There are 7.676 billion people on the planet. Of this, 4.388 billion people use the Internet for various purposes such as the more mundane tasks (like banking), shopping, research and catching up with friends from overseas. If you are a business owner, or are responsible for the marketing in your business, you need to be giving some serious thought to putting together a digital marketing strategy for your business. In this article, we chat about some of the formulas that you can use in your strategy development.
The term ‘content marketing’ refers to a type of digital marketing that involves creating and sharing material online (such as videos, blogs as well as social media posts). This type of content does not explicitly promote a brand however it is intended to stimulate interest in a company’s products or services.
Blogging is one of the most common methods of content marketing. Having a blog on your website is one of the best ways to improve Search Engine Optimisation (SEO) and drive more traffic to your website from the search engines. This can assist you with making the most of your digital marketing budget. Websites that have a blog attached to it usually have 434% more indexed pages as opposed to those that don’t. This stat means that websites with blogs have a greater chance of being on the first page of search engines when consumers search keywords that are relevant to the site. In addition, business websites with blogs boast 97% more inbound links. This also assists with SEO.
Pay-per-click advertising (PPC), which is also known as cost-per-click advertising (CPC) is an advertising model which is utilised to drive traffic to websites. In this model, person who wishes to take out advertising pays a publisher (which is usually a search engine, website owner or, alternatively, a network of websites) when the ad is clicked on.
Here are eight steps that you need to go through when planning and setting up a PPC campaign:
Step 1. Know your aims, goals as well as competition
Before you start a PPC campaign, consider your objectives and set some goals.
Step 2. Keyword research
Once you know the what you want to advertise, do some keyword research. This is in order to get an idea of:
- How many Internet users are searching for those terms on the major search engines, and
- What is your competition?
Step 3. Budget
Set a test budget to begin with to see how many clicks and conversions you can get for your budget.
Step 4. Campaign structure
When you start building your PPC campaign the structure is important:
- If you are targeting different countries and/or languages then you should put together separate campaigns for each country and region.
- If you are covering different services/product areas, which have differing importance/objectives within your business, these should be divided into their own campaigns. This is so that a separate budget can be assigned to each.
Step 5. Build the campaigns
Start building your PPC campaigns using the AdWords Editor or Bing Ads Editor. The tools that you use depends on what platform you are using.
Step 6. Test
Check that any conversion tracking is active. In addition, make sure that your account is linked to your Google Analytics account. Set your campaigns live and see if your estimates were accurate.
Step 7. Optimise
After the campaigns have been in operation for a period of time, and have had some impressions and clicks, it will be possible to get an idea of:
- Click costs,
- Competition, and
Step 8. Keep testing and optimising
To continue to be successful, your campaigns should not just be set up and then just left alone. By keeping a regular eye on the analytics, as well as checking the numbers, you can keep tweaking and testing:
- Ad copy,
- Bids, and
This is so that you can make the most out of the money you are spending on these clicks.
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