The emergence of the web in recent years has completely transformed our lifestyles and consumption habits. Today, everything is accessible with just one click. That’s why the way we reach consumers has evolved significantly. In fact, marketing has adapted and moved online—hence the term digital marketing. It’s about reaching people where they spend most of their time, and especially where they consume: the internet.
This enthusiasm for e-commerce is pushing businesses to reinvent their business models and take a different approach to their online presence. They have therefore turned to digital marketing to meet the growing demand and interest of consumers. Search engine marketing like Google and Bing, social media marketing, and website development are examples of tools used together or separately depending on the strategy deployed.
Affordable, effective, and measurable—there are many advantages. The next step is to understand how to use the available tools effectively.
At Hamak, our tactics are carefully thought out and designed to deliver concrete, performance-driven results. To do this, we always start by setting your business goals to propose strategies that directly meet your needs.
The objectives may vary: increase contact requests, form completions, call volume, online sales, average basket value, etc.
Once this step is completed, we establish the persona, meaning your target audience. Several factors need to be determined to understand who the digital marketing campaigns will target, including:
We then explore how they behave online. What kind of content do they consume? How do they phrase their queries? Which keywords best match what they are looking for? Do they mostly use mobile devices? If so, which operating system do they prefer, iOS or Android? Do they use a tablet or a laptop? How long do they stay on your site? Do they leave after just a few seconds? Which pages grab their attention—or not?
It’s also essential to analyze the market your business operates in. Validating your potential clients’ search intent allows us to estimate the potential market and product popularity. This analysis helps determine which tactics to implement and the budget to allocate. Some markets are extremely competitive and require greater investments. For lesser-known or less-searched products, we may need to use awareness campaigns to introduce your product to consumers.
We use several tools to study the market. For keyword research and opportunity analysis, our specialists use Google Keyword Planner, Keyword Tool, SEMrush, Moz, Longtail Pro, and more. These tools help assess market potential, interest in your product or service, and analyze search volumes and opportunities.
This analysis of first-party, partner, and third-party data allows us to fully understand the positioning to adopt, the target audiences, and confirm the objectives. Once this is done, our strategists will guide you in designing a personalized strategy.
A quick definition: a conversion funnel is a marketing term that defines the customer journey from the persona to the conversion (goal achievement).
It would be unrealistic to think all users convert during their first visit to a website or other digital presence. To turn prospects into loyal clients, several strategies must be put in place.
The goal is to reduce the gap between the top and bottom of the funnel. The phases represent different mindsets of the target audience toward a brand, product, or company. Our strategists are experts in decoding consumer psychology and can design the right tactics for each stage of the customer journey to help drive conversions.
Users at this stage don’t yet know the brand/product/company. Awareness campaigns are a great opportunity to grow brand popularity through greater visibility, more impressions, and an effective frequency. The goal is to introduce the company’s offer to people who were not yet clients or aware of the brand.
Tactics for this phase:
At this stage, we aim to reach users who are ready to convert but haven’t yet chosen a brand or provider. We must deploy tactics designed to meet their specific needs: an ad showing the product they viewed earlier, an email reminding them of the item left in their cart, etc.
Tactics for this phase:
This is where all your upper-funnel efforts pay off. It’s about reaching the desired user actions, like transactions. To convert visitors into leads, your website must be optimized and provide a smooth, intuitive experience.
Tactics for this phase:
Here, you want to maintain a relationship with existing clients—without overwhelming them. The key is balance. Nurture your already engaged audience and remain top of mind: your current clients are your best brand ambassadors.
Tactics for this phase:
There are no magic formulas in the digital world: what works for one competitor may not work for another. That’s why at Hamak, we focus on your specific needs and goals to create strategies tailored to your reality. Every business is unique, and so should be the plan of action.
Our priority is to immerse ourselves in your business and analyze your market. Our strategists and specialists will take the time to understand your company through questionnaires and goal-setting sessions. We’ll also establish key performance indicators (KPIs) to track and continuously improve campaign performance.
We then implement finely tuned tactics developed by our experts: configuring settings, analyzing and segmenting thousands of audiences and keywords, copywriting, design, ad creation, and more. Our team collaborates to capture every detail of your business for impactful results. You’ll be involved throughout the process.
We continuously analyze and optimize campaign performance based on results. Our goal is to generate tangible outcomes—not just to increase visits but to boost conversions and profitability (sales, calls, quote requests, cost per action, etc.).
Human connection and two-way communication are central to our approach. We aim to collaborate with you in a professional yet friendly way to help your business shine. We provide support before, during, and after campaigns to answer questions and adjust the strategy as needed. We also share our knowledge, technology, and best industry practices.
Working with us means partnering with one of the few agencies in Quebec that holds the Google Partner Premier certification, the highest distinction in the Google Partner program. This ensures that:
Beyond our certifications, our team is dedicated to building high-performing strategies and tactics that will meet your goals—whatever they may be.
Looking for a web marketing agency to help you plan and execute a digital strategy to increase your profitability?
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