Answers to Frequently Asked Questions
Forbes magazine found that 82% of consumers research online for a product before making a purchase. So, if your business provides a product or service that can use more customers, digital marketing would benefit your business. Contact us to learn more about how we can be of help.
As often as possible. A good website is a quintessential part of digital marketing. Updating a website will boost its search engine ranking. Updating a website does not mean redesigning the whole website. One effective way is by posting content like monthly blog articles.
Content marketing is mostly an online marketing strategy that delivers relevant information to keep a buyer informed and thus maintaining a strong relationship by providing a high quality of content on a consistent basis.
It depends on the type of audience, their needs and preferences for consumption. Depending on one’s skills, abilities, and resources one can create the following types of content – blog posts, videos, infographics, webinars, case studies etc.Uniqueness is what one has to keep in mind while creating content as it adds value to it.
Having a content marketing strategy and documenting it is essential. The common components that are involved in content marketing strategy are:
- Reasons for creating content and the risks involved.
- The goals of a content program and how one can provide a unique value through content.
- Having an audience persona where one needs to describe the needs and type of content the audience requires.
- Selection of digital platforms to convey the information.
Blogging is a great way to connect with people and can be valuable to a variety of people for a variety of reasons. A good blog can attract an audience and convert them to possible customers. By posting relevant and informative articles related to your product or services, your readers would connect to you and over a period of time develop a relationship with you that could in turn lead to committed customers for the long term.
Websites need new content to increase its traffic and thus it needs to be published regularly. New content increases traffic to the website and also increases its leads. According to Hubspot, companies that blogged 20 times a month saw a two-fold increase in traffic and leads. Having a schedule for creating new content is the ideal way to follow.
- A single author for a publication can post new content weekly.
- If a team is involved then they can post daily.
According to Jakob Nielsen’s seminal web usability study 79 percent of the web users scan the page and do not read it. According to his research, readers skim through the page in F-pattern that emphasis on the heading and two paragraphs of the text. The following are some points that must be kept in mind while writing content
- Make sure the heading is interesting so that it compels the readers to move to the other sentences. Establish a connection between the sentences.
- The relevant information should be first in the article.
- Having images in an article makes your concept simple.
- Highlight keywords in the text.
- Use bullet points.
- Sub-headings should be meaningful.
SEO(Search Engine Optimization) is the ranking of the web page by the search engine’s algorithm to find the relevant content a user searched for.
If one has a website or a blog then SEO can help one in getting free targeted traffic from search engines. For instance, if two websites are doing the same business then SEO optimized website will have an upper hand in the search engine rankings and it is likely to have more customers and sales. According to different studies a user is likely to click on one of the top 5 suggestions on the search engine result page(SERP) when he/she queries for information. Thus it is important for one’s website or blog to be ranked among the top positions and this can be achieved by SEO.
Different search engines have different algorithms and these algorithms keep on updating to achieve improved results. Understanding the algorithm is the first step to understanding how search engines rank websites. Some factors that helps in improving search engine rankings are as follows
- The right URL for a website where the search engine can easily reach and crawl.
- Page speed plays a vital role in improving rankings. If a page is loading slowly it affects the rankings.
- Most users are using mobile devices to access websites and thus the search engines have prioritized mobile-optimized sites for drawing results. So having a mobile-optimized website will play a vital role in SEO ranking factor.
- Keywords with high-quality content is a must.
- Creating natural links to a website.
- Combination of text, images, videos, keywords, and metadata will improve the rankings.
Keywords are the topics that define content. To put simply, they are the words or phrases a searcher inputs in a search engine. Keywords have to be designed according to the user’s input so that the content can be discovered on the result page.
Creating valuable resources in the form of articles, blogs, or ebooks can make people link to them. Online PR and filling the content gap which means creating a piece of content where other blogs could not create it will help the audience to talk about your page and get mentioned. A mention from a government site is prized in the SEO world because the Google algorithm considers government sites as reliable and credible.
PPC(Pay Per Click) is an online advertising channel where the advertisers place their ads on an ad platform like Google search engine and pay the ad platform whenever a user clicks on the advertisement. This is done so that advertisers’ website is listed when the user searches for the keyword he/she has entered in the search engine.
Native advertising is done when a brand rents a publication platform to place their content that blends with the content of the publication. It is a traditional advertisement.
Sponsored content is also referred to as advertorials. It is similar to native advertising but the difference is that it is a longer piece of content like an article, video, or listicle. It is not a traditional advertisement.
Buyer persona is a fictional detailed description of a target customer which includes the demographic, career, hobbies, and family information. Creating a buyer’s persona educates the advertiser about the customer which helps in tailoring messages that directly speaks to the customers enabling them to purchase your products.
Inbound marketing is a combination of marketing channels like content marketing, SEO, and social media marketing to draw the attention of the customers towards the company rather than pushing the product/service onto the customers for lead generation.
Conversion rate optimization is a process of increasing the percentage of visitors to take the desired action on the goals set by a website. Goals are categorized into macro-conversion and micro-conversion. If the primary goal of a website is to sell products then the purchase made by the user is macro-conversion, whereas filling the forms or signing up to receive emails is micro-conversion.
Studies have revealed that more than 3 billion people around the world are hooked onto social media every month. This is the best indicator that every business, whether it is small or large should have their presence on social media. Social media enables a business to create awareness about their products/services to the targeted audience, generate leads and income. It is a cost-effective marketing tool to tap potential customers.
Email marketing is not dead but still kicking. According to Optinmonster statistics, 102.6 trillion emails are sent every year and this number will increase to 126.7 trillion by the end of the year 2022. This figure shows how email can play an important role in marketing. One thing one has to remember is that relevant and valuable content has to be composed through an email so that the customer can be educated about the product and make a purchase. Putting information for the sake of marketing, converts the mail into a spam and it’s a fact that most spam are ignored. Thus email marketing is still effective when used properly.