Using The Tools Available
Pay Per Click is PPC and Search Engine Optimization is SEO. Which will be best for you? It could be both. Usually, it will at least be one or the other. See, SEO applies even if you’re not specifically calibrating marketing for search engines. The way search engine algorithms works doesn’t care how or why you wrote content.
Because modern marketing must co-opt social media, there is a bit of a “system” in place. For example, if you’re on Facebook, and you just “share” something, there will be a limit to how “visible” it is. You might think this has to do with the ideological foundation of the statement, but not necessarily.
It seems outreach avenues like Facebook ads couldn’t compete if the field were entirely level. Test this for yourself. Make a post about something funny, make a post about something political, and make a post about some business pursuit you’re trying to build awareness around. Likely, the funny post will contend with the political post for prominence.
However, the post you made to advertise services or products will only get limited engagement. You will, though, see an ad to buy Facebook marketing for your “business” post. Accordingly, you can’t just trust in organic visibility on Facebook, and the same is true of YouTube. “Virality” isn’t as spontaneous as many would hope. In fact, on any social media avenue, relying on purely organic means of visibility likely won’t produce ROI.
ROI stands for Return On Investment. PPC and SEO can produce ROI, but they must be properly applied. With SEO, you want keywords, word choice, sentence size, paragraph structure, and imagery to align with known best practices. Said best practices shift as the “powers that be” intend.
To digitally advertise successfully, you must not only understand which avenues of outreach best match your business, but design associated content utilizing associated best practices such as using digital flyer, and those best practices change. With these things in mind, this writing will help you make the best choices for the digital marketing of your business.
Personalize ads as much as possible – Drill down to what your prospects really want and need. Use messaging (their language) that will resonate with a specific problem – or personal interests like fitness – to grab and hold their attention.
Be creative! – If you want to catch the eye of prospects and customers and stand out from the competition, quit doing what everyone else is doing. Be bold and try different color schemes. Write headlines and copy that make people click on your ads. Like it or not, you must rise above the noise because ads are everywhere, and yours better be noticeable
Embrace data – Like it or not, data is a foundational piece to successful digital advertising. It doesn’t make sense to launch campaigns if you don’t understand the metrics, from exposure to visits, inquiries, leads, conversions, etc. See what patterns show up and adjust your plan and strategy accordingly.
Choose your platforms wisely – Focusing on one platform may not yield the best results, but focusing on too many produce unfavorable results. Learn where you target audience hangs out the most, and be on those platforms. Otherwise, you’ll waste your time, energy, and money.
Offer ungated content – The first impulse is to ‘gate’ content. However, decision-makers may not want to fill out another form and may go to your competitor who makes it easy for prospects and customers to get what they need and want. When reviewing your channels and funnel metrics, go outside of what looks successful because you may realize that you’ve been missing out on quality leads.
How to Use Google Analytics 4 Effectively – from Digital Marketing Consulting
The increasing importance of digital analytics tools needing to keep up to pace with changes in business and consumer behavior:
– Even the last standing bastions of brick and mortar are moving online and facing pressure to make sure their marketing budget is spent wisely.
– Major changes are seen in consumer behavior in the past two years, with mobile becoming the dominant method of doing research and shopping
Google is adapting to meet the needs of the current business environments and the people they serve. Hence, the launch of Google Analytics 4 came not just with a focus on helping businesses make better analytics-based decisions, but also with a focus on meeting consumer digital needs and their expectations of privacy.
Trends from Google’s data have shown that there have been significant shifts in the way consumers expect their online experience to be, as well as their perception of the way their data is being handled.
People are expecting their search intent to be understood by companies and at the same time, expect more transparency with how their data is used. These insights fueled GA4’s functionality which is to be a digital analytics tool that:
– Adapts to customers’ desire for privacy first
– Gives businesses a clearer picture of consumer behavior to help them adapt to their customers’ needs and gain long-term wins that improve the bottom line
Guide to Google Analytics 4 is here to help businesses ride the wave of change in their customers’ behavior and adapt to doing business post-pandemic. Here are a few quick points from Vidhya Srinivasan on how GA4 will help:
– Alerts on important trends where you need to take immediate action
– Predictive metrics to gauge the potential income from a specific customer group
– Google Ads integration
– App and web measurement in one platform
– Measurement that’s centered on the customer instead of by platform or device to gain a clearer picture of customers’ interaction with your business
– Simpler reports that will give you the ability to focus on specific parts of the customer journey
– Machine learning to help fill in the data gaps that come from the phasing out of cookies.