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Custom Marketing Programs

Research from the Ehrenberg-Bass Institute has proven that 95% of buyers aren’t ready when you’re advertising. To catch people when they are ready, you need brand awareness.

Often seen as a fuzzy endeavor, brand awareness feels like it has no bearing on what you do all day — plus you need leads.

Here’s how we see it: Brand awareness is something that’s strategically and consistently built over time. It also works hand-in-glove with lead generation.

We’re experts at combining both — by creating original content written for your audience. When people are ready to buy — in two months or two years — they’ll remember you.

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Marketing that consistently delivers results

Our skill set includes creating professionally written and designed content for technical audiences. But our real expertise is building trust and credibility with your audience. It’s why our long-term clients see continued increases in website lead conversions, year after year.

Our secret is pretty simple: We create lively and original content that answers the questions prospects have when they arrive at your website. We want them to say, “Oh, this company seems like a good fit. Let’s reach out.”

The graph shows a client’s RFQ form submissions over a two year period — with the client meeting their 2024 KPI by October.

Growth of conversions; client met their 2024 KPI by end of October. Graph from client’s Matomo Analytics.

If this is the type of result you want from your marketing and the relationship you want with your marketing team, then let’s have a conversation.

Program Details

You pay one set monthly fee.

  • The program we create for you is based on your goals, resources, and budget using the Program Components listed below.
  • We’re very goal oriented and will set up KPIs with you. Each week you’ll receive a Conversions Report showing where your leads came from. This report is the foundation of our work with you.
  • Your program can include one Component, such as a monthly email, or several, such as Content Marketing, PR, Paid Search, and LinkedIn page management.
  • We ensure marketing and sales align and that your brand is consistent across all marketing channels.
  • You have access to our entire team for custom graphics, photography, PR, and of course, expert copywriting, marketing, and strategy.
  • If we built your website, we include backend maintenance and support at no extra cost.
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Program Components

All custom programs include our weekly Conversion Reports, one to two calls per month to discuss results, and Matomo Analytics (including set up).

Content Marketing

Resources, newsletter, blog

  • All content is original and written by Dianna Huff; no AI or farming out to freelancers
  • One to two pieces per month, depending on need / program
  • All content is created for your audience/s to showcase your expertise and build trust
  • Includes interviews, writing, and editing, plus creating a custom image or finding stock photo
  • Adheres to Google’s “helpful” content and SEO guidelines
  • Content can be repurposed for a newsletter, LinkedIn, etc.
  • We pride ourselves on delivering content that needs little editing — saving you time and money

One-off onboarding fee may apply to set up a website Resources section.

Paid Search / PPC

Lead generation

  • Google and MSN Search campaigns — includes all set up, goal tracking, etc.
  • All campaigns are actively managed, including regular check-ins for ad spend, bids, clicks, and conversions
  • Ongoing recommendations to improve marketing and lead generation
  • Matomo Analytics analysis: Monthly report; recommendations
  • Troubleshooting and responding to Google / MSN emails

PPC spend not included. Estimate: $2,800 / month to start. We specialize in smaller spend Search campaigns.

Public Relations (PR)

Audience building

  • Press releases for new products, projects, or big company news
  • Article placements in trade pubs (we or the pubs write them)
  • Pitching podcasters to book you as a guest for interviews — either audio or Zoom / video
  • Adding all media mentions, interviews, etc. to the website or LinkedIn page

LinkedIn Page Management

Brand awareness; job recruitment

  • Set up company page, including branded header
  • Repurpose content for short- and long-form weekly posts
  • Add PR mentions (if your program includes on-going PR)
  • Post job openings as needed
  • Manage paid boosting; add LI tracking code to website


LinkedIn advertising spend not included. Estimate: $120 / month.

Marketing Strategy

Long-term sales growth

  • Depending on your objectives and components chosen, we’ll create a strategic 6 or 12 month plan
  • Weekly or bi-weekly Teams / Zoom call to discuss progress, company news and initiatives, customer feedback, learnings, etc.
  • Matomo Analytics analysis: Monthly report; recommendations
  • Perform ongoing website updates based on data analysis to improve user experience and path to RFQ; SEO, paid search adjustments, etc.

Specialty Projects

On-call marketing dept.

  • Trade show graphics, including banners, back walls, etc.
  • Collateral: Sales & data sheets, letterhead & business cards
  • Labels, stickers, magnets
  • In-studio or onsite photography for new products, team members, etc.
  • Print ads — copy & design: trade show directories, trade magazines, etc.
  • Set up an e-newsletter: branded template, list uploading, etc.
  • Machine / instrument panel labels
  • Professional videos and video scripts

Because they’re outside the scope of the program plan, we quote these projects separately.