Turn Your Digital Marketing Around

What Is The Core Of Your Digital Marketing Campaign?
What is the core of your Digital Marketing Campaign?

The core of digital marketing is your website. It is your website where you have the most control. You can publish content about what you do, what you offer, any special events or sales you have, interact with customers and pretty much whatever else you need it to do.

Other web sites might opt not to share your content or run your ads. Social media sites might change how their advertising works or what you can and cannot post. But you have control over your website.

So that is the starting place. But as you begin to build out a digital marketing campaign, the obvious first step is to set goals for your campaign. And those goals should be clearly defined and measurable.

The following are not goals for a digital marketing campaign:

  • I want to make my site look better.
  • It should have more pictures
  • I want to get more likes*
  • We will have more followers on Facebook*
  • I want a lower “bounce rate”*
  • I want to drive more traffic to my website.*
  • Can we make the pictures bigger?
  • We have a new logo
  • I want to be ranked number 1*

But the ones with asterisks could be turned into defined, measurable goals. What does make a good goal? It needs to be clearly defined so you can actually measure it. Here is an example of a clearly defined, measurable goal:

“We will get three qualified leads each month through our social media marketing campaign.”

Now we have a goal that we can measure and we can begin to lay out HOW we will reach the goal.  For social media, you must provide VALUE to the reader / viewer. You want to capture their attention and move them towards a Call to Action. You often seen tantalizing headlines online like “This Simple Trick Will Close the Deal Every Time”. While they are often bordering on the ridiculous, they keep doing them because they work. We’re not suggesting you go the ridiculous route but you can learn from these to make your headlines, images and content highly enticing and clickable.

The following are good goals for a digital marketing campaign:

  • We will get 10 more likes each week for our corporate presence on LinkedIn which will give us a wider audience each week and from which we will convert three of these into customers each month.
  • We will have 25 more followers on our Facebook account each month and increase click throughs to our website by 10 each month (this should be teased out a bit further even – . . . to our website by 10 and increase ecommerce sales by three customers)
  • People aren’t really going experiencing our site. We will lower the bounce rate and increase engagement so that we get more subscribers to our newsletter.
  • We have a conversion rate of .1% (we get a new customer for every 1000 visitors to our website) so we want to increase our traffic to 10,000 visitors a week so we get 10 new customers each week. We will accomplish this by being ranked in the top 10 for our five best key phrases.

As you can see from all of the good goals, we want to ultimately send visitors to your website and it is from there we need to convert them – whether conversion is making a sale, getting a form filled out, getting another newsletter subscriber or whatever your conversion point is.

So with your website being the center, your first step in digital marketing should be to make sure your site is optimized for conversion and that you are measuring the rate of conversion. With that baseline established, you can then set goals for any other campaigns you create and understand the value they are bringing.

Do you need help setting up your digital marketing? Give EduCyber a call at 303-268-2245 – ask for Brian.

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The Changing Face of SEO

Search Engine Optimization (SEO) continues to mature as a discipline and as it does, the things that one must do continue to change. Some of the work of SEO is quite straightforward and in fact the single most important thing you can do to boost your rankings is to have quality content about what you do.

No search engine will send visitors your way if you don’t explicitly tell them what you do using the keyword phrases that people would naturally use in the search bar to look for a company doing what you do or selling what you sell.

But it used to be all about getting a page to rank. Earlier this year, Google rolled out “passage ranking” which is where Google tries to provide the one passage on a web page that answers the question the searcher has. I guess one example of that would be if you searched for “to be or not to be” you wouldn’t want the result to be the script of Hamlet. You want to get straight to Act 3, Scene 1 where Hamlet opens with “To be, or not to be, that is the question . . . “. And those are the passages that Google seeks to show you for specific searches.

Google’s ability to index pages and understand the content well enough to know that, buried deep in the page is a specific answer to someone’s search is powerful (and a tad scary). But what it really points back to is the importance of having quality content.

Another key to both SEO and user engagement is using a mix of content types. Text, yes, we’ve already addressed that. But having images, videos and perhaps infographics to help illuminate your content will help both getting traffic through the search engine AND in engaging the visitor once they get to your page.  

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Misguided Marketing

Over the course of the last several years, we have had many customers come to us asking for Search Engine Optimization. We do SEO (and we do it well) so we are happy to accommodate.

Are Your Marketing Goals Misguided?But as a part of our marketing assistance, we seek to understand the goals of the SEO program. On a few occasions the customer’s goal has not been to get a higher ranking with the search engines. Those conversations go something like this:

Customer: I would like you to do SEO for my site.
EduCyber: Sure thing, let’s take a look at your numbers. First, what is your conversion rate for your web site?
C:            ???
E:            How many leads are you generating from your site on a daily, weekly, monthly or even quarterly basis?
C:            I’m not.
E:            So if we get you ranked in the top ten for all of your keywords and you are still at a conversion rate of zero, will you be happy?
C:            Of course not!
E:            So let’s look at what you want to accomplish.
C:            I want the phone to ring!
E:            Ah, we can help with that.

And in many cases what we do is first tweak or in some cases redo the site to clarify and simply the Call To Action (CTA). Once we’ve done that we can establish a conversion rate. Once the conversion rate is established, then we can look at whether SEO, Pay Per Click, Social Media or some combination of those is the appropriate solution in order to get more business.

Are you wondering if you might be practicing misguided marketing? Some of the comments we hear from folks include:

  • We tried social media, it didn’t work.
  • I don’t get any feedback from my SEO firm.
  • I get all kinds of reports from them but I don’t understand any of them.
  • We’re paying a lot of money but not getting any tangible results.
  • I’m told we rank high but the phone isn’t ringing
  • I’m paying for clicks and I see the reports but no one is contacting us.

If you find yourself saying or thinking these, give us a call at 303-268-2245 ext 4 or visit https://www.educyber.com/request-free-call/ to schedule your no pressure evaluation of your site and goals.

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The Problem with Content

On the Internet, content is king.  If you want to be ranked in the search engines, the best thing you can do is put original content on your website.

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We often have existing or potential customers get very enthusiastic about generating content for their site as we extoll the virtues of doing so. And they often follow their content generation plan very religiously . . .  for at least a week or two. But then other bright shiny objects grab their attention and they wander away from their schedule. Sometimes they never return.

Everyone can write, right? Sure we aren’t all the best spellers or best grammaticians. But who knows your business better than you? So it can’t be that hard to write a few lines of content. Or maybe you love to write. You can easily fill page after page about what you do.

But is your content web-ready? Is it optimized for search? Have you considered the placement of key words and key word phrases? There are a myriad of web specific things to understand and implement into your web site content.

  • Is it in a web-friendly font?
  • Is it broken up into digestible chunks?
  • Do longer paragraphs have visual cues to help readers quickly grasp the main points?
  • Have you used headings?
  • Have you used subheadings?
  • What is the call to action in your text?
  • How much information is too much?
  • Will your content look good on mobile devices?
  • How much information should you include so search engines can properly index your page?
  • Are there any visuals you can use along with your text to illustrate key points?
  • Did you actually use any of your key words or keyword phrases?
  • Does your keyword phrase appear in the first paragraph of content?
  • And the list goes on . . .

And what happens if you don’t consider any of these questions?

Most likely your site will be lower in the search rankings than you would like. Most likely you will attract fewer visitors. Most likely the visitors that you do attract will not be as meaningfully engaged as you would like. Most likely your site won’t perform for you. It won’t help you grow and attract new business. It won’t help you engage existing customers. And then you’ll blame your web design team for building a poor site.

Don’t get in trouble with your content. Instead, turn to someone who gets content and understands how the web works. If you choose not to have us do it, choose someone who is well-qualified. If you do choose to work with us, contact us today to get started.

 

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