Digital Marketing FAQs
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.
What is Search Engine Optimization?
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.
Do I really need a website?
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.
What is social media?
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.
What social media platforms are best for my business?
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.
Do I need to pay for Facebook?
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.
What does responsive mean?
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.
What pages should I include in my website?
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.
What makes for a good web design?
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.
How does a website increase sales?
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.
What is the main purpose of social media marketing?
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.
Is it okay to re-purpose content?
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.
What is the difference between digital marketing and digital advertising?
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.
How often should I update my web content?
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.
What is local SEO?
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.
Should I utilize marketing automation?
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.
Does email marketing still work?
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.
What are pillar pages and content clusters?
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.
What hashtags should I use?
While there is no right number of hashtags, standards best practices recommends using an average of 11 hashtags on each social media post for ultimate reach and growth. Always use hashtags that fit your brand, message, community, and industry. Branded hashtags are great for specific products, services, and campaigns.
How to generate leads on LinkedIn?
LinkedIn was designed as a virtual networking platform for business professionals. In order to generate leads and referrals, you must first ensure users understand your brand by posting a short introductory video and thoroughly filling out your profile. Broaden your audience by joining groups, adding connections to your network, and inviting connections to like/ follow your page.
Content Marketing FAQs
What is content marketing?
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.
How do you create effective content?
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.
What is the difference between content marketing and content writing?
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.
What is Natural Language?
Natural language refers to the way humans speak, compared to the artificial or machine language from computers. This includes all the colloquialisms, idioms, and other linguistic styles used within casual communication.
How does natural language affect SEO?
Not only does natural language refer to the way humans speak to one another, but it also includes the way humans speak to their computers and devices. The rise of voice search has led to more conversational queries, such as “restaurants near me” or “what is the weather.”
To optimize your content for natural language, brands should write with the same kind of natural language in mind. This can be done by anticipating the way your audience uses search engines and matching that language.
What are negative keywords?
Typically, brands use paid search campaigns to appeal to users searching for specific keywords and phrases – these are considered positive keywords.
Negative keywords are the words that do not fit in your ad campaign. This includes certain questions, phrases, and other search terms that will never relate to your brand or industry.
By identifying these negative keywords, you will be able to prevent your paid ad from being shown to anyone searching for these keywords. Applying these negative keywords will help prevent brands from wasting money on ads that will not lead to conversions or sales.
What is lead generation?
Lead generation involves collecting potential customer information, including names, emails, addresses, and phone numbers. This information will then allow brands to contact users in order to boost interest in products and services, and ultimately, improve sales. Job applications, email subscriptions, events, and online content are all great sources for lead generation.
What is conversion optimization?
Conversion optimization is the process of increasing the number of website visitors that convert into active customers. By improving your website’s user experience, users are more likely to complete the desired action on the page, whether that is signing up for emails or completing a transaction.
The best ways to improve user experience is by removing unnecessary content, annoying pop-ups, offer guarantees, provide live support, and add testimonials or reviews.
What are online local directories?
An online local directory is a list of businesses within a certain location, organized by industry. Users can find these local directories on websites such as Google+, Yelp, Yellowpages, and FourSquare. Each business listing is complete with the business name, address, phone number, reviews, and industry. Businesses listed on local directories are more likely to appear on search engine result pages, which will improve brand authority and generate site traffic.
Interactive Web Design FAQs
What is an interactive web design?
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.
Do I need an existing website?
No! Pink Dog Digital will work to redesign your existing website or design an interactive website for your company from scratch.
How long does it take to build an interactive web design?
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.
Who will maintain and update the website?
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.
How much input will I have in the design?
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.
How can I project the illusion of choice through web design?
A website needs to have the perfect amount of “choice.” Too little choices will make the user feel as though they have no free will. Too many choices will create unnecessary stress and completely scare the user off.
The illusion of choice will encourage the user to choose from 2-3 options on the website that will ultimately present the same outcome. If the company’s goal is to sell products, the website should encourage the user to buy now through e-commerce or buy later after signing up for marketing emails. That way, no matter which option they choose, it will benefit the company.
Is there a proper way to incorporate rewards into web design?
Rewards are, well — rewarding. The promise of rewards is enough to motivate any users into performing a certain action.
Although consumers would love a reward for simply doing nothing, rewards should be used purposely and deliberately in an attempt to accomplish a goal. Companies can offer rewards or coupons for signing up to receive newsletters. Offer exclusive products to users that set notification preferences.
If your company is not looking for tangible rewards, companies can incorporate motivational and comical messages on each step. This will encourage the users to keep going and finish completing each step.
Are online barriers bad?
What would you do if you tried to enter a physical store location, but were asked to provide private information before you could enter? A majority of people would probably leave to go to another store.
So why would you ever ask an online barrier to your website? A website should be open and welcoming to all visitors who want to enter and shop around. Avoid pop-ups or forms that require data before granting access to the website.
Email Marketing Campaign FAQs
How to get users on my email list?
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.
Who should my company’s emails come from?
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.
How often should my company send emails?
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.
What content can I send over email?
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.
Why is photography important to social media?
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.
How is videography used in digital marketing?
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.
Do I need professional photographs taken of my products and services?
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.
How long should videos be?
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.
Social Media Strategies FAQ
When is the best time to post?
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.
Do all of my social media handles need to be the same?
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.
Who should I follow?
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.
Do I need an editorial calendar?
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.
Digital Advertising FAQs
Display ads vs native advertising?
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 is remarketing?
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.
Is digital advertising just for sales?
No! Digital advertising helps businesses accomplish numerous goals, including increasing sales. Digital ads serve to generate leads, increase brand awareness, and attract potential customers.
What are the benefits of SEM?
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.
What is geofencing marketing?
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.
How is geofencing marketing effective?
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.
Who will write my company’s blogs?
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.
What is Position Zero on the SERPs?
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.
How can my company rank in Position Zero?
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.
Should I be focusing on keywords or topics to improve my SEO?
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.
What is keyword stuffing?
Keyword stuffing occurs when brands load their website with a bunch of keywords in an attempt to manipulate SEO and gain an unfair ranking on SERPs. This practice is considered web spam, which means search engines will most likely recognize this behavior and penalize the website. Websites can avoid keyword stuffing by focusing on creating quality content that incorporates these keywords and phrases naturally.
What are Google penalties?
A Google penalty is meant to punish websites that are in violation of the Webmaster Guidelines. Following these guidelines will help Google find, index, and rank your site on search engine listings. If your company violates the guidelines by participating in link schemes, having hidden text, or creating webpages with malicious behavior, Google reserves the right to lower your rankings or omit your website from SERPs entirely.
What are meta tags?
Meta tags refer to the meta title tags and meta descriptions shown on search engine result listings. These tags provide both Google and users with valuable information about the webpage. A meta title tag serves as the title of your webpage – it appears at the top of the listing and often includes the name of your business as well. A meta description appears beneath the meta title tag and includes a call-to-action button and target keywords to entice users to visit the webpage.
Split Testing FAQs
What is SEO split testing?
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.
How to know which webpages to split test?
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.
Can you perform split testing for emails?
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.
What is Visual Search?
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.
Can you use a visual search on social media platforms?
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.
How can my company optimize for visual search?
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.
What is predictive analytics?
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.
What is augmented analytics?
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.
What are Business Intelligence Options?
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.
How to profit off micro-moments?
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.
How to optimize for micro-moments?
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.
What are browser push notifications?
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.
Are browser push notifications effective?
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.
What is privacy marketing?
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.
Smart Bidding FAQs
What is Google Smart Bidding?
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.
What is an auction?
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.
What is semantic keyword research?
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.
What does it mean to “go live” on social media?
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.
When should brands broadcast live?
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.
What is the Continue thread on Twitter?
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.
Email Marketing FAQs
How do I increase my email open rate?
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.
How long should my email campaigns be?
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.
How do I incorporate dark mode into emails?
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 Voice FAQs
What is a brand voice?
A brand is not just a logo and tagline – every brand has their own persona with a voice to match. Every time a business posts, responds, launches, connects, thanks, or highlights, they are exercising their brand voice.
A brand voice needs to be strong and consistent on all social media platforms. Inconsistent behavior makes for a bad experience, which results in decreased followers and audience.
How do you establish a brand voice on social media?
To establish a brand voice, start by brainstorming about the brand’s personality. What adjectives would you use to describe it? What is the tone? What is the vibe?
Businesses should write like they talk. Avoid jargon or sensational headlines that make your brand sound fake or inauthentic. Consumers should know what company they are talking to whether online or on the phone.
Why is a company’s brand voice important?
A company’s brand voice is extremely impactful – it can help build trust within an audience and boost sales.
A caring and friendly tone can prompt an open line of communication, encouraging users to reply to posts or ask questions. This appealing tone of voice can also be used to highlight work and events successfully, without giving off a disingenuous or entitled vibe.
What is brand strength?
Brand strength, or brand equity, measures how valuable a brand is to its customers. Positive brand strength occurs when consumers respect the brand and think highly of the products or services. Negative brand strength occurs when consumers have a negative opinion or had a bad experience.
How to measure brand awareness?
Measuring brand awareness can be done a few different ways, depending on which makes the most sense for your business. By looking at social media insights, brands can view impression, click, and reach metrics to see how many users have viewed your content. Brands can also use Google Trends to track mentions of their brand name, products, and services. Or simply go straight to the source and use focus groups or surveys to measure general brand awareness within a population.
What is a negative SEO attack?
A negative SEO attack occurs when unethical techniques are using to sabotage a competing company’s search engine rankings. The most common attacks include website hacking, copying content, spam, and posting fraudulent negative reviews.
Small businesses can prevent negative SEO attacks by setting up Google Webmaster Tool alerts, keeping track of backlinks, and installing website security.
Brand Affinity FAQs
What is brand affinity?
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.
What are self-configuration tools?
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.
How do I design a good navigation menu?
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 FAQs
What is proximity marketing?
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.
What is on-page SEO?
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.
What is off-page SEO?
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.
What is Google Analytics?
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.
What type of reports does Google Analytics provide?
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.
How do I get started with Google Analytics?
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.
What is Google My Business profile?
Google My Business is a free online tool that helps companies appear on Google Search and Google Maps. With a GMB Business Profile, companies can connect with users and post updates, photos, special offers, and promotions. The profile also allows companies to post important information all in one place, including address, phone number, website, and open hours.
Does my company need a Google My Business profile?
Yes, 100%. Not only does Google My Business gives companies control over their business listing, it allows them to attract and engage with customers. Your GMB profile provides your brand with a professional online presence that appears when users are searching for your company, products, and services.
Under the Customers tab, brands can interact with customers by responding to reviews or booking services. Companies can also find insights that allow them to fully optimize customer engagement efforts.
What is a Google My Business website?
Google My Business offers a free, professional website service that is great for new brands or small businesses with no marketing budget. Google automatically creates the website using information from the Business profile. The website is extremely user-friendly and customizable, including different themes and contact methods to choose from.
The website comes complete with built-in optimized design features, such as call-to-action buttons, photos, product lists, and service descriptions.
What is Google’s Local Pack?
The Local Pack refers to the top three listings shown on Google’s result page when the query has local intent. Google determines the results by considering the location of the business in relation to the user, and how well the business answers the search query.
How Can My Business Rank For The Local Pack?
Nearly half of all searches on Google have local intent, which means optimizing for the local pack is necessary for higher rankings. Optimizing for the Google Local Pack starts with accurately updating Google My Business information with key factors, such as address, phone number, category, and keywords. Businesses can also improve their ranking by cultivating positive reviews and locally relevant backlinks.
What are the advantages of Google’s Local Pack?
Businesses that appear in Google’s Local Pack attract more attention than any other listing or brand. These brands receive more engagements and clicks than both organic and paid search results. This is because users who perform local searches are ready to visit a local storefront and buy now.
What is Google Manufacturer Center?
The Google Manufacturer Center is a great resource for all e-commerce businesses looking to sell products and services. Businesses can provide accurate and authoritative product descriptions and details to Google. This will help online shoppers discover the products that are right for them, which will boost your brand’s sales and reach.
The Manufacturer Center also provides businesses with insights and analytics to help their products perform better on Google.
What is Google Lens?
Google Lens is an image recognition software that lets users search what they see by using their camera or scanning a photo. This artificial intelligence service allows users to learn about products, identify objects, and explore local places or landmarks. Users can even scan or translate text from business cards, posters, and books directly into their phone.
How can I optimize my content for Google Lens?
In order to optimize for Google Lens, businesses need to optimize their marketing efforts for visual search. The first step is ensuring a consistent and clear brand image by placing logos on all products, signage, and other collaterals. Brands should also use detailed metadata, accurate image files, and plenty of product images to optimize for image search results.
How do I keep my brand consistent on social media?
To keep brand consistency on social media, companies need to first associate their brand name with their brand theme. This means using the full brand name in every post, rather than a nickname or another variation.
Brand consistency also requires consistent brand-related messages. This means a consistent tone, voice, color palette, customer experience, purpose, or font. Every aspect of your social media should remain consistent so consumers can easily identify your posts.
What is an email funnel?
There are three stages to an email marketing funnel: attraction, engagement, and nurturing.
A company can attract leads by gathering email subscribers through web traffic, forms, and landing pages. Once the email list is compiled, the next step is sending strategic emails to engage with users to build trust and brand identity. Companies can nurture leads and deepen relationships by continuing to communicate with consumers after they purchase a product or service.
Website Design FAQs
Do I really need a website? (I answered this question a while ago but included it again here)
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.
What is the best CMS, Content Management System, for my website?
The answer is simple: WordPress. For starters, WordPress makes it easy to customize and update your website. There are thousands of different themes and plugins to choose from, which means you can turn the website you have always wanted into a reality.
Once you create content, you want to share it with your audience as soon as possible. WordPress’s intuitive editor allows businesses to easily format and publish content.
What is imperfect web design?
Imperfect web design is the process of using organic hand-made graphics, illustrations, and icons. Instead of focusing on precision or using templates, imperfect web design allows businesses to create content with personality and emotion. These hand-drawn elements will serve to humanize businesses and allow them to connect with users.
Does Web Design Impact SEO?
Yes, search engines prefer websites that are both user-friendly and search engine-friendly. If your web design is poor and features elements such as pop-ups, illegible text, or slow page speed, it will turn users away. Low traffic and decreased time spent will show search engines your website is no longer relevant or quality.
But good web design features will encourage users to stay on your website, and therefore boost SEO.
User-Generated Content FAQs
What is user-generated content?
User-generated content is exactly that – any content that has been created by a user and posted to social media or other online platforms. This includes text, photos, videos, reviews, and audio content that features a brand’s product or service.
Why is user-generated content important?
User-generated content is important for the very reason testimonials and reviews are important. Consumers tend to trust the opinions of other consumers compared to content created by brands themselves.
User-generated content is one-of-a-kind content that can not be manufactured or replicated. It allows brands to engage with users and reach a wider audience.
How do I get user-generated content?
Brands can find relevant user-generated content by searching for existing content on social media. Start by looking through photos your company has been tagged in, searching your location, searching branded hashtags, and searching brand keywords such as product or service names.
Businesses can also gain user-generated content by encouraging customers to share. Provide a photo booth at events, add signs throughout physical locations, or promote hashtag campaigns.
Web Design Trends FAQs
How do you create an immersive 3D web design?
Unlike a flat 2D design, an immersive 3D website is all about creating depth. Soft shadows, layers, varying colors, and gradients provide a complex look that makes it seem like the graphics are floating over each other. This can be accomplished using graphics, text, and images.
An immersive web design is not just about creating advanced visuals, it draws users in and encourages them to stay on the website longer.
What is white space?
White space refers to the unused space surrounding elements on a website. The space is used to frame or separate objects and give designs more structure.
The space is commonly white, hence the name, but it can be any solid background color. The empty areas can be found between visuals, in margins, between text, and any other blank areas between design elements.
What is a dynamic landing page?
A landing page is the webpage a visitor ends up at after clicking on a link in an email, social media post, ad, or any other marketing platform.
The page is meant to convert leads into customers. In order to accomplish this, your landing page must include dynamic design trends, such as animations, illustrations, and other interactive elements. These elements keep users engaged and interested longer than a static landing page, which will encourage conversions.
Blog Title & Image FAQs
Do blog titles impact SEO?
Blog titles play an important role in SEO. Search engines prefer to rank blog posts that prove relevant to users.
That is why the best way to choose a blog title is to think like a search engine user. What would they search to get the information you provide in your blog? If your blog title matches what users are searching for, your post is more likely to rank, and rank highly.
How to improve SEO for blog titles?
For starters, it is always better to use actual text for blog titles, instead of images or graphics. Since search engines can not read the text on an image, your blog will not reap the SEO benefits of the title.
Keywords and phrases should be placed at the beginning of the blog title to ensure it appears on the results page. Search engines normally cut titles off after 60 characters on the SERPs.
Can blog images affect SEO?
Yes! Search engines can not read textual content within images, but it can read image titles. This means your blog post can appear on the image search results page – if your images are titled properly.
Try matching the image title to the topic of the blog post. You can even use the blog title as the image title to ensure relevancy and boost image SEO.
B2B Social Media FAQs
Do B2B companies need social media?
Yes! Social media offers B2B companies a platform to build relationships with customers and business partners.
Since the target audience is businesses, social media might not directly lead to sales, but it will build brand recognition and put your products in front of corporate decision-makers. That way, when they are looking for new opportunities, your brand will be the first on their mind.
Professionals also use social media to build B2B partnerships. Social platforms offer a way to build social connections, network, coordinate meetings, and, ultimately, boost trust.
What social media channels are best for B2B companies?
A majority of B2B companies use LinkedIn exclusively. While LinkedIn is a great way to find leads, social media is more than just selling products.
Companies have a better chance of connecting with consumers when those consumers are already familiar with the brand and products. That is why B2B companies should be using other platforms, like Facebook, Twitter, YouTube, and Pinterest to build brand awareness and identity.
What content should B2B post on social media?
The key to social media is posting content that will resonate with the audience. For B2B companies, the target audience is obviously businesses, but you should tailor your content to fit a wider audience.
Try sharing resources and information that will benefit both businesses and individuals. This could include technical support, industry news, or product recommendations.
What are Facebook Badges?
Facebook Badges are a great way to boost engagement and community morale within Facebook groups. The badges allow page admins to identify, understand, and give incentives to valued group members.
The “New Member” badge is given to new group members for the first two weeks – this will allow admins and “Greeters” to engage with the member and make them feel welcome.
“Rising Star”, “Conversation Starter”, and “Conversation Booster” badges identify the members that are the most interactive with likes, comments, posts, and replies.
How can brands use Facebook Messenger?
Brands can use Facebook Messenger to answer questions, share content, make buying easier, and a variety of other ways to support marketing goals.
Sharing relevant content with supporters allows brands to keep themselves at the top of the user’s mind. Facebook Messenger is one of the best platforms for customer service – companies can ask questions, give feedback, and fulfill requests.
Brands can also increase sales and conversations by offering tips, recommendations, reviews, demonstrations, and even making purchases directly on Messenger.
What are social media bad habits?
The most common social media bad habits for brands include not listening to the audience, deleting negative feedback, or being too promotional. By practicing social listening, brands can receive valuable feedback from users about the brand, products, campaigns, and competition.
Companies should never delete or ignore negative feedback from customers, instead the company should use this feedback to improve their products or services and regain the trust of the user. When it comes to social media, companies should have a solid mix of promotional, funny, creative, and informative.
What is IGTV?
IGTV is a video sharing service that can be accessed through both the Instagram and IGTV app. IGTV is Instagram’s answer to the demand of a long-form video platform.
IGTV consists of three pages: a homepage feed, Explore page, and Account page. This allows users to watch videos from creators they already follow, as well as discover new accounts they might like.
How do I use IGTV?
Any user can set up their own IGTV channel as long as they have an Instagram account. Videos must be at least 60 seconds long and can be up to 60 minutes long. Even though the platform has a vertical design, IGTV videos can be horizontal or vertical.
Video content can be added to IGTV from the IGTV app, from the Instagram app, or online at Instagram.com. Users can upload videos that have previously been recorded, or they have the option to record a new video directly on the app. Simply upload or record the video, add a title and description, and share. In addition to IGTV, videos can be shared on Instagram and Facebook to reach an even bigger audience.
How can I market my IGTV videos?
Brands can draw more attention to their IGTV videos by promoting them on different social media platforms. While uploading video content, IGTV gives users the option to post a video preview on their Instagram feed and share the video to Facebook. This allows brands to save time and reach a bigger audience by sharing their content to three platforms at one time.
Brands can also promote the preview and link on Instagram Stories, Facebook Stories, and other social media platforms, such as Twitter or TikTok.
What are the different Instagram aesthetic trends?
There are a variety of different Instagram aesthetic trends to choose from, but remember to choose a trend that matches your brand’s content and purpose.
If you want to match the aesthetic to your brand’s logo colors, stick to a single or double color theme. This means your feed will consist of photos and content that heavily feature those colors.
Other popular IG aesthetic trends include applying the same editing style to each post, whether it be neon, grunge, or even “no-filter.”
All-in-all your aesthetic should come naturally based on your company’s mission. If you are a flower shop, focus on photos with bright colors or create a pink theme. Or if you own a photography business, a layout theme using different borders or crops will separate images and highlight your range.
How do I build an Instagram aesthetic?
Let us start by saying an Instagram aesthetic is the overall look and feel of your account. Brands can build an Instagram aesthetic by publishing content with consistent color palette, editing style, and theme.
A consistent Instagram theme is not only more visually appealing, but it also encourages users to follow your account. If users like your aesthetic and previous content, they know they will like any future content.
How to add TikTok videos to Instagram?
TikTok has quickly risen to the heights of Facebook and Instagram in the social media world. TikTok gives brands a unique opportunity to share fun and informative video content with users.
Sharing your TikTok videos on Instagram is a great way to grow your following and brand awareness. After posting a TikTok, click the arrow button on the bottom right-hand side and share to Instagram. Once the video saves, it will automatically direct you to the IG app where you can share the video to your feed or Stories.
How is Pinterest changing web design?
Pinterest does not use traditional web design elements or building blocks. Instead of giving information directly, Pinterest organizes content into blocks, complete with a photo and the ability to like, repost, or comment.
This vertical, basic design layout has become commonplace in web design. Rather than showing content in reverse chronological order, many websites are now offering information in a non-linear fashion.
Is Pinterest good for small businesses?
Pinterest helps users find inspiration, but more importantly, find the products and services needed to carry out these ideas. Every idea is represented by a Pin, which provides users with more information and can link users back to websites. Links can be added to the product’s page, blog posts, or company website to drive sales and traffic.
How can I optimize my Pinterest posts?
Over the past few years, Pinterest has become one of the largest visual search engines. Since Pinterest does not post in chronological order, your posts can reach many more users than on other social media platforms. But, your content must be relevant and quality. Content that does not fit with what users are searching for will not see high levels of engagement. Encourage users to save Pins by include product images and a keyword-optimized description.
Tik Tok FAQs
How can I build brand awareness on TikTok?
There are two main ways to build brand awareness on TikTok: content and paid ad campaigns.
Many users are interested in learning more about the inner workings of brands, rather than just knowing their products and services. Brands can use the opportunity to share funny, yet informative content, such as behind-the-scenes tours, company culture, team members, or production process. Brands can also create hashtag challenges or collaborate with influencers to boost awareness.
Paid ads on TikTok are also extremely effective. Ads are shown to users as soon as they open the app, which has offered brands a high organic reach.
What kind of content works on TikTok?
The best type of content is short videos that have the potential to go “viral” or become popular within the app. A majority of users use the platform to share videos of them lip-synching, singing, dancing, or simply telling a story. Users can put trending hashtags in their captions or use prevalent sounds to gain popularity and be featured on the “For You Page.”
What is TikTok?
TikTok is one of the most popular social media platforms for creating and sharing short videos. Users can create videos that are up to 60 seconds long and utilize the numerous effects, filters, and sounds offered. The platform allows users to browse videos and interact with other users by liking, following, sharing, or duetting videos.
What is TikTok Automation?
Every small business knows how time-consuming and challenging it can be to keep up with multiple social media accounts, especially when trying to grow your brand. TikTok automation is a tool that will like, comment, follow, unfollow, and message users based on audience demographics and preferences. These automatic interactions save brands valuable time and resources, while still working to increase your audience and reach.
What makes a successful logo?
A logo is an essential element of brand identity. An effective logo does not describe a company, it represents and signifies the brand.
When designing a logo, brands should use shapes, colors, fonts, and images that are unique – this will help users differentiate your brand from other logos in the same industry. The logo should be immediately recognizable, appropriate, simple, and most importantly, timeless.
How can I effectively communicate with customers?
Effective communication is crucial for any small business – without it, current and potential customers will choose your competitors. In order to effectively communicate with customers, brands need to have a variety of skills including patience, attentiveness, honesty, active listening, and accuracy. Not only do these skills serve to improve customer service, but they also increase customer satisfaction and brand loyalty.
Web Design Principles FAQs
What is a Call-To-Action?
The Call-To-Action is a prompt that encourages the user to take a specific action. The most common web design for call to actions is buttons, but they can also appear as textual links, phrases, and forms.
A CTA is the goal of the website, and more importantly, the goal of the website user. If the goal of your website is e-commerce, your CTA would be “Buy Now” or “Shop Now.” Or if your company provides information, you could use “Sign Up” or “Learn More” to promote user engagement.
What are web design standards?
Web design standards are the elements that users expect from all websites. If a website does not feature these components, users will have to spend time figuring out how the website works, resulting in unnecessary confusion and frustration.
Common web design standards include placing a logo in the top left-hand corner that links back to the homepage, a link to shopping cart in the top right-hand corner, search box, site map, and navigation schemes. These components ensure users do not miss important information and allow them to successfully achieve their goals.
How can I appeal to my website visitors?
The best way to learn about your audience is through social media engagement. Pay attention to the posts that receive the most comments, likes, and shares. These insights will show you the topics and messages that users value. By using similar topics and verbiage, companies can create content that website users will be interested in.
Surveys also provide a straightforward way to understand your target demographics by learning about your current audience. Companies can embed the survey into the website itself, or ask questions through emails and social media posts.
Technical SEO FAQs
What is Technical SEO?
Technical SEO refers to improving technical elements in an effort to improve search engine rankings. This includes server connection, responsive design, fast site speed, security, redirects, and site architecture. Focusing on these on-page elements will help improve how well search engines can crawl your website to index content.
Should I use image maps on my website?
An image map is commonly used on websites for navigation. The image would feature clickable areas that linked to a different destination. These maps are mainly used when the information is easier to convey using visually over textual content.
Despite their popularity in the past, image maps should no longer be used in web design. Not only are image maps unnecessarily complicated, they can slow page load times and confuse users.
What is Neumorphism?
Neumorphism combines flat design with real-life designs. This results in design elements that are familiar and recognizable, yet futuristic and realistic.