Digital Marke­ting  

Pierpont partners with our clients to design and develop new websites—or improve existing sites—by focusing on: 

• Responsive design 

• Easy-to-use navigation 

• Clear calls-to-action 

• Quick load time 

• Brand and message alignment 

Organic search that drives customers to a business’ website is the most valuable source of traffic. Our SEO experts ensure that our clients’ web pages rank as high as possible on search engine results pages (SERPs). We accomplish this by: 

• Evaluating how search-engine-friendly web pages are 

• Recommending technical changes to pages to improve SEO 

• Revising, drafting, writing and editing content to be more easily found by search engines 

AI is the new front door to the internet. Millions of people now ask AI tools for product recommendations, summaries, and expert insights. Pierpont’s digital experts guide clients in becoming AI-ready—ensuring their digital presence is aligned with how generative AI models ingest, interpret, and share information. We do this by:  

• Assessing how brands appear in tools like ChatGPT and identifying gaps in visibility 

• Rewriting and structuring content to align with how AI models understand and retrieve information 

• Optimizing for E-E-A-T principles (Experience, Expertise, Authoritativeness, and Trustworthiness) 

• Identifying long-tail keywords and conversational questions that are likely to be asked of AI tools 

• Tracking and refining content 

Pierpont helps organizations develop and execute proactive, business-aligned social media strategies to reinforce their brand, engage with customers, and drive business growth. We provide: 

• Social media management, including drafting, writing, and scheduling content for publication 

• Monitoring, reporting, and intelligence gathering 

• Creative advice and design to enhance social media performance 

We leverage paid digital marketing to increase awareness, foster consideration, and drive lead generation. Pierpont understands the differences among these goals and has the skills and experience to know how they can work together to achieve our clients’ business goals. Among the tactics we employ are: 

• Display ads 

• Paid search/PPC/Google & Bing Ads 

• Social media ads 

• Retargeting/remarketing 

• Streaming (OTT/CTV) advertising 

• Contextual ads 

Email remains an effective digital marketing tool that lends itself to every stage of the sales funnel. We help clients maximize this digital tool by:  

• Growing and maintaining clean email lists 

• Personalizing email content to make the messages more relevant to each subscriber 

• Testing and optimizing subject lines, distribution times, and content to secure high open and click-through rates 

• Designing emails optimized for viewing on mobile devices 

• Including CTAs and UTM codes to measure success 

Before we develop any digital strategy for a client, we conduct a thorough audit and discovery session to ensure we have a deep understanding of our clients’ competitors, core messaging, and target audiences. This includes:  

• Assessment of website (responsive design, user experience, navigation, accessible to people with disabilities) 

• Evaluation of the online ecosystem (how social media, online marketing, AI, and SEO work together to drive business goals) 

• Competitive analysis of other relevant websites and online properties, including social media and SEO 

After our audit and discovery phase, Pierpont’s digital marketing experts develop a proactive strategy and supporting tactics that can include:  

• Audience segmentation and persona development 

• Channel selection based on audience characteristics and business goals 

• Content strategy aligned with SEO and AI optimization 

• Platform-specific ad creative and publication (search, social media, display, retargeting, contextual and other online ads) 

Digital marketing can be incredibly effective, but only if partnered with robust, actionable analytics. Undergirding all our digital strategy and tactics is a firm commitment to analysis of our clients’ digital properties, including: 

• Ensuring proper analytics tools are in place 

• Establishing actionable and measurable KPIs 

• Connecting digital tactics with ROI