Digital marketing services

Elevated digital marketing activities.

Created for businesses seeking enhanced activity and performance this programme expands on the Build programme. Suited for businesses with an internal marketing manager seeking optimisation this utilises some of HubSpot's more advanced tools to improve performance and deliverables.

Utilising a 'done with you' approach we blend our marketing expertise with your business knowledge to communicate your value to the market.

From basic implementation of A/B testing, dynamic content, and on-page conversion-rate optimisation this plan seeks to squeeze improvements across the marketing toolkit.

Strategy

Senior strategist led

Aligned to your KPIs & goals

Each month the strategy team looks at your underperforming areas and constructs activities that directly impact these metrics across a wider range of deliverables. Utilising insights from your monthly report the strategist focuses on activities that will lift underperforming areas and optimise high-performing functions.

This is translated into a detailed marketing plan which lists the activities we'll complete to achieve the intended outcomes.

Marketing plan

6 keywords targeted

SERP rank tracking

Calendar of activities

What we need from you

Dates for sign-off and launch

A detailed marketing plan for the activities we recommend undertaking is created. In consultation with you, we discuss the key business priorities and any additional marketing activities that the digital assets may need to support. This can often include your attendance at trade events, or company milestones.

This marketing plan is shared with you for feedback and approval. Once approved we book time with our writer, designer, and developer (if needed) to deliver the assets within the plan.

Blog

2 articles per month written by us

Or, 4 articles per month written by you

Includes Search Engine Optimisation

Includes conversion rate optimisation

Multivariate CTA testing*

AI post narration

At the heart of each month's campaign are keyword-driven blogs. Using market-leading tools, like SEMRush, we find popular keywords in your industry and centre your articles on ranking for those topics. We use a proven content philosophy to create your content so that it generates traffic and leads for your business.

As the only certified They Ask, You Answer agency in New Zealand, and among only a handful across Australasia, we use this unique approach to building written content that gets real results.

Used by your sales team to engage with leads this content is proven to speed up sales decision-making and close rates.

*As needed to test specific outcomes.

Premium content

Guide, brochure, or calculator

1 every quarter

Premium content is outlined as being an attractive content offer that encourages your website visitors to convert into new contacts in your CRM. By offering a fair exchange of content for personal information you create a lead magnet for your sales team, and new contacts for your email marketing efforts.

Each piece of premium content is designed to appeal to your ideal customer profile by offering them valuable information needed in their buying journey. This can be in the shape of an online quiz, inspiration guide, or pricing tool. The possibilities are near limitless.

Email marketing

EDM or automated email

4 emails per month*

Dynamic content

A/B testing**

With four emails available to you we structure our plans around splitting their focus or testing the effectiveness of these emails against agreed criteria. A mass email, or segmented emails to your database, to keep your contacts abreast of your updates features. At this level, we're optimising automated emails to get better engagement and adding lead nurture emails to workflows.

Our emails help to promote the content we create to your audience and engage with your database each month.

*Across multiple segments, or fewer emails using dynamic content.

**As needed to test specific outcomes.

Website page

2 Landing pages or website pages*

Less than 4 hours of dev time

Less than 4 hours of design time

On-page SEO optimisation

These pages form the platform to attract new visitors and convert them into leads. If your website is on the HubSpot CMS then this spot can be occupied by a new web page supporting a key product or service. It might take the shape of basic SEO updates, or a new landing page to convert visitors into contacts. We direct this asset towards achieving your desired goals.

*Web page updates only available for websites hosted on the HubSpot CMS

Automation

1 basic workflow per month

1 advanced workflow per month

Basic - 4-6 steps

Advanced - branched logic & multi-step

Looking to automate complex tasks? Harnessing the power of the HubSpot workflow tool we can use advanced CRM elements to create conditional branching, activity-based delays, and multi-step activities so your business runs more efficiently and effectively with automation.

Included in this allocation is the optimisation of existing workflows to fix errors that arise or improve their performance to achieve better results.

Social media

15 posts per month

Facebook, LinkedIn, and Instagram

Utilising Facebook, LinkedIn, and/or Instagram (depending on your target audience) we promote your newly-created content and expand your reach to new audiences. From growing brand awareness to attracting more leads we focus on social media activities that add contacts to your CRM.

This activity is ideally supplemented with your own direct social posting to generate the best results.

Paid advertising

Basic Google Ads management

Basic Meta ads management

Included in the cost of this programme is basic ads management. For Meta platforms (Facebook and Instagram) this includes managing budgets of up to $300 per month. For Google ads this centres on 3 ad groups with a total budget of $1,000.

If you're looking to spend more then don't worry, that can be accommodated. With more budget comes increased complexity and management so these are handled as separate, custom programmes tailored to your needs.

Marketing report

Covers agreed KPIs and targets

Monthly Zoom report session

Once the month is complete we report on the full scope of work delivered, the results, and the insights gained from this activity. You get to see top-line performance data from multiple platforms while our experts dive into the why behind the numbers.

If you haven't created structured marketing reports before these become the centre for future discussions on marketing strategy and direction.

We utilise the data from these reports to influence your marketing strategy. By unearthing actionable insights we optimise our campaign activity to drive your business growth.

Why use Vanguard 86?

Having delivered marketing services to businesses across Australia and New Zealand there are several benefits to using us versus another agency, or hiring an internal marketing manager. Explore some of those reasons below.

Specialists

With individual specialists in SEO, Google Ads, coding, design, copywriting, strategy, and general marketing you have a wider array of specialist skills at your disposal than employing one marketing professional.

On average 4 people within the agency will work on each campaign meaning a wide array of skills and experience levels adding to your assets.

Low risk

Hiring an internal marketing manager can be risky if you make a bad hire. Internal marketing managers have no pressure to deliver results and can hide underperformance through a multitude of excuses.

As a service provider on a fixed-term contract if we don't deliver results you can go to another provider after our contract ends, or choose to not replace us and recover the monthly expense. You have greater flexibility and lower risk.

Cost

Our Build marketing programme costs less than a full time marketing employee reducing your marketing overheads while ensuring activity still goes ahead.

Global models

We implement globally-proven marketing models into each marketing plan we create. From They Ask, You Answer to Story Brand and Inbound Marketing we use the ones that work to deliver measurable business growth.

Resources

As professional marketers, we have access to tools and resources that accelerate business growth. From the latest search engine updates to tools that identify problem areas for your marketing we sign up to them, so you don't have to.

Insights

We work across numerous businesses in a wide array of industries. We can quickly implement what works in another business into your marketing. This reduces the time it takes for you to see improved results that would otherwise only be achieved through trial and error.

Fresh perspective

It's easy to get blinkered to your industry, or your typical way of working. We bring fresh eyes to your marketing and challenge established approaches.

Challengers

If you ask us to do something that would negatively impact your customers, your brand, or your lead generation activities we will challenge the request. We're employed to deliver you business results and if your requests run counter to that then we will challenge your thinking.

Results-focused

We're not the type of marketing agency that chases vanity metrics such as likes and impressions. We're here to grow your business and that means marketing that delivers long-term, sustainable, and measurable business results, like sales opportunities and revenue.

Detailed monthly plan
2 emails
8 social posts
1 blog article
1 web/landing page
Basic Google Ads
1 automation
Bi-annual lead magnet
Monthly marketing report

$4,850.50 p/m

Learn more

Detailed monthly plan
4 emails
15 social posts
2 blog articles
2 web/landing pages
2 automations
Smart content
Basic Google ads
A/B testing
Quarterly lead magnet
Weekly WIP calls
Monthly marketing report
Report run-through
And more...

$7,775 p/m

Contact

Custom marketing plan
6 emails
30 social posts
3 blog articles
4 web/landing pages
4 automations
Smart content
Google ads management
A/B testing
Quarterly lead magnet
Weekly WIP calls
Monthly marketing report
SERP position tracking
Meta ads management
Linkedin ads
Sales report creation
Lead scoring
Plus much more...

11,269.40 p/m

Learn more

Do I need to have HubSpot?

HubSpot Marketing Hub Professional needs to be your primary marketing tool. If you don't have HubSpot and are keen to see a demo of the tools in action you can book a demo HERE.

How much work do I need to put in?

The marketing assets we create are enhanced by your input, with the level of enhancement closely linked to the quality and clarity of your feedback.

On average, we need between 4-6 hours a month for meetings, checks, feedback, and approval. This is often much less than is required by an internal marketing professional.

We don't know your brand, products, or industry as well as you do, and we never will. Success comes from us taking your knowledge in your industry and applying it to marketing activities that reach your target audiences and better engage with current contacts.

With that in mind, we benefit from the following inputs:

Clear explanations of your differences in the market. Your competitor's pros and cons, and your value proposition.
Tracked feedback on draft marketing assets, so we can learn your idiosyncracies.
Clear articulation of your brand, tone of voice, and design standards.
Links to industry articles, compliance documentation, and data not readily available in the public domain.

What's the minimum term?

We offer terms of 6, 9, and 12 months with various discounts or perks available for longer terms.

When will we see results from this programme?

You will see results from month one of the engagement as onboarding your business onto HubSpot will give you a robust sales and marketing CRM to grow your business.

In terms of marketing results, this will depend on your previous activity, your willingness to adopt new ideas, and your use of the HubSpot platform.

Most businesses that follow the programme, log their sales into HubSpot, and work alongside us to deliver consistent marketing see positive growth in leads and opportunities by the fourth or fifth month, sometimes sooner.

How many face-to-face visits are included?

None are included in this package. You can, however, request a face-to-face visit. Travel, expenses, and reasonable disruption costs are invoiced after the session.

We want to supply our own articles, is that possible?

Absolutely. With companies that supply their own written content, they're responsible for keyword research, full copy (fully checked and edited), and supplying images. We format the article and add it to HubSpot, completing the additional tasks required by HubSpot to launch an article.

In instances where the above is supplied businesses can replace a single article with two supplied articles.

Will you still optimise our blog for SEO?

We can complete some small optimisation work on your behalf. We will add keywords to alt text (if you tell us which keywords you're targeting) and further back-end work to meet a baseline standard of SEO.

Further optimisation would likely require rewriting the article, which is not included.

You need to ensure your copy meets SEO best practice, further advice on achieving this can be found HERE.

Will you check our supplied articles for spelling and grammar?

No, we will take the supplied copy and upload it into HubSpot. We recommend you complete a full internal quality control process before sending us the article.

We've noticed some errors on a blog we supplied. Can you edit it once published?

We will show you how to edit articles in HubSpot. We use the HubSpot platform so that it's easy for you to use, as well as our team, so you can make as many edits as you like to published articles.

We don't use HubSpot, can we still go on the Grow programme?

We're a HubSpot specialist agency, which means our internal processes and knowledge are best applied to the HubSpot platform.

If you would like to use a different marketing platform then we recommend seeking the help of an agency with experience on that platform.

My website is on WordPress, is that a problem?

Not at all. HubSpot and WordPress have a native integration meaning we can embed HubSpot forms, or use Gravity forms, to pass the enquiries from your website into your HubSpot CRM.

As we don't build WordPress pages your landing page scope will only ever be used for HubSpot-hosted pages, These often include brochure download pages and one-off event pages.

Can I host my blogs on WordPress instead of HubSpot?

Yes, you can. We can do less optimisation work on WordPress, and your blog performance will be managed through Google Analytics instead of HubSpot but we can load articles into WordPress.

What are the advantages of a HubSpot-hosted blog?

HubSpot will track which contacts have viewed specific blog articles, helping your sales and marketing be more contextually relevant.

It's even easier to embed dynamic CTAs and run multivariate tests on CTAs, making blog optimisation very easy.

HubSpot will provide blog analytics within the reporting tool, and can link blog views to revenue, helping you measure the ROI of your content marketing. Many people also report finding HubSpot's blog editing tools easier to use.

What are the disadvantages of using HubSpot's blogs instead of WordPress blogs?

If your website isn't hosted on HubSpot then a HubSpot-hosted blog will sit on a subdomain, generally blog.[yourURL].com.

Some SEO experts advocate for having the blog on the same domain as the main website to get the full SEO benefits, but we've also seen blogs on a subdomain overtake the main website in SERP. While this can be a negative factor, if your existing website is clunky and difficult to optimise this could be a positive.

Grow programme