Digital Marketing Strategy

There’s no denying we’re living in a digital world.  Your business needs an extensive digital presence to get in front of your target audience.  But there’s so much to think about it’s overwhelming.  Getting a website up seems simple enough, but then there’s SEO, Conversion Optimization, User Experience, Content Creation, Updates PPC and SSLs.  That’s not even getting into Social Media platforms.  Do you use Facebook, Twitter, Instagram, Snapchat, TikTok, Pinterest Reddit or Youtube?  If you’re advertising, what do you set the targets at?  How often should you post?  You don’t have time for that so you look at hiring someone, but that’s no fix either.  Wading through the companies who insist they’ll fix all your problems, but don’t explain what they’re doing, or bury you in a pile of buzzwords while they wave a bunch of reports can leave you much poorer with no results.

What are you supposed to do?  Your small business needs digital marketing to thrive, but you’re stuck in a standstill.

The first step to a successful digital strategy
is to stop focusing on digital.

Message Before Delivery

At Shovel the Sidewalk, we believe message comes before delivery.  All that means is that what you say is more important than how you say it.  That your brand has to be right before you worry about advertising it.  In the urgency to not be left behind, many businesses put out digital content that actively harms them, leading them to think that “Digital doesn’t work”.  That’s almost never the case.  

Often business owners think they need to put something, anything, out there without a strategy or understanding the medium.  And while that’s damaging in and of itself, what’s even worse is putting something out there without understanding your brand.

Are You Hurting Yourself Digitally?


Is your website a wall of text that’s hard to read?


Are fancy animations, images that aren’t optimized or enormous back-end code no one ever sees means visitors are leaving your site and thinking of you negatively?


Do you encourage engagement on social media or are you just pumping out ads?


Are your pages connected together efficiently for SEO?


Is your mobile site optimized for screen size or operating system?


Can visitors easily find what they’re looking for, or do they leave confused and frustrated?


Do you use unreadable images instead of text?


Are you offering a different experience based on what device visitors are using?


Are you using Heading tags like H1, H2 or H3 to style your website instead of for their intended purpose?


Are you stuffing as many keywords as you can think of into your pages to “help” SEO?

What Does Our Digital Marketing Service Look Like?

It’s really easy to tell someone they’re doing everything wrong.  It’s actually a surprisingly effective sales tool, focusing on the pain point and the fear of the unknown.  But what about the hard stuff?  What about how to do it right?

Marketing your digital presence is a huge task. It takes a lot of trust, and we understand that.  So we’ve created multiple ways for small businesses to get the help they need, only moving forward when they feel comfortable.  While yes, we can do a complete SEO strategy, often times it all starts with a digital audit.

Shovel’s Digital Rules

  • Abide by best practices
  • There are no shortcuts
  • No hiding behind industry jargon
  • It’s not about you, it’s about your end user
  • No one can guarantee legitimate results
Shovel The Sidewalk, LLC.

P.O. Box 154, Clarence Center, NY 14032 | 716-465-5131
© 2012 All rights reserved.