FAQs

Here is why we think our agency excels where others fail:

Expertise
We’ve been doing our thing for almost 15 years.  Search engine optimization and paid search are still our core business, but we have our fingers in everything from social media to content marketing to web design. We think good marketing should be holistic and connected, so we touch every part of the online ecosystem to help ensure you connect with all your potential customers.

Track Record
We work with big businesses and small businesses.  Some of the world’s best known brands have hired us, but so have many small and medium-sized companies.  No matter how big or small your business is, we have been there, done that and we want to help you win the race online.

Holistic Approach
Marketing is synonymous with lead generation, but it is more than that.  Effective digital marketing has four components: 1) creating a consistent brand experience that is consistent across all channels, 2)  increasing qualified website traffic, 3) developing great website content to maximize visitor engagement and 4) 0ptimizing website usability and conversion.  We are experts at blending all these elements of digital marketing into one seamless strategy.

Affordability
We are not the cheapest, but we are also not the most expensive.  We like to say we provide Madison Avenue service and expertise at a Main Street price.  The truth is, if you pay a few hundred dollars for any online marketing service, you won’t get much more than a monthly report.  It takes hard work to grow a business online.  We do great work at a fair price.

Project Management Expertise
Over the years, we have learned that our clients like to know what is going to happen, when it’s going to happen, and what kind of results they should expect from our hard work.  Our client success managers work hard to communicate, educate, under promise and over deliver.  We have built many systems and processes that help ensure your project will go smoothly.

Strategic Thinkers
We are more than online marketers.  We are business people first and marketing geeks second.  We start with strategy.  We take the time to get to know your business, your competition, your target markets and your business marketing goals and objectives.  Then we help you develop a plan that works.

Bottom Line Results
We don’t think you should spend a dime on marketing unless you can prove that it helped you earn more profits.  Online marketing is unique in that we can measure almost everything we do and prove our results.  We begin every project by benchmarking where you are today so you can see how we make progress along the way.

The Truth
We deliver strategic thinking, client education, professional account management and bottom line results, but maybe the most important thing we do is provide our clients with what we call “the unvarnished truth”.  In an industry filled with lots of bling and meaningless reports designed to overwhelm and confuse clients, we pride ourselves on honesty and straight talk.  Our goal is to become a trusted advisor that our clients can count on for the truth.

WordPress is an amazing website content management system. Here are some reasons why:

WordPress is Popular.
At last count over 25% of all websites were powered by WordPress. What this means to you is that finding someone to update your site is easy and affordable.

WordPress is Open Source
Unlike other web tools, WordPress is also open source so you are not dependent on a proprietary system developed by a  single agency to make edits and updates.

WordPress is easy to setup, manage, and update.
You don’t have to be a developer or an HTML coder to use WordPress. All you need is an internet connection and a web browser to update your site and make edits to your content.

WordPress plugins add complex business tools to your website without having to hire a coder.
Whether you need a contact form, a video player or an image gallery, there is a plugin for that.

Powerful SEO capabilities
WordPress has many SEO features like pretty permalinks, auto-generated URLs (from the title), META data control, integration with Pingomatic and highly valuable plugins, such as Yoast’s SEO plugin make WordPress a highly competent search marketing tool.

Mobile-friendly and Responsive
WordPress is mobile friendly front to back. You can even manage a WordPress website from your phone, since the admin system is completely responsive. Developers have full control on how they build the frontend experience for WordPress websites–they are not locked into a single RWD framework–customization potential is maximized.

Multiple Authors
WordPress was built to accommodate multiple authors – a crucial feature for any serious publication or enterprise-level website. You can extend the multi-author capabilities with a powerful and free Plugin called “Editflow” to add editorial workflow capabilities to extend the benefits of a multi-author environment.

Multi-site Content Management
WordPress can be easily set-up to power a network of websites. The multi-site capabilities allow for using sub-domains, sub-directories and domains within the network. Multi-site features allow for central management of corporate, university or large organizations that have numerous business units but require centralized management.

User Role Management and Permissions
A website can easily manage the user access to tasks like creating web pages and blog posts,  editing, tagging, moderating comments, managing plugins and managing other users, by assigning a specific role to each of the users. User and role management can also be extended through programming or plugins to achieve the right level of granularity for an enterprise.

Content Publishing Calendar and Workflows
With plugins like “Editflow” it’s easy to manage the content marketing process with editorial workflows, calendars, role assignments and more.

 

Application Framework
WordPress is, first and foremost, a platform for web developers. WordPress provides a lot of features that include translations, user management, HTTP requests, databases, URL routing and much, much more.

Security
If basic security precautions are taken, WordPress can be a very secure platform on which to build websites. There are dozens of ways to make things super secure, but there are best practices that must be followed.

WordPress Hosting
We recommend all clients host their sites on WP Engine, the most secure WordPress hosting platform online.

Around here we like to say “If you can’t measure it, you can’t improve it.”

Every client business model and marketing engagement is different, so our reporting dashboards vary from client to client. Our reporting dashboards consist of graphic dashboards, Excel spreadsheets.  An example is below:

Digital Marketing Client Reports

KPIs (Key Performance Indicators) are metrics that totally depend on company’s objectives and show whether a business is moving towards these objectives or not. We typically divide the KPIs we track into two parts:

  1. Leading / Action KPIs: activities that drive results (i.e. blogging / creating videos)
  2. Lagging / Result KPIs: the results of activities (i.e. more website traffic / higher website conversion)

KPI characteristics include the following:

  • KPIs are measured frequently
  • KPIs are acted upon by senior management
  • KPIs are understood by staff
  • KPIs are the responsibility of individuals
  • KPIs have a significant effect on the organization
  • KPIs have a positive effect on other measures

 

Sample KPIs We Measure

Website Engagement KPIs

  • Site traffic
  • Blog traffic
  • Referral sources: percent from search, direct, email, pay-per-click, other
  • Day part monitoring (when site visitors come)
  • Unique visitors
  • Total visits
  • New visitors
  • New customers
  • Time on site per visit
  • Page views per visit

Ecommerce Sales KPIs

  • Total orders per day, week, month
  • Hourly, daily, weekly, monthly, quarterly, and annual sales
  • Average order size (sometimes called average market basket)
  • Average margin
  • Conversion rate
  • Shopping cart abandonment rate
  • New customer orders versus returning customer sales
  • Cost of goods sold
  • Total available market relative to a retailer’s share of market
  • Product affinity (which products are purchased together)
  • Product relationship (which products are viewed consecutively)
  • Inventory levels
  • Competitive pricing

Paid Search Performance KPIs

  • Click-through rates
    • Brand, non-brand
    • Text ads, display ads, remarketing ads
  • Traffic volume
  • Quality score
  • Cost per click
  • Cost per acquisition
  • Total conversions
  • Total phone calls
    • Average cost per call

Paid Search Result KPIs

  • Paid search sales
  • Average order value
  • Lifetime value
  • Return on ad spend
  • Return on investment

Social Media KPIs

  • Followers
  • Fans
  • Number of mentions
  • Reach
  • Social bookmarks (SumbleUpon, Delicious)
  • Inbound links
  • Blog subscribers
  • Retweets, mentions, comments
  • Net Promoter

Online Review KPIs

  • Number and quality of product reviews

Customer Service KPIs

  • Customer service email count
  • Customer service phone call count
  • Customer service chat count
  • Average resolution time
  • Concern classification

Email KPIs

  • Newsletter subscribers
  • List growth
  • Delivery rate
  • Open rate
  • Click through rate
  • Conversion rate
  • Unsubscribe rate
  • Bounce rate
  • Site Traffic
  • Sales

We treat our clients like we would want to be treated, so we don’t lock clients into long term contracts.  While most online marketing programs are done on a retainer basis, you are not locked in. The great thing about the web is that we can measure everything.  We deliver accountability by benchmarking where things are when we get started and updating our leading and lagging KPIs every month. If you are not getting the results you want, you can cancel our retainer agreement with just 30 days notice.

Over the last 15 years, we have developed an affinity to many different tools. The digital marketing tools that we used most often include but are not limited to:

  • CRM
    • Salesforce
  • Email Marketing
    • MailChimp
    • Constant Contact
    • Exact Target
  • Landing Pages
    • Unbounce
  • Marketing Automation
    • Hubspot
    • Infusionsoft
    • Pardot
    • Marketo
  • Paid Search Management
    • Confidential
  • Search Engine Optimization
    • Google Keyword Planner
    • MOZ
    • Raven Tools
  • Social Media
    • Radian6
    • Sprout Social
  • Website Analytics
    • Google Analytics
    • Adobe Analytics
  • Website Conversion Optimization
    • CrazyEgg
    • Clicktale
    • Hellobar
    • Optimizely
    • Survey Monkey

AND we also use some other tools we keep secret from the competition.


 

  • Website CMS
    • WordPress
    • Drupal
    • Joomla
  • Website E-commerce
    • Bigcommerce
    • Magento
    • Shopify
  • Enterprise Website Management
    • GSI Commerce / Ebay
    • Hybris

All client accounts are managed by a Senior Account Strategy Consultant. This senior consultant will be in constant communication with you, generally with weekly status update calls and often daily emails. In addition there will be in-depth monthly meetings or calls to review reports, action items completed and more.

Our Business is Divided into 7 Teams

  • Account Strategy
  • Content Marketing & SEO
  • Paid Search & Display Advertising (Google AdWords Certified)
  • Social Media Marketing
  • Web Development
  • Branding and Graphic Design
  • Marketing Analytics (Google Analytics Certified)

While our team is in-house, we do use freelance partners for some specialized tasks, including:

  • Photography
  • Videography

When it comes to pricing our search engine marketing services, one size does not fit all. Pricing depends on a variety of factors, including your online marketing goals and the type of services your business requires. Some of the factors analyzed that determine how we price our services include:

Scope of Work

  • Services needed (SEO, paid search, content marketing, social media, web design)
  • Online marketing budget
  • Number of locations
  • Number of keywords targeted

Online marketing can be divided into two parts – outbound marketing (paid advertising) and inbound marketing (content marketing, SEO).

Outbound Marketing (paid ads)
When it comes to paid search, display ads and most paid online advertising, there is no budget. What you have to do as a business is decide on an acceptable cost per lead and an acceptable cost per sale. When you know these numbers, your paid search ads and other online campaigns can be optimized to deliver leads and sales within these constraints. The promise of online advertising is that marketers can measure the results of all online ad spending and activities and make changes based on the success or failure in each online channel, campaign or ad. At TwentySix2 Marketing, we work hard to fulfill this promise and ensure our clients spend their advertising dollars effectively and efficiently.

Inbound Marketing
Generating website leads and sales from organic marketing (i.e. search engine optimization, content marketing, social media) is not free. It costs a fair amount of money and time to create new content, build links and create buzz on social networks. However, organic marketing is less expensive than online advertising over the long-haul and once you achieve results, they tend to last a long time.

Small Business Online Marketing Pricing
The majority of our small business customers hire us to help generate more leads and/or sales by leveraging search engine optimization, paid search advertising, content creation, PR, social media and other online channels. Depending on the size and competitiveness of the markets they are targeting, most client projects fall in the range of $2,900/month to $4,900/month. We realize this is a substantial investment for a small business; however, the old adage “you get what you pay for” remains true.

Small Business Web Design Pricing
Our website design pricing ranges from $4,000 to $30,000.

Our advice is two-fold. First, don’t waste your money on an agency that gives you a substantially lower monthly rate. They often provide customers with a lot of reports but very little of the work required to get ahead online. Second, understand that getting results from online marketing takes hard work. Whether you invest in marketing today or down the road, it’s an investment every business must make. There are not short cuts or silver bullets. It’s a marathon – 26.2 miles!

Large Business Online Marketing
Over the years we have worked with many of the top Fortune 500 companies in Atlanta from AutoTrader and Coca-Cola to The Home Depot and eBay. No two projects are alike, so pricing is difficult to estimate.

Getting Started is as Easy as 1-2-3
1) If you would like to dip your toe in the water first, we invite you to request a Free Website Evaluation.
2) If you are ready to get started, let us send you a formal Online Marketing Proposal.
3) If you want to connect in person, just call our sales office directly at 404-961-3502 or schedule an appointment with our Atlanta Office (we can come to you, or you can come to our place).

Digital Marketing Marathon

We named our company after a marathon because experience has taught us that being successful online requires a lot of hard work and a fair amount of time. There are no quick fixes. It is a journey, not a sprint. Be careful of any online marketing company that tells you differently.

A fact of online marketing is that the potential it holds and how fast a business can get there depends on where it is today. The only vehicle that can drive a substantial amount of traffic is paid search, which we view more as paid online advertising rather than organic online marketing.

Online Opportunity
The great thing about the internet is that we can quickly estimate the potential size of your market online by doing some keyword research and competitive analysis. We can also evaluate how your website stacks up against the competition by comparing things like website content, link popularity, social media buzz and so on. These market analysis tools give us the ability to estimate what you might expect from SEO, paid search, social media and online marketing in general. We think that setting our client’s expectations using this information is critical to a successful, long-lasting relationship.

Factors that will impact your chances for success in online marketing include:

Business DNA

  • Industry served
  • Geographic markets served
  • Competition
  • Averages sales transaction size
  • Number of transactions per year
  • Lifetime value of a customer

Factors Under Your Control

  • Site design (search engine friendly)
  • Depth of website content
  • Number and quality of in-bound links
  • Share of voice on social media

Factors Not in Your Control

  • Size of keyword universe (how often people search for your products)
  • Age of your website domain URL
  • Strength of competitive websites
  • SEO keyword competition
  • Paid search keyword pricing competition

If you are already off to a good start, then your domain name may have been around for a while (5+ years), you may have a fair amount of website content (100+ pages), there may be a decent number of links from other sites to your website (200+ links) and you may have a good online reputation with good reviews. If this is the case, we can get some traction online very quickly.

On the other hand, if you are a small website or a new business, then the timeline for acquiring a significant amount of website traffic may take longer.