Digital Marketing

What a comprehensive digital marketing strategy looks like

Digital marketing is an important component of marketing for most businesses. Digital marketing can encompass a lot of things: social media, paid search, email marketing, funnels to drive leads or conversions, and search engine optimization.

At SPM, we aim to help you understand the entire digital marketing funnel so that your digital efforts function together in a more streamlined and strategic manner.

There are a number of important steps to take to ensure that your digital marketing investment is as effective as possible.

Depending on your goals, most campaigns start with evaluating your website to ensure that it’s ready to welcome and convert customers.

Next, we look at how to help you capture leads in an email marketing funnel to re-engage and build relationships with people over time to move each person to the purchase phase.

Sometimes companies skip a step in the funnel, which can lead to inefficiencies and frustration. For example, if you’re investing money to drive leads to your website, it’s wise to ensure that you have proper calls to action and a lead capture system set up so that you can capture those visitors who have already shown some level of interest in your product or services.

If your goal is to be more strategic, comprehensive, and streamlined in your digital marketing efforts, then SPM might be for you

What’s a digital marketing funnel anyway?

A digital marketing funnel allows your prospective customers to learn your company values, how your product or service can help them, and why they should do business with you. Prospective customers progress through the funnel at a pace that correlates with your sales cycle, so prospective customers can act quickly or move more slowly while building relationships and trust, which are critical in longer sales cycles.   

Funnels: The Way Forward!

At SPM, we work with you in a comprehensive manner to ensure that all aspects of the digital funnel are addressed. Your company might want to hire only for paid search or SEO, which is something we can explore, however, we find that most companies benefit from working with a comprehensive agency like SPM who understands your business goals, can see the big picture vision, and understands how to develop a comprehensive funnel, while zooming back down to an execution level.

The Individual Components of Digital Marketing


Search Engine Optimization is a key component in building a business online, as SEO focuses on increasing the quantity of traffic to your website through organic (non-paid) search results, which builds value over the long-term. SEO includes both technical and creative elements to help improve rankings, drive traffic, and increase awareness in search engines, including:

  • Website Content
  • In-bound Links
  • Unique Page Visits
  • Accurate Keyword Research
  • Website Coding
                   …..and Much More!


Social Media Paid Promotion
This type of advertising showcases your product or service directly to your target audience. These ads have in-depth targeting capabilities and have the ability to track when customers complete valuable actions on your website. Typically, a client will use these ads to increase awareness of their product or service and/or drive prospective customers to complete a valuable and trackable action on their website, such as make a purchase or register for an event.

Search Advertising
These ads are served to a larger audience of people who are actively searching for a business or service like yours by typing in key phrases and keywords into search engines. Search ads are shown based on specific keywords that are associated with your ads, which have the ability to track valuable actions on your website. Typically, a client will use these ads to reach prospective customers more directly with the objective to sell, increase leads, or complete some other valuable action on their website.

Display Advertising
Display ads are shown to a large audience across millions of websites on the Google Display Network. These ads work particularly well for retargeting people who already know or have shown interest in your business. Along with retargeting, display ads can be placed on specific websites, as well as targeted to people based on interests, and past behavior. Since people are not actively searching for your product or service, display ads are a great choice for brand awareness and reach, and retargeting.


Social media marketing strategies are designed to build customer engagement and customer loyalty and trust within a relevant target audience. This type of marketing can help with a variety of goals, including:

  • Creating, establishing, and building brand identity and awareness
  • Increasing website traffic and conversions
  • Building relationships and trust with key audiences
  • Direct sales
  • Increase video viewership, visual engagement
  • Educate key audiences about your product or service