W O R T H I T

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Digital Marketing

Search Engine Optimization, commonly referred to as SEO, is the act of improving content and webpages in order to rank higher on search engine results pages. Search engines have algorithms that determine which webpages hold the most relevant results, and those pages are ranked highest among the search results.

Using SEO tactics, such as keywords, meta descriptions, and links, your content will stand out to search engine algorithms as relevant information and ultimately rank higher. Ranking higher leads to increased traffic and consumer trust.

Yes! Word of mouth can be great, but a majority of consumers find and research companies online before making any purchases. An online presence gives your company credibility and boosts brand awareness. Plus, websites are an avenue for endless marketing strategies, including e-commerce, online customer service, and consumer engagement.

Social media platforms allow users to connect and engage with one another through shared content. These websites were originally developed for social networking, but since then, social media has become a popular marketing approach. Businesses often use social media to showcase products and services, connect with current or potential customers, and boost brand awareness.

While social media presence is crucial for all companies, each company will have different social media needs and strategies. For some, Facebook will be the best platform for business, while Instagram may be better for others. To determine which platform is best for your business, it is important to first determine your target audience and social media goals.

Facebook is a free social networking site. Users do not have to pay to create profiles or business pages unless they wish to market their page through ad campaigns. Simple and easy to use, Facebook Ads can help businesses boost their visibility, market products, or promote events.

Nowadays, users are using a variety of different devices of all different sizes and orientations. As a result, companies should be establishing a responsive web design when building web pages. Responsive design has the ability to detect the user’s screen size and orientation in order to adjust the content and layout accordingly. For example, the layout on a mobile device will be much narrower than the layout on a desktop.

Every small business is different, which every website will be different. Creating a new website can be a daunting task, but PDD is here to make it easy. Every website should have the basics: Homepage, About, Contact page, Products/ Services, FAQs, and Testimonials.

Besides the basics, every business should include additional web pages that are unique and relevant. Every small business is different, which means every website is different.

Websites should be designed to invite and entertain users, not push them away. The only way to attract and maintain users is with a good web design. The homepage should be visually appealing, easy to understand, and clear of any annoying pop-ups.

If the homepage is bad, the user will exit the website rather than continue exploring. The web design should also allow for easy navigation and fast load speed without blurry images or extensive copy.

The primary way a website increases sales is by offering users a convenient way to shop for products and services. Through the use of pop-ups offers and special online discounts, small businesses can encourage consumers to make the switch from window-shopping to buying.

With an enhanced incentive to buy, along with clear and concise product descriptions, users are quickly turning to company websites for all their consumer needs.

Social media falls in the brand awareness and consideration stage of the sales funnel. Social media platforms allow businesses to connect with their target audience and slowly but surely nudge them down the funnel with content and links to learn more.

By providing relevant information about products and services, engaging with their audience, and providing free trials or specials, businesses are able to nurture leads into buyers.

With reports, statistics, research, quotes, and testimonials being created on a daily basis, there is bound to be content worth re-purposing for digital marketing purposes. There are countless ways to turn formal business documents into creative online content, including infographics, podcasts, videos, and animated graphics.

Digital marketing allows businesses to raise brand awareness, share information about products, engage with the audience, and monitor online reputation. Digital advertising allows businesses to advertise and promote products, offer discounts or specials, and attract buying customers. Simply put, digital marketing establishes a target consumer audience while digital advertising drives this audience to sales.

As a general rule of thumb, companies should be publishing new blogs at least twice a month – blogs are key to keeping your website updated with the relevant and fresh information that search engines prefer.

If any significant news or information has been released, that content should be posted as soon as possible. Pillar pages and landing pages content should be regularly revised as the company grows and changes.

As compared to standard SEO, local SEO refers to Local Search Engine Optimization. Local SEO comes into play when users are searching for products, services, or resources near them in real-time.

For example, a search for “shoes” will yield greatly different results than a search for “shoes near me.” Local search often includes locations, which is why companies should keep their Google My Business profile up to date.

Marketing Automation

Market automation is the process of using technology or software to automate repetitive marketing tasks across multiple channels. Rather than manually controlling campaigns, brands can use automation services to successfully plan, manage, and measure efforts on social media, email, text, and website.

Marketing automation is beneficial because it helps companies streamline their marketing efforts and nurture leads more effectively. Brands can set up automated messages to users based on predetermined behavior triggers. For example, if a consumer adds a product to their online shopping cart but exits the website before checking out, the marketing automation software will send an automated message to the user to remind them of their abandoned shopping cart.

In order to determine whether or not marketing automation is being used correctly and effectively, brands need to track a variety of metrics. Activity metrics, such as number of emails sent and quality behavioral triggers, allows brands to understand if they are using the automation software to its full potential. Response metrics, such as open rate, click-through rate, site traffic, and unsubscribe rate, gives brands an indication of how well the automation is resonating with the audience. Efficiency and Value metrics both serve to show brands if the automation is worth the time and cost – these metrics include cost per customer, revenue generated, cost of investment, and close rate on leads.

Marketing automation can save an abundant amount of time, but there are several tasks that should not be automated. All content for website, blog, and social media should be original and authentic to your brand. Content can be scheduled ahead of time, but should not be crafted by a software program. This will prevent your brand from becoming inauthentic and robotic.

When first getting started with marketing automation, determine the routine marketing activities your company participates in on a daily basis. This includes posting on social media, social media engagement, research, emails, track analytics, and project management. All of these tasks can be pre-scheduled and automated to save time and maximize efficiency.

If your business account has over 10,000 followers, the best way to share links is through the swipe up feature on your story. If you do not have 10,000 followers, small businesses can easily add links to your profile bio, include links in your captions, and create shoppable posts or stories.

The simple answer: yes. The more complicated answer: yes and no.

Marketing automation offers a platform to plan, analyze, schedule, and post content on social media. The process allows marketers to automate their repetitive and tedious marketing efforts well in advance. But besides the initial posting, all secondary content should be posted in real-time, such as comments or replies.

All of us at Pink Dog Digital are big believers in email marketing campaigns, as all small businesses should be. Unlike social media platforms, emails are personal and individualized to your most loyal consumers. The email content is designed specifically for individuals who are interested in and have agreed to receive email communications from your company. Emails allow you to communicate directly with your audience, which can turn an interested user into an active consumer.

A pillar page is a web page that broadly covers all aspects of a single topic. A content cluster comprehensively addresses specific keywords and topics relating to the pillar page subject matter. For every one pillar page, there can be countless accompanying content clusters.

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