5 Digital Marketing Techniques you need to be using
As a marketing agency that offers PPC services, one of the first things we do when working with a new client is to set up remarketing for Google Ads and Facebook.
What is remarketing? The classic example is when you search the web for dog food, you suddenly start seeing dog food adverts everywhere you go on the web. These are remarketing adverts. They are incredibly effective for a number of reasons but primarily because you are advertising to potential customers who have already shown an interest in your product or service.
Most PPC platforms like Google and Facebook Ads will require you to install a “pixel” on your site. This is just a small piece of code which allows them to drop a cookie onto the visitors web browser, which is used for tracking/remarketing later down the line.
Regular, Useful Articles & Updates
Gone are the days where you could rank for top keywords by stuffing as many keywords as possible into the footer of your website. More now than ever, Google is putting positive user experience as their main priority. If your site is providing the user with genuinely helpful, easily accessible content then you will be rewarded for it with stronger rankings all round.
Have a think about what kind of information your ideal customers/clients will find helpful. Create easy to read, useful content that helps these people with this information. Not only will the visitors see your company as a source of high quality information in your industry (great for business!), but Google will pick up on the time they are spending on site amongst other factors, and boost your rankings accordingly.
If a piece of content on your website is especially helpful, some visitors may be inclined to share it. Depending on where they share your link, your site will benefit from an additional backlink. This helps Google and other search engines know that other people trust your website as they are happy to share it on other domains.
Putting hours of work into your search results would quite frankly be a waste of time if you failed to monitor your progress. It’s vital that you make use of free tools such as Google Analytics to monitor how many people are viewing your website and more importantly, how they interact with it. Consider the following metrics that are available within Google Analytics:
- Time spent on page
- Landing page
- Exit page
- Bounce rate
- & many more!
All of these factors will help you understand what areas of your website are having a positive effect on business and which areas need work. For example, you might find that people spend a significant amount of time on your contact page, despite getting very few enquiries. This might mean that your page is difficult to use and that it’s hard to find the necessary information to get in touch with you!
I’ve left this one fairly open ended as there are so many incredibly useful examples of automation in digital marketing. It would be criminal to just pick one. Automation can save you hours of work each week and help grow your business whilst you are busy working on something else.
The most common examples of automation which you’ve probably already been using are social media schedulers, out of office emails and automated email campaigns.
Hootsuite and Buffer are some of the most widely used social media schedulers. If you’ve not used them before, we suggest taking a look at Buffer as it’s simple design makes it easy to use.
Services such as Zazpier and IFTT (If This Then That) can connect the dots of services you already use on a daily basis. For example, if you’re a regular user of WordPress and Facebook, you can create a “Zap” to post a status update about the new blog post you’ve just published. The possibilities are practically endless and can make a world of difference to your marketing.