Digital Marketing FAQs

 

Digital Marketing is all about driving the right audience to your website. Our Digital Marketing 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 digital marketing?

Digital marketing is the promotion of a business through digital channels such as a website, search engine optimization, social media, email, or online paid advertising. 

Why is digital marketing important?

Digital marketing provides ways for companies to grow their audience, increase profits, and build a better relationship with past and future customers. While that’s the goal of a traditional marketing campaigns too, digital marketing allows brands to target a more specific or niche audience and is easier to measure results.

What does a digital marketing agency do?

A digital marketing agency works with businesses to help them build their brands and increase their digital footprint through a variety of digital mediums.

What is a marketing playbook?

A marketing playbook is a comprehensive document or guide that outlines the strategies, tactics, and best practices for marketing your brand and services. It serves as a reference manual for both you, as the client, and your marketing team to standardize the framework for executing marketing activities.

Why should I have a marketing playbook?

It’s a way to ensure that the work you’re doing and the work your marketing team is doing align well. Together, you’ll identify your objectives, target audience, messaging and positioning, channels and tactics, content strategy, campaign execution, KPIs, and brand guidelines.

Essentially, a marketing playbook ensures brand consistency and strategic communication.

Can AI replace human marketers?

While AI can automate many marketing tasks and processes, it will never completely replace human marketers. AI serves as a powerful tool to augment human capabilities and improve efficiency, but human creativity, strategic thinking, and emotional intelligence are still crucial in marketing. 

Human marketers can leverage AI to make informed decisions and focus on high-level tasks that require a human touch.

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.

How can I stay on top of Google algorithm changes?

There’s a wide variety of ways to ensure you don’t fall behind on Google’s algorithm changes – follow reputable newsletters like Search Engine Land and Neil Patel. Most importantly, though, you want a website that performs well for users and delivers the information that they’re looking for. As long as you stay on top of that, your rankings should continue to grow.

What is Local SEO?

Just like it sounds, local SEO involves optimizing your website for local search. Talking about things that are happening in the community, ensuring that all of your maps are up to date, and participating on social media are all great ways to improve your local SEO.

What’s the Difference Between On-Page and Off-Page SEO?

On-page SEO is anything that you do on your own website – content, back-end optimization, meta tags, etc. Off-page SEO is less controllable. Off-page SEO is what happens off of your website that relates directly back to it. This may include domain authority, backlinks, and more.

How do SEOs choose keywords?

SEO experts use a variety of tools to choose keywords. Some of the most common ones are Google Search Console, Ahrefs, Moz, and Ubersuggest. We may also use suggestions based specifically on what a client wants to rank for.

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.

How much time should social media marketing take me?

This is strongly dependent on your brand and where else you’re marketing. One thing that we will say, though, is brands often underestimate how long it takes to create a successful social media marketing campaign. Our team puts multiple hours in per week to create graphics, write content, engage with other brands, and stay on top of the most recent trends.

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.

Why is there such a range of SEO prices?

When it comes to search engine optimization (SEO), there’s an extremely wide range of strategies to use. Some are simple, yet impactful, and don’t take very long. Others are incredibly intensive and may take days or even weeks to fully implement. Just like many other services, SEO costs all depend on how experienced your SEO agency is and how intensive you want your optimization to be. 

What is site taxonomy and how does it relate to SEO?

Site taxonomy is the website structure and ease of navigation through the site. The easier it is to get through your website, the higher Google is to rank it. They like to see clear navigation.

What is robots.txt?

Robots.txt is a file that tells Google which URLs it can and cannot look at on your website.

What are the benefits of SMS marketing?

SMS marketing is a great way to reach your target audience right where they are. In fact, SMS marketing has one of the highest open rate averages of all mediums at 98%. While you should never spam your audience with text messages, it’s a great way to get in front of them with urgent messaging.

What is a holiday marketing campaign?

Holiday marketing is an important strategy that every business should plan for and execute yearly. An effective holiday marketing campaign involves creating a strategy to promote your business’s products or services during major holidays. The goal of a holiday marketing campaign is to increase sales and build customer engagement. There are different thematic content approaches to take that differ from holiday to holiday. Make sure your holiday marketing content is tailored to reflex the themes of the holiday, including festival visuals and appropriate greetings/messaging.

When should I start planning my holiday marketing campaign?

Early planning is key in a holiday marketing plan. Best practice is to start planning for a holiday promotion at least three months in advance. This will give your company ample time to plan out special incentives, gather necessary creative, and schedule campaigns to promote your messaging. For major holidays, like Christmas, campaign promotion can start as early as October – but exact timing for other holidays depends on your industry.

What holidays should I plan for in my marketing strategy?

Exact holiday themes will depend on what’s relevant to your industry or niche. But typical holiday marketing campaigns to plan for include Christmas, New Year’s, Thanksgiving, Black Friday, Cyber Monday, Valentine’s Day, and Easter. Keep in mind, the choice of holidays may vary based on your target audience and market.

How can I make my holiday marketing stand out? 

Customers can feel overwhelmed by the amount of advertising and marketing they see during a holiday season. So how can you help your holiday marketing stand out? It’s crucial to remain authentic to your brand when planning a holiday marketing campaign. Craft compelling stories that will resonate with your target audience, and be mindful of inclusivity when planning for holidays (i.e., if you are celebrating a Christmas holiday message, don’t forget to also acknowledge Hannukah and Kwanza.) Holidays are also a great time to launch or promote limited-edition bundles or products that customer’s cannot get at any other time of the year.

How can a business adapt to privacy changes in digital marketing? 

There have been a fair share of privacy changes to digital marketing in the last several years. It’s important for businesses to maintain effective digital marketing while respecting user privacy and building stronger relationships with customers. Respecting user privacy starts with collecting data directly from your customers in a first-party manner. Be upfront with your customers about how their data is collected and used. We also recommend using analytics tools that are designed to work without tracking users across sites.