Can Constello Solve Your Problem?
This week we were asked, “What problem does Constello’s digital marketing assessment solve?” It’s a simple question that could have many answers, but we’ve landed on this:
Constello reduces uncertainty and risk by providing information, clarity, and direction.
The Original Problem.
Constello was created to solve a problem – our problem. Years before the name Constello came to mind, our founders Gerry and Jason were digital marketers.
They believed firmly in data-driven strategies and results. When a client came to them looking for a digital revamp, Gerry and Jason knew they needed clear and reliable information to set the tone for their client’s new direction.
However, despite the use of tracking links, cookies, and data input, it was difficult to reconcile all of the metrics they were following to gain a complete picture of their digital marketing efforts. It was harder still to compare their outcomes to their competitors and understand how they were competing in the digital marketplace.
Gerry and Jason needed a digital marketing audit tool they could use to comprehensively understand their client’s digital marketing position. They did some digging, but nothing existed that took every aspect of digital marketing into account. So they set to work developing an audit process.
They applied their findings to the client they were revamping, and over four years of exercising and refining their strategies, Gerry and Jason were able to bring their client’s marketing spend ROI up to $44.60 on the dollar. Not only that, they were able to bring their rankings to 9/10 or higher in 14 of the 17 data categories, with the other three in continued development.
After their initial trials with the first client, Gerry and Jason applied that same process to the next client, refining as they went, with equally impressive results. And the next, and the next.
This digital marketing assessment process became part of Gerry and Jason’s regular tool set, a way to ground their strategies in reality and clearly set a path forward.
After helping almost a dozen clients improve their digital position through their digital marketing assessment, they realized that this tool was too effective to keep to themselves, and thus Constello was born.
How We Solve It.
As previously stated, Constello solves for uncertainty and risk by providing information, clarity, and direction. We do this by providing comprehensive, unbiased, and contextualized data on the key elements of a digital marketing program.
Our digital marketing assessments dive into our clients’ websites, measuring structure, integration, performance, and content. We examine their customer engagement in the form of branding, thought leadership, and conversions. Finally, we analyze their customer attraction through their use of social media, paid advertising, SEO, and more.
We then perform the same analysis on up to five of our clients’ top competitors and chart the results for a quick, at-a-glance understanding of their digital position. From there we dive deeper, expanding on each data category’s findings and comparing them to current standards of practice.
Our reports conclude with recommended courses of action based on our clients’ unique market positions and business objectives.
Constello in Action.
Because of the thorough and unbiased nature of Constello’s reports, our services have a wide breadth of applications to a number of clients, but let’s use Joe as an example.
Joe owns a mid-size metal fabrication business that brings in about $1.5 million a month. Lately, he’s noticed a notable drop in new leads coming in off his website, which had been performing well until recently.
After a brief meeting with his marketing manager, Joe realizes that since their practices haven’t changed, something in the market must have. He knows he needs to pivot his strategies to get leads generating again, but in what direction? He doesn’t have time for guesswork, but he does need to act quickly.
A digital marketing assessment from Constello makes the source of Joe’s problems clear:
A year ago, Joe was alone in his market as a digital leader. However, he didn’t develop his marketing any further after his website launch beyond the occasional social media post. Now, two of his top five competitors rank above him in several categories, having made substantial changes in light of the pandemic.
It isn’t all bad news though, the Constello assessment also shows that no one in Joe’s market has made meaningful use of video integration, and only one has invested in thought-leadership-driven content to a limited extent. These two areas offer significant opportunities for Joe to press into as he reconsiders his marketing tactics.
These insights give Joe a clear list of priorities to address in order to recover his position in the marketplace. Three months later, he’s not only regained his leads, but he is able to completely revamp his marketing strategy to grow his business with confidence.