Your Digital Questions Answered!

We are here to help you to answer your questions on digital marketing.  We are happy to share our expert knowledge with you.  If you do not see your question answered below, please reach out to us at 407-909-9036 or email us at info@digitalesc.com.  We answer your questions about:

Search Engine Optimization       Paid Search       Social Media       Social Selling       Customer Journey Mapping       Content Marketing

Seach Engine Optimization FAQ

SEO is an acronym for "search engine optimization" or "search engine optimizer." Deciding to hire an SEO is a big decision that can potentially improve your site and save time, but you can also risk damage to your site and reputation. Make sure to research the potential advantages as well as the damage that an irresponsible SEO can do to your site. Many SEOs and other agencies and consultants provide useful services for website owners, including:

  • Review of your site content or structure
  • Technical advice on website development: for example, hosting, redirects, error pages, use of JavaScript
  • Content development
  • Management of online business development campaigns
  • Keyword research
  • SEO training
  • Expertise in specific markets and geographies.
  • Can you show me examples of your previous work and share some success stories?
  • Do you follow the Google Webmaster Guidelines?
  • Do you offer any online marketing services or advice to complement your organic search business?
  • What kind of results do you expect to see, and in what timeframe? How do you measure your success?
  • What's your experience in my industry?
  • What's your experience in my country/city?
  • What's your experience developing international sites?
  • What are your most important SEO techniques?
  • How long have you been in business?
  • How can I expect to communicate with you? Will you share with me all the changes you make to my site, and provide detailed information about your recommendations and the reasoning behind them?

No one can guarantee a #1 ranking on Google.

Beware of SEOs that claim to guarantee rankings, allege a "special relationship" with Google, or advertise a "priority submit" to Google. There is no priority submit for Google.

Be careful if a company is secretive or won't clearly explain what they intend to do.

  • Ask for explanations if something is unclear. If an SEO creates deceptive or misleading content on your behalf, such as doorway pages or "throwaway" domains, your site could be removed entirely from Google's index.
  • Ultimately, you are responsible for the actions of any companies you hire, so it's best to be sure you know exactly how they intend to "help" you.
  • If an SEO has FTP access to your server, they should be willing to explain all the changes they are making to your site.
  • Tracking search engine rankings can be informative and difficult since so many people use different devices now. 
  • But high rankings only matter if the keywords deliver business value (visits, traffic and conversions).
  • While rankings can contribute to overall success, they are not a reliable measurement or predictor of success.
  • Instead, increases in traffic and revenue, along with other conversion metrics, should be your main focus to improve your key performance indicators and ROI.

Paid Search FAQ

  • Yes, we recommend paid search for all businesses as it is enormously powerful and extremely profitable when executed with precision and efficiency.
  • Audiences can be highly targeted and campaigns build around your brand name, events, special offers, etc.
  • First, we select a list of keywords that will be triggered by users searching in search engines like Google or Bing.
  • For those keywords, we write an ad to market your products or services so that users will see this ad when they search for relevant terms.
  • With Facebook ads we can target by geographic region, life style, interests, companies, age, gender and much more.
  • Immediately. Upon returning our agreement, we will schedule a kick-off phone call with your account management team .
  • Generally, within seven business days of our initial kick-off call, your campaign will be ready to launch!
  • Data will accrue in real time, and growth and efficiency will continue to develop indefinitely with ongoing optimization.

Minimum paid search spent is $600 per month for three months.

  • Paid search campaign optimization refers to the process of making incremental changes to a campaign in order to create a higher average return for every dollar spent.
  • These changes include (but are not limited to): keyword segmentation, ad copy testing, bid management, and geographic, demographic, ad extensions, etc.
  • We help businesses grow and succeed using a holistic approach combining data, technology, and human marketing expertise.

Social Media FAQ

  • Social media is where your target audience is and is part of the assisted interactions leading to conversions.
  • Social media is word-of-mouth marketing.
  • People don't listen to companies, people listen to friends. So when they see a friend on Facebook "liking" a company page, they are more inclined to believe them.
  • Additionally, social media is a ranking signal with Google.
  • It depends on your social media goals and the amount of content you have to share.
  • On average, plan to post to Facebook at least two times a week, and no more than once a day.
  • For Twitter, it is much more flexible, but try to post or retweet content at least three - four times a day.
  • And LinkedIn, should be weekly.
  • In general, aim for roughly 80% informational, relevant shared content, and 20% promotional.
  • Don’t forget that relevant to your organization photos and videos are very well received on social media and can be an easy way to get a lot of interaction/engagement.
  • Work to turn the negative comment into a positive discussion, encouraging more commentary.
  • Correct information that may not be factual and be open and honest in responding to negative comments.
  • Be professional and respectful. Thank commenters for their time and for sharing their thoughts.
  • Thanking your commenters shows sincerity and that you appreciate their readership and feedback, both positive and negative.
  • ROI can be measured through customer acquisition, engagement, fan growth, lead generation, clicks, revenue, contest entries, etc.
  • It all depends on your goals. Before you can track and measure your ROI, you need to determine your goals so you know which factors you’re measuring and what success looks like.

Social Selling FAQ

  • Social selling is about leveraging your social network to find the right prospects, build trusted relationships, and ultimately, achieve your sales goals.
  • It is when when salespeople use social media to interact directly with their prospects and providing value content by answering prospect questions and offering insights until the prospect is ready to buy.
  • Social selling comprises branding, listening, relationship building, engaging, collaborating, and selling. Social selling is especially successful for B2B salespeople who are interested in lead generation with a goal of getting appointments with prospects.
  • Social selling is considered both inbound marketing, because it is a content attraction strategy; and outbound marketing, because it is a prospecting strategy. LinkedIn, for example, offers a database of professionals that can be searched and sorted.
  • Your name is always attached to your social communications, which keeps you in front of your customers throughout the sales cycle.

Depending on your audience LinkedIn, Facebook and Twitter either one of these or a combination of two channels.

To be effective you will need to spend 5+ hours per week on social selling.

Yes, just look at these stats:

  • Teams who embrace social fill pipeline faster (18% more pipeline 28% faster).
  • Companies with formalized social selling processes are more likely to hit revenue goals: 78% of social sellers hit their revenue goals in the past year vs 38% of non-social sellers.
  • Social selling gives companies higher ROI vs. traditional tactics: social sellers gain 57% higher ROI from social selling vs 23% using traditional tactics

Customer Journey Mapping

  • The visual representative of the alignment of the organization to the customer needs to create relevant, engaging and rewarding experiences that connect the brand with the customer.
  • And it is representative of:
Where the customer touches the brand
.
  • Where the brand touches the customer
.
  • Where they interact with each other.
  • 
The multiple interaction points of a customers’ engagement with the brand.
  • Why the customer is seeking contact with the brand
The customer expectations of their experience with the brands.

What business problems are you typically trying to solve with journey mapping?
To provide content throughout the buyer journey offering a positive, consistent, and brand relevant experience to guide them throughout there journey to purchase.

  • Because doing so helps you answer the question, “What content shall we create to drive visitors throughout the purchase funnel?”
  • Therefore, we need to use the customer journey knowledge to develop our content plans to overcome key business challenges and goals at different stages of the funnel.

What stakeholders are involved in the journey mapping?
We have found that the broader the cast the more likely it is to be accurate and to succeed. For example,

  • Leadership
  • Sales Team Members
  • Influences
  • Clients (by market segment)

Absolutely, for example here is what you can expect:

  • Increasing revenue directly by eliminating barriers to purchase or repurchase.
  • Shortening path to purchase
Correcting ineffective or negative touches
.
  • Identifying barriers to retention.
  • Enhancing engagement and advocacy.
  • Create targeted, personas driven contact strategies and plans

Content Marketing

Goals include things such as brand awareness or reinforcement, lead conversion and nurturing and customer conversion.

 

Absolutely, content marketing and SEO are totally connected.

  • We need to have content to help answer questions that the customer is asking.
  • Understanding what your audience is searching in Google is critical, and simply answering those questions can help you with SEO to improve rankings and conversions. A
  • Also, looking at keywords for understanding what questions your customers search intent are important too. Content marketing will drive improved SEO.
  • First, do an audit on all the content on your website and note how often the pages are visited, time on page, bounce rates, etc.
  • Some studies show that said that 50-60% of the content a company creates is never used.
  • Those pieces of content are complete waste if no one is viewing it.
  • So what can you do? Replace it with more engaging and relevant content and measure that or simply just shifting some of the around can help.

Effective content marketing helps us to achieve your business goals. For example, reaching, engaging and converting new customers is a common business objective and this can be tracked with your website analytics.

  • Define your goal.
  • Conduct persona research.
  • Run a content audit.
  • Brainstorm content ideas.
  • Determine which types of content you want to create.
  • Map it to the customer journey.