A Framework for Digital Marketing


Digital Marketing is in a strange place right now. It is becoming increasingly easier to market your brand, but with this, the market has become more saturated with better tactics required to stay ahead of your brand and to capitalise on the influx of customers that the internet has brought. Gone are the days you could rank number one with little keyword research, structure and techniques and so are the days where one online influencer could catapult your brand to becoming a reputable brand. Although these are still possible to do, the means to doing this is a lot more difficult, requiring a lot more calculation and thought.

For my agency, we enjoy bringing in clients who have great potential, but are unsure how to put their brand out there on the internet, shrinking their potential – whether that be in sales, enquiries, visits and more. Therefore, in order to greatly communicate the holistic process of digital marketing and how to reap the best results, I compiled the ‘Framework for Digital Marketing – A comprehensive online marketing guide’ to let clients know the importance of EVERY aspect of digital marketing and how we at Full Frame Media can help our clients to get this all round 360 marketing approach and begin seeing results online.

So, first, let’s get into the framework:

The Framework

As you can see, the framework is very simple consisting of three main ‘digital layers’ that will help to further assist and spread the message of each digital layers:

1. SEO

Known as ‘Search Engine Optimisation’, SEO is the key to getting your website on the front page of a Google search. Why is this important? Well, when a potential customer searches ‘Buy books by Anthony Horowitz’, ‘Designer t-shirts’, ‘Jobs near me’, ‘Where can I eat Vegan food’ and more you want your page to be one of the first results that shows up.

Otherwise, you are only going to attract customers that know you through other channels. Whether that be offline via word of mouth, social media etc. Although this is great, a Google search is a core way to gain traffic and to generate new leads.

To me, this is the foundation of a great website and digital marketing approach. If you are able to get this correct, you will be able to rank on the front page of Google for various keywords for a long time and generate hundreds of leads with little effort and allowing Google to do the work for you –a ‘passive marketing technique’!

2a. Influencers/PR

Now, when I say influencers a lot of people will think of the likes of the Kim Kardashians. If you can afford that and have a good brand positioning for this, great! But, right now, in today’s landscape almost anyone/anything can be an influencer and as long as you can create a brand story and a unique proposition that seems authentic you can generate leads from just about anybody!

In my example of ‘influencers’ I am also going to go against the traditional understanding that it is a person that has an online presence and able to gain traffic to your website. I am also going to regard influencers as other brands such as news outlets, corporate blogs and more. To me, anything that drives traffic to your website can be regarded as an influencer.

2b. Social Media

There are various social media channels that you can use and there isn’t one ‘all singing and dancing’ channel, it is all about finding what works for you, what you can maintain and scale and what at the end of the day breeds the best results! As a common focus, look where your audience are initially and try and build something around this, get an idea for what works, then as you grow, start to branch out – even exploring a new platform that people haven’t capitalised on yet!

3. PPC

Known as Pay-Per-Click. This is the traditional online marketing tool that many people think of first when they hear ‘Digital Marketing’. However, over the years this tool has grown to become intricate, providing targeting that you could only before dream of!

For PPC I include not only traditional Google ads but also social media ads such as ‘Facebook ads’. Although social media is an encapsulating factor to this framework, this is only focussing on an organic approach.

I hope this has helped, to me, this is a great framework for identifying where to focus your efforts on as a start up company new to the digital marketing world. If you have any questions feel free to get in touch with me, and if easier – below is my post in video form!

Why you should use WordPress over Wix

There are several reasons why you should always consider WordPress over Wix, no matter the site. Below is a video along with a quick fire list of reasons to help you make a decision. If you are still on the edge and unknown on how to use WordPress feel free to get in touch!

  1. Faster & better feel

WordPress websites are known to run faster than Wix websites (using tools like Google PageSpeed). With this it brings an overall better feel of the site, avoiding the typical ‘clunky feel’ that Wix often has.

  • Optimised for blogs

WordPress is optimised for Blogs, making it easy to create new content and presenting it easily. This is great for SEO and for blog pages.

  • Optimised for SEO

As WordPress runs faster and optimised for blogs, this also means that the page is favoured more by Google for SEO. Allowing for pages to rank higher. This is also facilitated through Plugins like Yoast SEO, allowing for Meta Tags and Page titles to be easily set.

  • More customisable

WordPress’ Plugin and Theme store allow for an array of customisability across your Website that Wix doesn’t offer. Many people are often afraid of this, and argue that this makes things harder and confusing to implement. However, plugins like WPBakery, allow for ‘Drag and Drop’ functionality of features, making it very easy and understandable.

As I said, if at all you struggle to convert your page to WordPress or understand how WordPress works, please drop a comment and I’ll be more than happy to help.

I hope this quick post helped!


How to get your first clients as a Web Freelancer

In this post I will be sharing my top tips for gaining new clients, especially helpful for web developers and designers, but can be translated to any online marketing freelancing really! I’ve provided a video below covering this post too.

Freelancing Websites

Firstly, one of the best ways is through freelancing websites where companies post projects and you can submit proposals. I personally am signed up to UpWork, a free online freelance website and have found several clients through this. Unfortunately, it can take a while to be approved on UpWork, but one quick tip, is even if you’re not approved, you can still search for projects. Use this to your advantage and search ‘www.’/’wordpress www.’ etc. This will provide you with the website the potential client wants work on, and you can contact them through that!

This has proved an easy way for me to gain new clients outside of my network. However, I have found that a lot of the time companies on these websites are seeking cheaper solutions, due to high competition offering cheaper alternatives. I wouldn’t write off freelancing websites though, especially as a starting model to gaining clients!

Google Maps

This method is one that has led to a lot of leads for me and is especially useful in finding leads nearby! In order to do this, all you need to do is go on Google Maps and zoom in near you. After this, Google will list various registered companies nearby. Have a look at them, do they have a website, is it a good quality? If not, get in touch! As I said, this is very helpful in finding clients who are nearby and local!

Offline Methods

Don’t forget – although a lot of your work will be online, offline methods still hold their place in reaching new clients. The best method is always your network, work on extending your network through meets (such as using MeetUp) but also speaking to people and getting word out about you! It’s surprising once you speak to friends and family the amount of work you can potentially get!

Also, any of the companies listed nearby you on Google Maps that you’ve located to not have a website, write down their address and get in touch with them, either through post, face to face or a phone call! It’s an easy way to get in touch with a potential client who doesn’t even know they need this service!

I hope these methods help. If you have any other methods that work for you, feel free to share them in the comment section below I would be very interested!

Project #1 | Mark William Investments

My first project, for ‘Mark William Investments’ came around half way through my final year at University. I had recently sat in a Q&A talk with Freelancers who discussed getting into ‘Freelancing’ and recommended UpWork. That day, I set up an UpWork account and started contacting potential clients.

Unfortunately, my account was not approved for UpWork, however, I could still view freelancing posts so would browse potential clients who posted their link via UpWork for work, and contact them through their website. In order to try and gain some work, I was offering my work at very affordable prices.

Fortunately, I quickly stumbled across ‘Mark William Investments’ (MWI) a property investment company based in Colchester. They were struggling setting up a website, having tried themselves using Wix:

I quickly stated that I’d be able to create a better, more professional and modern website using WordPress and created various mock-up versions in order to stick to my brief of a black and white website. Although these mock-ups showed a level of prestige whilst also maintaining a quite tricky brief of black and white, MWI had a particular look in mind, and sent me a template which I followed for the website, as a result, the website was relatively straightforward (besides having to balance the development between my studies) using an, at the time, on sale theme ‘Apress’, which, although cheap, has several speed issues and can be hard to ensure the website is efficiently set up and images load quickly (i.e. background images are especially hard to load quickly and without any lag but can be compensated for with correct image size, compression and more).

My main struggles found here were switching the website from Wix to WordPress ensuring no 401 links were created, and also, due to the nature of Wix, having to set up different hosting and re-pointing the domain holder to a new host used. For this, I chose TSOHost, a provider I am used to and who I know provide cheap services.

As a first piece of work, it was a very simple piece, and although I was constrained with my design so it’s not my best work to showcase, it has given me the confidence to reach out to more brands and engage in conversation with brands whilst also providing me with a short pool of money for reinvestment in themes and tutorials.

If you would like to see the website you can find it at www.markwilliaminvestments.com

Full Frame Media | An Introduction

Hello & welcome to Full Frame Media.

Full Frame Media is an aspiring 360 digital marketing agency, with a vision is to become a renowned agency known for developing new brands into strong, identifiable brands that can compete with the best!

In order to get an idea for the Full Frame story, let me first introduce myself – I am Adam, a recent graduate.

I graduated from Marketing BSc after discovering a passion for business from studying business and also re-selling various online, virtual goods online, creating a joy for making a profit and developing strong customer relationships and becoming known for providing quality and reliable services. I dabbled with various business ideas, some which came into fruition but didn’t have the time or resources to grow and some that I couldn’t create due to the lack of resources.

Because of this, I grew a great understanding for Marketing, and during my third year at University I undertook a year in industry placement as a Digital Marketing Assistant for Panasonic UK. Here, I was exposed to an array of marketing activities (Which I was already accustomed to, but no where near experienced or polished as a user) over a variety of product categories.

One of the brands that was particularly enjoyable to carry out digital marketing activities for was LUMIX, who I entered the year working on a campaign called ‘Go Higher’ promoting their ‘GH’ range. However, the aim, was to grow LUMIX online and develop a particular style that fit with their upcoming, large, product release of ‘Full Frame’ cameras. As a result, I was trusted with influencer marketing, PPC campaigns, SEO and more. The growth we saw was great, especially for a first-year placement student, and saw me earning ‘Student of the Year’ amongst 18 other students.

After this placement was complete, my hunger for online marketing was still there, and I wanted to continue developing my skills. As a result, in my last year of University I begun contacting potential clients and working as a Freelancer as a way to build up my portfolio.

Full Frame Media, therefore, is my brand. Something I am going to be working on for the next few years to develop into a 360 digital marketing agency that has a rich client-base. In order to hold myself accountable and to also share my journey with others trying to pursue such a dream, I will document my journey from now on. So feel free to follow me and engage with me, sharing tips, advice and asking any questions on the way! It’s going to be an interesting road. Let’s see what happens!