What distinguishes MTEC’s approach from other digital marketing firms?
We focus on the transactions that matter most to our customers. For some, that may mean sales for ecommerce stores; for others, it might involve driving footfall into their shop or restaurant, getting potential customers to call, or encouraging online enquiries.
Once we know what’s important, we work back from that end point to the first interaction. We put ourselves in our customers’ shoes so we can design a marketing strategy that places their customer front and centre.
We use our unique tracking system, which goes far beyond what’s available in Google Analytics. We track what’s important – if it’s phone calls, for example, we show exactly how many calls they’ve received, not just in total, but also whether that call came from a Google Ad, a Google organic listing, Bing, a social media ad, a social media post, or even a magazine advert. Tracking like this allows us to focus marketing efforts on the best-performing areas to maximise ROI.
We don’t just track calls but also form enquiries, ecommerce sales, and even footfall – tracking how many people have walked into a shop after clicking on or seeing one of our digital ads. This approach ensures you get the best bang for your buck, so to speak.
How can smaller businesses with limited budgets compete effectively in paid media?
One advantage of PPC is that you can’t simply buy the top spot for a keyword. Each search triggers an auction that uses various parameters to determine which ads appear in each position. The top spot will only ever cost 1p more than the bid for the ad below, so it all comes down to the competitiveness of the keywords rather than someone buying the top spot outright.
Yes, a limited budget can be challenging since some keywords are very expensive for first-page or top-spot bidding. However, that’s where an experienced agency can make a difference. We look at strategies to optimise campaigns within your budget, from using long-tail keywords with lower costs to implementing high-performing Performance Max campaigns that make budgets stretch further.
We’re always open to discussing average costs for your industry, and we’re honest – if we don’t think a budget will yield returns, we’ll say so and suggest alternative marketing strategies to help you attract more clients.
What’s a common challenge businesses face with PPC campaigns, and how does MTEC address it?
The biggest challenge is the constant changes in technology and the competitive landscape. While platforms like Google, Bing, and Meta (Facebook) make it easy to set up accounts and campaigns, they often spend your budget quickly without delivering results.
We live and breathe PPC, staying up-to-date on the latest changes. When relevant, we can offer clients access to beta programs not yet available to the general public, giving them an edge. We also use a variety of tools, including powerful AI, to identify potential waste in campaigns and spot trends faster. However, we don’t rely solely on AI – we apply human intelligence to ensure the best outcomes for our clients.
What are some current trends in digital marketing that businesses should pay attention to?
Video marketing: This is increasingly valuable, and knowing how to optimise it so it reaches the right audience is essential.
Personalisation in marketing: Creating ads that speak directly to the customer is critical.
Conversational chatbots: Using AI for meaningful customer interactions on your website can reduce staffing costs and free up your team for high-value interactions.
We’re always happy to discuss these trends and help you integrate them into your marketing strategy.
What challenges do you think digital marketers will face in the next five years?
The rise of AI: AI can be highly beneficial, but marketers can’t rely on it entirely. Our role now involves combining first-party data (data owned by businesses) with third-party data (like Google’s insights) to build effective audience segments. This is set to become an increasingly complex task.
Online reputation management: Customers appreciate reading genuine reviews, but vocal dissatisfied customers or fake reviews can distort a brand’s reputation. It’s crucial to gather positive reviews proactively and handle negative reviews strategically. We help clients generate valuable reviews both digitally and in their physical locations.
