Digital Marketing

Everything after the website exists: paid ads, social media (SMM), email, and the funnel thinking that ties them together. What the $499/mo plan covers, the numbers that matter, and how we report honestly.

The channel map: paid vs owned vs earned

Social media marketing (SMM)

Platform picker (per client, not every platform)

Content system (how we never run dry)

• Four content buckets, rotated: Proof (jobs done, before/after, reviews), Education (answers to real customer questions), Personality (team, process, the llama characters for our own brand), and Offer (one direct CTA post per week, not five).
• Pillar → shrapnel: one substantial piece per week (a blog post, a project story, a video) becomes a carousel, 2 to 3 short clips, quote graphics, and a story sequence. Make once, publish six times.
• Hooks decide everything: the first line/frame must name the viewer's problem or curiosity ("Your website loses half its visitors before it loads"). Write 5 hooks, keep 1.
• Design system: templates in the client's brand so the grid looks owned (see Design → Social). Our house style: deep violet-black, neon pops, zero emojis, zero stock-photo sameness.
• Engagement is half the job: replies within the day, comment on local/community accounts, DM protocols for leads ("thanks + one qualifying question + move to call").

Paid ads (SEM + social)

• Google Search Ads = harvesting demand. Someone searches "emergency plumber [town]"; the ad meets intent that already exists. Best first dollar for local services: high intent, measurable, fast.
• Meta/TikTok ads = creating demand. Interrupting a scroll with something compelling. Works for DTC, offers, and remarketing; needs stronger creative and patience for testing.
• Structure that keeps budgets honest: tight keyword themes per ad group, negative keywords maintained weekly (stop paying for "free" and "DIY" searches), ads pointing at a matching landing page, never the homepage.
• Remarketing: the cheapest conversions: show ads only to people who already visited. Every ads client gets the pixel/tag installed on day one.
• Creative rules: the ad promise and the landing page headline must match word-for-word; one offer per campaign; refresh creative when frequency climbs and clicks drop.
• Local flag: for trades, Google Local Services Ads (pay per lead, not click) often beat standard search ads; check eligibility per client.

Email (the most underrated channel we sell)

• Why it matters: the list is owned, free to mail, and converts warm. For most small clients: a monthly newsletter + an automated welcome/quote-follow-up sequence beats another social platform.
• Minimum viable setup: capture on the website (offer something real: a guide, a discount, a checklist), a 3-email welcome sequence, and a monthly send with one useful thing + one offer.
• For us specifically: quote-sent → 3-touch follow-up sequence (day 2 value, day 7 proof, day 21 last call) mirrors the sales playbook's follow-up discipline automatically.
• Deliverability hygiene: real from-address on the client's domain (SPF/DKIM set), no purchased lists ever, easy unsubscribe. One spam-trap list can poison a domain's sending reputation.

Funnels & landing pages

• Landing page anatomy: headline matching the ad promise, one visual proof, 3 trust points, social proof, one form/CTA repeated. Nothing else. Navigation stripped so the only exits are convert or leave.
• Message match: the #1 landing-page killer is an ad that says one thing and a page that says another. Audit this before blaming the budget.
• Speed applies double here: paid traffic is bought by the click; a slow landing page is literally burning the budget. Our 0.2s builds are the pitch.

The numbers that matter (and the vanity ones)

The seller's math trick, again: if a client's average job is $400 and leads cost $25 with a 1-in-3 close rate, a customer costs $75. "Would you pay $75 for a $400 job, repeatedly?" is the whole pitch.

What the $499/mo Marketing plan delivers

• Channel strategy for THIS client (usually one paid channel + one social platform done well, not five done badly).
• Google Ads (or LSA) setup and weekly management: keywords, negatives, bids, ad copy tests.
• Social content calendar + designed posts in the client's brand system, scheduled and published.
• Landing pages built/optimized for each campaign (message-matched, fast, tracked).
• Pixel/tag setup, conversion tracking, and a monthly plain-English report: spend, leads, cost per lead, what changes next month.
• Standing rule: no fake engagement, no bought followers, no dark patterns. Results we would show in court.