Digital marketing or internet based marketing refers to advertising delivered through an online medium such as a website, a search engine, a social media platform, and email. Over the past decade, digital marketing has grown beyond the limitations of traditional marketing efforts.
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How to conquer Search Engine Optimization.
Pay-Per-Click – Is it worth it?
What to Know about Social Media
Successful Email Marketing Camapigns
How Can Video Production Help Your Business?
How To Conquer Search Engine Optimization
The advent of search engines such as Google, Baidu, Yahoo, Yandex, and Bing have made the internet much easier to navigate for the average user. Google reports that its engine alone processes over 40,000 search queries every second on average, which translates to over 3.5 billion searches per day and 1.2 trillion searches per year worldwide.
That’s a lot of searches!
So you may be asking, ‘with so many searches, how can I get my company to stand out?’
The answer is Search Engine Optimization (SEO).
Ranking High on Google
The key is to rank as highly as possible for search terms related to your business.
Search engines use 200+ factors in their algorithm to determine which websites to rank, and SEO uses strategies and tactics to optimize a website for these 200+ factors. The better your SEO the higher your website will rank in the organic search results, and the more customers you will reach.
Ways to make your website rank higher include having, but are not limited to having, the following:
- Relevant content
- Engaging or interesting content
- A well-constructed easy to use website
- Linked keywords relate to content
- Backlinks from trustworthy, external sites, adding to your sites credibility
Did you get all that?
Would you still like to learn more about SEO? Check out this article!
Pay-Per-Click – Is it worth it?
Given the difficulty of organic ranking, many companies are turning to paid search, or pay-per-click (PPC) advertising.
According to studies the top listing in Google’s organic search results receives 33% of the traffic, compared to 18% for the second position, and the traffic only degrades from there.
Over 84% of people using a google search choose a result from the first page. Results on the second page account for only 16%. You can find more information about this study here.
How to Buy Ads
On most major platforms, including Bing, Google, and their search partners, PPC advertising operates using an auction format.
Prospective advertisers bid on the amount they are willing to pay-per-click for top sponsored positions on particular keywords.
In addition to the cost-per-click (CPC), or the amount an advertiser is willing to pay, search providers also consider the quality of the ad, also known as Quality Score.
Quality Score is determined by the following:
- Relevancy of the ad copy
- Expected click through rate of ads
- Content of the landing page
- Use of ad extensions
Together CPC and Quality Score determine Ad Rank. Ad Rank determines the order of advertisers in the search results.
Click here to learn more about CPC and Quality Score!
Optimizing your company’s Ad Rank and setting aside a budget for PPC is a sure-fire way to improve your search engine performance and drive traffic to your business!
Things to Consider While PPC Advertising
Keyword Research
Before you begin your PPC campaigns it is vital to perform a comprehensive keyword analysis. Detailed research allows your business to identify optimal words in order to maximize each dollar you invest in your PPC campaign.
Competitor Analysis
Taking a good look at what your competitors are doing is a great way to ensure your PPC campaign is on the right track. Assuming your competition has an existing PPC campaign, this can grant you a serious advantage and save valuable time. Analyzing your competitors’ keyword targets will give you a road map of where and how much your team should invest.
Search Ads Campaigns
Search Ads generate the highest Return on Investment (ROI) of any PPC strategy. Search ads are able to target individuals interested in a pre-specified product or service. These advertisements display within the Google and Bing search results.
Types of Ad Campaigns
Display Ads Campaigns
Although these eye catching advertisements attain fewer clicks than alternative PPC strategies, this form of advertising is unrivaled in its ability to generate impressions. With an effective display ad campaign your business could reach massive groups of potential customers.
Re-marketing Ads Campaigns
Re-marketing ads include banner ads that are displayed on different websites to users who have previously visited your website. This capability allows your business to maximize its marketing budget.
What to Know about Social Media
While search engine optimization can certainly help spread the word about your business, no medium is as powerful as social media for businesses to establish trust, build relationships and grow their network. Your business can use Social Media Marketing (SMM) as a powerful tool to promote engagement between you and your customers.
Facebook is so large its services account for upwards of 14% of the total time the US spends online. Nearly 47% of internet users around the globe are subscribed to Facebook. You can find more about this study here.
Over the past decade, Social Media has emerged to dominate the time users spend on the internet. In the United States, nearly 20% of total time surfing the web is spent on social media.
The largest social media companies collectively attract millions of subscribers each day. These platforms include Twitter, Linkedin, Snapchat, Instagram and others.
Social Media Tips and Tricks
The constantly changing landscape of social media can appear intimidating to prospective advertisers, and keeping up with the latest trends can prove challenging at times.
Fortunately The Mack Media Group has 3 tips that can help your business succeed on almost any social media platform.
- Make sure your business goals align with that of the social platform
- Always work to contribute to the user experience
- Stay conscious of how frequently you post
Campaign on the right social network to meet your goals!
Make sure to choose a social platform that aligns with your business and social media campaign goals. Every platform attracts a different audience with that is looking for a different thing. Take advantage of this knowledge to target a platform where the average user might be interested in your services. Don’t try to target a platform where your content is out of place and most users don’t care or, even worse, find your social media presence little more than irritating. Understanding this is vital for the success of your SMM campaign.
So which platform is right for me?
Facebook is the largest social media platform and you can assume most of your customers are on it. Facebook allows users to share photos, videos, post business updates, and more!
Instagram users interact by posting, commenting and liking members photographs and video content. Its huge user base presents a great opportunity to reach a large audience.
On Twitter users share short text updates of 140 characters or less. In addition, users can share images, videos, links, and post polls.
YouTube
YouTube is the industry leader in social media video. If your business is engaged in video marketing, YouTube is an excellent platform to post and share your content.
You can find more information about other social media platforms here!
Generating Interesting Content For Social Media
Your primary goal should be to share content relevant to your brand that the target audience will find interesting and be inclined to share with others. This might include:
- Interesting Articles
- Future Events and Services
- Video and Image Content
Post Frequency: How to balance between too much and too little!
The goal is not to bombard your audience with an abundance of advertisements. Too much content will annoy your users and they will unfollow you. Too little content and your audience will become disinterested and forget about your business. Every audience will have slightly different standards for when there is too much and too little content. It is your goal to try to understand those thresholds.
The key is balance.
Remember to always provide genuinely engaging and relevant content, that your subscribers will want to share with others!
What is the best time of the day to post?
There is no universal answer to this question. The best time to post on social media depends on your target audience!
Lets say you want to market a new line of products to consumers based in Hong Kong and your company is based in New York. It may be 3pm in New York but in Hong Kong its 3am!
Successful Email Marketing Campaigns
Email marketing has been around for many years and it is still one of the most effective means for quick and direct messaging to customers. Additionally, Email marketing is much less expensive than other marketing tactics, and can easily be integrated into an existing marketing strategy.
Email marketing has been proven to drive sales in the consumer market. Nielsen reported that over 27 percent of US online shoppers subscribe to store or product emails in order to cut costs.
It’s clear that retailers are catching on to this trend. BIA/Kelsey reports that 39.4 percent of national businesses rely on email marketing to promote their products or brand.
What makes a good email?
An effective email marketing campaign must contain the following:
- Relevant & Informative Content
- Engaging Content
- Call To Action
Relevant & Informative content:
It is vital to keep content relevant to your brand, product, or mission. If your email includes content that is off-topic you will likely be deemed as spam, losing subscribers and brand credibility. Quality over quantity!
Engaging Content:
A successful email marketing campaign must provide interesting and engaging content that entices the reader to keep reading. If the content is not engaging no one will bother to read it.
Call to Action:
The call to action is the most important element any marketing effort. It tells the audience what they need to do next. An email marketing message cannot achieve any goal without a clear an concise call to action.
Want to learn more about how your business can benefit from an email marketing campaign?
You can find more information here!
How Can Video Production Help Your Business?
Digital video marketing can serve to reinforce brand awareness, demonstrate a new product, and engage with new customers!
The power of Video production has been proven.
Video production has a higher click through rate online than traditional image ads and has a greater ability to capture and keep the attention of consumers.
The beauty of video production is that it can be shared across an array of differing platforms.
A few of the many ways to share digital video include:
- Social Media Platforms Such as Facebook, LinkedIn, Snapchat, Youtube and others
- Your Company Webpage
- Search Engine Marketing Such as Google’s Display Network and Bing Ads
Always Remember
It is important that these videos meet a high quality standard as they not only reflect your business, but also the products or services you offer.
Interested in learning more? Check out this article.
Digital Marketing to Grow Your Company
Digital Marketing can help grow your business, and the Mack Media Group is your trusted solution. We offer businesses, large and small, effective, ROI-driven marketing services. We care about your business and are here to make it grow.
The Mack Media Group is your one-stop marketing agency for PPC management, Search Engine Optimization (SEO), Social Media Marketing (SMM), and Web Design & Development. To get started, give us a call or fill out the form below. 203-778-1120
