3 Easy But Critical Digital Marketing Activities

Shane Davis
Shane Davis
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Ask yourself these questions about your company’s online presence: When your ideal audience searches Google for a business like yours, do they find you? Once they leave your site, are they reminded to come back? Are you learning and improving from the data your site and digital marketing can provide? Your business can be significantly improved with these three simple but pivotal digital marketing activities

 

Learn Your Keywords

Knowing your keywords for organic search is extremely valuable. It helps shape your organic content like blog titles and topics, it helps evaluate the copy you will use on each of your web pages and direct it for future pages, and it helps drive the backend SEO like alt tags and page descriptions.

Building your keyword list is a 3-step process. First, use a product like SEMRush’s Keyword Magic Tool or Google AdWords Keyword Planner to get a long list of potential keywords that have high search volume and, depending on the budget, low competition. Next, take this list and give it a quick eyeball test by asking yourself: What terms are missing? Does this list suit the audience? Are there any keywords that don’t look right? Put your new list back into your keyword tool and see what it says about costs and search volume. Finally, get militant about the words in your list and start striking them out. Be harsh to bring that list down to a manageable size. Now test these words in your AdWords search campaigns, in your SEO backend, etc. Refine again once you have learned more.

 

Set Up Analytic Goals, Conversions and UTMs

Too often we see great marketing campaigns with no tracking to understand success. It only takes a few minutes to set up Goals in Google Analytics. Grab the URL of the action you want; a “Thanks for signing up” page, a “Thanks for contacting us” page, or a “Your order has been placed” page. Tracking this will let you know where your conversions come from and where you should put more effort or investigate strategy. This does force you to make sure there are unique URLs for your conversion pages, not just a single page for all actions and thank you messages.

If you want to get even more granular you can use UTMs which help track individual content, social media activities, etc. They are valuable in justifying marketing efforts down to the article or post. Once you get comfortable using them and finding them in Analytics, you will see their value. Make sure you are using best practices when setting up your UTMs.

 

Create a Remarketing Campaign

You worked so hard to get organic traffic to your site, but when they checked you out and were not ready to make a purchase decision, they left and forgot about you. Remarketing is a cheap and effective way to keep your company top of mind. Not only will you get loads of impressions (which you do not pay for), the clicks are from “warmer” leads and the ads drive them back to complete a conversion. It does take some design effort to build five or six of the ad sizes, but once you have them up on AdWords they provide significant value and increase sales or conversions.

We use these common sizes for ads:

  • 300 x 250
  • 336 x 280
  • 300 x 600
  • 250 x 250
  • 250 x 360
  • 728 x 90


You might not have the time or the technical know-how to implement all of these activities. That’s okay—we do! Feel free to drop us a line.

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