Online marketing that fits your business
Online marketing may connect several channels or improve just one. What matters is the path from first contact to the desired action. Define the objective, offer, existing foundations and requested work.
A clear objective makes selection easier
Describe what should improve: relevant enquiries, shop sales, repeat purchases or awareness. More clicks may be a useful measure, but are not yet a business outcome. Identify the actions and customers that matter.
Choose channels for the task
An agency should explain why a channel fits your offer and audience. Not every assignment needs search, social media and newsletters together. A bounded assessment can precede ongoing management when choices remain open.
| Area | Define the service |
|---|---|
| Search engines | Price SEO and paid advertising separately |
| Social media | Separate content, management and adverts |
| Newsletter | Clarify planning, content, sending and lawful audience data |
The channel alone is not enough
Check the landing page: is the offer clear, does it work on mobile and is the desired action easy? Extra traffic cannot fix a broken shop or enquiry form. Website work must be explicitly included or separately agreed.
Use existing content and accounts
State whether a website, shop, imagery, copy and campaigns exist. New production may require much more work than managing existing assets. Do not provide credentials in the enquiry; arrange appropriate permissions later.
Compare agency fees and platform costs
Costs may include setup, management, ad spend, content and tools. Low agency fees can still require substantial overall spend. Check scope, billing and minimum terms. Performance-based fees need clear attribution, qualifying outcomes and additional charges.
| Cost item | Comparison point |
|---|---|
| Setup | Assessment, accounts, measurement and launch |
| Management | Specific work, volume and reporting frequency |
| Additional costs | Ad spend, production, licences and translation |
Measure meaningful results
Agree what counts as an enquiry or sale and how quality is assessed. Several platforms may claim the same action. Reporting should explain data sources, the period and limitations. Visitor numbers or one platform measure do not guarantee additional profit.
Plan data handling and handover
Tracking may process personal information. Clarify purposes, technologies and applicable privacy or consent requirements before setup. The contract should specify account control, exports and handover if you change agencies.
Frequently asked questions
Can I start without existing campaigns?
Yes. State what exists and whether you need advice or execution first.
Must I commission every channel?
No. A bounded assignment can cover one channel or channel selection.
Is ad spend included in the fee?
Only if explicitly stated. Separate platform costs from agency work.
Will the website also be changed?
It depends on the scope. Website changes are not automatically included.
Are quick results guaranteed?
No. Outcomes depend on the offer, competition, channel and execution. Agree realistic review intervals.
Does the enquiry need credentials?
No. Describe your starting point and goal; permissions are arranged later.
