marketing strategy. SEM’s advantage over SEO is that it takes much less time to see results.
On the flip side, SEO’s advantage over SEM is that its impact is long-lasting and costs less overall. However, in any sound digital marketing strategy, both tactics are maximized for the best results.
Hopefully, this information about SEM answers any questions you’ve had about how it works.
SOCIAL MEDIA MARKETING 101
Did you know that over a billion people use social media regularly?
Just like a billion other people, we at One & Zero love social media and chances are, you and your customers use it to a large degree.
It plays a big role in today’s digital marketing. That’s why it’s important for brands to create a social strategy: a plan for interacting with customers and talking about the things that matter to them.
The thing is, social isn’t about pushing content at your customers.
Rather, it is about identifying what your customers are talking about and finding ways to add to that conversation.
To give you a sense of why social media is so important to the overall strategy we create to grow your business, we’ve put together a brief overview.
Why does social media matter and how does it help?
Social media is critical to successful digital marketing in so many ways. Here are the most important reasons your brand needs a strong social media strategy.
The competition is engaging in social media: Even if your brand doesn’t utilize social media, your competitors probably do. Social media is the great equalizer in terms of marketing influence, which means new companies that enter the market can use it to easily challenge even strong brands.
Customers use it: Your customers are already using social media almost all day long. This presents an enormous opportunity to reach your customers. Additionally, users of all ages are using it. Older populations are engaging on social platforms as quickly as younger users.
Online brand management is a must: People will take about your business regardless of whether you are actively engaged in social media or not. By engaging in social platforms, you have the opportunity to control how your brand is perceived and influence the sentiment of your industry, brand, products, and services.
What results can social provide?
Social media has been proven to influence purchase decisions. The way people interact with and share your content has an impact on their circle of influence.
The power of social media is the ability for you to use it to reach a wider audience.
While you can buy reach with traditional media, it costs more. Social media isn’t free, but costs less to reach a wider audience than traditional media.
With social, you can give your audience the ability to share your content with their peers, increasing your reach at no additional cost.
You can use data gathered across your social media platforms to get a better sense for what your potential customers like to see and share.
The beauty of this is that the insights are in real-time and you can quickly change course if something is not working.
With traditional advertising, these results take time to see, and changes can’t be made as quickly.
Increased search engine rank and traffic through social signals
When people like, retweet, and comment on your social media content, it creates a social signal.
Social signals influence your search engine ranking positively, leading to increased organic traffic over time. Search engines view social signals as proof positive that your content is desirable and relevant.
The second benefit of social signals is that they create visibility for your brand, which is yet another potential avenue for traffic to your website.
Social Media Marketing Wrap Up
Social media strategy is less about if then it is about when and how. What’s great about that is there are so many ways to build an awesome, effective social strategy that has a lasting impact on your brand.
HOW DO WE MEASURE ROI & KPIs?
How do we measure the success of your digital marketing campaign? What metrics do we track?
Ultimately, we understand that you are keenly interested in the return on investment in your campaigns to grow your business.
We are, too, and that’s why we have systems in place to track the results we’re getting and continuously optimize for better performance.
Your PPC AdWords Campaign will take some time to deliver results. Generally, we won’t see an immediate return for some products/services. The reason is that it takes time to generate enough data from the campaigns that we can then use to base our decisions and optimize the campaigns accordingly. The longer they run, the more information we can gather and use to your advantage.
Website Search Traffic and Ranking
Ranking a site competitively in Google can take 6-9 months, or longer if it’s a new site. However, we have programs and initiatives in place to see that this happens more quickly. But, we want to ensure you understand the nature of search page rankings so that you can have realistic expectations.
KPIs – Metrics We Track and Why
The following metrics provide insight about how people find and experience your site.
Speed/load time: Impacts ranking and user experience
Referral traffic share, Referring engines: Give us a picture of where your referral traffic is coming from so we can make decisions
Top queries: Indicates which search terms people are using to find your site
Top pages, Exit pages, Landing pages: Tells us which pages are getting the most traffic, along with the pages people see first and last
Session duration: Tells us how long people are staying on your site, which helps us tweak and optimize content
We keep track of the following metrics to give you a good picture of how our SEO efforts are measuring up.
Work completed: SEO tasks/actions completed for your brand
Keyword advancement, Organic keyword rank: Metrics that track your target keywords and their advancement
Impact on traffic: Tracks changes in traffic as a result of SEO work
Goal completion, leads, sales: Business outcomes that resulted from SEO work
Competitor data: Continuous monitoring of search engine competition
Social Mentions: Tracks brand reputation and mentions
The metrics tell us how well your ads are working and help us optimize them.
Visitors, Clicks, Sessions, Traffic, and Conversion Rates: Key information we use to gather insights about engagement and activity
CPC, CPA, CTR (Cost Per Click, Acquisition, Click Through Rate): These derived metrics measure costs again important actions and gives us an overall picture of SEM performance
ROI: Return on investment of the SEM campaigns
Return On Investment Wrap Up
Digital marketing is a long term investment that yields major results when optimized and tracked. That’s why we put together systems to monitor and respond to results as they come in.
There are a lot of things to consider when hiring a digital agency to oversee your online marketing campaigns or website design. We hope that this article has been helpful and should you have any questions or need help with growing your business, get in touch with us.
Justin Shaw is the founder and Managing Director of One & Zero we help small businesses and entrepreneurs achieve their peak profit potential online with advanced digital marketing campaigns. Our blog posts include tips and insights for business owners to put into action to improve their online performance.
If you have questions about this article just drop a comment below and I’ll be sure to get back to you!