Digital Marketing FAQ

Digital Marketing FAQ

Digital marketing is a broad subject that covers many disciplines, including branding campaigns, content management,  search engine optimization, right down to the quality of website hosting. Below, you’ll find our Digitl Marketing FAQ is broken up by section.


FAQ: Branded Campaigns


What exactly is a branded campaign?

A branded campaign is a marketing strategy designed to promote and enhance the visibility of your brand, potentially in combination of  a specific product or service. The goal is to stand out, break through the noise, and set you apart from your competition. With the goal of building brand recognition, personality, credibility, and loyalty among your customers and prospects, these creative campaigns often utilize a mix of logod items, digital advertising, content marketing, social media, or other methods to ensure that when your target market thinks of a service in your industry, they think of your company first, and with a desire to work with you.

Why should I consider investing in a branded campaign?

Branded campaigns offer numerous benefits:

  • Recognition: They elevate your brand’s visibility in a saturated market.
  • Loyalty: By consistently presenting your brand’s values, you can foster deeper connections with customers.
  • Competitive Edge: Strong brand recognition can set you apart from competitors.
  • Economic Efficiency: Over time, as brand recognition grows, customer acquisition costs may decrease.


How do we measure the success of a branded campaign?

Success metrics for branded campaigns differ from direct response campaigns. Instead of focusing solely on sales or leads, branded campaigns measure:

  • Brand Awareness: Using surveys or digital metrics like search volume for your brand name.
  • Brand Sentiment: Monitoring social media and review sites for consumer opinions.
  • Engagement: Tracking interactions on digital content, such as likes, shares, and comments.
  • Customer Loyalty: Observing repeat business or referral rates.

What's the difference between a branded campaign and a product campaign?

While both types of campaigns aim to boost a business’s success, their focus is different. A branded campaign promotes the overall brand, emphasizing its values, story, and overall mission. A product campaign, on the other hand, promotes a specific product or service, highlighting its features, benefits, and specific use-cases.

FAQ: Content Management


What is content management and why is it important for my business?

Content management involves the creation, editing, organization, and publication of digital content. Effective content management helps ensure that the information presented to the audience is accurate, easy-to-find, relevant, up-to-date, and engaging. This enhances the company’s online presence, improves SEO, and drives more engagement with potential customers.

How does content generation differ from content management?

Content generation refers to the actual creation of content, whether that’s articles, videos, infographics, or any other type of digital content. Content management, on the other hand, deals with the broader process of handling this content—how it’s stored, updated, organized, and delivered to users. Think of generation as “making the content” and management as “handling and distributing the content.”

Why can't I just create and manage content on my own?

You absolutely can, and many of our clients do with our guidance. Your bandwidth for creating your own content is something we map out together to create an effective strategy. We find that managing consistent and high-quality content can become time-consuming, and clients tend to lose focus of what’s effective and gravitate towards what’s fun, or become haphazard in their approach. By outsourcing or leveraging professionals in content management and generation, we’ll help you create content that’s effective, optimized for search engines, and resonantes with your target audience, without diverting focus your their core activities.

How do you ensure that the content aligns with my business values and objectives?

We begin every engagement by understanding your business deeply—its mission, vision, target audience, and goals. This foundational knowledge ensures that all content generated aligns with your brand’s voice and objectives. We also encourage regular feedback and revisions to ensure the content remains on the right track. We consider ourselves a part of your marketing team, and our goal is to become fluent in your company’s strategic objectives, market advantages, and competitive position.

How often should my business be producing new content?

The frequency of content publication varies based on your business type, goals, and target audience and crosses many mediums. Depending on your budget and bandwidth, it may look like weekly blog posts, monthly in-depth articles, bi-weekly webinars, or quarterly explainer videos. We’ll work with you to determine the best content strategy and frequency to match your objectives and budget.

FAQ: Search Engine Optimization


How long will it take to see results from search engine optimization?

Every site is different, but the general answer is that you should start to see some improvements to your site rankings by the third or fourth month.  It should be understood that SEO is an effective long-term digital marketing strategy and that several factors play into that timeframe. For example, how competitive is your niche? How active and adept are your competitors at creating good content? What is the current SEO status of the site? How large or small is it, and what is the quality of its current content?

Google gives the same rough timeframe saying: Remember that it will take time for you to see results: typically from four months to a year from the time you begin making changes until you start to see the benefits.

Can you give me a guarantee that you will get my site on the first page of Google?

No, and you should not hire any SEO agency that does so.  Some will tell you that they are able to cut corners because they have a special relationship with Google, or they can offer you a priority submit service.  This is what Google has to say on the matter:

No guarantees

My site is doing great in the SERPS, can I stop SEO now?

Your SEO team put in the work and your site can now be found site on the first page of Google for a healthy spread of relevant and competitive keywords. Traffic is up, your ROI looks great, and your sales team is delighted with the stream of new leads. Can you stop your SEO investment now?

The internet is in a constant state of flux with sites moving up and down every day. There is no such thing as ‘owning’ first place for any key term or phrase.  Now that you have achieved those sweet spots there is a host of competing sites that want to take those rankings from you. Their SEO agencies are analyzing every one of the websites on the first page and looking for weaknesses that they can exploit.

SEO is not a one-and-done type process.
As long as you have a business that you want to be found on the internet, you are in competition with every other business in your industry that also has a website. If you were to stop with search engine optimization, your website would stagnate, and you would lose ground in the SERPS, and you would lose that traffic and potential leads. Consider it like your favorite sports team. If they worked hard to make it to the top of their division, would they stop practicing? That would be crazy, their rivals would capitalize on that laziness and knock them out of the rankings.

How Important is Usability to SEO

Search engine optimization can attract relevant visitors to your website from organic sources but it can’t make them stay on the site.  Many things can impact dwell time which is often considered a ranking factor including site speed, layout and design elements. Read more aboout the Impact of Usability on SEO.

Why did my traffic drop after SEO?

The goal of SEO is not an increase in traffic for traffic’s sake. What use is an extra 1,000 or even 10,000 visitors a month if they have no interest in your content or services? A dishonest marketer can easily pay for low-quality traffic to be ported to your site or even for it simply to look like your site has visitors via ghost spam. Seeing a jump in traffic, you might initially be delighted with their performance, but instead of focusing on numbers as a metric, look at how engaged they are on your site.

While it is likely that the number of visitors to your site will increase after you start making changes, an initial optimization may include removing content that is not relevant to your core business. Sometimes, a company’s direction may have changed over the years, but old content describing out-of-date products or services is still online. In other cases, previous marketing teams may have used ‘grey hat’ tactics, which resulted in an increase in site visitors but a decrease in visitor quality. Or, in some cases, black hat tactics were used, and the search engines caught onto the gaming tactic and put your site squarely at the bottom of the pack.

Pruning ineffective pages on your site is a good housekeeping, just as you would trim the trees in your yard to make them ultimately grow more lush. Weeding out obsolete and irrelevant content can cause a temporary drop in visitors, and that’s actually a good thing. During this transitional phase, focus on the metrics that illustrate how visitors interact with your site: time on site, pages visited, quotes requested, or key pages visited.

FAQ: Website Hosting


Why does a website host matter? Aren't they all the same?

There are plenty of website hosts available to you, and some with a very small price tag. When choosing one, you should consider a number of factors: is it optimized for my content management system, is it backing up everything in the event of a data loss, does it provide malware scanning, how easy is it to reach someone if there’s a problem, etc. Are there additional features available to me with the hosting, such as caching for speed? These are all questions you should ask and if they are imporant to you, be prepared to pay a little extra for. 

Are there any security concerns with hosting?

Yes, security is crucial when hosting a website. It’s essential to choose a reputable hosting provider that offers robust security measures, including firewalls, SSL certificates, and regular backups. Ensure they provide consistent security updates and have measures in place to prevent common web threats.


Does my choice of hosting provider affect website performance?

Absolutely. A reliable and high-performance hosting provider ensures that your website loads quickly, can handle multiple visitors at once, and remains accessible 24/7. Factors like server location, type of storage used (e.g., SSD vs. HDD), and the allocated resources (CPU, RAM) can significantly impact your site’s speed and responsiveness.

Can I switch hosting providers later on?

Yes, you can migrate your website to a different hosting provider if you’re unsatisfied with your current one or need different services. However, it’s essential to ensure the migration process is handled correctly to prevent data loss or website downtime. It’s often a good idea to consult with an expert or the new hosting provider for assistance.