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Navigating the World of Digital Marketing

70 Billion Dollar Marketplace - You In?

Bob Ingram - Monday, April 30, 2018

 

70 Billion Dollar Marketplace - You In?

 

When I heard about Udacity’s Digital Marketing Nanodegree and how important it is to businesses who truly want to understand digital marketing in order to propel their businesses forward, I said sign me up! Like so many other small businesses, we face the challenge of wading through the sea of information on digital marketing. We need to know what is the best use of our advertising dollars and prove the success of our efforts.

 

 

In an ever increasingly digital world, it has never been more important to focus our marketing attention on digital advertising. Fundamentally for every marketer, we are trying to reach the right person at the right time with the right message that drives them to our product.

Unfortunately, for most of us, there are too many options and it is difficult to decide which advertising platform will bring us the most revenue. We just don’t have the time to vet all these products. We want to know how we can cut to the chase and learn the most important lessons in the shortest amount of time. To succeed, we need skills in all these areas:

  • Content Strategy
  • Social Media Marketing
  • Social Media Advertising
  • Search Engine Optimization (SEO)
  • Search Engine Marketing (SEM)
  • Display Advertising
  • Email Marketing
  • Measuring and Optimizing with Google Analytics

 

The Digital Marketing Nanodegree provides practical exercises using the tools needed to develop a sound social media strategy. Social Media Management software like Hootsuite streamline social media posting for Facebook, Twitter, and Google+ and offer analytics in one convenient dashboard. I can see which posts are gaining ground and driving traffic to my website. Social media platforms like facebook and Twitter also offer powerful targeted advertising options that enhance offerings by our company.

 

Search Engine Optimization is constantly evolving, and staying current on the latest techniques keeps us at the top of the rankings. Search Engine Marketing (Google Adwords) is a natural companion to driving qualified leads to our website. Email marketing is particularly effective at the conversion and retention stage for our customers. Finally, analyzing our results with Google Analytics proves that our digital marketing efforts are paying off and growing the business.

 

Tracking Phone Calls from Your Mobile website

Barbara Ingram - Wednesday, October 21, 2015

Google Tag Manager setup to track phone calls


The Paramount Group.us uses Google Tag Manager, which sends information to Google Analytics to track calls from the mobile website using the hyperlink tag as the “trigger” for tracking the “event” when a user clicks on the phone number hyperlink to call our office


Below are the settings that we use to make this possible. It’s a great way to see exactly how many phone calls your mobile website is generating.


Our site is www.theparamountgroup.us


Settings for the Event Tag

 



Trigger for Phone Calls:


Here is the HTML for the link to call on my mobile site:


<a href="tel:321%20345%208288">321-345-8288</a>


This is the HTML for the link to call on my Desktop site:


<a href="tel:321%20345%208288">321-345-8288</a>


Below are the settings for the trigger.



To view your events in Google Analytics:

Got to the Behavior tab, and select Events


You should see a diagram like the one below.


If you follow these steps, you should be able to start gathering this information. This is just one of the many ways in which Google Tag Manager is invaluable for sending data to Google Analytics.


Why do THEY rank above ME?

Barbara Ingram - Wednesday, August 19, 2015

Here are some factors that affect page rank.


We're going to be doing a series of campaigns to help you make some changes that may improve your website ranking. They'll be short and sweet, so they shouldn't take up too much time to read.

 

The Power of Google's +1.

There is more impact to your SEO with the +1 then just a social media plug. Even though this study was done 2 years ago, it is still relevant and refered to by industry experts. Below is a link to an interesting article put out my MOZ, the industry leader in SEO. We have seen benefits on our own site's ranking when we make regular posts to Google+ and participate in community forums. Be sure that you have a Google +1 button on your website and be sure that your Google My Business page has been verified and populated properly. If not, you will not be able to respond to any reviews that your customers leave there. If you need help, give us a call or sign up for one of our free Lunch and Learns which are held the second Friday of every month. The dates, times and topics are listed on our Google Plus and Facebook pages. https://moz.com/blog/google-plus-correlations

Found on moz.com/blog by Cyrus Shepard

Stop Chasing Squirrels and Start Making Money!

Barbara Ingram - Monday, June 15, 2015

Stop getting distracted by squirrels and
start making money with your ads and landing pages.


If you have chosen to create a Google AdWords account so that you can better advertise your business online, then you need a place for your prospects to go to when they click on your awesome ad, right? When people click on an ad, they are expecting to find exactly what they are looking for. They expect to see the information on the website that was advertised. Your visitors will be disappointed if they think you are misleading them or your website is inept. So we’ve put together a visual of what to do and what NOT to do.


BAD DOG WAY:

Vague ad that leads to muddled landing page where the visitor has to search for the product.

Sample AdWord for bad ad 


Sample website for bad landing page 


The Ad and website do not make good use of keywords and do not describe the product or service they are trying to sell. When one clicks on the ad, it takes the visitor to a generic home page about squirrels. They have forgotten that the visitor clicked on “squirrel-flavored treats”. The visitor doesn’t want to know how to raise baby squirrels and I’m sure they’re not in the mood to go searching around on the website looking for their dog biscuits. So they will most likely leave; their dog will not have treats and the creative biscuit people will have no business.

 

GOOD DOG WAY:

Well-written ad using relevant key-words that leads to landing page for the product advertised.

 

Properly constructed AdWords ad

 

Example of a relevant landing page for an AdWorfds campaign 

 

So the answer to having a successful campaign, is a really good, relevant page full of information which matches what is in the ad. We call this a “landing page”. With this landing page, the viewer is brought to a page that matches the contents of the ad and they find what they are seeking. They are getting exactly what they expect. There’s a place to buy, to get more info, to engage them further. If they were indeed looking for squirrel-flavored dog biscuits, then they will probably make a purchase before leaving this site. “The Google Adwords team recommends you keep the following tips in mind: Include: price, promotions, calls to action, use your product keywords, Include ads that match the landing page, be mobile friendly, write your ads to professional editorial standards and experiment with multiple ads. “ Source: Google Adwords Help, https://support.google.com/adwords/answer/1704392?hl=en, retrieved June 15, 2015.


The ultimate goal of this exercise is to end with a sale. The best way to do that is to give the user a perfect path that leads to that satisfying end. First, you want a well-constructed ad that describes the product or service you are offering. This is where the professionals (us) can really help you. We have the expertise to create an ad that will be effective. Then you need a landing page on your website which contains the same information as the ad, and a way for the visitor to order/buy or contact you easily. Make the checkout easy for them. Don’t give them a reason to leave. If they clicked on your ad, they are an interested buyer or they are seeking information about your service. You have done all the work to get them to the website, now let’s close the sale. That is the reason that you want your ads to be as relevant as possible, so there is no misunderstanding about what you are selling and it matches what they are looking for.


Once your perfect landing page is created and linked to the perfect ad, let the business start flowing. Happy customers equals happy business owners. Now that just makes everyone happy… including your dog!


Be Happy

Need a shopping cart e-commerce website?

Barbara Ingram - Tuesday, May 19, 2015

Are you interested in starting an online business, or adding an online store to your retail one? There are many things to consider. 

 

What kind of ecommerce site should you use? What kind of agency can help? We partners and can walk you through the whole process. We will create all the back-end stuff, make sure that the SEO is on point and help with any additional services. Then we hand over the store to you to manage. Starting a business is exciting and daunting. You need to spend time on your online company and your products, not your website and shopping cart. We will be your partners through the whole process. Once your ecommerce site is up, we will make sure it's found! Being Google Partners means that we know how to drive traffic to your site and convert those visits to orders. You will need an AdWords search and/or shopping campaign for maximum visibility. You can view your analytics each month and see how your new site is performing. Everything you need to know is right here!

Link for the Google Presentation - May 2015

Barbara Ingram - Friday, May 15, 2015

 Thank you for everyone who attended our Google Partners Connect event yesterday. It was a rousing success and everyone had a good time. 


We had some nice Google swag to give away and I think everyone learned a lot about how to market your small business online using Google Advertising. If you missed it, you can watch it online with this video of the livestream event.

Enjoy! And call us if you have questions about your marketing or website. 

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