Froggo® Digital Marketing Services

“There is no stronger close in the world, than the truth”
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1. Market Research

If you are in business, and you ignore market research – then you are a fool.

  • By nature, some people are impatient. They want everything now, yesterday, and immediately, hence the phrase “Fools Rush In.” Did you know that 95% of new businesses fail in the first 3 years?
  • By nature, some people are also deeply driven by insecurity, a lack trust, and an obsessive need to avoid being embarrassed or looking stupid. They avoid making ANY decisions because they don’t know HOW to make decisions.
  • By nature, consumers follow the herd, follow seasons and follow trends. They follow leaders who know their markets, brands that know their position. You can’t spot a gap in the market if you are not looking at the market.

When clients ask us why we insist on beginning any strategy or any project with marketing research we give them three simple but strong reasons:

  • You need market research because you always have to contend with the stupidity of other people.
  • You need market research because if you do not know either your opponent or yourself – you will lose every commercial battle, and should just surrender before you lose all your money.
  • You need market research because uncertainty is the only certainty and you can only get a heads up by looking up.

2. Strategic Brand Design

The biggest strategic mistake I see in businesses is thinking that a brand is just a logo – it isn’t!

Our favourite brand definition is this. A power brand is one that consistently conforms to ever increasing expectations. Let’s break that down:

  • A power brand is stronger, more reliable and more meaningful than a logo. It has energy and it has harnessed a strong set of powerful associations. You don’t get that with clip art designs.
  • It consistently conforms which means that in everything it does, says and communicates, a power brand can be trusted to do the same reliable thing every time. Consumers want to believe in the values of a brand and behaving consistently over time secures loyalty and trust.
  • Ever increasing expectations come with relationships over time. consumers need to buy in to where your brand is going, attach meaning to the personality you give the brand.

Strategic brand design is all about translating values, personality, and character into a brand supported by a strong logo, color palette, range, position and identity.

  • Branding reduces perceived risk in the complicated buying decision process.
  • Branding is the only vehicle that takes a commoditized product production and makes it meaningful in the eyes of others – in less than 5 seconds.
  • Branding gives you control over many of the parameters your business will be measured by – and essential for consumer recall and experience.

Brands add real money to the bottom line – they are a tangible asset with real market value. If you don’t brand – you’re fighting on price alone as a commodity. If you are fighting on price – you need a Brand.

3. Social Media Management 

The majority of businesses today think they need a social media presence but few have any real insight as to the power and the risks involved.

Companies that don’t have direct marketing to consumers have been slow to embrace a coordinated approach to social media. Service based businesses are better but often leave it to the intern.

  • Social Media communication is an instant broadcast tool.
  • Social Media listening strategies are a source of competitive advantage when influencing target markets.
  • Social Media reports contain among the richest insights available once you know where to look and why to look there.

The reasons for using and strategically engaging in Social Media are myriad and obvious. Not only because that’s where your customers are socializing and spending time, not only because mobile social media is where people hide when in public – but mainly because it is a measurable form of brand marketing, direct marketing, promotions, contests, and sales forecasting. Consider the following:

  • Different Social Media sites display different characteristic traits. Twitter users are very different from Facebook who are different again from Pinterest users, or LinkedIn users. The diversity of social cultures means your brand needs to be adaptable.
  • To be effective, there are different types of posts to make which differ in their effectiveness by day and even by time of day.
  • Automating Social Media should only be done as part of a wider strategy, testing concepts, responses and broadcasting strategic messaging. Follow up is always best done in person for best engagement and influencing.

95%+ of businesses who’ve been employing social media marketing for two years or longer report it generates exposure for their businesses.

4. Campaign Management

Marketing is no longer a ‘spend and hope’ art – its is now a creative science that involves Analytics, Creativity, and Coordination.

  • With a deep understanding of google analytics and a host of other agency tools which generate usability data – it is our experience in interpretation, and knowing what to do with what the data is telling you that makes the difference.
  • Campaigns range from brand exposure and engagement in social media, lead generation, traffic generating strategies, conversion optimizations as well as the more “traditional search engine optimization and pay per click media.
  • Most people forget about the design of the landing pages, user experience pages, and quality of content in a campaign. Successful campaigns are a careful blend of coordinated content components.

Careful targeting, imagery, design and message combine to significantly reduce real marketing costs, raising competitive advantage, effectiveness, and ultimately, margin.

The reasons for using and strategically engaging in Social Media are myriad and obvious. Not only because that’s where your customers are socializing and spending time, not only because mobile social media is where people hide when in public – but mainly because it is a measurable form of brand marketing, direct marketing, promotions, contests, and sales forecasting. Consider the following:

  • Campaigns often involve the creation of sales funnels. There is a broadcast ‘hook’ to promote traffic as either an advert, banner, solo ad, Adwords, or blog post. There is also a ‘net’ where that traffic converts to a planned action. Campaigns encompass both within a coordinated approach.
  • Campaigns are a mixture of different elements – and include Email, Direct Mail, Video and Phone call integration.
  • The primary rule in all campaigns is to Test Small, Scale Big.

5. Lead Generation

The biggest challenge cited by more than half the businesses we talk to is an inability to generate enough prospects. Lead generation is our most popular inquiry. 

Lead generation is perceived to be the most difficult part of a business, yet with digital marketing it is actually very straightforward. It is not one single activity, however:

  • Organic leads come from the natural traffic finding valuable content somewhere online and following a link, or from browsers finding the website listed in the search engines as a result of searching keywords. Building up digital assets to generate natural leads is the most strategically effective way to establish recurring cash-flow.
  • Paid Leads come from a wide variety of sources and strategies – including now the social media networks and retargeting networks. This traffic is instant and an important part of any sales funnel – but it reacts very differently to an organic lead.
  • A lot of companies neglect referral leads, obtained from affiliates, strategic alliances, even from within their own customers and prospect lists. These are the cheapest to obtain with the highest conversion rates and crucial to a good campaign.

The perfect campaign is simply the one that hits the mark with the framework receptors of the prospective clients, grabs their attention, and persuades to take one single action to move forward one step at a time. Doing this enough times over time to establish reliable traffic is an art within the science.

  • Decide the Outcome – where will the lead go and to whom
  • Work out the customer experience at each touch point
  • Reduce the acquisition costs with creative marketing activity

Lead acquisition is best done by understanding the secondary steps and what happens after the initial contact – fostering interest, building desire, and persuasion through to action.

6. Sales And Conversion Funnels

Of all the people who might become your customer, only 4% are in the immediate buying zone. Sales funnels engage the 96% which means up to double the conversion rate.

Too many businesses consider marketing as a selling activity rather than an influencing activity. Sales funnels concentrate the user and the buyer on one decision at a time.

  • Initial Prospecting messages are called lead magnets, and are essentially just invitations or curiosity creators to influence the clicking of a link or a button.
  • New Visitors need a reason to stay. They make up their mind to do so within 3 seconds of arriving. Home page design is like the lobby of a hotel – and needs quick channeling decisions.
  • Returning visitors are within the 96% and when they come back they need to see and receive value, reward and engagement. Sales funnels bring them back to deep internal pages of influence. Opt ins, newsletters, White Papers and Downloads all keep this group coming back.

Sales Funnels are focused on qualifying unsuitable prospects as much as drawing the qualified prospects deeper into the influence and from there the value chain and ultimately sales revenue.

  • Sales Funnel architects require a mixture of digital assets and sales influencing skills.
  • Qualification of a prospect is the core functionality of a successful funnel design.
  • The finished experience needs to be seen to be seamless, and intuitive.

Sales Funnels, well designed, act as a silent sales machine, filtering and converting and generating income.

7. Board Consultancy

No other strategic business function is served as well as having boardroom experience in Digital Marketing.

Not all businesses have non-executive board representation but every business should consider the model if not the title to bring that expertise to their marketing strategy.

  • It goes without saying that the primary benefit is to bring experience and expertise to the company at a role level capable of architecture of a fundamental strategy advantage.
  • The value of insights gained from the merging of psychology, technology and traditional business needs are rarely found below this senior level.
  • One of the major benefits in our experience, brought by this role is the prevention of catastrophic mistakes and errors. Digital contains many risks for the poorly informed.

Boardroom influence can also be very powerful when allied to an entrepreneur with vision and ambition – and the wisdom to understand that collaboration with an expert will always produce superior results than an isolated individual.

  • Businesses get bogged down in the “How To” of digital marketing – forgetting it is a means to an end – not the main focus of the business.
  • Agencies that have the experience and the expertise to advise – and then also actually do and deliver – have a significant advantage in the business world today.