HOW WE WORK
Digital marketing agency in 7 steps
An effective digital marketing plan does not depend on being on every network. It depends on choosing the right channels for your customer, in the right order, and measuring everything. This is how we organise the work.
1. Diagnosis: where your customers come from today
The first month is about the real numbers: where traffic comes from, which channels generate leads or sales, what each customer costs and where people drop off on the site. We analyse GA4, Search Console, ad accounts, social media and the CRM, if there is one.
We add an analysis of three to five direct competitors: which keywords they rank for, which ads they run, which offers they promote and how AI tools cite them.
2. Strategy: goals, audience and message
With the diagnosis done, we set measurable goals (for example, qualified leads per month or online revenue), the personas we are speaking to and the value proposition that sets you apart. This core message stays the same on the website, in ads, on social media and in emails.
- Goals: monthly targets for leads, sales and cost per acquisition.
- Audience: personas, pains, objections and decision moments.
- Channels: where to invest first and what can wait.
3. SEO and GEO: traffic that does not stop
SEO remains the channel with the best medium-term return, and GEO makes sure your brand appears in answers from ChatGPT, Gemini and Google AI Overviews. We work on the technical side of the site, service or category pages and content that answers your customers' questions.
This organic traffic does not disappear when the ad budget ends, and it lowers the average acquisition cost of the whole digital marketing plan.
4. Google Ads and Meta Ads: immediate demand
While SEO builds momentum, ads bring leads and sales from week one. Google Ads captures people already searching for what you sell; Meta Ads (Facebook and Instagram) creates demand among audiences similar to your best customers and retargets site visitors.
Every campaign has conversion tracking with values, creative tests and weekly reports, so the budget goes to what delivers a return.
Are paid ads included? In the Starter and Growth packages, ad management is an extra. In the Scale package, management is included (the media budget is paid separately, directly to the platforms).
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5. Social media and content creation
You do not need to be everywhere on social media. We choose the platforms where your customers are (Instagram and Facebook for consumers, LinkedIn for B2B) and build an editorial calendar with formats that work: short videos, carousels, client stories and behind the scenes.
The same content is reused on the blog, in the newsletter and in ads, which cuts costs and reinforces the message.
Who creates the content? Our team creates all the content, including copy, images and videos. We work from an initial brief and an agreed tone of voice. The client approves the content before it is published.
6. Email marketing and automation
Email turns visitors into customers and customers into repeat customers. We set up welcome, abandoned cart, post-purchase and win-back automations, plus newsletters with useful content and segmented offers.
Because the contact list is yours, this is the channel with the lowest cost per sale in the whole plan.
7. Data and reporting
Every channel feeds a single Looker Studio dashboard with the metrics that matter: spend, leads, sales, cost per acquisition and return per channel. Once a month we review the numbers with you and decide what to reinforce, what to adjust and what to stop.
How long until I see results? The first results in engagement and reach are visible in the very first month. Results in leads and conversions typically start to appear from the second or third month, depending on the business's digital maturity.
B2B and B2C digital marketing: what changes
In a B2C business, such as an online store, the buying cycle is short and the decision is often emotional. Digital marketing focuses on Google Shopping, Meta Ads, customer reviews, abandoned cart emails and seasonal campaigns.
In a B2B business, the sale can take weeks or months and involves several people. Service page SEO, LinkedIn, case studies, webinars and email sequences that nurture the lead up to the sales meeting matter more. The right digital marketing agency adapts channels, messages and metrics to each model.
Common digital marketing mistakes in SMEs
Many SMEs invest in digital marketing without seeing a return, for the same reasons. Recognising them is half the way to fixing them:
- Channels without a strategy: posting on social media and running ads with no defined goal or audience.
- A site that does not convert: traffic landing on slow pages with no social proof or call to action.
- No measurement: not knowing which channel brought each customer, or what it cost.
- Everything at once: splitting a small budget across six channels instead of mastering two.
- Giving up too early: stopping SEO after two months, before results show.
Tools we use
We work with the market's reference tools and set them up in your company's name: Google Analytics 4, Google Search Console, Google Ads, Meta Business Suite, Looker Studio, Microsoft Clarity, Rank Math, Klaviyo, Mailchimp and ActiveCampaign. If you already use other tools, we integrate rather than replace them.
How much a digital marketing agency costs
onOrbit Marketing packages are monthly and quoted per business. Starter includes a tailored digital strategy, management of one social network, SEO and a monthly report. Growth adds three social networks, Google Ads and Meta Ads campaigns, AIO and AEO, and fortnightly calls. Scale is a full partnership, with every social network, automated email marketing, GEO and weekly calls, and ad management already included. After a free call we send a fixed monthly proposal.
In the Starter and Growth packages, ad management is an extra. In every package, the ad budget is paid directly to the platforms and agreed with you based on your goals; in the initial diagnosis we tell you the minimum investment that makes sense for your sector.
Can I cancel at any time? Yes, our contracts are monthly with 30 days' notice. There is no mandatory lock-in, but we recommend a minimum commitment of 3 months to see consistent results.
How to choose a digital marketing agency
Before signing, ask these questions. The answers say a lot about how the agency works:
How does communication work? Every client has access to a dedicated Slack or WhatsApp channel. We send weekly or monthly reports depending on the package, and schedule regular calls for strategic alignment.
- Will the accounts be in my company's name? They always should be: Google Ads, Meta, GA4 and the domain.
- How will you measure success? In leads, sales and cost per customer, not just likes and clicks.
- Who will work on my project? Knowing who does the work avoids surprises.
- What results have you had with similar clients? Ask for cases and references, such as Pools and More, Polpa Productions or Terapeutas no Digital.
Digital marketing for SMEs in Portugal and Europe
We work with Portuguese companies selling in Portugal and other European markets. That means multilingual websites and stores, international SEO with hreflang, campaigns by country and content adapted to each market, not just translated. The team works in Portuguese and English.