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Digital Marketing, SEO & Social Media FAQs – Pink Dog Digital

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.

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.

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 info@pinkdogdigital.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.

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 enews@pinkdogdigital.com or info@pinkdogdigital.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.

Photography FAQs

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.

Geofencing FAQs

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.

SERPs FAQs

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.

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.