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Q & A with Element212 Staff: Top 4 Digital Marketing Questions We Get from Our Clients

Alright, now that you’ve gotten your website up to date and it’s representing your company in the way you want, it’s time to start utilizing it! Sure, your friends and family will love to see your new site, but that’s not who you’re hoping comes here most often. You want your potential customers to find your site, learn about you, and ultimately choose your product or service. How do you make that happen, you ask? Digital Marketing!

Digital marketing is an invaluable way to help businesses expand their reach and boost their brand recognition utilizing a variety of online advertising methods. A digital marketing strategy utilizes extensive research and many different marketing methods and models to achieve the specific goals a business has.

To help provide further insight into the digital marketing landscape and show you what questions others in the industry are asking, we have selected four questions we frequently get from our clients, answered by the digital marketing specialists in various departments of Element212.

Q: What demographic information can be used on advertising platforms in targeted advertising?

A: The answer to this question is ever-changing. For example, Facebook recently prohibited targeting based on estimated household income, while that was previously allowed. YouTube added an “in market” audience to attempt to target ads to customers who are actively shopping for products or services in a particular industry category. Advertising platforms are constantly changing how they target for these reasons:

  • Needing to compete with other ad platforms
  • New capabilities due to fresh data technology
  • Keeping up with ethical or legal privacy standards

For this reason, our digital team spends time regularly in professional development and in communication with representatives of advertising platforms.

Q: How quickly can a business begin seeing traffic from launching online ads and SEO?

A: Typically, a business can begin experiencing increased traffic to the website anywhere between one week to one month from the point online ads launched. SEO is a long-term strategy and tends to take longer to see its effects. It could take four to six months before a business can begin to see real increases in traffic numbers.

Q: How do I know what platforms my customers are using to find my products and services?

A: More than likely, your business is trying to attract more than one customer demographic. This means you must communicate with your target audience on more than one type of platform in order to generate leads to your website.

To find out what digital platforms will be most effective for reaching and engaging your target audience, we recommend going straight to your source and asking your customers through an online survey. Uncover what social platforms they use most, and learn about how your service or product is helping them meet their needs or solve their problems.

Then, use that feedback to develop your digital advertising strategy and messaging. Utilizing that same messaging within your website helps to better connect with your audience as they arrive on your website through your digital ads. Many companies develop website landing pages to help bridge the gap between online ads and to help better convert their digital traffic.

Q: What does it take to have my website rank highly on Google?  

A: Getting your website to rank highly in Google Search results can be done a couple of different ways. Two of the most popular methods are Google Adwords and SEO.

Google Adwords, is a paid search method that allows you to choose “keywords” your potential customers may be searching for and bid to have an Ad for your website appear at the top of their search results. The cost for appearing in the top results varies depending on the industry you’re in, the geographical location, what your competitors are willing to pay, and other variables.

On the other hand, SEO, or search engine optimization, is a long-term marketing strategy that takes much more time and effort. It’s about increasing visibility in organic (non-paid) search results, and the SEO strategy will be different for everyone. It may involve optimizing your website to be search engine-friendly, building powerful links, creating relevant content, and much more!

There are many elements to digital marketing and it might seem complicated at first. When implemented correctly, however, it will present you new opportunities that previous advertising methods could not and benefit your business in several key areas. By utilizing the capabilities of social media and search advertising, SEO (search engine optimization), email marketing, and more, digital marketing can serve as a sales agent 24/7, help manage your brand reputation, and drive digital traffic, all while providing accurate ROI metrics.

Now, are you ready to bring your business’ digital marketing efforts to the next level?

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Organic Social Media Management

Learn how to effectively use social media to build your brand and cultivate a loyal fan base.

This consultation includes the following components:

Interview: Element212 will review:

  • Your current social media platforms
  • Competitive analysis
  • Target market analysis


  • Social media posting strategy
  • Content overview strategy
  • Strategy evaluation
  • Develop followers
  • Tools & Resource recommendations
  • Quarterly review
  • Consistent branding across social media platforms

Search Engine Optimization (SEO)

Learn how to optimize your website and improve your website’s ranking in search engines such as Google.

This consultation includes the following components:

Approach: Element212 will provide:

  • Keyword selection strategy
  • Step-by-step instructions to maximize on-site optimization for your content
  • Tips on where to place and link keywords on your website
  • 2 high-quality backlinks

Recommendations: You will receive:

  • An actionable strategy for improving on-site and off-site SEO
  • 3 & 6 month check in and recommendations

Full Brand InsightsTM Research

Duration: 7-9 Weeks

We’ll take an in-depth look at your brand, communications & buyer’s journey to devise a comprehensive marketing strategy that works.

This consultation includes the following components:

Interview: One-on-one interviews with team members & customers or clients to uncover:

  • Company S.W.O.T.
  • Company Goals
  • Internal/external perspectives
  • Brand perception gaps
  • Customer persona
  • Differentiators
  • Internal & External expectations
  • Customer buyer’s journey
  • Perceived value and benefits
  • High value

Survey: Online customer & team surveys

Analysis: Current marketing audit

  • Marketing Collateral
  • Website
  • SEO
  • Content

Report & Recommendations: In-depth overview of your customer’s and team member’s brand perceptions along with a comprehensive marketing strategy and a Gantt timeline for the following:

  • Integrated marketing communications
  • Ongoing marketing messaging
  • Website audit
  • Brand positioning
  • Digital advertising

General Marketing Strategy

Duration: 14 days

Ready to step up your marketing? We’ll identify opportunities and develop a plan that capitalizes on those findings.

This consultation includes the following components:

Interview: Half-day team interview to uncover:

  • Company growth goals
  • Company S.W.O.T.
  • Brand expectations & voice
  • Company differentiators

Survey: Online customer & team surveys

Analysis: Current marketing audit

  • Marketing Collateral
  • Website audit
  • SEO audit
  • Content audit

Report & Recommendations: Data gathered to bridge the gap between customer & company perspectives with insights to shorten the sales cycle. This report includes marketing strategy recommendations and a Gantt timeline for the following: Website Social media Print marketing Digital advertising Public Relations

Agile Brand InsightsTM Research

Duration: 5 days

We’ll take a look at your brand and identify opportunities for the advancement of your marketing efforts.

This consultation includes the following components:

Interview: Half-day team interview

Survey: Online customer & team surveys

Analysis: Current marketing strategy

Report & Recommendations:
High-level overview of your customers’ & team members’ brand perceptions along with marketing strategy recommendations and a Gantt timeline.

Buyer's Journey Research

Duration: 3 days

We’ll help identify your customers’ buyer’s journey and how you can influence their purchasing decisions.

This consultation includes the following components:

Interview: Up to 10 customer interviews

Survey: Online quantitative customer survey

Analysis: Secret Shopping (when applicable)

Report & Recommendations: Insights into the decision-making process your customers go through when researching, considering, and ultimately deciding where they make their purchase. This report also includes marketing recommendations along with a Gannt timeline.

Internal Team Communications

Duration: 7 days

Let’s take a look at your team’s internal and external communication processes and identify opportunities for improvement.

This consultation includes the following components:

Interview: Half-day team interview

Survey: Online anonymous team survey

Analysis: Secret shopping (when applicable)

Report & Recommendations: Insights report showing gaps and opportunities for internal communications & processes and marketing recommendations with a Gantt timeline.