Digital Marketing Expertise - Essentials
I find when reviewing online marketing strategies in student assignments or real-world live assignments that the different aspects of strategy often aren’t well integrated.
Although online marketing strategies are usually well structured into the SOSTAC® structure featured in our online marketing strategy template, the sections aren’t often well related. It’s not clear how each strategy is supporting a goal or the analysis on which its based.
A simple method of showing the integration and providing a one pager summary of the digital strategy summary is to use a table set out as below with separate columns for SMARTER goals (see end of page), substantation (based on the situation analysis) and strategies. This can also include the KPIs for success.
Many marketers are using or have tried Google AdWords, the auction style advertising platform that allows you to advertise on Google sponsored search and content networks, commonly known as pay per click (PPC).
This guide shares my experience of actively using Adwords as a small business owner who manages their own campaigns. I’ll run through the steps to review Adwords to improve traffic quantity and quality to give more conversions. In the second part I’ll go into more detail on the optimisation.
I have been using AdWords for a while and overtime I have gone through many phases of continuous tweaking and re-structuring to improve conversions and I am always looking at ways to make it a cost effective marketing tool. Whether you are starting new or have been using it for a while, it is important to understand some key areas within your account to improve the performance and gain return on money spent on campaigns. I will run through some of the areas related to account structure and Ad Creative in this post.
Back to basics – how is Adwords structured?
As you’ll know, Adwords setup involves you … » Read our full article
An introduction to on-page optimisation for SEO
Many of the posts or articles on Search Engine Optimisation (SEO) that you find on the web today will talk about emerging trends or the latest tools to manage this or analyze that, it can become too easy to lose sight of the core building blocks that help shape a successful online business.
Working closely with Dr. Dave Chaffey, we have created the first of many ‘back to basics’ guides that we hope will help companies who lack outside or internal expertise review their own digital marketing effectiveness – a DIY approach.
You can download the on-page SEO template at the end of this post.
We hope that anyone who writes or reviews copy who isn’t an SEO expert will find the guidelines and examples useful.
What is on-page optimisation?
On-page optimization is an essential tool in your natural search-marketing toolbox. Each page of your website is an asset you can use to help your business rank higher in the search engines. On-page optimisation often involves applying a simple set of guidelines to ensure every page on your website is working … » Read our full article
Answer:
I’m assuming your asking about engaging with Twitter +- Facebook +- Linked-In +- your own blog or community? Here are three dimensions for you to think about…
Be Relevant
You’re right that it’s the initial engagement which is so difficult, and this is the case for any channel. Start with your audience – what do they need? They’re pressed for time and likely looking for something – what purpose do they have on your web site or web service? You have to offer them something that’s value-add and ideally inspiring – maybe something entertaining that makes them sit up and take notice, or something extremely useful that solves a problem or answers a question. So, what is it that your audience will value – research it, ask them and then deliver it in whatever format that makes the most sense. Equally, use parts of that content on other web sites where your audience are online to help drive traffic back to your site. Ask what content can help your audience to learn something, solve a problem in their lives or at work
, or simple entertain them.
Have A Purpose
Of course, it can … » Read our full article
Question: Our company is planning to out-source our SEO. We have lots of companies pitching, what are the major things we should be looking for from these agencies before we hire one?
Answer: You will hear many similar promises or processes from SEO agencies so it can be difficult to tell them apart. Based on several SEO pitches I have run for clients and reviewing a lot of proposals talking to a lot of clients on SEO courses, here are 7 important questions that I would advise asking – it’s vital that you do all you can to find the best fit possible!
- Exactly how will they improve our results? Some SEOs may be unwilling to disclose techniques, but ethical techniques are well understood and documented and so an open relationship about SEO methods is essential. It will aid internal learning as well as ensure that you integrate better. Take an example product or group of keyphrases you will target for SEO and ask the agencies to audit the current performance against competitors and the process and techniques they will deploy to improve SEO. Beware of companies that focus just on the on-page
… » Read our full article
