What does marketing entail?

Digital marketing encompasses all of the marketing activities that utilize the internet and electronic devices. This includes leveraging platforms such as search engines, social media, email, and websites to connect with both potential and existing customers.

Why is digital marketing essential for businesses?

Today, consumers spend almost all of their waking time online. Digital marketing enables businesses to meet their customers where they are, when it's convenient for them, by offering you personalized, instantaneous tools with which you can establish new relationships and promote products or services at scale.

How does digital marketing differ from traditional marketing?

While traditional marketing focuses on channels like print media, radio, and television advertisements, digital marketing primarily emphasizes online and digital platforms. Given their nature, digital campaigns are able to leverage data-driven strategies that help optimize campaign outcomes.

What types of services do digital marketing agencies offer?

A typical agency offers services such as Search Engine Optimization (SEO), Pay Per Click (PPC) advertising, content creation, social media management, email marketing, affiliate marketing, and similar services, based on their relative in-house expertise.

Why should I consider hiring a marketing agency instead of building an in-house team?

An agency offers a range of skills, experience, and tools that could be expensive and time-consuming for a business to acquire internally. Agencies provide scalability, flexibility, and expertise customized to meet your requirements, when you need it, for exactly as long as you want it.

Getting Started:

How can I determine if my business requires marketing?

If your goal is to expand your business’s reach within a market, or improve your ability to convert on your existing reach, digital marketing services can significantly improve your operational success. At the end of the day, marketing is about creating new customers. If your business wants more customers, it could use more marketing.

What information is necessary for creating a marketing strategy?

We would need details about your business goals, target audience, budgetary constraints, existing marketing efforts you have in place, and any specific challenges you are currently facing. You should also let us know if there’s anything specific you want us addressing, or anything you would like for us to leave alone and work around (such as an existing brand identity, logo, etc.).

What types of businesses do you typically work with?

We collaborate with businesses ranging from startups to established, multinational companies operating across many industries. Our expertise and hard-earned experience enables our team to understand your unique situation, customize the best strategy for you, and have the foresight to execute a plan to perfection.

How do you ensure that our brand’s voice and identity remain consistent in campaigns?

We collaborate closely with our clients to understand their brand’s unique voice and identity. All content and campaigns are aligned accordingly, to ensure an authentic representation of your brand.


What is SEO? Why is it significant?

SEO stands for Search Engine Optimization. It refers to the process of optimizing the content on your website or online media in a way that appeals to search engines like Google. When your content is optimized, search engines prioritize it as a top result in searches, meaning that - over time - SEO can drive free, organic traffic to your website and dramatically improve the cost efficacy of your marketing campaigns.

What are PPC campaigns and how can they benefit my business?

PPC, short for Pay Per Click, is a form of targeted advertising through which you show ads to specific audiences you target, and pay a small fee each time someone clicks on your ad. This approach allows you to actively ‘buy’ visits to your site instead of hoping or optimizing for organic traffic, both of which are long term options. Through platforms like Google Ads, which places ads on myriad websites and online platforms throughout the internet, PPC offers immediate visibility for your brand, but at a cost.

What does content marketing entail?

Content marketing involves creating content native to popular social media networks such as Instagram or TikTok with the intention of organically attracting and engaging audiences. Content marketing allows you to do anything from establishing your brand as an authority in your field by producing informative content to improving the personability and relatability of your brand like with Duolingo and Wendy’s.

How do you handle social media management for businesses?

We formulate a custom strategy by taking into account your brand’s existing online presence,  your target audience, and business goals in order to effectively create and/or manage a social media presence for you. This includes creating content, post scheduling, audience engagements, and active tracking/monitoring of content performance to inform and improve future posting.

Can you explain affiliate marketing and influencer partnerships?

Affiliate marketing is an arrangement where you team up with individuals, influencers, or organizations to promote your product or service in exchange for a commission on each sale they generate. Influencer partnerships involve collaboration specifically with social media influencers, who are people who have accumulated a large following on social media.

Do you offer website design and development services as well?

Pave is a completely full-stack, concierge marketing agency, meaning that we can address just about any digital marketing need under the sun, and we often go beyond just digital marketing as well. This includes branding & marketing strategy, content creation, market segmentation research, lead generation, analytics, and even advanced technology integrations such as Augmented and Virtual Reality (AR/VR) experiences.


What are the typical costs associated with marketing?

Costs vary, depending entirely on the services you need for your goals, the industry you're in, and the scope of your project. Pave can work with you to identify a suite of services that maximize our impact on your success while making key tradeoffs to remain within your budget. Set up a free consultation with a member of our team to find out what your best option would be.

How do you determine the pricing for your services?

The pricing is based on factors such as the size of the team that will have to be assigned to your project, the tools and resources required to execute on your deliverables, the number of hours involved, and the administrative complexity of the tasks involved.

Can I select services individually? Are they only available in package form?

We offer both individual services and comprehensive packages. We can tailor our offerings to suit your needs.

How can I ensure that my investment will yield returns?

Transparency is our priority. Pave leverages our expertise in performance analytics to generate reports that demonstrate the efficacy of our contributions across key performance indicators. These reports will be provided to you periodically throughout the course of your contract with our team.

Working Together:

Will I be assigned an account manager?

Absolutely! Every client receives an account manager who will serve as a consistent, situationally-aware single point of contact for you throughout the course of your work with Pave. Your account manager will support you throughout your digital marketing journey by helping you both plan and execute your strategy with personalized service.

How frequently will we receive updates?

Regular communication is crucial, and we never plan to be out of touch with you. Your account manager will remain available for you to contact as and when you need. Your account manager will also provide you with regular updates to keep you in the loop on how things are going, and to get your input on important matters.

Which tools and platforms do you utilize? Will I have access to them?

We employ everything from consumer grade tools to industry-standard tools to experimental tools across our extensive suite of services. We don’t specialize in a certain set of tools or platforms - we are experts at identifying and leveraging the exact tools that your project needs to succeed. By using a diverse array of tools, we stay at the forefront of the marketing industry and gain a competitive edge for our clients.

How do you handle feedback and revisions for campaigns?

We highly value the feedback from our clients and actively incorporate it into our strategies. If something isn't yielding the desired results or if you have any ideas, we are always open to being flexible and adaptable in making changes. You’ll be able to work with your account manager to make sure everything is just the way you want it.


What are the important key performance indicators (KPIs) to consider?

Some common KPIs to keep an eye on include website traffic, leads generated, cost-per-click, conversion rate, customer acquisition cost, and customer lifetime value. If you’d like, we can provide you with guidance on what's most relevant for your campaign. We will always keep you informed about how we’re doing on our KPIs.

When can I anticipate seeing results from the campaigns?

While certain tactics like PPC advertising can yield immediate results, others like SEO require time for optimization. Typically, you can expect outcomes within 3-6 months. We’ll give you a better estimate of when you can expect to see results once we have a clearer picture of what your campaign will look like.

How do you adapt if a strategy doesn't meet expectations?

Our ability to track and evaluate performance data throughout the marketing funnel enables us to not only track the performance of a campaign, but to go as far as to track down where the campaign is breaking down. By incorporating a data-informed approach, our team can make targeted adjustments to get performance to where it needs to be. Even in the rare cases where data-driven approaches yield less than stellar improvements, our team’s decades of collective experience is an excellent line of defense to help pinpoint what's wrong.

Long Term Relationship:

What happens after our initial campaign/project is completed?

We assess the performance, gather feedback, and discuss next steps with you. This might involve refining our strategy or exploring opportunities for growth, or expanding the scope of our work altogether. Many of our first time clients also find that the returns from their project with Pave yields more than enough value to easily justify the cost of their project, and opt to keep us on retainer.

Do you provide training or workshops for our in-house team?

Certainly! We can offer training sessions to equip your in-house team with the knowledge and the skills they need to execute certain tasks or operate certain platforms.


What is the importance of mobile-optimization in today's market?

Given that a significant number of users access the web through mobile devices (sometimes a significant majority, depending on the audience), having a mobile-optimized presence is crucial. Mobile-optimization ensures that your user’s experience is exactly what you want it to be instead of slowing your user down with an annoying, desktop-optimized, non-reactive presence.

Are there any developments in marketing that I should be aware of?

Digital marketing is a constantly evolving field. Some current trends include integrating personalized, AI-driven content, optimizing for voice search, and utilizing technologies like AR/VR. We make sure to stay up to date with these trends and incorporate them into strategies for your business to stay ahead of the curve.

How can we combine marketing efforts with our existing strategies?

Of course! If you have any existing strategies already planned and/or already in operation, we will take the time to understand your situation, and will find ways to build off of your existing progress.

Can you provide examples or case studies of your work?

Absolutely! We have collaborated with businesses in the past and have multiple case studies that showcase our strategies, implementations, and the results achieved through our efforts. You can find examples of our work throughout our website.

What if I decide to terminate our contract or collaboration?

We understand that circumstances may change over time and that you may need to end your time with Pave ahead of a contracted date. Our contracts have provisions outlining the termination process, and your account manager can walk you through any questions you might have.