Digital Marketing
Frequently Asked Questions

Digital marketing is the process of promoting a business, brand, product or service online. It can be done through different channels, such as search engine optimization (SEO), pay-per-click advertising (PPC) social media, content marketing, email marketing, and others.

The main aim of digital marketing is to generate website traffic or online visibility for a business. This can be achieved by increasing the visibility of a site in search engine results pages (SERPs), through social media platforms, or by creating attractive and compelling content.

In most cases, businesses use digital marketing to reach new customers and promote their products or services. However, it can also be used to increase sales and revenue. For example, if a business sells products through its website, then digital marketing can be used to increase sales, and ultimately, the bottom line.

Yes, you can do your own digital marketing, and there are a number of ways to go about it. We recommend keeping things simple and staying where you know your customers frequent online.

The most important thing for any business is to have a website that is optimised for search engines. This means ensuring that your website includes relevant keywords and phrases on your topic, in addition to providing informative and engaging content to your users on that topic. There are a number of ways to improve your website’s ranking on search engines, including website structure (URL structure), on-page structure, metadata, compelling content and more.

In addition to SEO best practices, there are a range of digital marketing channels that can also be used to reach your target audience. These include email marketing, social media marketing, and pay-per-click (PPC) advertising and more. The tricky part is knowing what to do with each platform, as well as each campaign within that platform. It is time consuming, but learning the marketing platforms, and the tools that help in researching and analyzing, are the most important aspects of doing your own digital marketing. Start there and come back here for more!

At its simplest, pay-per-click (PPC) is an advertising model in which businesses pay for each click on a digital advertisement they have previously created and released online. The advertiser can earn, at the very least, engagement by displaying these ads on various platforms and websites across the Internet.

PPC is a popular digital marketing strategy because it allows businesses to obtain new sales and leads quickly. Additionally, advertisers only have to pay when their ad is clicked, targeting users who are already interested in what they have to offer, making it a cost-effective way to reach potential customers. By strategically placing ads on high-traffic websites, businesses can reach a large number of potential customers with minimal effort.

When designing a pay per click campaign, businesses must first determine their goals and objectives. Are they looking to increase brand awareness? Generate new leads? Drive traffic to their website? Create a revenue stream? First, these questions, and more, must be answered before spending any money.

It depends on your goals. (Not what you want to hear, I know.)

PPC can be great for short-term gains, because you can see results rather quickly. However, if you stop paying for the ads, your traffic will stop as well. SEO takes longer to see results, but once you achieve them, they’re more long-term, and usually continuous long beyond when the work was done.

Interestingly, the two techniques actually work together quite well. PPC can help to boost your SEO efforts by bringing in more high-quality traffic, while SEO can help to lower your PPC costs by increasing your click-through rate (CTR) and extending your budgets further.

From a keyword perspective, PPC should be buying terms that are not already ranking well organically – when terms rank well organically, PPC is merely there to assist in the sale. The key to PPC is going after terms that are not on the first page and buying those until they do get to the first page – rinse and repeat – one hand washes the other.

Simply put, SEO is the process of optimizing a website for search engines, such as Google and Bing, with the goal of earning higher website traffic (users) and improving the visibility of the site (higher rankings).

There are many different aspects to SEO, but some of the most important ones include structuring your website in a way that makes it easy for search engines to crawl and index your content, choosing the right keyword phrases to target that relate to your topic, and creating high-quality content that is relevant to what searchers are looking for on that topic.

SEO can be a complex and time-consuming process, but it can be very effective in driving more traffic to your website for the long term. Consider it a long-term investment into your online business. If you’re questioning how you can optimize your site for higher search engine rankings, it may be time to hire an SEO.

When you perform a search on a search engine, you usually see two types of results: organic results and paid results. Organic results are the ones that appear naturally, based on the search engine algorithms, while paid results are the ones that businesses have paid to appear for certain keywords, for example, and are usually based upon an auction.

The main difference between the two is that organic results are free while paid results require payment (pay-per-click). However, there are other nuanced differences between the two types of results. For example, organic results tend to be more relevant and trustworthy than paid results, since businesses cannot pay to manipulate organic rankings. Additionally, organic results typically include a wider range of results than paid results, since there is no need to limit them.

Algorithm Updates
Over the past few years, Google has made several major algorithm updates that have stirred up search considerably. In 2022, we have already seen more of the same – Google will continue to roll out its most recent August 2022 algorithm update in order to provide the best possible search results for users.

Privacy Laws
As data privacy becomes an increasingly hot-button issue, we can expect to see many changes in privacy laws over the next few years. In 2022, website owners will need to be even more aware of how they collect and use data, as stricter regulations may be put into place.

Analytics
In 2022, website tracking will become even more important, and not to mention, tougher. Google has been slow releasing their Google Analytics 4 platform and will stop utilizing the Universal Analytics platform come July 2023. If website users are not switching, or beginning to implement, GA4 now, then we suggest you begin that process immediately.

Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.

Content can take many different forms, such as blog posts, social media updates, infographics, or video content. But regardless of the form it takes, effective content marketing always accomplishes two main things: it helps you attract new customers and it helps you keep existing customers engaged.

One way to think about it is that content marketing is all about creating a story that your target audience will want to follow. You use your website content, keyword targeted content pages, and even your sales funnel through narrative to lead potential customers on a journey from prospect to customer, and then finally to loyal brand advocate.

Not necessarily. However, it can be helpful to have a newsletter in order to capture email addresses and build a list, but remarketing efforts can also be effective in reaching your target audience and making more sales.

There are a few things to keep in mind when creating a newsletter: make sure it’s well-designed and easy to read, include interesting and relevant content, and make sure it’s targeted to your audience. You also want to make sure that you’re capturing email addresses properly so that you can add people to your list. Remarketing to that list is the most important aspect to making it work for your website.

If you’re not familiar with Remarketing, it’s a PPC technique that allows you to reach people who have previously visited your website or interacted with your brand in some way. You can use this newly acquired list to bring people back to your website that have not already purchased or signed up, as well as easily bringing back repeat customers.