Our Approach to

Digital Marketing
A Detailed Exploration of What We Do and How We Do It
 03-03 Introduction

Section 01 : Our Approach Principles & Phases

05-05 Our Approach Principles

06-06 Our Approach Work Phases
07-07 The Discovery Phase

Contents 08-08 The Retainer Phase

Section 02 : Our Digital Marketing Campaign Framework

10-10 Engagement Map Overview

11-12 Engagement Map Stage Details

Section 03 : The Digital Services Our Campaigns Cover

14-14 Services Overview

15-15 Introduction to Services

Section 04 : Frequently Asked Questions

17-18 Answering the Important Questions
Who We Are, What We
Believe and How That’s
Impacted The Way We Work

The ever-changing online landscape has called for small and medium-
sized businesses to understand and utilise digital marketing to stay
relevant and competitive. For nearly two decades SQ Digital has been an
agency with a heart for helping SMEs navigate the fast-paced world of
digital marketing, aiming to exceed the expectations of both our clients
and their customers alike.

We have a genuine passion for creating digital marketing campaigns

that make a huge difference for SMEs. We believe these businesses are
the backbone of the UK economy; bringing fresh ideas that challenge
the status quo, drive economic growth and create job opportunities in
smaller geographic areas. This is the reason why our entire agency is
shaped by the obstacles and responsibilities that come from working
with SMEs.

Choosing to work with SQ Digital means choosing an agency that

genuinely cares about your business doing well, and that might mean we
do things differently to other agencies. We hope this only serves as more
of a reason to work with us. This document will help you understand
how we approach digital marketing and why we believe it’s an option
worth giving some serious consideration.

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Section 01:
Our Approach
Principles & Phases
Section 01 : Our Approach Principles & Phases | Our Approach Principles

Our Approach Principles

The start point for any meaningful approach should be defining

foundational principles that act as a guide when developing how a service
is going to be offered, and that’s exactly what we did. Our Approach has
come from establishing four core principles which support the way we
offer digital marketing to our clients. These principles are:

DON’T BEGIN PROJECTS WITHOUT SEEK TO UNDERSTAND A CLIENT’S

DEFINING MEASURABLE OBJECTIVES. ORGANISATION, NEEDS AND CUSTOMERS
We believe it’s critical to help our clients explore the underlying By creating and exploring a detailed compilation of information
objectives at the heart of their digital presence in order to create a around a client’s organisation, needs and customers, we are able to
meaningful solution that can be measured for success. By taking this uncover insights and takeaways that are fundamental in building the
approach, we allow our SME client base to focus on the issues they case for a purposeful solution. This understanding is then continually
face or the goals they want to achieve. utilised as a means of helping to direct project decision-making.

ENABLE CLIENTS TO SEE THE BIGGER MEASURE, REVIEW AND IMPROVE AT

PICTURE OF DIGITAL MARKETING REGULAR INTERVALS

It’s hugely valuable for our clients to see and understand that their With return on investment and value for money being top priorities
organisation’s digital presence is a connected and dynamic system for our clients, a need to measure, review and improve the work being
of parts, with each piece having a particular purpose or strength. done is hugely important. Capturing and distilling data into relevant
Approaching digital marketing channels as if they exist in isolation and focused reporting that not only validates the work being done but
will at best limit success and most often lead to a waste in time and also directs adaptations to this work, as new insight and information
investment. is collected.

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Section 01 : Our Approach Principles & Phases | Our Approach Work Phases

Our Approach Work Phases

From our four Approach Principles come two distinct phases that create
the framework for working with our clients: the Discovery Phase and the
Retainer Phase. These two phases integrate to create well thought out,
effective and responsible digital marketing solutions - We don’t believe
short cuts pay-off in the long run.

01 Discovery Phase 02 Retainer Phase

We begin our work partnerships with a Discovery Phase designed to Utilising the Audit Report from the Discovery Phase, we then move into a
formulate robust insights spanning our client’s business, customers, work cycle of planning and implementing creative marketing campaigns
objectives and current Digital Marketing Ecosystem. anchored in solid insight and a focused direction.

This phase results in an Audit Report that becomes the basis for setting We believe our structured retainers are fundamentally important to
out digital marketing goals, objectives and Key Performance Indicators the success of our clients’ digital marketing, as they help to create a
that allow us to track how well our campaigns are really doing for you. partnership, rather than a vendor relationship. This allows us to invest in
our client’s goals in more of a long-term fashion, where we can become
We believe the Discovery Phase is key to being able to make responsible concerned with performance and results over simply getting a job done in
recommendations that limit the risk of wasting your time and money, an isolated way. To us that makes a lot of sense.
which we know can be critical to the survival of an SME.

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Section 01 : Our Approach Principles & Phases | The Discovery Phase

Unpacking the Discovery Phase

Below we have presented the five steps that make up our Discovery
Phase. All steps combined culminate in a detailed Digital Marketing
Discovery Recommendations Report which defines insight driven counsel
for meeting your businesses objectives and ambitions.
Discovery Phase

Develop Create Audit Present Audit

Step 1 Understanding
Step 3 Work Plan
Step 5 Recommendations

Step 2
Clarify
Step 4
Conduct Audit Retainer Selection of Retainer
Objectives Work Period Options Phase Price Tier Options
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Step 1: Draws together important information on your business, products, Step 4: Pulls together staff from our diversely skilled team to complete the audits
customers, competitors, and current marketing setup. Resulting in a resource defined in the previous step. Team-leads then review and analyse the audit data
we call the Brand Snapshot which compiles all the gathered information in a to form insight driven recommendations for each area researched, taking into
purposeful way. account the objectives you are seeking to achieve.

Step 2: Defines your longterm digital marketing vision and ambitions, as well as Step 5: Compiles Audit recommendations and data into a comprehensive
the objectives associated with your next digital marketing campaign and how Discovery Recommendations Document culminating in three Retainer Options as
success will be measured. Resulting in a Project Brief. a means of continuing to work with us to make fruitful use of the audit findings,
so that your businesses time, effort and marketing budget are continually being
Step 3: Utilises the Brand Snapshot and Project Brief from steps one and two to
invested in the right direction.
create a plan for what areas of your business, products, customers, competitors
and current marketing setup need auditing to uncover insight that will allow for a
successful and informed digital marketing solution.
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Section 01 : Our Approach Principles & Phases | The Retainer Phase

Unpacking the Retainer Phase

Once you have selected the Retainer Option you would like to begin with
we dive straight into creating a Digital Marketing Strategy to define an
overarching campaign plan for the next 6 months. This kicks-off the
retainer cycle and activates your campaigns first month of activity.

Planning Planning Planning Planning

Month 1 Month 2 Month 7 Month 8
Retainer Phase

Campaign Campaign Cycle Repeated for Campaign Campaign

6 Month Digital 6 Month Digital
Month 1 Month 2 Months 3-6 Month 7 Month 8
Marketing Strategy Marketing Strategy

Reporting Reporting Reporting Reporting

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Month 1 Month 2 Month 7 Month 8

Campaign Planning: SQ Digital campaigns are built using an overarching Campaign Reporting: Reporting is monthly and will start after your campaigns
Marketing Strategy Plan that informs the proceeding six months of campaign first month work period, measuring performance against objective KPIs. Depth of
activity. This six month strategy will be produced and presented to you before reporting is dependant upon the Price Tier Option you select to ensure it is kept
the first month of the campaign is activated and will be reviewed and refined relevant and balanced against your chosen Price Tier.
biannually, capitalising on any new data and insights as well as checking that
digital marketing efforts are still aligning with your overall business strategy. Any insights gained from our progress and achievements feed directly into
our next monthly plan, ensuring we are always best positioned to deliver your
Representatives from each necessary department will meet monthly to review the objectives, never missing out on utilising new insights.
active campaign and plan the next months’ work in detail, following the six month
Marketing Strategy Plan set to achieve your objectives.

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Section 02:
Our Digital Marketing
Campaign Framework

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Section 02 : Digital Marketing Campaign Framework | Engagement Map Overview

Engagement Map Overview

We use the Engagement Map shown below as a framework for digital

marketing activity, it sets out the different stages a prospective customer
will navigate through on their digital marketing journey. It’s important
to fully consider each step, starting from stage one and two, Reach and
Interact, moving through to step three and four, Convert and Advocacy,
planning what content, channel selection and strategy is required to move
people along the chain of stages towards a desired action in order to
achieve your businesses digital marketing objectives.

1 Reach 2 Interact 3 Convert 4 Advocacy

Happy customers will drive an increase in awareness,

social proof, repeat business and referral.

Further information on each stage can be found on the coming pages.

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Section 02 : Digital Marketing Campaign Framework | Engagement Map Stage Details

1 Reach 2 Interact 3 Convert 4 Advocacy

Customer Stage: Exploration Example Activities Methods of Measurement:

Search Engine Optimisation • Unique Visitors
Publishing and promoting your content, encouraging sharing Paid Search • Value Per Visit
to other outposts, networks and influencers. Growing your Social Media Networks Advertising • Fans/Followers
audience, increasing awareness and drawing people to Display Advertising
engage with your content and take action.

1 Reach 2 Interact 3 Convert 4 Advocacy

Customer Stage: Decision Making Example Activities Methods of Measurement:

Website Content • Number of Leads
Making clear content journeys worth engaging with, General Blog Posts • Lead Conversion Rate
encouraging interactions on websites and in social media Specialised Blog Posts • Time on site
to generate leads through relevant, inspirational and useful Social Media Network Posts • Newsletter Sign-up
content. Email Marketing • Shares/ Comments/ Likes

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Section 02 : Digital Marketing Campaign Framework | Engagement Map Stage Details

1 Reach 2 Interact 3 Convert 4 Advocacy

Customer Stage: Purchase Example Activities Methods of Measurement:

Website UX/UI • Sales
Converting leads into sales. Taking people from interested Website Conversion Tracking • Revenue / Profit
in what you have to offer to paying customers through both Website Contact methods • Average Order Value
online and offline methods. Email Marketing
Display Retargeting

1 Reach 2 Interact 3 Convert 4 Advocacy

Customer Stage: Advocacy Example Activities Methods of Measurement:

Email Marketing • Repeat Purchase
Developing a relationship with first-time buyers to build Display Retargeting • Satisfaction and Loyalty
customer loyalty as repeat purchases. Also looking to build Social Media Networks Organic • Advocacy
advocacy or recommendations through ‘word-of-mouth’.

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Section 03:
The Digital Services
Our Campaigns Cover

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Section 03 : Our Digital Marketing Services | Services Overview

Services Overview

We’re an agency that avoids offering isolated services with no

background thinking just to get a sale. To us that’s irresponsible. We will
only recommend services based on a holistic solution, developed with
our clients through the proper steps.

The services that make up our digital marketing campaigns.

Search Engine Optimisation

Content Marketing

Paid & Organic Social Media

Paid Search

Digital PR

Design & Development

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Section 03 : Our Digital Marketing Services | Introduction to Services

An Introduction to the Services

Below you’ll find a summary of each of the digital marketing services we

offer. To discover more about the services that make up our campaigns
please visit our website at sqdigital.co.uk

Search Engine Optimisation Paid & Organic Social Media

SQ Digital have been at the forefront of the SEO industry from the beginning. This Effective social media, as part of an integrated digital marketing campaign,
has given us an expert insight into the ever-evolving potential of Search Engine combines good strategy and creativity. At SQ Digital, we know that social media
Optimisation over the years, allowing us to utilise this knowledge to inform our success is married to smart, engaging and genuinely helpful digital content,
campaigns for SME businesses throughout the UK and further afield. deployed over key platforms such as Facebook, Twitter, LinkedIn and Instagram.

Content Marketing Digital PR

At SQ, we understand that creating and sharing engaging and valuable content At SQ, we know that building relationships with publications relevant to your
is an integral part of any digital marketing campaign. Many studies have shown industry is often an important aspect of marketing your company, especially
that content marketing is the most effective way of attracting the attention of when it comes to building trust and increasing your brand awareness. Our team
potential customers. It not only helps you to build trust and authority within your of dedicated PR professionals know exactly what needs to be done to ensure your
industry, but also contributes to indirect and direct sales. business is seen as a thought leader within your particular industry.

Paid Search Website Design & Development

Pay-Per-Click marketing is a critical aspect of any Digital Marketing campaign, Your website is more often than not the cornerstone of your entire online
allowing you to tap into a large potential customer base almost instantly. As a presence, with your other digital marketing efforts positioned around it –
Google Premier Partner with a proven track record of success, we can assist you becoming your biggest opportunity to ‘wow’ prospective clients and build the right
in every aspect of PPC management. From Google Search Network campaigns brand positioning. At SQ Digital, we know that your website is not only capable of
for your lead generation business, to promoting your new mobile app on YouTube, generating the most sales and enquiries of all channels; but is also your chance
SQ Digital have the experience and data-driven mindset to ensure that your to build and harness credible and effective relationships among your target
campaigns generate high-quality business and positive returns on investment. audiences.

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Section 04:
Frequently Asked
Questions

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Section 04 : Frequently Asked Questions | Answering the Important Questions

Get Answers To All Of Those Important Questions

We know time is extremely valuable to our SME clients, so to make things

a little easier, we’ve put together answers to some of the most frequently
asked questions from those looking to invest in digital marketing.

Where Are Your Offices Based? Have You Won Any Awards?
Our office is located in the heart of Lancaster, in a stunning, historical building on We’re proud to be three times RAR Award Winners, which includes picking up the
Church Street. Within easy reach of big cities such as Manchester and Liverpool, award for best content strategy. We’ve also been included on the Prolific North
and only a two-and-a-half-hour train ride from London Euston, we’re perfectly Top 50 Digital Agency list for the past two years, alongside some of the industry’s
placed to work with SMEs across the country. We’re always happy for you to pop most reputable organisations. We are also counted among a limited number of
into our offices to get a better idea of who we are and what we do. agencies as a Google Premier Partner, which means we have been recognised for
our AdWords skill and expertise, have proven experience in AdWords spend, and
How Much Can I Expect to Pay for Your Services? have delivered agency and client revenue increase.
Our approach is based on a monthly retainer, which we believe is fundamentally
important to the success of our clients’ digital marketing. Experience has taught What Clients Have You Worked With?
us that an investment of between £1,000 and £2,500 per month is normally We don’t shout about working with big national brands, nor do we have a portfolio
beneficial for most of our SME clients, but a specific level of investment would be showcasing work with big household names. This is simply because our passion
determined in the early stages of working together. is in servicing the SME market something we don’t believe agencies working with
big brands can fully do. We are proud to work with some fantastic SMEs across
Why Should I Choose an Agency Over Employing In-House? the whole of the UK and beyond!
This is a good question, and not surprisingly, it’s one that we hear often. We pride
ourselves on our talented team here at SQ Digital; a mixture of experts in specific Big brands require a different approach, and our agency has been crafted to
areas of digital marketing. This allows us to strategise and implement digital service small and medium-sized businesses. Although you might not see our
marketing campaigns that are holistic and measurable. When comparing the clients advertising on TV, you will find that we have worked with a variety of
salary of an entry-level in-house marketing employee against the cost of working businesses; from entrepreneurs breaking into the market to those who can call
with our experienced team, we believe we can offer far more value and impact. themselves independent industry leaders.

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Section 04 : Frequently Asked Questions | Answering the Important Questions

Does My Business Really Need Digital Marketing? How Big is Your Agency?
We believe that all businesses would benefit from a digital marketing strategy, We have one office location with specialist departments that are made up of
especially those who are within a competitive industry. Companies can no longer experts in their fields. For example, our five principle departments are: Design and
rely on a single strategy for a successful campaign; various digital channels must Development, Social Media, Paid Media, Content, and Search. This allows us to
be effectively integrated together in order to implement innovative and creative strike an effective balance between talent, resource and cost.
digital marketing campaigns that will ultimately deliver results.
Our office is spread over three floors of a beautiful grade II listed building in the
How Do You Measure the Success of Your Work? heart of Lancaster City centre, and at any given time, we tend to average a team
With return on investment and value for money being top priorities for our clients, count of about thirty people
a need to measure, review and improve the work being done is a hugely important
component to our approach. We continually capture and distil data into relevant Will You Work With Other Digital Marketing Partners?
and focused reporting that not only validates the work being done but also directs We are more than happy to work with other digital providers to fulfil the digital
adaptations to strategy, as new insight and information is collected. Without marketing needs of our clients, but we will always advocate for having a digital
goals or objectives to measure against, it is impossible to gauge success. marketing strategy in place to direct each agency towards achieving a common
Therefore, we believe it’s critical to help our clients explore the underlying and focused goal. Experience has taught us the importance of defining goals
objectives at the heart of their digital presence, in order to create a meaningful and objectives, particularly when multiple partners are involved in fulfilling a
solution that can be measured for success. marketing strategy.

How Long is the Minimum Sign-Up Period? How Easy is it to Switch to Using Your Agency?
Our working process consists of two phases: a Discovery Phase and a Retainer Our way of working is naturally set up to accommodate clients switching to
Phase. We take every client through the Discovery Phase, and this is available us as their digital marketing partner. With all of our clients, we begin with a
without a commitment to continue working with us beyond its completion. This Discovery Phase that is designed to draw together a firm understanding that
phase is typically six weeks. For clients who do continue with us into a Retainer, spans our clients’ business, customers, competitors, objectives and current
we of course hope for a long-term partnership that spans many years, but we ask Digital Marketing Ecosystem, ensuring that nothing should slip through any
that a client commits to a minimum sign-up period of six months. This matches cracks as you move to us from your current marketing arrangement. We are
up to our process that is built around a six-month strategy cycle designed to also well versed in preserving the positive impact of previous digital marketing
benefit and support the needs of SMEs. achievements – such as search engine rankings – as you make the move.

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Getting started with us is easy! You can either
contact us by email or phone to discuss how we
can best serve your company needs and walk you
through our process. We’re happy to answer any
questions you may have, so please don’t hesitate
to reach out to us.

[email protected]
01524 580 777

SQ Digital, 76 Church Street, Lancaster, LA1 1ET

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