Strategy, audit, and planning
What it covers: Business goal review, competitor context, audience mapping, channel prioritization, and campaign structure.
Activities included: Workshops, data review, keyword and topic research, funnel review, and scope planning.
Inputs: Business goals, brand guidelines, current performance data, buyer notes, and budget direction.
Deliverables: Audit summary, strategy outline, channel plan, campaign roadmap, and measurement priorities.
Technology involvement: Analytics, search tools, CRM exports, CMS access, advertising accounts, and project-management systems where relevant.
Business value: Better focus and fewer disconnected marketing decisions.
Dependencies: Reliable access, clear decision-makers, and accurate business context.
SEO and search visibility support
What it covers: Technical SEO checks, content planning, page briefs, on-page improvements, internal linking recommendations, and search-intent alignment.
Activities included: Keyword mapping, content gap review, metadata recommendations, landing page structure, and performance reporting.
Inputs: Website access, CMS details, service information, target locations, and existing content.
Deliverables: SEO audit notes, page recommendations, content briefs, keyword clusters, and ranking movement reports.
Technology involvement: Search Console, analytics platforms, CMS tools, crawling tools, and reporting dashboards.
Business value: Better discoverability and more useful pages for buyers.
Exclusions: Search ranking guarantees and changes blocked by technical limitations.
Content and campaign coordination
What it covers: Campaign calendars, content briefs, social planning, email support, landing page messaging, and asset coordination.
Activities included: Theme planning, brief writing, production handoff, approval tracking, formatting checks, and publishing support.
Inputs: Offers, product notes, target audience, brand tone, compliance rules, and approval owners.
Deliverables: Editorial calendars, briefs, draft copy, campaign checklists, and distribution plans.
Technology involvement: CMS, email platforms, social publishing tools, collaboration tools, and DAM systems where available.
Business value: More consistent messaging across buyer touchpoints.
Dependencies: Timely feedback and clear brand or compliance review.
Paid media and performance support
What it covers: Campaign planning, audience structure, creative coordination, landing page alignment, budget pacing, and reporting support.
Activities included: Brief development, keyword or audience planning, ad copy drafts, setup support, QA, performance review, and optimization recommendations.
Inputs: Media budget, platform access, target regions, offer details, conversion goals, and approval rules.
Deliverables: Campaign plan, ad copy options, targeting notes, QA checklist, and performance summaries.
Technology involvement: Search ads, social ads, analytics, tag management, and reporting platforms.
Business value: Controlled testing and better visibility into paid channel contribution.
Exclusions: Guaranteed ROAS, platform approval outcomes, or results unaffected by market conditions.
Analytics, reporting, and optimization
What it covers: KPI planning, tracking review, dashboard coordination, campaign reporting, insight summaries, and optimization backlog management.
Activities included: Event review, source checks, dashboard setup support, report writing, trend interpretation, and recommendation tracking.
Inputs: Analytics access, conversion definitions, CRM or ecommerce data, campaign goals, and reporting frequency.
Deliverables: Measurement plan, dashboard views, monthly reports, issue logs, and optimization actions.
Technology involvement: Analytics, tag management, CRM, ecommerce data, BI tools, and spreadsheets.
Business value: Better decisions based on evidence rather than assumptions.
Dependencies: Data quality, correct tagging, attribution limits, and client review cadence.
Managed operations and outsourced support
What it covers: Recurring marketing operations, campaign task management, documentation, QA, reporting schedules, and handover support.
Activities included: Task intake, prioritization, production coordination, quality checks, reporting, meetings, and workflow improvement.
Inputs: Scope, service levels, access permissions, brand assets, approval process, and security requirements.
Deliverables: Task boards, operating documents, status reports, QA logs, and handover records.
Technology involvement: Project-management systems, collaboration tools, secure access tools, dashboards, and content platforms.
Business value: More predictable delivery with less internal coordination burden.
Dependencies: Clear service boundaries and timely client approvals.