The Workshop Way
A proven process is a framework—not a rigid checklist. Search results look different for your industry than they do for another. Your buyers respond to a tone unique to your brand.
Our process ensures we understand those nuances and incorporate them into every marketing effort—as fast as possible.
Deep, early collaboration to tailor our strategy to your business—not the other way around.
What works for one company, industry, or website won’t work for another. The Discovery meeting helps us understand the nuances of your business and industry—keys to handcrafting a strategy that works.
It’s a wide-ranging conversation on:
- Your organizational values and mission;
- Business goals and Key Performance Indicators (KPIs);
- Product/service features, benefits, and differentiation;
- Your target audience.
From there, we drill down to your current marketing efforts:
- What are the existing marketing channels and strategies?
- What does overall marketing success look like? Digital marketing success?
- Which metrics should we report on, and with what frequency?
Finally, together, we run a SWOT analysis to identify Strengths, Weaknesses, Opportunities, and Threats for your business in the digital marketing landscape.
An analysis of your data and site setup to identify—and elevate—the biggest opportunities.
During the Internal Assessment phase, our team gathers and analyzes baseline data for your website to:
- Determine the current digital marketing visibility (organic and paid).
- Establish baseline metrics for future comparison.
- Identify high-priority issues to move to the top of our strategy.
For example, on the SEO side, our team crawls your website to catalog all content, evaluates your backlink profile, and conducts initial keyword research.
For paid media, the internal assessment, among other things, reviews key account elements like campaign efficiency, geo-targeting, budgeting, and audience targeting for Google Ads, Facebook Ads, and other platforms.
Prioritization of growth opportunities based on our research and domain expertise. A strategy is a 12-month roadmap to prioritize the tactics that will accomplish your objectives.
For each component of the strategy, we detail seven elements:
- Strategic Driver. What is the overarching strategy?
- Desired Outcome. What are we trying to accomplish?
- Key Initiatives. What needs to be done to achieve the desired outcome?
- KPIs. What is the primary KPI to track progress toward our desired outcome?
- Opportunity Type. Which channels (e.g., SEO, PPC, etc.) will get us there?
- Timing. When will this initiative take place?
- Next Steps. What is left that needs to be completed?
What if priorities change halfway through the year? It happens—in your business and the industry. Strategies are flexible. Developing one at the start, however, lets everyone know what’s in scope and avoids a spaghetti-at-the-wall approach to digital marketing.
A walk-through of each step in our strategy—never wonder what we’re doing or why we’re doing it. The strategy presentation is the final step in our onboarding process. It’s the end of planning and the start of implementation.
During the strategy presentation, we walk through the “why” behind our recommendations and explain how we’ll accomplish each objective. You get to approve the strategy.
In subsequent months, you’ll have total clarity on what we’re doing, the order in which we’ll do it, and the rationale behind every choice.
Implementation & Reporting
Execution of the strategy, from highest to lowest priority, with monthly meetings to share data and discuss progress.
The strategy guides our execution, which we divide into quarterly plans that:
- Highlight 3–5 core initiatives, ordered by potential impact.
- Include quarterly targets for KPIs, which ladder up to year-long targets.
- Monthly reports are a chance to chat about work done, what's next, and the results we’ve seen so far.
Client education is a core tenet, not an add-on. We break down our work and results to help you translate progress, share opportunities, and communicate challenges to executives and adjacent teams.
Together, a review of what’s been done, the impact it’s had, and what’s changed—all to inform a new plan that builds on Year 1 progress.
Businesses aren’t static. Digital marketing isn’t static. Our annual planning is an opportunity to talk through new goals, trends, and potential challenges.
As always, close collaboration and a focus on your business is at the center:
- What changes to the industry have you seen in the past year? What’s on the horizon?
- Do you have new locations, promotions/offers, products/services?
- What challenges you—what keeps you up at night?
- Have new competitors emerged?
- We also talk through changes that we see:
- New capabilities of ad platforms (and new platforms);
- How search engine algorithms are evolving;
- Emerging competitors, identified by ad spend or organic performance.
We fold these insights in with our existing knowledge to develop a new strategy that learns from past experience, builds on what's worked, and tests cutting-edge tactics.