You’re doing digital advertising. You have a website, use some cool graphics, email customer lists, post regularly to social channels, and run some paid online ad campaigns. 

Great, can you confidently answer the next four questions? 

1. Do you know about SEO, SEM, SERP, PPC, CTA, CTR, Google Analytics, and AdWords? Uncertain?  
   
2. Is your digital dossier integrated to impact your overall lead and sales return on investment (ROI)? Yes, and no? 
   
3. Do you think your ROI is on par in your industry? Maybe so?  
   
4. Are you paying too much per click or lead? How do I know? 

If your answers are like the ones provided, then what the digital are you doing with your valuable time and hard-earned ad budget? 

Deep down, many small business owners feel the same way. They are all “doing the digital things,” but do not have the time to plan and connect the dots to see what is going well and what could improve. 

The good news? You can remove some digital doubts with a little more time and organization. 

Here are three tips to clear some doubts and maximize digital dollars: 

1. Review and update your website to ensure pages have good Search Engine Optimization (SEO).  This means many things, and all are about playing nice with Google. If you want the complicated details, check out the 200-plus ranking signals.  Make sure that: 

• Pages have a mix of keywords and themes to connect with the demand for your business.  
• The structure of your site is intuitive to the user.
• Your web coding is clear. 
• The site loads quickly.  
• Your pages have good meta descriptions, title tags, and URLs.  
• You have solid and numerous backlinks. (Other sites that link back to your pages.) 

2. Set up and check Google Analytics. If you are not sure how to start, Google can help.  

3. Combine your Google Analytics and Google Ad Words. Not doing Ad Words or want to check your skills? Yep, Google can help with that too.  

Love the tips, but still spinning from all the data, analysis, and acronyms? Here’s some more good news – you can call your digital expert friends at Poole Communications to help. Ask them to look at your website and Google game. They can access or create the necessary Google and web accounts to streamline your strategy:  800-900-3635.

Source/Reference links: 

Google’s 200 Ranking Factors: The Complete List (2021)

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There’s no denying it, marketers are diving into digital advertising - the deep end of digital advertising.

Recent surveys of business owners and ad buyers spanning multiple industries show that everyone is swimming away from traditional media like print, radio, and TV into the streaming current of digital channels.

First Time for Everything

According to eMarketer.com, digital advertising accounts for 54% of ad budgets. That's nearly $130 billion in the United States alone. That figure is expected to grow to 67% by 2023.

Notably, this marks the first time marketers are spending more on digital advertising than traditional options. Take a look at the figures:

Search and Social Sharks

While print and radio were the first to feel the drowning effects of digital, television is also getting swept up by the growing digital tide. Even Google and Facebook are watching their backs as reports indicate Amazon is swimming into their territory with rapid speed.

Clikz Marketing Technology Transformation and Marin Software took a deeper dive into the specific digital advertising channels used; which shows paid search and paid social accounting for nearly 60% of advertising spending.

Catch and Ride the Wave with Video

As marketers dive into digital advertising and ride digital tidal wave, video will be their best surfboard.

Emarketer.com shares that video will continue to drive the growth of digital advertising spending, particularly in social media and through the use of Over-The-Top (OTT) platforms like Hulu and Roku.

A Forbes.com article shared a report by the Interactive Advertising Bureau indicated that 41% of United States consumers over the age of 13 watch online and streaming videos daily.

The report also shared that 75% of digital video viewers are willing to watch advertising in exchange for content. Not only will they watch the ad, online viewers pay more attention to video messages and prefer to learn about new products through video.

Impact Learning Center and Wyzowl also provide compelling digital video statistics:

• 70% of consumers say that they have shared a brand’s video
• 72% of businesses say video has improved their conversion rate
• 52% of consumers say that watching product videos makes them more confident in online purchase decisions

The Sea Still Needs Stories

As marketers are swimming in the deep end of digital advertising ocean, it may be comforting to know they all have a familiar lifeboat.

Good storytelling remains at the heart of any campaign. Without it, consumers won’t get on board with a product or brand, no matter how often they see it on their channel of choice.

Finally, if marketers stick with good stories and surf all channels with video, they can ride the wave of digital marketing to success.

Thinking of diving into digital advertising? Need help with your story or social media? Give Poole Communications a call. We can help provide strategies and tips to get the most from your digital advertising. 800-900-3635

 

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