A4IT
Services / Digital marketing
02 / 08
Digital marketing · Strategy, execution and measurement

Marketing you can measure. By people who can also build it.

Most marketing problems in a small company are half technical: a slow site, a form that loses enquiries, tracking nobody trusts, a CRM that never hears about a new contact. A4IT plans the marketing and also fixes the website, the tracking and the integrations behind it, so the figures you look at each month describe real enquiries and real orders.

Plan a marketing intake → What we deliver How an engagement runs

What you get, what stays yours, where it stops

Said before the first meeting
You get
  • A written audit with findings ranked by effort and expected effect
  • A plan per channel with a goal you can check in your own figures
  • Execution: pages, copy, campaigns, mailings and the tracking under them
  • A short monthly report in plain language, with what we change next
Stays yours
  • The advertising, analytics and mailing accounts: opened in your name
  • Your domain, your website, your content and your contact lists
  • The advertising budget, paid by you directly to the platform
  • All campaign history and data when the collaboration ends
Boundaries
  • No promised rankings, lead numbers or return on ad spend
  • No purchased links, bought mailing lists or fake reviews
  • No tracking without consent where the law requires consent
  • No legal opinion on privacy: we implement, your counsel signs off

What we deliver

Seven building blocks · take one or all
01 · Start here

Marketing audit and strategy

A look at what you already have before anything new is added. The result is a short list of things to do first, and a list of things to stop doing.

Current state
Website, search visibility, running campaigns, mailings and social channels are reviewed with the figures that exist, including the ones that turn out to be unreliable.
Customer and offer
Who buys, why, and what they search for before they call you. Written down with the people who speak to customers every day.
Goals that can be checked
Enquiries, quotes, orders, bookings. Each goal is tied to something your own administration can confirm, not to impressions or followers.
Channel choice
Not every company needs every channel. We say which ones deserve budget now, which can wait and which you can drop.
02 · Be found

SEO: technical, content and local

Search engine optimisation as engineering and editing work, done on the site itself instead of described in a report for someone else to carry out.

Technical SEO
Crawlability, page speed, mobile rendering, structured data, redirects, sitemaps and language tags for multilingual sites. We fix it in the code.
Search intent and structure
Which questions your customers type, which page should answer each one, and where two pages compete for the same query.
Content for search
Service pages, explanations and answers written for readers first, with titles, headings and internal links that help a search engine understand them.
Local visibility
Business profile, consistent company details across directories, location pages and a simple routine for asking real customers for a review.
03 · Say it clearly

Content and copy

Text that says what you do, for whom and what happens next. Plain, specific and in the language of your customer.

Website copy
Home, service and about pages rewritten around what a visitor wants to know, with one clear next step per page.
Tone and wording guide
A short guide with words you use, words you avoid and a few example paragraphs, so everyone who writes for the company sounds the same.
Editorial calendar
A realistic rhythm of articles, updates and mailings that your team can sustain, planned around your own season and stock.
Languages
Content prepared for a multilingual site in English, Dutch and French, read by a person before it goes live.
04 · Pay for reach

Paid campaigns: Google Ads, Meta and LinkedIn

Advertising with a budget cap, a measured goal and a stop rule. Set up in your account, so you see every euro spent.

Account structure
Campaigns organised by service and region, with exclusion lists, so budget is not spent on searches that have nothing to do with you.
Landing pages
Each campaign leads to a page built for it: fast, matching the advertisement and ending in one form or one phone number.
Conversion measurement
A campaign is judged on enquiries and orders, not clicks. Where possible the result in your CRM or order system is fed back to the platform.
Budget discipline
A fixed ceiling per month, a review of search terms and audiences, and a clear proposal when a campaign should be paused.
05 · Follow up

Email and marketing automation

The cheapest channel for most SMEs, and the one most often neglected. Built on consent and on data you already hold.

List hygiene
Clean lists with recorded consent, working unsubscribe links, and sender authentication with SPF, DKIM and DMARC so mail is delivered.
Automated sequences
Welcome mails, quote reminders, follow-up after a purchase and a nudge for customers who have gone quiet, each triggered by a real event.
Segmentation
Messages by customer type, interest or purchase history, fed from your CRM, webshop or ERP instead of a hand-made spreadsheet.
Integration
Forms, CRM and mailing tool connected, so a new contact lands in the right list without anyone copying it over.
06 · Measure

Analytics, tracking and conversion

Figures you can trust, collected in a way you can defend. This is where a marketing partner who writes code makes the difference.

Measurement plan
A one-page list of the events that matter, what each one means and where it is recorded. Everything else is switched off.
Consent-aware tracking
A consent banner that really blocks tags until a visitor agrees, configured with GDPR and the cookie rules in mind, and documented for your privacy register.
Server-side where useful
For some sites, measuring on the server gives cleaner data and a faster page. We explain when it is worth the extra work and when it is not.
Conversion improvement
Forms, checkout and enquiry flows are tested step by step. Changes are measured against the old version before they stay.
07 · Speed up

AI-assisted content workflows

Language models as a tool for the people who write, with a human editor responsible for every published word.

Brand voice in the prompt
Your wording guide, product facts and example texts are given to the model, so a first draft already sounds like your company.
Human editing
Every text is read, corrected and approved by a person who knows the subject. Facts, prices and claims are checked against the source.
Repeatable tasks
Product descriptions, translations, summaries of long documents and variations of an advertisement: work where a draft saves real time.
Built into your tools
The workflow can live in your CMS or product database. See AI consulting for the technical side.

How an engagement runs

Small steps · a decision after each
  1. Intake
    A call of thirty minutes: your offer, your customers, your current channels.
    30 minutes
  2. Audit
    Site, search, campaigns and tracking reviewed with read access to your accounts.
    Report + priorities
  3. Foundation
    Tracking, consent, site fixes and key pages put in order first.
    Reliable figures
  4. Execution
    Content, campaigns and mailings go live, one channel at a time.
    Live channels
  5. Review
    A monthly report and a call: what worked, what stops, what is next.
    Monthly decision

Technology

Chosen per case · nothing is mandatory
SearchTechnical audits, structured data, search console data, local business profiles
AdvertisingGoogle Ads, Meta (Facebook and Instagram), LinkedIn
EmailThe mailing platform you already use or a new one, with SPF, DKIM and DMARC set up correctly
MeasurementWeb analytics, tag management, consent management, server-side tagging where useful
WebsiteHTML, CSS, JavaScript, your existing CMS or webshop, landing pages built to load fast
IntegrationREST APIs to CRM, ERP and webshop, automated exports, reporting dashboards

Good fit, and not a fit

Saves both of us a meeting
A good fit when
  • You spend on marketing but cannot say what it brings in
  • Your website, tracking and CRM do not talk to each other
  • You want the plan and the technical work without a handoff in between
  • Someone in the business has time to answer questions and approve text
Not a fit when
  • You want a guaranteed position in Google or a guaranteed number of leads
  • The goal is followers, likes or reach for their own sake
  • You need a large creative production: video shoots, TV, print campaigns
  • Nobody may look at the figures or change the website

Questions about digital marketing

All questions →
01Can you get us to the top of Google?

Nobody can promise that, and you should be careful with anyone who does. We can make the site technically sound, answer the questions your customers ask and measure whether visibility and enquiries improve.

02How soon will we see results?

It depends on the channel. Paid campaigns show data within days of going live, which is not the same as profit. Search work takes considerably longer and depends on your market. We agree in advance when we look at the figures and what would make us stop.

03Who owns the accounts and the data?

You do. Advertising, analytics and mailing accounts are opened in your company's name and A4IT gets access as a user. If we stop working together, you remove that access and keep everything.

04Is the tracking GDPR compliant?

We build tracking that waits for consent, limits what is collected and is documented. Whether your whole setup meets your legal obligations is a question for your privacy adviser; we provide the technical description they need.

05Do you write everything with AI?

No. A model can produce a useful first draft for some tasks, and we use it where it saves time. Every text is edited and approved by a person, and you decide per content type whether AI may be used at all.

06Our website is old. Do we need a new one first?

Not always. Often a handful of technical fixes and better key pages are enough to start. If a rebuild is the sensible route, we say so and can build it: see software development.

Show us what you spend and what you measure. We will tell you what is missing.

Reply within three business days.Plan a marketing intake →How we work