Digital Marketing is all about driving the right audience to your website. Our FAQ can help answer any questions you may still have about the services we offer. Here are answers to the most common Digital Marketing FAQs.
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.
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.
Content marketing involves the creation and publication of online marketing materials in an effort to boost brand awareness and sales. While the online material does not always directly relate to specific products and services, the content should educate potential customers about product need.
Before creating any content, ask yourself this question: “What am I trying to say and who am I saying it to?” Defining your purpose and audience is the most important step in content marketing. Once you find your voice, you will be able to design effective content that will catch the eyes of your audience. Once you have their attention, use short optimized copy to get your purpose across.
Content marketing and content writing are two different marketing strategies but are commonly used in tandem. Content marketing refers to the overall approach, while content writing refers specifically to the textual copy used within content marketing.
Interactive web design focuses on providing an improved user experience to encourage engagement. By creating a user-friendly web design, users will be able to find what the need easily and contact the company.
No! Pink Dog Digital will work to redesign your existing website or design an interactive website for your company from scratch.
Every company has different wants and needs from their web design, which means every website will have a different timeline. If you are interested in learning more about what Pink Dog Digital can do for you, call us at (410) 696-3305, email us at email@example.com, or visit us on the web at www.pinkdogdigital.com.
This is entirely up to you. Our team is more than happy to continue maintenance on the website after the launch. Or we can recommend an appropriate CMS to update it internally.
We rely entirely on your input for the design! Our team is committed to building a website that pleases both the company and their customers. We achieve this by asking questions, getting to know your business, your customers, your followers, and working with you to develop just the right look and feel.
The most effective way to get people on your email list is by leveraging pop-up forms on your website. Users that list your website are already interested in your brand or products, so they will most likely sign up for emails if prompted. This method is even more effective when coupled with a special incentive or offer – for example, 15% off your first order when you sign up for email.
Emails sent from your company should always come from a valid business address. At Pink Dog Digital, our emails come from firstname.lastname@example.org or email@example.com. This ensures the emails you send are not being sent directly to your subscriber’s spam.
As with most campaigns, the amount of emails your company sends should match the needs and goals of your business. But, it is important to remember: sending too many emails is as bad as not sending enough. A majority of companies resolve to sending emails anywhere from 3 times a week to 2 times a month. It all depends on the amount of content you have to promote and share with your subscribers.
When a new user subscribes to your email list, companies should automatically respond with a welcome email. Other common content includes promotions, blogs, newsletters, company announcements, videos, and even testimonials.
Photography attracts followers and consumers. Visual content stands out and receives more views than a text-heavy social media post. Images can not only capture the attention of a user, but inspire engagement and social sharing, which ultimately drives business.
It’s simple: a video has the ability to bring your brand to life. Video marketing allows companies to educate and communicate with consumers through an easy to digest and entertaining medium. Consumers prefer to engage with the “face of the brand”, and videos are a great way to humanize your company.
In this age of smartphones, most team members can take quality photos of products and services. But it is always a good idea to consider hiring a professional photographer. As a consumer, there is nothing worse than seeing blurry or unclear images from a company. Low image quality will result in low brand credibility.
The exact best length varies from platform to platform. On Facebook, videos should be under two minutes long. Twitter has a 30 second limit for videos. Instagram allows videos up to 60 seconds in length, but most videos are an average of 30 seconds long.
This is completely dependent on your audience and when they are online. On Facebook, users can see popular engagement times under Page Insights to determine the best days and times to post. Other platforms are based on a series of trial and error. Test out various times and days to see which ones work best for your company and audience.
Yes, this is how followers and customers will be able to find your company. Some companies choose to go by their full name, abbreviation, or shortened name. Whichever name you choose for your online presence, be sure to remain consistent. This will ensure followers can find and engage with you on any platform.
There is no real rule of thumb when it comes to following users, it all depends on your brand. Companies should not feel pressured to follow back every single one of their followers, it is important to build an authentic network. Loyal customers, engaged followers, influencers, and partner companies are among the few categories of followers that deserve a follow back.
An editorial calendar is essential to the success of any social media strategy. Your audience followed you for a reason and an editorial calendar will keep that reason alive. A calendar not only aids in organization and consistently, but can help meet social media goals. It can help your company stay on track and ensure relevant and interesting content is regularly posted.
Display ads are the most transparent version of digital advertising. They appear on third-party websites in the form of banners pop-ups, video ads or images.
Native advertising is a little less apparent – they do not look like the typical advertisements users have come to expect. Native ads tend to appear as “recommended products” or “related stories.” Users might not realize they are clicking on an ad until they are redirected to the new website.
What happens when a potential customer visits your website but leaves without buying anything? Are they lost forever? Not at all!
Remarketing involves retargeting these users and redirecting them back to your website. With the help of “cookies”, businesses can temporary track this person and show them specific ads in order to lure them back to their website.
No! Digital advertising helps businesses accomplish numerous goals, including increasing sales. Digital ads serve to generate leads, increase brand awareness, and attract potential customers.
Research shows that it pays to be at the top of the search engine results page. Search Engine Marketing allows you to pay for keywords that put you at the top of the page.
Geofencing is a location-based service that uses GPS and apps to distinguish the location of users. From there, companies can target users in a specific location to show them relevant advertisements.
Geofencing marketing allows stores to immediately target users in the area that can readily visit the storefront to browse products. If your business offers services, you can target areas where potential customers are most likely to be. Or if your company travels or hosts pop-up events, you can geofence market to the location you will be next.
Our creative team at Pink Dog Digital is readily available to successfully perform all your blogging needs. Businesses that write their own content often see a lack of results. You need fresh eyes and ideas to make a blog successful, not to mention SEO training and a skilled digital marketing approach, all of which you can find at PDD.
When you type a question into a search engine, there is sometimes a “featured snippet” that appears at the top of the search results page – that is Position Zero. This search result appears in a box, above all other organic listings, and directly answers the user’s inquiry.
Position Zero also offers the website’s page title and link so that users can learn more. This means Position Zero can greatly improve a website’s visibility and traffic.
To rank in Position Zero on SERPs, companies should pay special attention to their website’s content.
This featured snippet is pulled directly from a website’s copy, which means companies should routinely be uploading content that clearly answers frequently asked questions. This content can be incorporated into FAQs, pillar pages, blogs, or other webpages with high traffic and positive user engagement.
Technically, both. Keywords have and always will be the key to success when it comes to SEO. But keywords perform best in a topic-based approach.
Focusing on topics allows companies to create effective content that is made up of multiple relevant keywords. A broad topic approach can generate authentic content that provides more information and encompasses more relevant terms, than simply focusing on one keyword.
SEO split testing involves testing two different versions of the same webpage in order to see which elements perform better. On version A, companies might include an image, shorter product description, and CTA button.
Version B would include a video, longer product description, and CTA text. Based on which webpage yielded the best SEO results, companies can tweak and optimize their website without a complete overhaul.
The first step is understanding how well each of your pages are performing and their conversion rates. Think of it this way: your homepage gets 300 visitors each day and 250 of those visitors get converted to the product listing page.
But then only 75 people make it to the checkout page, there is most likely a problem with the product page. If a certain page is not performing or converting users, split testing can find the problems while providing solutions.
Yes! The best way to improve your open and click rates is to experiment with different email campaigns. This means testing different subject lines, layouts, special offers, closing text, and images. Another great experiment involves sending emails on different days of the week, or even different times of day, to see when your audience is most active.
Visual search allows users to upload an image to search the web. Search engines have designed specific websites for visual searches, including Google Images and Bing Images. Users can upload photos or screenshots as starting points to find what they are looking for.
Yes – Pinterest is known for their visual search tools that allows users to find specific products. By simply taking a photo, users can find product names, description, where to buy it, or find similar items.
If you are looking for a specific product, it will be much easier to search with a photo instead of trying to describe the product.
The best way to optimize for visual search is by offering an abundant amount of images on your website. Every product or service should have multiple photos complete with various angles.
Being optimized for visual search means optimizing your photos. Take advantage of keywords, image titles, image descriptions, and alternative text. This ensures your photos are not only fully accessible, but appear higher in search results.
There are millions upon millions of bytes of data being created every single day by users. Predictive analytics are a practice that uses available data to predict future events, risks, and results. By analyzing patterns and statistics, marketers are able to successfully predict consumer behavior and marketing strategies.
Unlike predictive analytics, which is primarily man-powered, augmented analytics involves the use of machine learning and natural language processing to prepare data.
Augmented analytics makes preparing for the future simple by allowing companies to automate their data insight. The automation produces simplified reports that lead to clear results. The process is completely unbiased, which means accurate business decisions and strategies.
The omnichannel approach is becoming more and more popular as users utilize different platforms throughout their retail experience. With a variety of social media platforms, websites, and email campaigns to manage, it is difficult to track multiple source analytics daily.
A business intelligence option offers a comprehensive analytics solution. This solution serves to present all your data and analytics in one place, in order to make better and more informed business decisions.
How many times do you see people pull out their phone and say “let me look it up.” That is a micro-moment.
It is the moment a user turns to a device to act on a need – a need to learn something, to buy something, or to do something.
Micro-moments are synonymous with instant gratification. A user will hear about a specific product, want to learn more about it, and, hopefully, want to buy it.
Companies are able to capitalize off of micro-moments by being there when users are making decisions. If the company is guiding the user through the marketing funnel, the user will build brand preferences and ultimately purchase from that company.
The first step is determining your consumers micro-moments. Based on your business, identify what your consumers are interested in learning about, and most importantly, why they want to buy your products and services.
This will help you create relevant content that allows you to be there for your customers in their micro-moments.
Optimizing for micro-moments means not only being a resource for users, but being useful and convenient. If a user decides they want to buy, your website should allow for an easy purchase. Micro-moments are called moments for a reason – if your website is taking too long or is too complicated, the user will have no trouble going to competing company.
Browser push notifications allow companies to engage with users even when they do not have your website open. These push notifications appear in the users desktop or mobile browser.
Users can opt into these notifications after visiting the website – a popup will appear asking the user to either allow or block the push messages.
It takes the average user over six hours to open an email from a company, but a browser push notification is seen almost immediately. They are best used to re-engage with users that visited the site but did not make a purchase.
Unlike other forms of communication, businesses do not need any personal information from the users to send these messages, such as emails, social media accounts, or names.
Brands practice privacy marketing by respecting their customers personal data. Aside from safeguarding personal information, companies should be committed to gaining and maintaining consumer trust. This includes understanding the audience, how they wish to be engaged with, and developing personal relationships.
Google smart bidding is an artificial intelligence system that optimizes your advertisements for conversions.
Brands can choose between four different PPC goals: maximize conversations, maximize conversion values, target CPA, and target ROAS.
The smart bidding is based on a wide range of contextual signals, such as device, location, or browser.
With every web search query, Google identifies the ads with matching keywords. Google then decides which of these relevant ads will appear and the order in which they will appear in the search results. This process is called the ad auction.
The auction is based on the bid, ad quality, rank, contextual signals, and expected impact.
There are many different ways to say one thing. For example, “my cat is missing” means essentially the same as “my pet is lost.” In order for businesses to rank for both phrases, brands need to keep user intent in mind by focusing on semantic analysis.
Semantic keyword research focuses on more than just keywords – it considers the content and searchers’ intent. This involves leveraging related terms, concepts, areas, questions, and phrases when creating content. This will give search engines a better understanding of your content and allow for higher rankings.
Facebook, Instagram, and Twitter all have their own live streaming services. Broadcasting live is a great way for businesses to provide content to viewers in real time.
The live feature allows brands to easily and instantly go live from a desktop or mobile device. Broadcasters can decide which users can see the video, and even send notifications to the audience so they will not miss out.
A live video is not only fun, but can be an extremely powerful business tool. There are many important moments that brands may want to share with their audience, and now they can.
Hosting a question and answer session allows brands to receive feedback and address concerns. A live stream of an event or behind the scene allows users to feel connected even if they were unable to attend. Or even just telling a quick mission moment, sharing an announcement, or releasing a product.
Previously, a Twitter thread consisted of an original tweet, followed by various reply tweets, made by the same author. This means that all of the tweets in the thread had to be composed one at a time.
With the Continue thread option, users can more easily link multiple tweets together while composing them. Users can even choose to continue the thread of a previous tweet.
The key to improving your open rate is crafting subject lines that beg to be opened. Users receive hundreds of emails every day – the subject line is your chance to make an impression.
If you are looking to step up your subject lines, try including emojis, humor, controversy, questions, or a personalized feature. These subject lines are more likely to catch the user’s eye and entice an opening.
There is no right or wrong length for an email. If you are sharing a monthly newsletter, this is a great opportunity to share a variety of content, including announcements, upcoming events, or other important information.
Businesses can also take advantage of the one-column format to share a single piece of content. This minimalist format is highly readable and aesthetically-pleasing, which is to capture the attention of the viewer. One-column emails are perfect for sharing a blog or event invitation.
After the release of Dark Mode within the smartphone industry, there is no surprise dark mode is making its way into digital marketing trends. Not only is dark mode extremely modern and sleek, but it also creates visually striking content.
If you are thinking about incorporating dark mode into your email campaigns, try adopting transparent logos and using contrasting colors for graphic elements.
Brand affinity takes brand awareness to the next level. With brand affinity, customers not only recognize your products, but they build a deep connection with your business.
Companies can build brand affinity by establishing a relationship built on mutually shared values. This will promote trust and customer loyalty.
A majority of consumers research products before purchasing, looking at different prices, reviews, and brands.
With self-configuration tools, companies can help users answer these initial questions all in one place. There is a wide variety of self-configuration tools, including calculators, demos, or quizzes. These tools are meant to help consumers quickly narrow their options and provide answers that encourage conversions and sales.
A simple and consistent navigation menu is crucial for any effective website. The navigation menu should showcase all pillar pages. Any additional webpages should be featured as a submenu underneath the corresponding pillar page.
The menu is the key to users being able to find information and converting leads into sales. If a user is unable to find a certain page, they will likely turn to a competing brand with a better website.
Proximity marketing involves targeting consumers based on their physical location. Beacons allow businesses to send marketing messages to mobile devices within a specific radius. This means companies can offer discounts to consumers near the storefront that will encourage foot traffic and sales.
On-page SEO refers to internally improving your website in order to improve position in search engine rankings and traffic. This includes adding headlines, titles, alt text, internal links, meta descriptions, and images when publishing all content.
Off-page SEO involves focusing on factors that occur outside of the website. This involves backlinks from another website, promotional advertisements, and social media.
Another factor of off-page SEO is domain authority – websites with a higher domain authority are more likely to receive a higher position in SERPs.
Google Analytics allows businesses to track website traffic in order to gain customer insights. By tracking user activity, companies can analyze how customers find and use their website. This will allow businesses to evaluate the performance of their website to identify which areas are working or not working, and make any necessary improvements to boost user experience.
Google Analytics provides five reports: Realtime, Audience, Acquisition, Behavior, and Conversions.
Realtime gives businesses insights into what is happening on their website at that very moment. The Audience refers to user demographics. Acquisition reveals what source the user originated from. The Behavior section shows what pages users visit, while Conversations show the actions they take.
To create a free Google Analytics account, visit google.com/analytics. Add your website as a property to allow Google to begin collecting data and configure your views to determine which data should be collected.
It should take between 24 to 48 hours for results to appear.