The A – Z Of Digital Marketing
A marketing company is like a fine wine, it’s quite hard to find a good one but when you do it’s extremely rewarding. We like to think we’re a dazzling full bodied red wine with lots of experience and pizazz. It’s because of this experience that we wish to share with you our very own A – Z of digital marketing.
- Adwords and Analytics
Google is our best tool and is the one company you need to keep happy when creating any marketing campaign. You should use Google Adwords to build and create awesome PPC (Pay Per Click) campaigns and use Google Analytics to keep an eye on your websites metrics and overall traffic. All companies should have these two to have any chance of marketing themselves, so if you don’t have them then sign yourself up with a company Gmail account. Doing this helps to link all of your Google accounts together.
This awesome online tool helps you to plan and track online content. Buzzsumo helps you to understand what content becomes most popular and helps you to track the progress of any blog post or article. This means you can keep a close eye on the competition as well as your very own work, making sure you’re getting the most out of your content marketing.
- Content Marketing
Content is a word we like to use in marketing and all it really means is articles, pictures or videos. Content is something that is worth sharing, if done right. If you write an article, but it only gets shared a couple of times, then that content isn’t popular and can be learned from. You can decipher which content is more popular by using our previous point in the letter B.
If you’re not a fan of using Google Drive for storing data and files then you can always invest in Dropbox, a cloud storage service. This is a really good way of keeping everything in one place and only sharing files with those you wish to share them with. Perfect for any marketing agency or business alike.
- Email Marketing
There are various ways to market yourself, emailing is just one of them. Email marketing is one of the most common ways of getting yourself out there as you are talking directly to your consumers. It also gives you a chance to properly talk to people, as using social media can sometimes be hit and miss when it comes to direct contact. Emails are also private, unlike Twitter which is all public.
Of course we wouldn’t be able to have this list without including one of the most iconic social media platforms around. Facebook is great in a few ways as it can not only be used to socialise with already existing and potential customers, but can also be used to create specific adverts. These adverts can be targeted at very specific people, so you can make sure your advert shows only at likely consumers. To make the most of this you will need to learn more about Facebook’s Power Editor.
Used as a social media platform but is also now combined with Google’s My Business page. Google+ is a slightly more business orientated social media platform which behaves in a similar way as previously mentioned Facebook. You can use hashtags and tag people in posts but you can also market your business. You can use Google’s Local Places to add a free business listing, which you can then use to add reviews and other information about your business.
This is an excellent way to get your business noticed without having to barely lift a finger. A hashtag is a tag given to a post that relates to the posts content. For example, if you had written a post about marketing you would hastag the post at the end with #marketing or #digitalmarketing etc. Use popular hastags to your advantage, they’re popular because thousands of people are using it and are searching for it. You can look for popular hastags on Hashtags.org.
An odd sounding choice, but hear me out. When you are marketing your business you need to invest time and money into it. Most businesses do not have the time to properly or effectively market their business, which is where digital marketing agencies come in. Many shy away, but agencies are a great return on investment if they are high quality. Their main goal is to get you more customers, so you may pay £500 a month on a marketing campaign, but this could increase your profit by £1000 a month.
To be able to get yourself out there, you need to know what people are searching for. These are called keywords and they’re an extremely powerful tool to building your website. You can use Google’s Keyword Planner to see how many people use certain search terms and add them into your website either in the text or within your meta data. Too many keywords however is bad and is called “keyword stuffing“, which could land you in trouble. Do your homework and only add in keywords with low or medium competition. High competition keywords can only be added if you’re already a known or popular brand.
Many think of this website as just a Facebook for working professionals, but that’s not entirely true. You can actually add in your business to LinkedIn and this can be used by employees as a sort of small advert. If you have talented staff with lots of skills, you want to show them off! When they link to you, it looks great on your company to have someone so skilled and your company page can have a link to your website, almost making it a free directory.
- Mobile Marketing
With billions of mobile phones being sold every year it’s not wonder that we’ve now reached a new avenue in marketing with mobile devices. It’s now common practice to optimise your website for mobile phones and it’s expected that, by 2015, 50% of all ‘browsing’ will be done on a mobile phone. We actually made an infographic called The Mobile Marketing Takeover which looks at how mobile browsing has risen and how it is also affecting social media and e-commerce.
- The Next Web
Keeping up to date with the latest new and updates is crucial in marketing as it is a fast changing business. The Next Web is a fantastic article website full of in depth articles about not only marketing, but other digital news and reviews. Keeping up to date with technologies means you know exactly who your consumers are and whether your website needs to be more responsive to different and upcoming devices.
- On Page Optimisation
Of all the social media networks, this has to be one of the most popular due to its simplicity. Pinterest is a network for sharing images, tagging them appropriately and sharing them. This can be fantastic for companies with products to sell or have great photographs of their business in action. They’re secret little shares that gain awesome social signals for your website. Social signals are trusted just as much as links from high authority websites as they are real users recommending you or your image.
Many think of questions as being tedious and time-wasting, but if you never asked questions, you’d never find answers! You should always be asking yourself questions, questions like “How am I going to capture my audience?” or “Who should I contact about my business?”. If you cannot think of the answer yourself then you can always ask Google, they’ll help you find the answer you are looking for. You should also never be too shy to ask questions to your marketing agency, should you have one. We don’t bite!
- Responsive Design
It’s all well and good making a really good marketing campaign, but if your audience is made up of 75% mobile users and your website isn’t optimised for mobile devices then you’ll end up tripping yourself up. Several marketing agencies, including ourselves, offer responsive websites to their customers as it has become a more popular way of showcasing a website. It works especially well for e-commerce websites as it means those buying products on mobile devices get a better browsing experience. You can test responsive designs with Dimensions, a Google Chrome extension for designers and developers.
- SEO – Search Engine Optimisation
Once you have taken care of your on page optimisation, you can then move on to the search engine optimisation of your website. This is optimising not only your website so that it can be seen by Google’s search engine but also be ranked. Your website ranks higher the more trusted it is, this is why websites such as Twitter are able to attain a page rank of 10. Not even Google rank themselves that highly, with the UK site ranking at 7. You can gain trust by linking to trusted sources and being listed on other trusted websites. Why not check out our blog post on Local SEO?
Another social media platform? Yes! Social media has an amazing impact on marketing, it’s highly regarded as the best marketing technique to date. As with the others, you can use Twitter to follow and tweet people, but they too have great advertising opportunities hidden within. Twitter is currently the most used social media network in the world, so it wouldn’t hurt to take advantage of a free account.
- Usability Hub
Testing designs and functionality is essential for any website, you need to be sure that you’re site is easy to navigate. This is where Usability Hub comes in. This fantastic tool is free to use, but you can pay for credits should you need to. You earn credits by testing other users designs, once you’ve earned enough credits you can create a test of your own to see how people use your website. We use it to make sure that people are clicking in the right places and that everything is accessible.
- Video Marketing
You may not think about videos when it comes to marketing, but they’re a great way to show off your business. The way it works is that you can use video platforms such as YouTube, Vimeo or use video functions on social media pages. Once the video is up you need to get it shared, the more people who see your video the more potential customers you earn. Your video should be about a service you provide or about a problem that your customers have that can be fixed with one of your products or services.
As you can tell from this list, social media tends to reign supreme when it comes to building a large audience. But how are you to know who to follow and talk to? With WeFollow, you can find out who are the most influential people on Twitter in certain subject areas. For example, if you are a dentist, you can use the search bar provided to type in “dentist” and WeFollow will show you who the most influential people on Twitter are for that subject. This is great when it comes to building relationships with the right people.
- X – Cross Linking
I know, I know. Bit of a cop out right? It’s quite hard to find a marketing word or website that begins with an X, so I have opted for a common practice called cross linking. This is when you add other links to pages in your website, from the home page or other internal pages. Adding links to other pages on your website is good, it gives you an extra chance to point someone in the right direction. This would be part of your on page optimisation, alongside outbound links (which are links to trusted websites within your page text).
YouTube may be great for sharing company videos, but it does more than people may realise. YouTube has adverts, but it also have video suggestions. Video suggestions are free, all you have to do is change your settings so that your video is recommended when someone watches something similar or is of a shared interest. You can find out more about video SEO and video ranking with this helpful guide from Backlinko.
“Great energy or enthusiasm in pursuit of a cause or an objective.“, the dictionary definition of the word in question. To run your own marketing campaign you need to have that added passion and drive. It’s not something that can happen overnight, it’s something that needs to be worked at over a period of time. During this time you need to keep that energy and enthusiasm going, giving up or losing faith will leave you feeling drained and you could end up pulling out on important projects too early.