Digital Marketing

We lean into the data, analytics and highly detailed marketing technology platforms such as Google and Meta so our clients can focus on running their business.  The COG Digital marketing service suite is structured into the disciplines listed above, as these are the core digital initiatives that will directly steer a small business and their subsequent success online. Click through and discover what each digital marketing category is all about. Our solutions are both bundled products and single service solutions – because not all businesses are the same.

There are a lot of different definitions of digital marketing. Simply put, digital marketing is any form of marketing products or services that involves electronic devices. Digital marketing can be done both online and offline.

At a high level, digital marketing refers to advertising delivered through digital channels such as search engines, websites, social media, email, and mobile apps.

Essentially, digital marketing is a comprehensive network of strategies operating simultaneously to achieve a common goal. There may be several digital marketing campaigns running and each of these may serve a totally different purpose. Even those each of these campaigns may be working across a variety of platforms ultimately they would all be attempting to achieve a common goal set by the marketer.

Depending on your type of business will determine what strategies are implemented to work together to drive relevant traffic to a business (either online or off). The overall purpose of this traffic is to result in a sale and convert a one time visitor into a returning, loyal customer. Well structured campaigns may use any combination of a number of different digital marketing strategies.

At COG Digital we know that digital marketing allows businesses to see accurate results in real time. Traditional marketing methodologies such print are difficult it is to estimate how many people actually saw your ad. Additionally, there’s no guarantee to know if that ad was responsible for any sales at all.

On the other hand, digital marketing, provides you with the tools to measure the ROI of pretty much any aspect of your marketing efforts.

Want more proof that Digital Marketing can help your business? Here are some examples:

Website Traffic

COG Digital use the latest technologies to analyse your online traffic. We are able to see the exact number of people who have viewed your website’s homepage in real time. We can also see how many pages your users visited, what device they were using, and where they came from, and more!

We use these insights to prioritise which marketing channels to focus on. Every business is different and requires a uniquely tailored digital marketing mix. It is important to consider the channels by which these users are coming to your site. Say for example that 15% of your website traffic was coming from organic search. This would mean that you’d need to spend time to enhance your websites SEO.

Offline marketing methods offer very little information about how your customers perceive and interact with your brand prior to engaging with a salesperson or making a purchase. However digital marketing identifies trends and patterns in people’s behaviour before they’ve reached the final stage in their buyer’s journey. This means that you can make informed decisions about how to attract customers to your website and when is the right time to.

Content Performance and Lead Generation

When evaluating content performance and lead generation it is easiest to compare two scenarios. Firstly, imagine that you’ve created a product brochure and posted it through people’s letterboxes. That brochure is a form of offline content marketing. There is a major issue with this form of marketing. The crucial problem is that you have no idea how many people opened your brochure or how many people threw it straight into the rubbish bin.

Conversely, imagine a second scenario. Imagine that your brochure was on your website. This would enable you to measure exactly how many people viewed the page where it’s displayed. You could take an additional step and also collect the contact details of those who download it by using a form. You’d be able to accurately measure how many people are engaging with your content and generate hot leads from interested users.

Attribution Modelling

At COG Digital we know that strategy is the key to business success. We partner with our colleagues at COG Strategy to ensure that each of our digital marketing campaigns is thoroughly planned out. Once strategically planned, we select the right tools and technologies to trace all of your sales back to a customer’s first digital touchpoint.

We call this attribution modelling. Attribution modelling is extremely useful for digital marketers as it allows us to identify trends in the way people research and buy your product. This information is crucial in helping to understand and make more informed decisions about what parts of your marketing strategy are working and what areas need fine tuning.

COG Digital recognise that for businesses to win online, you’ve got to connect the dots between marketing and sales. We help to improve your customer’s’ journey through the buying cycle by using digital technologies. This in turn is likely to help drive sales and reflect positively on your business’s bottom line.

At COG Digital, we’re experienced content creators. To view our content marketing services click here. As experts in digital marketing we know that all businesses require a tailored approach to their content. We create unique content based on your audiences needs at varying stages in the buyer’s journey.

We create buyer personas to identify what your audience’s goals and challenges are in relation to your business. Simply put, your online content should help meet their goals and overcome their challenges.

The next step in the process requires you to think about when they’re most likely to consume this content and at what buying stage they’re at. We call this content mapping.

With content mapping, the goal is to target content according to:

• The characteristics of the person who will be consuming it (that’s where buyer personas come)
• How close that person is to making a purchase (i.e., their lifecycle stage).
• In terms of the format of your content, there are a lot of different things to try.

COG Digital are experienced in providing our clients with high quality digital content. We recommend using at each stage of the buyer’s journey.

• Blog posts: Great for increasing your organic traffic when paired with a strong SEO and keyword strategy.
• Infographics: Very shareable, meaning they increase your chances of being found via social media when others share your content.
• Short videos: Again, these are very shareable and can help your brand get found by new audiences by hosting them on platforms like YouTube.

• eBooks: Great for lead generation as they’re generally more comprehensive than a blog post or infographic, meaning someone is more likely to exchange their contact information to receive it.
• Research reports: Again, this is a high value content piece which is great for lead generation. Research reports and new data for your industry can also work for the awareness stage though, as they’re often picked-up by the media or industry press.
• Webinars: As they’re a more detailed, interactive form of video content, webinars are an effective consideration stage content format as they offer more comprehensive content than a blog post or short video.

• Case studies: Having detailed case studies on your website can be an effective form of content for those who are ready to make a purchasing decision, as it helps you positively influence their decision.
• Testimonials: If case studies aren’t a good fit for your business, having short testimonials around your website is a good alternative. For B2C brands, think of testimonials a little more loosely. If you’re a clothing brand, these might take the form of photos of how other people styled a shirt or dress, pulled from a branded hashtag where people can contribute.

At COG Digital, we offer a range of digital marketing services to help boost your business online. Whether you are looking to increase your organic reach through content creation, or execute a strategic paid campaign, COG Digital are here to help. We know that for your business to perform online it requires an in-depth knowledge of all digital marketing components.

Some of the digital marketing services that we offer include:

• SEO – Search Engine Optimisation
• SEM – Search Engine Marketing
• Social Media Marketing
• Email Marketing
• Google Advertising
• Facebook Advertising
• LinkedIn Advertising
• Instagram Advertising

The COG Digital Agency focus for our Digital Marketing is to build our clients businesses online via clever, innovative and strategic activities. COG Digital deliver our digital marketing services to small to medium businesses through to large enterprises. Our clients continue to work with us because of our full service approach, innovative thinking and professional work ethic.

We’re using platforms to deploy and measure our digital marketing campaigns like Facebook, Instagram, Google Ads, Google Analytics, Search Console, Bing Ads.

We are an established Sydney digital media agency motivated to provide our clients advanced digital marketing solutions that make a commercial difference in their business performance and to their brand equity.

At COG Digital our marketers listen, learn and develop our clients ideas into advanced and high performance digital marketing activities. Our team is unified in our methodology which allows individual brilliance to shine and creative solutions to be discovered.