A good marketing strategy should be drawn from market research and focus on the right product mix in order to achieve the maximum profit potential and sustain the business. StreetSquares produces results-driven strategies and campaigns that expand your business. Our digital marketing strategy is proven to drive traffic while increasing leads and conversions. We design and build your website, help you launching it, we perform search engine optimization audits before and after launch to identify underperforming pages, we review important competition metrics, listen to consumer needs and suggestions. This helps create informed marketing strategies that help improve your sites meaning based keyword organic search results. We also create a customized Google analytics dashboard, we integrate the use of proprietary third-party advanced tracking and site analytics webmaster tools to continually improve relevant organic traffic and / or PPC campaigns both leading to higher conversion rates and sales.
Our approach to design successful digital strategies is:
Carrying out Competitive Analysis
Designing Content Strategy
Website Design Production
Focusing on Tracking and Analytics
We consider social media a strategic asset of your digital media mix, and differentiate content creation and dissemination based on the social media outlets that your business requires.
Our creative team also that provides production services such as photography, graphic design, video capture, audio capture, as well as digital content creation and management.
Overview of Services we provide:
Establish your Online Presence through Responsive Website Design & Development
Ensure Lead Generation through advanced Organic SEO, PPC, Social Media, Email Marketing, and ReMarketing
Nurture Leads through smart marketing campaigns targeted to your buyer personas
Prospect Conversion through Calls to Action and premium content offers
Enhance Customer Communication through Social Media, Email Marketing, and Mobile Marketing
Conducts Results Analysis through Web Analytics for continual improvement
Market research is the core of our digital marketing deliverables, and it informs all digital strategy surrounding your target audience identification and their buying behaviors. With a wide assortment of proprietary research and SEO tools, we pinpoint not only the major segments, but also the detailed persona archetypes, your target audience members, and their online behaviors and patterns.
-- Customer Persona Research
We conduct meticulous customer persona research that provides a guide to creating relevant content and social campaigns that addresses the specific needs of the key people you want to reach.
-- Market Research & Persona Targeting Plans
By identifying detailed online personas and market segments, we can create a highly detailed recommendation blueprint that can significantly influence site design and functionality, social campaigns, targeting efforts, the type of content created, keywords to target, and the list goes on.
Understanding your online competition and exactly why and where it outperforms your business is a crucial component to building a successful digital marketing campaign. We identify your search and social media competitors and meticulously examine their client personas, key comparable ranking signals, and offline strategies to gain the most insight possible into exactly how and where to focus time and effort.
The first step is to pinpoint exactly who your direct online competitors are, in what regions, and keywords they’re using. Using our proprietary software, we analyze hundreds, if not thousands, of keywords and phrases and scrub tens of thousands of websites to unquestionably establish your competition.
We take the essential competitor data gathered in the identification process dig deep into the companies with whom you truly compete with. We examine where, why and how they’re making conversions, what types of content creation consistently boosts traffic, and how your competition’s buying personas align with your own strategy.
Wins and Losses
Now that we not only know your direct online competition but also how it’s succeeding and failing, we can use this valuable insight to create and implement a successful digital marketing campaign for you.
Continual Analysis and Recommendations
Our competitive analysis is a continuous process that not only benchmarks against your competition quarterly but also can review competitors continually and be setup to alert the team and clients when a competitor outranks in a specific region or for a particular keyword.
Content strategy plans for the creation, publication, and governance of useful, compelling content. This emerging field encompasses every aspect of content, including its design, development, analysis, presentation, measurement, evaluation, production, and management. We draw from our clients’ business goals and their specific user needs to audit existing content and then create a comprehensive plan for future content—clearly defining which content will be published and why.
Now that all the research and analysis is complete, we can start on the first step toward building site content: information architecture (IA). IA is essentially the organization and labeling of information to help users complete tasks, easily find what they’re looking for, and fully understand what they’ve found—skills that clients find is easier said than done. We go well beyond foundational IA practices and spend a great deal of time making choices about how to best present and organize content throughout the site to funnel users to the most applicable CTA. The result is a focused sitemap, carefree user flow, intuitive navigational structures, and improved conversion rates.
A sitemap is a graphical representation of website architecture able to illustrate the hierarchal relationship among pages. We spend time structuring pages into groups, often with distinct subgroups, generating a hierarchy of content. Decisions about how exactly to categorize and cluster pages can have dramatic consequences on usability and conversions. Each sitemap is highly scrutinized and refined to strike the perfect balance between deep and flat hierarchy. While website visitors never see this type of visualization (below), the shape of the hierarchy has an enormous impact on the end user’s experience.
Deep sitemaps only have a few categories on each level and tend to hold a user’s hand. This type of hierarchy requires more clicking and guides users through generic categories and uncluttered menus to lead the users to the page(s). Many deep hierarchies require alternative navigation options and shortcuts to allow more savvy users to find information quickly and easily.
Flat sitemaps give users a direct path to content. This allows specific content to be easily discovered without forcing users to drill down through broad categories. While flat hierarchies tend to be easier to use and less confusing than is burying content under multiple intervening layers, flat hierarchies can also be overwhelming by presenting too much information at one time—forcing users to skim or to fail to read the list closely enough.
While we’re always thinking about how our client’s audience will progress through the site, we design user flows to verify our assumptions, refine the sitemap further, and determine navigation structures—all working together to funnel users into the most pertinent CTA. Using each target persona (developed during our initial market research and competitive analysis) combined with the client’s objective, we design flows that are tied to clear goals and a defined buying cycle.
“A wireframe without a corresponding content strategy and a realistic CMS design is a work of fantasy. Fantasy wireframes lead to broken experiences, unmet goals, and angry stakeholders.”
It’s easy to let aesthetics muffle strategy—in fact, all too often, firms and freelancers consider wireframes the first step of design rather than using wireframes as a final step in the planning process. Wireframes are the result of focused research, extensive analysis, and informed information architecture—all coming together as the initial website design begins to emerge.
In many cases, we take wireframes a step further and send clients a prototype of the project, allowing them to experience how the design will function. This enables our designers to spend less time trying to communicate their vision and more time iterating and improving usability.
Web Design Production and Ecommerce Solutions
Web design uses many of the same key visual elements as all types of design such as:
Layout: This is the way the graphics, ads and text are arranged. In the web world, a key goal is to help the view find the information they seek at a glance. This includes maintaining the balance, consistency, and integrity of the design.
Colour: The choice of colours depends on the purpose and clientele; it could be simple black-and-white to multi-coloured design, conveying the personality of a person or the brand of an organization, using web-safe colours.
Graphics: Graphics can include logos, photos, clipart or icons, all of which enhance the web design. For user friendliness, these need to be placed appropriately, working with the colour and content of the web page, while not making it too congested or slow to load.
Fonts: The use of various fonts can enhance a website design. Most web browsers can only read a select number of fonts, known as "web-safe fonts", so your designer will generally work within this widely accepted group.
Content: Content and design can work together to enhance the message of the site through visuals and text. Written text should always be relevant and useful, so as not to confuse the reader and to give them what they want so they will remain on the site. Content should be optimized for search engines and be of a suitable length, incorporating relevant keywords.
Besides the basic elements of web design that make a site beautiful and visually compelling, a website must also always consider the end user. User-friendliness can be achieved by paying attention to the following factors.
Navigation: Site architecture, menus and other navigation tools in the web design must be created with consideration of how users browse and search. The goal is to help the user to move around the site with ease, efficiently finding the information they require.
Multimedia: Relevant video and audio stimuli in the design can help users to grasp the information, developing understanding in an easy and quick manner. This can encourage visitors to spend more time on the webpage.
Compatibility: Design the webpage, to perform equally well on different browsers and operating systems, to increase its viewing.
Technology: Advancements in technology give designers the freedom to add movement and innovation, allowing for web design that is always fresh, dynamic and professional.
Interactive: Increase active user participation and involvement, by adding comment boxes and opinion polls in the design. Convert users from visitors to clients with email forms and newsletter sign-ups.
Tracking & Data Analytics
Many digital marketing firms scrutinize over analytical data in a vacuum. The digital marketers view, implement SEO changes, and blindly test down the road, hoping for a boost in conversions and traffic. Our digital marketing team works with designers and developers when analyzing data to make better, more informed decisions—from altering calls to action or improving page load speed—because the right solution isn’t always going to involve simple SEO adjustments.
There’s much more to analytics than merely examining past performances. Identifying the specific tools and interpreting charts are just the tip of the iceberg. To get the full picture, along with your current metrics data gaps, we assess your Internet marketing performance on multiple dimensions and make informed, accountable choices.
Efficient data collection is a fundamental first step toward identifying untapped metrics, developing actionable reports, and ultimately, driving profits. While we gain plenty of insight from vanity metrics (e.g., pageviews, bounce rates, and social followers), the bulk of our content strategy is built on metrics involving action (e.g., who is coming to your site, who is converting and from which channels, and what conversions are deepening relationships).
What does this data mean, and what is the team supposed to do with it?
With the knowledge gained through not only the data but also our extensive market and competitor research, our digital marketers work with designers, developers, and writers to produce actionable reports that directly inform content strategy.
You won’t meet too many agencies that proactively test and optimize site content regularly. Using our proprietary tracking tools and a variety of third-party resources (e.g., heat maps, scroll depth tracking, click-tracking overlays) to A/B test, we never stop improving our clients’ conversion rates and usability.