To eCommerce store owners & Brands, Digital Domination is a performance marketing agency that adds valuable expertise to grow sales autonomously by creating and optimising digital advertising and marketing.
In this page we outline;
Digital Domination formed in 2011 in Perth, Western Australia as a full-service digital marketing agency.
The launch of Digital Domination was by request from multiple business owners who asked our Founder to help them formulate and execute on their digital marketing strategy.
Our services encompassed all aspects of the digital world…
We built websites, content marketing plans and performed on-page SEO (Search Engine Optimisation) and link building.
Clients wanted paid advertising on many platforms like Google Ads, YouTube, Facebook, Instagram, Chatbots, LinkedIn, Twitter and more so we created and managed those accounts to generate millions in sales revenue.
All good paid advertising needs high converting landing pages so we used our direct-response style of copywriting, landing page design and conversion rate optimisation to lower costs per lead.
But it didn’t stop there…
Sales funnels began to grow in popularity. So we created email sequences and workflows with marketing automation software.
Of course, for businesses who thrive on leads they needed a working CRM so we designed and built those out… then they needed sales training, so we created courses and did live training for sales teams.
Many businesses just wanted consultations with our senior staff. So we began consulting to in-house marketing teams…
As we grew, our experience grew and the value we provided clients grew with it.
But it wasn’t sustainable…
In 2018 we had so many standard operating procedures for all the different services we provided that it became overwhelming to keep them up-to-date.
Technology changes at a rapid pace and the hours maintaining systems and procedures for all that we were doing was sucking our time away from doing what we love best…
Giving our expertise to businesses who needed it most so they could grow.
Something had to change.
So for a short time we re-branded our website and reduced our core offerings to prioritise Facebook advertising. The rapid changes and challenging platform demanded the best of our abilities. From marketing strategy, data analysis and interpretation, to creative and copywriting – we found our performance with Facebook advertising stood out when compared with larger advertising agencies.
However, we never stopped providing the other services. We just stopped advertising them.
This gave us adequate breathing space to bring on new Facebook clients and really get to know the in’s and out’s of their business as they grew sales.
- Which audiences were most responsive
- What messages resonated with their customers
- What creative captured attention
- Which offers worked best
- How they were managing their leads and sales volumes
- How their brand performed
- Does their website have untapped potential
- and more…
After a few months working together we could clearly see how to expand their digital strategy. We knew what they needed (as opposed to what they may have thought they needed when they first contacted us).
Together, we agreed on a plan to grow.
So these clients added additional services that were cherry picked to give them the best results first and within their working budgets.
Layer upon layer. Platform on platform.
Full digital expansion to suit their business.
- Paid advertising on platforms like Google Ads and Google Shopping
- Organic growth (SEO + Channel Growth on sites like YouTube, Pinterest & TikTok)
- Content marketing plans for blogging and pillar pages
- Consulting on new promotional ideas, company pivots, strategic direction and more…
To us, this feels like a better way to run an agency in today’s digital world.
Our comprehensive list of services is as follows;
- Search Engine Advertising (Google & Bing)
- Social Media Advertising (Facebook, Instagram, Twitter, LinkedIn, Pinterest, TikTok, Twitch)
- Brand Development & Logo Design
- Web Design (WordPress, WooCommerce & Shopify)
- Landing Page Design (Unbounce & Instapage)
- Conversion Rate Optimisation
- Marketing Automation
- Email Marketing (EDM)
- Content Marketing
- Video Production & Editing
In order to grow, we needed to take an honest and look at the way we price our services.
As a business owner, I hate surprises. So I’ve never liked billing for hourly work – although it’s unavoidable at times.
Most clients don’t know how long digital services take – because the end result might look the same for a similar product but be very different in the time it took for those results. Often this creates a disconnect between expected costs and reality.
Can you recall asking an IT consultant to fix your computer? If you have, then you’ll probably understand what I mean. A small issue can often take days to resolve but other issues causing you big problems might have been resolved in 15 minutes. “Have you tried turning it off and on again?”
We also have many eCommerce clients who run promotional campaigns during sales periods. How do we charge for the extra work?
This meant our core monthly retainer was never enough. Billing for extra hours was also never enough because tracking and managing billable hours is a nightmare and clients are ultimately paying us for the time it takes to calculate how long it takes!!!!
Creating Win-Win relationships
Ultimately, our goal is to help our clients grow sales through effective digital marketing. It’s what generates high-fives in our office and also in theirs. So it’s important that this is our guiding premise in everything we do.
For that reason, we now have several different pricing structures.
- Monthly retainers (For regular account management like paid ads, SEO etc…)
- Commission based retainers (You spend $X – we get paid $Y which is a % of $X)
- Pay for Performance (You get X leads or make $X in sales – we get paid $Y)
- A Hybrid combination of the above.
We still do one-off work too as well as hourly which is simply unavoidable.
- One-Time Quoted items (Like a new website, or an account setup)
- Hourly Rates (Unavoidable for some requests as well as consulting)
Althought this might sound confusing, we’ve found most clients prefer to engage us on a Hybrid pricing model which organically grows as they grow.
Covid has shaken the economy and businesses have had to adapt.
More online services are required if businesses are to grow (and in some cases, survive).
Companies are transitioning their workforces and more people are working from home. Limitations with physical store visits have changed the digital landscape again.
More money than ever before is being spent in digital advertising. More advertisers means costs are increasing. Take a look at the number of advertisers that came onto Facebook’s platform in 2020 which grew from 7 Million in 2019 to 10 Million advertisers in 2020!
Big tech wars are also changing the way the e-commerce and online advertising is tracked under the convenient guise of privacy. Apple and Google have declared limited tracking in future – which doesn’t hurt them, but does hurt their advertsing competitor: Facebook (for now).
The digital world has changed and we all need to change with it.
To this end, we’ve now returned to our roots as an SEO + Paid Ads agency across all platforms. We call this a performance marketing agency – where we can track performance with tangible numbers.
Yes we still help our clients re-brand and build a new website because there’s nothing worse than another agency making our life harder with a sub-standard website. We also help our clients with their marketing automation, emails and CRM too… But for now we’re not offering these as a stand-alone service. Meaning, if you’ve engaged us already and decide it’s time for a new look, we’ll take care of it for you and make sure it improves your existing campaigns. But if you come to us asking for help with your marketing automation, chances are we’ll refer you to a different agency who does that stand-alone work really well.
How we work
As a forward thinking agency, all of our staff work from home offices. We’ve been working this way since 2016 and adapted all of our systems and management to suit.
We notice more agencies doing this since Covid and they’re working through the pain points we went through in that first year. But it definitely makes more sense. More than half of our clients are based over east and we’re never met them in person. A number of our Perth clients have also never met us in person!
For the most part, this saves all of us time, has made us work more efficiently and we’ve become better communicators.
All of our systems, procedures and project management software live on the cloud and our daily/weekly meetings are face to face via Zoom. We chat to each other through Slack and we manage client projects with Monday.
Our support desk is HelpScout and all of our account managers can see client correspondence so we’re always in-the-loop.
We have our own NAS storage solution but also use Dropbox for our standard documents and shared client assets.
For those that ask; All work is completed in-house by our team, meaning we do not outsource any work to cut costs at the expense of expertise.
Our client base is primarily in Australia with more than half of our client base located in the Eastern states. We also have clients in the APAC Region, New Zealand and USA.