Digital Marketing
Every channel
pulling the same way.
Strategy, content, email and campaign management run against one roadmap — so your channels compound instead of competing for the same budget.
Scalix Digital provides full-funnel digital marketing services for businesses in healthcare, revenue cycle management, claims, lead generation, finance and e-commerce. The service covers marketing strategy and roadmap, channel mix planning, content strategy and calendar, email marketing and nurture, campaign management and monthly analytics reporting. Digital marketing sits above the individual channels — SEO, paid media, social and the website — and coordinates them against one plan. Engagements run through a Growth Retainer starting at $1,500 per month.
The Theory
Channels rarely fail.
Uncoordinated channels do.
Most businesses don't lack marketing activity. They have an SEO plan, a social calendar, an ad account and an email list — each doing something reasonable, none of them aware the others exist. The result is a marketing budget spent five times on introducing the same company.
Digital marketing, done properly, isn't another channel. It's the layer above the channels that decides which ones matter this quarter, what they all say, and how their results get compared on the same terms.
Channels compound when the message is shared
Someone who read your article, saw your ad and then got your email has met you three times — but only if all three sounded like the same company making the same argument. Consistency isn't an aesthetic preference; it's what turns three impressions into one memory instead of three strangers.
Not every channel deserves your money
The honest answer is usually that two channels are worth doing well and the rest are a distraction at your stage. Channel mix planning is mostly the discipline of saying no — and being able to explain why in terms of your buyers rather than industry fashion.
Content is the supply chain, not the output
One properly built asset should feed a landing page, an email sequence, three social posts and an ad angle. Businesses that treat every channel as needing bespoke content run out of budget long before they run out of ideas.
One set of numbers, or the argument never ends
If SEO reports sessions, paid reports ROAS and social reports engagement, nobody can say which one earned the month. We define the conversion events first, then judge every channel against cost per enquiry — the only metric that survives contact with a P&L.
Coordinated
One roadmap, one message, one calendar — so channels reinforce rather than repeat each other.
Selective
Two channels run properly beat six run thinly. We name what we're not doing and why.
Compounding
Assets built once and repurposed across channels, so each month's work lowers the next month's cost.
Comparable
Every channel measured on the same conversion events, in your own analytics accounts.
What's Included
Six workstreams,
one roadmap.
Marketing strategy & roadmap
Where growth is actually coming from, what to fix first, and a quarter-by-quarter plan you can hold us to.
- ✓Positioning & audience definition
- ✓Competitor & market review
- ✓Quarterly roadmap with priorities
- ✓Budget allocation guidance
Channel mix planning
Which channels earn your budget this quarter, which are parked, and the reasoning behind both.
- ✓Channel audit & scoring
- ✓Buyer journey mapping
- ✓Spend split recommendations
- ✓What we're deliberately not doing
Content strategy & calendar
A publishing engine built around buyer questions, where one asset feeds several channels.
- ✓Content pillars & topic clusters
- ✓Monthly calendar & briefs
- ✓Repurposing plan per asset
- ✓Search intent alignment
Email marketing & nurture
The channel you own outright — sequences that keep you present between the enquiry and the decision.
- ✓List setup & segmentation
- ✓Welcome & nurture sequences
- ✓Campaign sends & testing
- ✓Deliverability & list hygiene
Campaign management
Launches actually run — briefed, built, shipped on the calendar date and reviewed afterwards.
- ✓Campaign concepts & messaging
- ✓Asset production across channels
- ✓Launch scheduling & QA
- ✓Post-campaign review
Analytics & monthly reporting
One report, every channel, judged on the same conversion events — in language you can act on.
- ✓GA4 & conversion event setup
- ✓Cross-channel dashboard
- ✓Cost per enquiry by channel
- ✓Monthly review & next actions
The Marketing Funnel
Five stages,
and every channel has a job.
Marketing goes wrong when every channel is asked to do every job. Each stage below has a different task, a different metric, and usually a different channel doing the work.
Reach
Do the right people see us at all?Engage
Is it worth their attention?Capture
Will they give us a way to follow up?Nurture
Are we still there when they're ready?Convert
Is the next step obvious and easy?Being findable and being seen
SEO and paid media do most of the work here. The metric is qualified impressions, not raw traffic — reaching more of the wrong people costs money twice.
Earning a second minute
Content and social carry this stage. Answer the question they actually asked, in their language, before asking for anything in return.
Trading value for contact
Landing pages, forms and offers. Most businesses ask too early and for too much — the exchange has to feel fair from the visitor's side, not yours.
Staying present without nagging
Email and retargeting. Most buyers aren't ready the day they find you, and the business still there in month three usually wins by default.
Removing the last friction
Conversion work and fast follow-up. An enquiry answered in minutes converts very differently from one answered next week — and that's an operations fix, not a marketing one.
How It Runs
Five phases,
then a monthly rhythm.
Audit
Current channels, tracking, content and competitors reviewed before anything is committed to.
Week 1–2Strategy
Positioning, audience, channel mix and a quarterly roadmap agreed in writing.
Week 2–3Build
Tracking fixed, content engine set up, email sequences and campaign assets produced.
Week 3–5Run
Campaigns and content ship on the calendar. Nothing waits for a perfect month.
OngoingReview
Monthly report on cost per enquiry by channel, then the roadmap is adjusted on evidence.
MonthlyOn commitment: digital marketing compounds, so it's run as a Growth Retainer from $1,500 a month rather than a one-off project. We'd rather tell you at the audit stage that your budget is better spent on the website first — that's happened, and it's usually the right answer.
Case Study
One plan,
several channels.
Two clients where the individual channels already existed but nothing was coordinating them — the most common situation we're called into.
Activity everywhere, direction nowhere
Both had a site, a social presence and some paid activity running in parallel, each with its own message and its own idea of success. Nobody could say which effort produced last month's enquiries, so every budget conversation came down to opinion.
Fix measurement, then narrow the focus
We defined the conversion events first so every channel could be judged the same way, agreed one positioning line everything would repeat, then cut the channel list to the two that matched how their buyers actually search and decide.
What we delivered
- ✓Positioning and message platform
- ✓Quarterly roadmap with named priorities
- ✓Content calendar with repurposing built in
- ✓Email capture and nurture sequences
- ✓GA4 conversion events across all channels
- ✓One monthly report replacing four
Budget decisions on evidence
Both now run fewer channels with a shared message and a single reporting view, so spend moves toward what measurably produces enquiries rather than toward whichever channel was discussed most recently.
Run With
Your accounts,
your data, always.
Every platform is set up in your name with you as owner. If the engagement ends you keep the accounts, the audiences, the list and the history — there is nothing to hand back because it was never ours.
FAQ
Questions worth
asking first.
SEO, paid media, social and the website are individual channels. Digital marketing is the layer above them — it decides which channels get budget this quarter, what they all say, and how their results are compared. If you already know exactly which channel you need, hire that service directly. If you're not sure where the money should go, start here.
Growth Retainers start at $1,500 per month, with scope set by the channels in play and the content volume required. Ad spend is separate and paid by you directly to the platforms. Anything outside the agreed roadmap is quoted before it starts, never added to an invoice afterwards.
Paid channels produce data in days but need roughly 30 days to be read fairly. Content and SEO typically take three to six months to compound. Email is usually the fastest meaningful win because you're talking to people who already know you. Anyone promising transformation in month one is selling you a story.
Retainers run month to month after an initial period long enough for the work to be judged fairly — usually three months, since compounding channels can't be assessed in four weeks. Terms are agreed in writing before anything starts, and you keep every account and asset if you leave.
Yes, and it usually works well. In-house teams know the business and the customers; we bring the channel depth and the production capacity. We'll agree who owns what at the start so nothing falls between us — that's the failure mode when agencies and in-house teams overlap.
Then we'd tell you to fix that first. Driving traffic to a site that doesn't convert is the most expensive mistake in this industry, and we've turned down retainers on those grounds. The website is where every channel eventually lands, so it earns priority.
No. Results depend on your offer, pricing, margins, competition and how quickly enquiries get answered — most of which sit outside a marketing plan. What we commit to is honest measurement, a roadmap you can hold us to, monthly reporting on cost per enquiry, and telling you plainly when something isn't working instead of quietly billing another month.
Find out where your marketing budget is actually going.
We'll review your channels, tracking and messaging and come back with a prioritised roadmap — no obligation, and it's yours either way.