30+ Frequently Asked Questions About Digital Marketing
At REFUGE, we’re transparent and honest at all times – even when it’s hard. We believe that partnering with a digital marketing agency should be anything but confusing. You should never feel unsure about how we do things.
This FAQ page is crafted to peel back the layers of digital marketing, offering you a clearer view of terms, services, and processes commonly used in our industry. You’ll also get more insight into how we work. But if there's something on your mind that you can't find here, please reach out.
Working with a Marketing Agency
Learning and implementing marketing strategies on your own might seem overwhelming. On the other hand, bringing someone in-house means committing to a long-term relationship from the start – something not every business is ready for.
An agency, while possibly a more significant initial investment, is often more beneficial as they bring expertise, resources, and experience that can save time and yield better results than DIY marketing, especially in competitive markets and industries.
Our expert team of 12 are each experienced specialists in their particular area of digital marketing (i.e, SEO, PPC, Social Media, Strategy, Web Development, and so forth). We like to think of ourselves as an extension of your team, rather than a department you “outsourced”.
Your ideal customers are out there, right now, looking for what you offer – but they just haven't found you yet. Digital marketing is the bridge that connects your business to those customers, wherever they are online.
Digital marketing services are crucial as they provide businesses with modern strategies to reach their target audience effectively, as well as tools to tailor messages to specific demographics, interests, and behaviors.
The cost of a digital marketing agency varies depending on the services required, the scope of the project, and the agency's expertise. Some agencies work on a project basis, while others may charge a retainer for ongoing services. Prices can range from a few hundred to several thousand dollars per month.
The biggest factor influencing the cost is the type and complexity of the service. For instance, a comprehensive strategy that includes multiple services will naturally be more expensive than a campaign focusing solely on one aspect, like email marketing.
It's important to discuss your goals and budget with potential agencies to find a partnership that offers value and aligns with budget and expectations. And who knows – that might very well be us.
Working with a digital agency feels like a new relationship – you want to be sure it's the right fit before you take the plunge. A typical commitment might last 6 months, which allows enough time to see meaningful results.
At REFUGE, we ask you to commit for a minimum of 3 months for online advertising and 6 months for SEO. After that, it’s a rolling monthly retainer, but we don’t lock you into a long contract. We want you to stay with us because you love the results you’re getting.
In fact, we’re proud to say that we have a 95% client retention rate. We’ve nurtured relationships over the years, with clients who have been with us since our early days – 15 years ago – are still with us today.
Choosing the best approach for marketing your business involves balancing what you're comfortable with, what you can afford, and where you want to go. Traditional marketing methods (e.g., print ads, billboards, TV commercials) have their charm and effectiveness, especially in reaching local audiences and creating a tangible presence.
Digital marketing, on the other hand, offers sophisticated targeting options that traditional advertising can't match. Through platforms like social media, search engines like Google, and email marketing, you can narrow down your audience based on demographics, interests, behaviors, and even specific keywords they use.
In the heart of it all, both digital and traditional marketing have their place in a comprehensive marketing strategy. However, the digital age demands that you adapt and meet your audience where they spend most of their time, which is likely online.
Digital Marketing and Online Advertising
You want to invest enough to see results but are cautious about overspending, especially when every dollar counts. A good rule of thumb is to start with what you can afford without causing stress to your finances.
From there, think about your specific goals: are you looking to grow brand awareness, increase sales, or enter new markets? Your objectives will guide how you distribute your budget across different channels. Start small. Test. Adjust as you go.
If you’d like a ballpark figure, we have a minimum $2,500 monthly retainer at REFUGE – this number adjusts based on your goals and timeline
No campaign is perfect the week it’s launched. Typically, it can take at least 3 months to see significant outcomes from online advertising efforts. This period allows for testing, optimizing the little details, and understanding what resonates with your audience.
Digital marketing is more of a marathon than a sprint. It can be disheartening when the results don't come overnight or when a campaign doesn't perform as expected right out of the gate. While the wait can be challenging, we promise that the insights gained are invaluable for guiding future marketing decisions.
The giants in the marketing world – be it Nike, Apple, or Coca Cola – are not results of overnight success but of continuous experimentation, learning, and commitment to refining their approaches. They've weathered campaigns that didn't meet expectations and used those experiences to build stronger, more resonant marketing messages.
Success here comes down to knowing who you're trying to reach (your customers and their search queries), what you want to say to them (your message), and how much you're willing to pay to get their attention (your budget).
Keep in mind the cost of a PPC ad campaign can vary depending on several factors, including your competitors, ad copy, landing pages and the specific keywords you target. With PPC, you have control over your budget and can set daily or monthly limits.
Yes, you can track the ROI of your Meta ads by setting up conversion tracking to measure actions that people take after clicking on your ads. This could include making a purchase, signing up for a newsletter, or completing a contact form. By analyzing these metrics, you can understand how your ads contribute to your business goals
Expectations around ROI can vary widely depending on your industry, the type of campaign, and your targeting criteria. LinkedIn tends to have higher cost-per-click (CPC) rates compared to other platforms, but it also offers the potential for higher-quality leads, particularly for B2B businesses.
Approach LinkedIn ads as you would any strategic decision – with cautious optimism. Define clear goals, monitor closely, and remember that finding the right formula may require patience and persistence.
Yes, digital marketing is increasingly important as more people spend time online for shopping, entertainment, and socializing. While traditional methods still have their place, adding digital marketing to your strategy helps ensure you're not missing out on potential customers who are looking more and more online for what they need.
In many ways, digital marketing isn't just the future; it's the present. While the digital landscape is always evolving, the essence of marketing – understanding and meeting your customer's needs – remains constant.
Search Engine Optimization
Think of search engine rankings like a popularity contest, but instead of voting for the most popular, search engines vote for the most relevant, useful, and authoritative sites based on what you’re searching for.
Key factors include the quality of your content (is it helpful and does it answer the searcher's question?), keywords (are you using words people actually search for?), site speed (nobody likes waiting), mobile-friendliness (more people browse on phones now), and links from other sites (are reputable sites vouching for you?). SEO is about making your site the best answer to what people are looking for.
A blog can be a powerful tool in your SEO toolkit. Blogs allow you to regularly add fresh, relevant content to your site, which search engines love. They also give you a chance to cover a broader range of topics and keywords that your audience might be searching for. While not mandatory, having a blog can improve your site’s visibility and attract more visitors.
It takes around 6 to 12 months to start seeing more people find your website through Google. It’s slow because Google takes its time to trust your website more and recognize the improvements you’ve made. This waiting period is normal, and while it can be frustrating, remember that good things are building up in the background.
Key KPIs for search engine optimization include:
- Organic traffic: The number of visitors coming to your site from search engines. More traffic can mean your SEO efforts are working.
- Keyword rankings: Where your site or specific pages rank in search engine results for the keywords you're targeting. Higher rankings can lead to more visibility.
- Bounce rate: Do visitors quickly leave your site, or do they stick around? If they're staying, it's likely because they find your site helpful.
- Conversion rate: The percentage of visitors who take a desired action on your site, like making a purchase or signing up for a newsletter.
Backlinks: The number of links from other websites to yours. More quality backlinks can improve your site’s authority and rankings.
Social media, at its core, is about building relationships. By engaging genuinely with your audience, you're not just another brand – they start to see you as someone they can trust. This trust is essential because when people decide where to spend their money, they're much more likely to choose a brand they feel connected to.
If you're running a small business or just starting out, you might be looking at an initial commitment of 5 to 10 hours a week to plan your content, create posts, and engage with your audience. This time can increase as your presence grows or if you're aiming to be highly active and engaged with your followers.
For more comprehensive campaigns or larger businesses, the time investment can significantly increase. This could easily become a full-time job for one or more people, especially as you strive to create consistent, high-quality content and remain top-of-mind with your followers.
Consider where your target audience spends their time and how they prefer to consume content. Starting with one or two platforms and expanding as you become more comfortable can be a more effective strategy than trying to be everywhere at once.
- Facebook: If your goal is to nurture a community, share detailed updates, and run targeted ads, Facebook allows you to connect with a broad audience.
- Instagram: This is best for brands with a strong visual identity, from fashion and beauty to food and lifestyle.
- LinkedIn: For B2B companies, LinkedIn is a must. It’s the go-to platform for professional networking, sharing industry insights, and leveraging recruitment options.
- TikTok: If your target audience includes younger demographics, or if your brand has a creative, trend-forward side, TikTok can offer a unique opportunity for viral content.
- Pinterest: If your content strategy involves inspiring users with visually captivating ideas and driving traffic to your blog or website, this is for you.
- YouTube: It’s ideal for tutorials, product reviews, behind-the-scenes looks, and any other content that benefits from a longer format.
Success on social media isn’t just about choosing the right platforms. It’s about creating engaging, valuable content that resonates with your audience and reflects your brand’s unique voice and personality.
Web Development and Web Design
You don’t get a second chance at a first impression.
You need a professional-looking website because it's often the first point of contact between your business and potential customers. Without a website, or with one that looks unprofessional, customers might question the legitimacy of your business. They might even wonder if they're at risk of being scammed, which is the last thing you want.
Unlike off-the-shelf solutions or basic templates a freelancer might use, we pour our hearts into creating a bespoke website with your specific needs and taste in mind. You’ll get a website that not only meets your immediate needs but also sets you up for future success, saving you time and money in the long run.
When you choose us, you're not just getting a website. You're gaining access to a team that comes together with one goal: to bring your vision to life. The difference in cost reflects our depth of expertise, quality, and the potential for your website to deliver tangible business results
SEO, or Search Engine Optimization, is the process of optimizing a website to improve its visibility on Google. This involves refining website content, structure, and on-page elements like keywords, meta tags, and internal links, as well as off-page factors like backlinks, to attract more organic (unpaid) traffic from search engines.
It can be a lot to wrap your head around. So if all this sounds like technical gibberish, it’s okay – that’s why we’re here.
About REFUGE Marketing & Consulting
We pride ourselves on being a full-service agency. We specialize in a range of digital marketing services including web design & development, SEO, content marketing, social media strategies, and PPC campaigns, all tailored to meet the specific needs of our clients in Houston and beyond.
In a sea of one-size-fits-all solutions, REFUGE Marketing stands as your personalized haven. We sit down with you, understand what keeps you up at night, and then tackle those challenges together. You've put your heart into your business, and we're here to make sure the world sees that passion and responds to it.
Your business isn't just a business to you; it's a dream, a life's work. We get that. We’re a small business ourselves.
We start by getting to know you: your brand, your vision, and your audience. We’ll get to know your business from the inside out. We’ll then roll up our sleeves to craft a strategy aligned with your goals – whether it's increasing visibility, generating leads, or enhancing engagement. We focus on what matters most to you.
Being a women-owned and LGBTQ+ owned agency profoundly influences our approach to business and, by extension, our client relationships. We believe business is personal. Our clients often tell us how much they value being truly heard and understood.
In an industry where projects can sometimes feel transactional, our approach breaks the mold and transcends the usual client-agency relationship. The personal touch we infuse into our work, guided by our unique perspectives as a women-owned and LGBTQ+ owned agency, ensures that every client feels not just serviced but genuinely supported and championed.
We promise you that behind every campaign, there is a team that cares deeply about your success. We’ll always want to meet you where you are, with an open heart and a readiness to listen deeply.
We bring to the table strategies that have been tested and proven, not just broadly, but within your specific industry. We build on what we already know works, and tailoring it to fit your unique needs and challenges.
Starting a project with us involves initial consultations to understand your business needs, followed by strategy development, implementation, and ongoing collaboration for optimal results. We're here to take the journey with you, step by step, always mindful of where you're coming from and where you aim to go.
REFUGE Marketing offers a comprehensive suite of digital marketing services, including search engine optimization (SEO), web development and design, social media management, content creation, branding, Meta advertising, Google pay-per-click campaigns, and everything in between.
When it feels like every penny counts more than ever, the thought of spending on branding might seem like a luxury you can't afford. For what it’s worth, our approach to branding and identity design involves a deep understanding of your core values and vision, translating them into compelling visual identities that reflects the heart and soul of your business – making your brand not just seen, but felt and remembered.
All digital accounts we create or manage for you – including social media, websites, and online advertising accounts – are unequivocally owned by you. You maintain full ownership and control. We ensure that all account credentials are handed over to you, and we guide you on best practices for access management to safeguard your autonomy over these assets.
Absolutely not – your location, wherever it may be in the world, poses no barrier to our collaboration. We believe that great ideas and relationships know no borders. Whether you’re next door in Houston or halfway across the globe, we’re committed to bridging the distance between us.
Social Media Marketing