Digital Marketing Trends to Watch in 2021

The year 2020 saw much disruption and transformative change. It may be decades before we truly understand how the many challenges of 2020 have affected technology, culture, and society.
And 2021 is a year of reaction to those changes, either as a counterweight against them or consolidation of emerging trends. Any business that hopes to survive into 2022 and beyond must consider the impact of these changes on its brand, consumer base, and marketing strategy.

The digital world has been at the forefront of many of this year’s most fundamental changes, from the proliferation of zoom meetings to the rising tide of social media activism. Let’s review how these changes have affected digital marketing trends in 2021.

Trend 1: The Remote Workplace Becomes a Long-Term Feature of the Digital Marketing Landscape

Many companies in nearly every sector of the economy have had to transition to remote work wherever possible during the height of the COVIC-19 pandemic. While the cause of this work variation hopefully remains a short-term phenomenon, it triggered changes in social norms, employee expectations, and workplace infrastructure that likely will outlast the COVID-19 restrictions.

Employees, particularly those without childcare obligations, who have become used to avoiding the daily commute, may reluctantly return to the office full time. Employers who have invested time and money in remote workplace infrastructure might choose not to abandon these options if they increase flexibility and cut costs.
Products and services that meet the needs of remote workers, freelancers, and others are likely to be in high demand in 2021. Marketing channels that reach remote workers will become vital for marketing efforts.

Trend 2: Cybersecurity and Information Security

Several confluent events give rise to a growing trend for cybersecurity as a consumer need and a practical challenge for marketers in 2021. First, the recent ransomware attack on the Colonial oil pipeline, coupled with other high-profile ransomware and hacking attacks on municipalities, hospitals, and businesses, has raised awareness of the dangers of cybercrime. The shift toward remote retail activity and remote work has left more and more consumers dependent on their internet connection for their finances and livelihoods.

Digital marketers have an opportunity to meet this pressing need by providing a sense of security. Businesses that offer products through e-commerce rely on consumers to trust them to securely handle their online data. Consumers will expect companies to restore their sense of control and safety, which faced threats on several fronts in 2020.

Trend 3: Marketing and Personal Connections

As a corollary to the trend toward remote working, consumers today long for personal connection. Even if they depend on digitally mediated communication for many aspects of their daily lives, they still want to feel close to friends and family members, seeking a sense of closeness and belonging.

For some consumers, family gatherings and family milestones act as this connection. Others might find kinship in social activism, whether face-to-face or in the digital sphere. Products and marketing initiatives must foster a sense of togetherness to resonate strongly with today’s consumers.

However, not leaning so heavily on belonging as a marketing theme out of respect for those who have lost loved ones to COVID should drive a firm’s decisions. Marketers will seek a balance, promoting personal bonds without putting pressure on those who still feel isolated.

Trend 4: The Many Faces of the New Normal

As people look forward to 2021, they also look back to 2019. Consumers will take a retrospective outlook as they reflect on what they have lost and what they want most to regain. Some consumers may reject social norms from the pre-COVID era, continuing to social distance or wear masks in some situations. Others will seek a wholesale return to a bygone era.

This backward look will be highly segmented and divided along social and political lines. An effective digital marketing strategy in 2021 requires a clear and rich understanding of what the consumers want, even if they don’t understand it themselves.

If we can turn even further back to the movie Citizen Kane, everyone has their pre-COVID rosebuds. This year, the marketing challenge must focus on finding those rosebuds and letting them bloom.

Although the digital landscape of 2021 remains undeniably complex, you don’t have to navigate it without help. Digital Engage, a digital marketing firm based in Tennessee, offers web design, search engine optimization (SEO), and social media management. Call (615) 997-0736 for a consultation today.

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digitaluser June 16, 2021 0 Comments

Why Is Good Content Important for Your Business’s Website?

If you want to start a business or branch out from traditional marketing to digital marketing, you might wonder why it is so important to post relevant and engaging content on your website. After all, you might think, people visit my website to learn about buying my product. Can’t I just put an informative blurb about my product on the website and rely on advertising to draw in customers?

Traditional product-centered advertising can still work in the modern world, particularly for established brands that already have a following. However, consumers have become increasingly savvy about recognizing the methods marketers use—and often no longer fall for them. Unless a potential customer already plans to purchase what you’re selling, they might tune you out before you even get to your pitch.

Good content in blogs, email newsletters, or other digital formats can change that dynamic and lead them to seek you out instead of deciding to ignore you. The new conventional wisdom says that only 20% of your marketing effort should include a pitch for the product or service. The rest should provide information for the consumer’s benefit—to inform, entertain, and engage. Let’s review four reasons why this content will pay off, even if it has little to do with what you’re selling.

Good Content Is What Your Customers Want

Consumers aren’t the captive audience they were fifty years ago. They have constant streams of media content at their fingertips. They do not—and will not—spend their valuable time reading boring sales-oriented advertising copy. Engaging content, such as tips, quizzes, opinion pieces, or even humor consistent with your brand, gives consumers a reason to gravitate toward your site. Once there, they’ll likely become more receptive to the occasional sales pitch.

Good Content Defines the Brand Beyond a Sales Context

What does your company stand for? If your company only focuses on selling products, it will be more challenging to get consumers to relate to your brand. They don’t spend every waking moment selling products, and they wouldn’t hang out with someone who did. Good content makes your brand about more than the product.
If your business is a law firm, educate your audience about the law in an approachable way. If you run a lawn care company, write helpful articles on landscaping, outdoor family gatherings, or anything else to help your audience enjoy their lawns. Content turns your brand from a salesperson into a mentor or a friend. Companies can also connect with potential buyers by sharing their commitment to popular causes and charities, such as the environment or cancer awareness.

Good Content Generates Buzz and Free Exposure

When people see good content, they want to share it and talk about it. Consider, for example, all those insurance ads on TV, the ones with strange mascots and weird antics. They often don’t have much to do with the product, but they entertain. Consider a lawn care company that holds a contest in the community to reward the best holiday lawn decorations or a cookware company that showcases their customer’s best recipes. If you put content on your site that people want, they will share it, and in the internet age, that can give you word-of-mouth advertising in places that your conventional marketing won’t reach.

Good Content Provides a Buffer Against Negative Publicity

Bad things happen to companies every so often. An executive might resign amid a cloud of scandal. A product might face a delay or a recall. In hard times, layoffs and cuts to services might shake customer loyalty. If your website focuses only on selling products, it sends a clear message. “We only care about selling products.” Web content for the benefit of your consumers shows them that they matter, even if they’re not buying anything at the moment. Web content praising your employees and helping their professional development shows that you care about your workplace. Of course, you can still be a caring, dedicated business owner without web content, but the content you provide goes a long way toward showing your customers who you are and what you value.

Digital Engage is a comprehensive, professional digital marketing firm based in Tennessee. We excel in web design and reputation management. Let us explore your brand image and core values with you and discover ways to convey your brand identity through your website and social media. Call (615) 997-0736 for a consultation today.

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digitaluser June 7, 2021 0 Comments

8 Elements of a Great Website Design

Websites are more than just pretty pictures; they’re excellent marketing tools designed with one goal in mind: getting customers interested enough in what you have to offer to purchase your goods and/or services.

An effective web presence can help you get new customers while keeping existing ones happy. Here are elements that will help set your website apart from competitors.

1. Lots of White Space

If you want your website to be light and easy on the eyes, make sure that it isn’t full of blocks or dense text. Instead, use white space by putting in more graphics than words to provide users with an optimal reading experience.

Lots of white space also means less scrolling, leading visitors directly back into conversion mode because they’ll see everything as soon as they land on your site without having to click around longer than they need to.

2. Content Writing

Content is king, so make sure you include as much valuable information on your website as possible. Include industry-specific content aside from general topics such as how-to guides or educational articles.
The more knowledge your potential customers acquire from your site means more opportunities for future sales.

You could also carry out thorough market research to identify and find terminologies or words used by the target audience to search for specific services or products.

This is important because it helps build a customer base that resonates with your product or service while also attracting new ones.

3. Elegant and Responsive Design

An attractive design is essential if you want to make your site stand out and grab attention. It doesn’t need to be complicated or expensive but it should look good on all devices so that people can find what they’re looking for on whichever device they’re using.

You’ll also want to make sure your site is responsive so that it’s easily accessible. This will also increase the likelihood of being found in search engine results.

4. Speed Optimization

Don’t overlook the importance of optimizing for speed. This makes your site faster and more reliable for everyone who visits it. To make sure your website is fully optimized for speed, here are a few tips:

  • Make sure images are optimized for easy loading
  • Minimize the number of requests to reduce latency
  • Reduce the number of plugins
  • Choose a CDN provider (this can be improved by using caching)
  • Reduce the use of web fonts

5. Web Design and Layout

A web design featuring a navigation system with intuitive links will help customers easily navigate your website without getting lost or frustrated. You may also consider adding drop-down menus in addition to traditional top-level menus for increased usability and ease of access while browsing.

The navigation system will help with that, but you’ll also want to include a search bar at the top or side of your site so customers can quickly locate their desired information and products.

If there are any questions about where something might be located on your site, try adding navigational links such as an FAQ or “Helpful Hints” section.

Additionally, the layout of your site is a crucial element in how easily visitors can navigate your website. Ensure that you have an organized layout that makes sense to your customers and allows them to find what they’re looking for quickly and efficiently.

6. A Good Call to Action

Getting prospective customers to do what you want them to do can be like herding cats. It’s not easy, but it can be done. One important way to get your visitors to take the desired action is by adding a call-to-action button to help them take initiative.

7. Images

Did you know that images on your website do more than just make your design look good? Images are an important part of the conversion process and can help you convince someone to sign up for a newsletter, purchase your product or service, and more.

Here are some further reasons why you need to use more images on your website:

  • They bring your content to life
  • More clicks and views
  • Fuel social media
  • Higher search rankings

8. Testimonials

Testimonials work well in boosting credibility and reputation on any website. They are a great way to build trust with your visitors and show prospective customers how other people feel about the product or service you offer.

Testimonials are also important when you want people to feel confident about purchasing from you online. This gives them something real that they can rely on instead of just choosing randomly off the internet.

Ready to be ahead of the pack? Call Digital Engage today at (423) 397-2467 for a professional web design that will skyrocket your business.

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digitaluser June 1, 2021 0 Comments

Top Strategies for Online Reputation Management

When going through the buying cycle, customers do extensive research to ensure their purchase makes financial, logical, and emotional sense. The more time and money customers invest in your product or service, the more likely they are to research your business’s reputation and weigh it against that of your competitors.

Searching social media posts and browsing consumer sites with reviews are often a significant component of your potential customer’s research strategy. If your business has bad press or poor reviews, consumers will find it, and you will lose them to your competitors.

By implementing the online reputation management strategies below, you can build a positive brand image and ensure proper business representation.

Understand Your Audience

Interacting with your target audience is integral to online reputation management. Consequently, a thorough understanding of your followers and their needs and frame of mind are critical to ensure you use the correct tone, promoting optimal engagement.

For example, a daycare center’s brand voicing should be friendly, empathetic, and comforting, while a tax attorney’s tone should be informational, authoritative, and professional.

Build a Positive Image

Focusing on what you can control goes a long way towards effective reputation management. Building a positive image starts with your website and social media platforms, and it requires active ongoing management. This strategy involves the following:

  • Verifying that the contact details on your website and Google My Business listing are correct
  • Making your website user-friendly, with fast loading speeds and easy navigation
  • Posting valuable, relevant, and authoritative content on your blog and social media platforms regularly
  • Creating white papers to help readers make decisions or understand complex issues
  • Adding positive testimonials from satisfied customers to your home page

Being active on social media and responding to comments, questions, and messages will promote engagement with your followers and build a positive brand image.

Cultivate Transparency

Businesses often make the mistake of trying to prevent negative comments at all costs. If you are not open to criticism and feedback, you may fall out of touch with your audience’s needs.

However, by being transparent, you establish open communication as a platform for building trust. Your followers may also view your willingness to learn from mistakes as a competitive advantage. Cultivate transparency by asking customers for feedback and addressing criticism publicly.

Provide dissatisfied customers access to a one-on-one communication channel where they can air their grievances. Doing so allows the opportunity to convert a potentially harmful public review into a positive one.

Monitor the Web for Brand Mentions

When someone posts a review on a consumer site, social media platform, or public forum, you must respond as soon as possible. However, scrolling through all platforms is time-consuming, and you will likely miss brand mentions. A tool for tracking brand mentions will notify you immediately when someone mentions your business online.

Responding to a negative review allows you to show that you care about your customers, and you should always be courteous, helpful, and professional. Never try to outwit a complaining customer or respond sarcastically. If a complaint is frivolous or overly critical, others will see it for what it is, and it won’t reflect negatively on your business.
Discredit Your Attackers
Being transparent doesn’t mean you have to put up with unlawful behavior or malignant online attacks against your business. If someone posts false information online, file a criminal charge or civil suit against them and do so publicly.

Discredit Your Attackers

Being transparent doesn’t mean you have to put up with unlawful behavior or malignant online attacks against your business. If someone posts false information online, file a criminal charge or civil suit against them and do so publicly.

Focus on Search Engine Optimization

If you have an optimized Google My Business listing, user-friendly website, and content-rich blog, you put your best foot forward where it matters most.

Almost all potential customers who want to learn more about your business’s reputation will do a Google search. With proper search engine optimization, you increase your control over the top search engine results, pushing bad publicity down and out of sight.

Search engines such as Google have highly sophisticated algorithms, which they use to select the most relevant results for their searchers’ queries. However, the relevance and usefulness of your web content are not the only factors search engines consider. Your website should also be easy to navigate with fast loading speeds.

Contact Digital Engage

A sound online reputation management strategy is critical to mitigate the consequences of bad press or negative reviews and ensure sustainable business growth. At Digital Engage, we can provide you with reputation management solutions as a comprehensive service package. Call us today at (423) 397-2467 to schedule an initial consultation and start managing your brand image.

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digitaluser May 25, 2021 0 Comments

Top Digital Marketing Trends for 2021

The COVID-19 pandemic is among the primary drivers of new developments in digital marketing, mainly because of the sudden increase in online traffic volumes and the notable shift in buying behavior.

Search engine optimization and content marketing are still the cornerstones of digital marketing, but the focus is now on humanization, personal interaction, and experiential marketing.

In 2021, digital marketing strategies are reaching new levels of sophistication, allowing for large-scale but personalized lead engagement on platforms consumers use every day. Learn more about these trends below.

Chatbots

Chatbots are artificial virtual assistants that interact with customers, providing 24/7 support and a pleasant customer experience. These automated messaging bots analyze customers’ queries and respond in real-time with relevant and helpful data.

By saving customers’ time and providing personalized support, chatbots are ideal for lead qualification and nurturing. Chatbots also promote customer engagement, satisfaction, and retention.

Personalized Marketing

Since 2006, most businesses have implemented marketing automation to achieve large-scale outreach while saving time and money. Even though this strategy worked well for the better part of a decade, consumers no longer respond well to generic emails and ads.

In 2021, personalization is the trend to implement across various strategies, including:

  • Market outreach
  • Content marketing
  • Customer experience
  • The creation and delivery of products and services

Examples of personalized marketing include Netflix’s title recommendations and BBC’s gamified email to promote BBC One.

Influencer Marketing

Influencer marketing is the collaboration between a brand and an online influencer. This content marketing strategy aims to build trust and loyalty with the influencer’s audience and improve brand recognition.

An influencer is someone with their own brand identity and organic audience. Influencers can affect the purchasing behavior of their audience by leveraging their leadership skills, special knowledge, authority, or relationship they have with their followers.

Voice Search

Voice search is becoming an increasingly popular alternative to traditional web searching. With voice search, consumers can get information without picking up their devices, and they can get an immediate response without having to wait for web pages to load.

In 2021, ranking for voice searches is the ideal strategy to generate traffic, build trust, and demonstrate commitment to a superior customer experience.

Web Push Notifications

Web push notifications are marketing messages that pop up on consumer’s desktop screens. This type of messaging already replaced email newsletters as the preferred means of outreach to a target audience.

Easy opt-in is the most significant advantage of browser push notifications. To sign up for push notifications, users only have to click “Allow” on the opt-in message that appears automatically on the website. With web push notifications, you no longer have to ask for email addresses in exchange for a lead magnet.

Content Marketing

Content marketing remains one of the most effective strategies to generate interest in products and services. This tactic involves creating and posting content such as blog articles, videos, podcasts, and infographics.

Content marketing aims not to promote your brand explicitly but to establish your business as an authority within its niche. Providing your audience with valuable information also builds trust and loyalty.

Shoppable Social Media Posts

Both ecommerce and social media are rapidly becoming mainstream among consumers from all walks of life. By creating social media posts, you capitalize on consumers’ interaction with videos and images while eliminating the steps they have to take to buy from you.

Shoppable media posts have been around since 2018, when Instagram introduced the concept. Since then, other platforms, including Facebook, have allowed shoppable tag posts. This year, shoppable social media posts will likely become more popular among consumers as platforms refine this feature’s robustness.

Search Engine Optimization (SEO)

Google’s first page remains the primary source of traffic to websites, and optimizing your site for search engines is among the most crucial digital marketing strategies. In 2021, the objective with SEO is to rank in “position zero,” which is Google’s featured snippet and top result.

As always, providing an optimal user experience with high-value, relevant content is integral to SEO success. Traditional SEO strategies, such as maintaining a user-friendly website, keyword research, optimization for mobile, and the focus on topic clusters remain critical to implement.

Building a portfolio of backlinks to demonstrate your site’s authority is also a highly effective SEO tactic and a viable marketing objective for 2021.

Contact Digital Engage

If you are looking to implement effective digital marketing strategies and step away from the noise, Digital Engage can help. Call us today at (423) 397-2467 to schedule a consultation and tell us about your business.

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digitaluser May 17, 2021 0 Comments

Important Questions to Ask a Digital Marketing Agency Before Hiring Them

As a marketer, you know the importance of digital marketing. But if you’re like most marketers, you don’t have all the time in the world to manage projects and execute your strategy.

Designing a successful marketing strategy nowadays is not just about creative design but also about knowing and understanding digital technology. It’s vital to hire an agency that specializes in both creativity and technical know-how.

One of the most critical steps in evaluating a digital marketing agency is understanding how they approach your business and what their creative process looks like.

Partnering with a Marketing Agency

You may be struggling to take your business to the next level despite your efforts to start a blog (and updating it regularly), maintain a consistent social presence, and offer excellent customer service.

If your goal is growth and sustainability, it’s time for you to evaluate digital marketing agencies that could provide your organization with expertise in website development, SEO/SEM optimization, content creation, email marketing, and customer relationship management.

Questions to Ask When Evaluating a Digital Marketing Agency

1. What is Your Process for Evaluating a New Client’s Needs and Goals?

Sure, you want to see results, and that’s probably the first question you may ask. But you need to dig a little deeper and ask questions about the process for evaluating your needs and goals.

They’ll probably give you generic answers and avoid offering any specific examples of how they evaluate new clients and their needs. If this is the case, then you might want to look elsewhere.

2. How Do You Measure Success? What Metrics Should I Be Looking at to See Whether My Campaign Works?

You should be able to measure ROI and achieve your marketing goals. The best way to go about this is through analytics. The digital marketing agency should have key performance indicators (KPIs) in place to measure your success at achieving goals with different tactics.

This will leave a lasting impact through your marketing efforts. Here are some KPIs that should be covered by a marketing agency:

  • Subscriber rate
  • Traffic distribution
  • Leads generated
  • Average pages per session

3. What Are the Track Records for Businesses Like Mine?

Any reputable digital marketing agency will want to show you that they understand everything from analytics and social media to SEO and email campaigns. Don’t be afraid to ask them whether they’ve worked on any projects that are similar to yours.

If your company mainly revolves around content marketing, for example, make sure that the agency has proven experience generating content that brings results for likeminded clients.

A general rule of thumb is to search for agencies that specialize in a specific industry and see whether they have experience with companies like yours.

You want to make sure the agency has a strong understanding of your business and can execute strategies that are made for you. Another thing you’ll want to consider is an agency that will deliver results in a way that clicks with your audience.

4. What’s the Pricing?

Price is a huge factor to consider when choosing an agency. Different agencies have different tiers of pricing to accommodate different budgets and needs.

One price may be better suited for small business while another might work better with enterprise clients, so do your research to find what will best fit your company’s goals and finances.

Also, find out whether there will be any additional costs associated with their services (i.e., monthly retainer fees) or hidden fees (i.e., hourly rates) that you will be required to pay.

5. What Are the Agency’s Credentials?

Accreditation and certificates are a must-have for any agency. Carry due diligence for any company you’re considering working with, because this will be your business’s reputation on the line.

Make sure that the agency you choose has been established and in business long enough to stay afloat and is accredited with major industry bodies.

Last but not least, check out their portfolio, find client reviews, and ask for testimonials to see what others have said about them in the past.

This will help you determine whether the marketing agency delivers what they are promising. If they exaggerate their results, you might not get a clear picture of what to expect in the long run.

Working with the right digital marketing agency can take your business to another level. Call us at (423) 397-2467 and let us take the load off your back. We have the experience and technical know-how to help your brand stand out from the crowd.

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digitaluser May 11, 2021 0 Comments

Online Reputation Management – What Is It and Why Does Your Business Need It?

Did you know that 74% of customers trust a business more if it has favorable online reviews? This stat shows just how important online reputation management is to your business.
But online reputation management should not be confused with public relations. With online reputation management, businesses employ specific strategies to ask for, improve, and respond to customer reviews on popular review sites like Google My Business, Yelp, Trustpilot, and more.
Here, we explore what online reputation management is and how it can help your business.

What Is Online Reputation Management?

Online reputation management is the practice of building and maintaining the public’s or your target audience’s perception of you, your brand, or your business online. It involves creating and maintaining good standing online and managing any negative opinions to limit damage to your reputation.
To ensure that your business has a good standing, you must use online reputation management strategies like:

  • Asking for and publishing customer reviews
  • Being verified and active on social media and review sites
  • Engaging with your audience and the public by responding to and thanking customers for their positive (and negative) comments
  • Promoting positive reviews through multiple channels, e.g., banners, social media sharing, and paid ads
  • Adding a review schema markup to your site

Why Is Online Reputation Management Essential for Businesses?

One bad review from an angry or dissatisfied customer is enough to influence what others think about your brand, hindering your future revenues and profits. That’s why maintaining a good reputation and standing online is imperative.
An excellent online reputation management strategy:

1. Builds Trust with New and Existing Customers

Online reviews on social media and review sites have given customers a platform to “tell all” about their experience with a business or brand.
Reviews now have associated star ratings on Google searches. Sites like Trustpilot and Yelp also have star ratings, which can make a difference in how people perceive your business.
Who can forget the case of Amy’s Baking Company in Scottsdale, AZ? Because of the owners’ outrageous behavior toward their customers and the subsequent negative reviews on Yelp, the business eventually folded in September 2015.
You can’t hide from online customer reviews. Managing them well and building trust with your audience is the only way to maintain and improve your bottom line.

2. Ranks a Business Highly on Search Engines Improving Web Traffic

Online reviews are an important ranking factor on search engines.
There is a clear link between customer reviews, the number of negative reviews, and the responses to the reviews with local SEO ranking.
Customers looking to purchase a product will consider businesses with a 3-5 star rating, and Google will prioritize these businesses over others. The top-rated companies feature on the “Local 3 Pack,” reaching more people and improving traffic.
If your business isn’t achieving a 3-5 star average rating, chances are you are losing out.

3. Solidifies Social Proof

Facebook is now the second most popular reviews platform globally after Google.
1.84 billion users visit the social media site daily. Additionally, in 2015, 52% of online and offline customers made their purchases based on Facebook recommendations.
Facebook and other social media platforms’ reviews act as valuable social proof of your brand or business.

4. Converts Site Visitors and Leads into Paying Customers

80% of customers trust online reviews and will base their purchasing decisions on them.
You must be displaying any 5-star reviews prominently on your website to entice potential customers to do business with you.
This strategy also converts mere visits and leads into paying customers.

How Can You Easily Monitor Your Online Reputation?

You must have a strategy to monitor these reviews to ensure that you maintain a good reputation for your brand or business. Leaving negative reviews unanswered or not engaging with positive reviews at all makes your business look amateur, uncaring, and untrustworthy.
You can invest in online reputation management software, but you may need to monitor and manage your reviews manually on some sites.
Ensure that you have a team that:

  • Checks social media platforms for notifications and alerts on any new comments and reviews
  • Conducts “most recent” brand searches across social media and Google to unearth new reviews.
  • Creates a Google alert to your inbox that shows up whenever people mention your brand or business.
  • Uses social media management software such as Social Pilot and Hootsuite to monitor what people say about you.

At Digital Engage, we have developed online reputation management strategies that will revolutionize your online reputation. Call us at (423) 397-2467 or contact us online to learn more.

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digitaluser April 27, 2021 0 Comments

How to Develop an Engaging and Effective PPC Ads Campaign for Higher Clickthrough Rates and Conversions

If you know anything about digital marketing, you may have come across the term PPC.
PPC or pay-per-click advertising is a digital advertising strategy in which advertisers pay each time a potential customer clicks on an online ad.
With this and other digital advertising strategies becoming more complicated, how do you develop an engaging and effective PPC strategy that works? Which platforms should you publish your ads on, and what should you include in your ads to reach and convert your target audience?
Here, we answer these questions and more to help you improve your overall PPC ads marketing strategy.

How to Make Your PPC Ads Strategy More Effective

Whether you are looking to increase your click-through rates and conversions or are simply building awareness for your product or service, the tactics you employ in your PPC ads campaign will directly influence its success.
Some effective PPC strategies to consider include:

1. Research Your Target Audience

Identifying your target audience and their needs and wants is essential to developing a water-tight PPC campaign.
With many ad platforms now restricting keyword targeting, you must invest more into researching what makes your target audience tick to have a higher chance of getting them interested in the products and services you offer.
Segment your customer base to give you a clearer picture of customer intent. Ask questions such as:

  • What is your customer demographic? (age, income, gender, location, interests)
  • What are their expectations for your product or service?
  • What are their pain points? How can you meet them?
  • What do they currently buy from you? Would they consider alternatives?
  • Which other brands do they buy from?

With answers to these questions, you’ll make your PPC campaign compelling enough to get potential customers to convert.

2. Undertake Proper Keyword Research

Keyword research is the cornerstone of any effective PPC ad campaign. The keywords you choose can mean the difference between converting a lead into a paying customer and losing out on business.
The keywords available to you are innumerable, so create the perfect keywords or combination of keywords to match various categories.
Keyword research also allows you to know which keywords your competitors are bidding on and decide whether you can take them on.
You might also find that some keywords have a higher CPC (cost-per-click) than your budget allows. You should also avoid negative keywords and apply positive keywords correctly to your PPC campaign to prevent search engine penalization and yield higher click-through rates.
Invest in a good keyword tool like Google Keyword Planner, SEMRush, Long Tail Pro, and Answer the Public to ensure you’re using the right keywords in your ad copy and significantly improve conversions from your PPC campaigns.

3. Write Relevant and Compelling Ad Copy

Your ad content should match what the user is searching for and meet their pain points to be effective. Relevant PPC ad content should give the consumer the information they are looking for and not contain clickbait.
Ensure that you:

  • Use direct, attention-grabbing headlines with the relevant keywords
  • Use simple, readable, and understandable language that sounds human and includes your unique selling points
  • Include social proof in your copy
  • Include a compelling call-to-action that captures the attention of a user with the promise of reward.

4. Formulate an Integrated Campaign

Integrated PPC campaigns can mean the difference between converting one or two customers and blowing up your ROI.
Try to combine strategies, e.g., connected TV and paid search, to get an inflated ROI on multiple channels instead of spending all your money on one platform. For instance, you could leverage Facebook Ads and YouTube on the same campaign to reach different audiences and obtain new customers.

5. Set Clear Campaign Objectives From the Start

For your campaign to be successful, you must begin with the end in mind.
Using a simple three-stage funnel is a perfect way to do this, guiding you on how to tailor your ad to your potential customer from the awareness stage right through to the conversion stage.
Ask yourself the following:

    • What’s the reason for your PPC campaign?
    • How does your PPC campaign fit into your overall marketing strategy?
    • Are you looking to grow brand awareness or increase sales?

This will enable you to know how to customize and tailor your PPC ads content to meet your potential customer at the right stage of their buying journey.
If you’d like to know more about developing an engaging PPC Ads strategy for your business, get in touch with Digital Engage. You can call us at (423) 397-2467 or contact us online to get started.

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digitaluser April 16, 2021 0 Comments

Is Your Local SEO Game Down? Apply These Must-Know Google Maps Marketing Strategies and Watch Your Customers and Revenues Grow

According to Statista, Google dominated the search engine market, at 92.05%, far outperforming Bing and Baidu in February 2021.
Small and large businesses use Google Maps to give customers an easy way to find them and as an effective marketing strategy.
Picture this – you’re on the road and suddenly begin to feel ill. You need a local doctor, and you need one fast. You get onto Google Maps to look for the nearest clinic, and Google Maps helps you find one.
In this instance, Google Maps was a useful directional tool for you but an effective marketing strategy for the doctor. The search results gave you, the customer, all the information you needed to pick one healthcare facility over the rest.
Read on to learn more about how to rank in Google Maps search results and improve local SEO.

What Is Google Maps Marketing?

Google Maps marketing is a digital marketing strategy that uses Google Maps to gain visibility.
When a business features on Google Maps with a Google My Business profile, it showcases:

  • Location
  • Hours of business
  • Photos
  • Phone number
  • Amenities

These factors make it easy for potential local customers searching for particular products or services to locate and frequent that business.
As with all digital marketing strategies, optimizing your business on Google Maps can enhance customer visits and drive revenues.
Here, we discuss must-know marketing strategies that will catapult your business to what’s known as the “Local 3 Pack.” These are the first three businesses in search results that Google considers most relevant to the user based on the location they’re searching or their current location.

Must-Know Google Maps Marketing Strategies for Your Local Business

Verify Your Business on Google My Business

Optimizing your Google My Business profile by verifying your business increases potential customers’ chances of coming across your business in the search results.
This process enables you to claim a specific business within Google Maps so that you’re the only one who can change the information on the business.
Google carries out the verification process via postal mail for added security.

Optimize Your Business Introduction

Use brief and easily readable introductions to grab potential customers’ attention. The introduction contains a summary of your business and the products and services you offer.
This business summary should also include relevant keywords that most customers search for.

Use Attractive Photos

Google My Business listings with photos receive 35% more clicks to their websites and 42% more queries for directions to their location.
When creating your listing, ensure you add attractive, high-resolution photos of your store, products, and services.

Add Relevant Categories and Attributes to Your Listing

Categories tell potential customers more about the products and services your business provides.
Google recommends choosing a primary category to describe your overall business, such as:

  • Restaurant
  • Beauty Business
  • Pet Groomer
  • Doctor, and more.

It would help if you also used additional sub-categories that tell potential customers more about your business products and services. For instance, if you’re a restaurant, what kind of restaurant are you?
And finally, define your business attributes to include factors such as outdoor seating, minority-owned, LGBTQ-friendly, pet-friendly, etc.

Ask for Customer Reviews and Manage Them

Customer reviews add credibility to your business, building social proof and further increasing your rankings on the Google Maps platform.
However, merely having customer reviews is not enough. Strive for positive reviews that showcase your business in a positive light. If you have any negative reviews, respond to them honestly, demonstrating to existing and new customers that you value their feedback.

Utilize Local Search Ads

Although using Google Maps and listing your business on Google My Business is free, Local Search ads can boost visibility and credibility.
Google Maps ads leverage location targeting, ensuring your business appears in location-relevant desktop and mobile searches. Google also enables you to track ad performance and ROI, allowing you to tweak your marketing.

The Importance of Google Maps Marketing Strategies

Google Maps marketing is a non-negotiable for any business wanting to reach more local customers and get more foot traffic through their doors.
An optimized Google My Business profile complements any organic searches, giving your business improved visibility in Google Maps search results.
Having an accurate location address, realistic and attractive photos, a working phone number, and the latest customer reviews will give your business credibility. New customers will likely choose your business over the rest, driving revenue, while existing customers will continue to choose your brand over others.
Looking to improve your local SEO with Google Maps marketing? Call Digital Engage today at (423) 397-2467 or contact us online and let us help you get more local customers through your doors.

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digitaluser April 5, 2021 0 Comments

Using Social Media Marketing to Grow Your Business During and After the COVID-19 Pandemic

Today, social media platforms have become the primary information and commerce channel, far outperforming other digital platforms. People are gravitating to Facebook, Twitter, YouTube, and Instagram to get news, search for products and services, and even make purchasing decisions. Since the beginning of 2020, the Covid-19 pandemic has accelerated social media adoption. Businesses have had to change their whole operational and marketing models to grapple with the drop in in-person sales and the rise in socially-distanced online shopping. So, how can businesses leverage social media to survive and thrive in this challenging business environment?

Here we look at how to adopt social media marketing on various social media platforms to help you connect with new and existing customers.

What Is Social Media Marketing?

Social media marketing uses social platforms like Facebook, Instagram, Twitter, YouTube, and LinkedIn to build brands, engage target audiences, and increase sales. It involves creating tailored content to create more brand awareness, drive engagement, and increase revenues. According to Statista, in 2019 and 2020, people’s average time on social media per day worldwide was 145 minutes, up from 142 minutes in 2018. So, especially in this pandemic, businesses cannot afford to ignore social media marketing and must adapt to survive.

How Can You Leverage Social Media Marketing to Grow Your Business?

We can all agree that things are changing, and the world is going digital. Statista states that 4.66 billion people were active internet (which includes social media) users in 2020 in the middle of the pandemic. That is over 50% of the world’s population!

Here lies an opportunity for your business to flourish. Below we look at the social media strategies you can use to take advantage of this marketing shift.

1. Have a Water-Tight Social Media Strategy

A comprehensive social media strategy can mean the difference between success on various platforms and catastrophic failure.
To have a proper game plan for your brand, start by creating clear goals using the SMART framework. Consider your brand’s needs and strategize on how to meet them.
Ask yourself:

  • Do you need social media marketing for brand awareness or to drive sales?
  • Do you have various social media strategies to meet potential customers at the different phases of their buying journey, i.e., Awareness, Consideration, and Conversion?

2. Identify Your Target Audience and Tailor Your Marketing to Them

Who is your ideal customer? If you do not know this yet, it will help if you performed in-depth research to find out.

To understand your target customer, consider their:

  • Demographics (age, income, gender, location, interests)
  • Expectations for your product or service
  • Pain points and how you can meet them
  • Current purchasing habits
  • Brand preferences

If your business is getting low or zero engagement on social media, the audience you are engaging with is not your target market.

3.Create Engaging Content

Content is king, but good content is gold. Content that resonates with your audience can set you apart from competitors and make your customers want to engage with you. Ensure your content stands out, tells a story, and adds value by making it compelling, relevant, and to the point.

4.Use Paid Ads

Paid social media campaigns are a sure way to give your brand or business quick visibility. When you pay for an ad, you are guaranteed to appear in your target user’s feeds. To meet your paid ad goals, ensure your ads resonate with the social media platform you use, your target audience, and their behavior pattern. Unlike traditional marketing tactics, you can measure your social media advertising strategy’s effectiveness and track the ROI with ease.

5.Leverage Retargeting and Lead Nurturing

Once you’ve gained leads from paid and organic reach, the next step is lead nurturing. You’ll need to make your audience receptive to your brand and earn their trust to get them to make a purchase. However, most people don’t buy on the first contact, so you must also use retargeting campaigns such as Google Ads, Facebook Retargeting, or LinkedIn Ads to bring them back to your site and get them to buy from you.

Pro Tips:

  • Different social platforms have different target audiences, so tailor your marketing to those audiences.
  • Take advantage of analytic tools such as engagement, reach, hashtag performance, and likes to track your metrics.
  • Deploy your social media marketing strategy on multiple platforms, using both organic and paid strategies.

The Coronavirus pandemic has forced many businesses to adapt to a purely online operational and marketing model. Most companies struggled at the beginning of the pandemic. One year later, brands and businesses are regaining their footing and using social media marketing to grow and engage with their clients. Have you incorporated social media marketing in your business yet? Get in touch with Digital Engage today for expert tips and strategies to integrate social media marketing into your business. Call (423) 397-2467 or reach out to us online.

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digitaluser March 26, 2021 0 Comments
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