We get a lot of digital marketing questions here at After Digital, so we decided to compile a list of the most frequently asked questions from clients and give you the answers!
In a world that’s growing more and more digital, digital marketing is becoming more prevalent and more relied upon to get your business’s name out there. However, as it grows, it can also become a bit more confusing to keep track of what you should and shouldn’t be doing. We imagine a few of these questions will be something you’ve thought of at some point - so let’s dive in!
Social Media FAQ
1.What are the benefits of social media marketing?
With over 40% of the global population using social media every day, it is increasingly important that brands have a social media presence.
While social media marketing can be a very cost-effective way to reach the masses, we always recommend that social campaigns are implemented in accordance with your business objectives. So, here are some of the biggest benefits you can gain from social media marketing, when done correctly:
- Increased brand awareness & engagement
- Improved search engine rankings
- Improved brand loyalty & authority
- Higher conversion rates
2. What Social Media should I be focusing on?
Success stories in the media, peer pressure and general hype influence business owners into thinking that having a social media presence on all major platforms is essential. And while this is true in many cases, it is not to say that a business could not do without having a strong presence on every big social media network.
Unless you are a large company with the resources to invest into every potentially viable social platform, chances are you are better to focus on one or two ‘core’ social media networks first. To help you decide where to begin, you need to identify where you target audience already spends their time. You can also use customer personas, coupled with research on social media demographics, to discover where you will be best received.
While Facebook and Twitter are usually the go-to platforms due to their massive size and influence, there are more ‘niche’ communities with their own unique attributes in networks such as LinkedIn, Pinterest or Instagram. You may find that your brand can make an impact more successfully on these platforms instead. We would always recommend to start off with a couple of social networks where you can invest some significant time, track your progress, and, off the back of this, either build on your achievement with them or steadily begin to experiment with other platforms where you might gain better results.
3. Why do you measure success via engagement for organic social media? Why do we not measure page likes/follows?
One of the biggest traps that businesses fall into is that of focusing on gaining page likes and a large amount of followers instead of focusing on building meaningful relationships with their social media communities. There are also instances in which brands often post things as bait to encourage likes and comments such as “Like this post if you think X” and so on.
While these are great for occasional use, frequent use provides you with a skewed representation of fans and customers who are truly engaged with your content and how successful your efforts are. The same goes for boosting every Facebook post with the aim to gather more engagement and make your marketing results look awesome. There is nothing wrong with boosting your content on Facebook, when it’s for the right reasons, but what we warn you against is boosting without a purpose.
Paid social content will almost always outperform organic content, but you need to remember that not everyone who liked your boosted post is a prospective customer. Your prospective customers are more likely to be those people who already actively engage with your organic posts, and they should be the real measure of your social success. Anybody can boost their posts to get more likes, but the real success comes from purposeful campaigns and paid content and genuine engagement with fans that appeals to Facebook’s algorithms.
With this in mind, it is advisable to focus on creating meaningful engagement through organic content (supplemented with paid engagement and brand awareness promotions) and using strategic paid campaigns to drive web traffic and conversions. An increase follower count or page likes should be a by-product of increasing brand awareness, engagement, traffic, revenue and ROI; it should not be the main focus of your campaigns.
Digital Marketing Campaigns Related FAQ
4. How would you run a digital marketing campaign?
One area that we consistently come across where clients require assistance is the process of developing a digital marketing campaign strategy. Building an effective campaign demands a great deal of time, patience and planning. To make it simpler, here are the steps we would usually take with most clients:
- Outline your company’s marketing goals
Before you invest your time and effort into planning, it is important to first define your company’s marketing goals. This will help you figure out what metrics are needed to track them and how exactly you will measure success. By setting goals that are specific, measurable, attainable, realistic, and time-bound (S.M.A.R.T), you and your team will know exactly what you are working towards.
- Set a realistic budget
This is a crucial and often overlooked step in the planning process. Deciding on how much money, time and other resources you can spend early on will help you determine what activities to focus on and how to distribute your resources between them.
- Perform marketing research
The purpose of this step is to determine your key market and how you can most effectively sell your product or service. You would analyse your product or service in great detail and focus on features; such as pricing, distribution and placement, to see how these compare to your competitors’ offerings. Doing this will help clarify how your product or service is different from you competitors' and what your unique selling point is.
- Determine your target audience and create personas
Once you’ve done the first part of your research, you will already have a rough idea of who is likely to buy your product or service. Off the back of this, you’ll want to build a detailed description of your ideal customer. This is called a ‘persona’ and it includes information such as your audience’s demographics (age & gender), interests, location, occupation, family situation or any other variable that indicates how they are likely to send their money.
- Define your campaign goal
Once you know how you’re going to market your product or service, you can start to outline your specific campaign goals. You will decide whether your focus is on creating brand awareness, customer acquisition or retention and growth. It is essential that your campaign goals align with your company goals; also, that they are built in line with the SMART framework and are tied to a monetary value based on your designated campaign budget.
- Content creation
You’ve done a lot of planning and you’re ready to start creating content. Make sure that you create your content while having your persona in mind - everything from your tone of voice to the design of your content should be reflective of your brand and made appealing to your target customers.
It’s time to execute your ideas and there are a variety of digital marketing tactics you can use; such as social media, email, pay-per-click ads, display ads and more. You need to analyse all possible channels available to you and determine which ones would best serve your business and help you achieve your goals.
Finally, you need to measure all of this to see how well your campaign has performed and understand where you might need to make some improvements. With most channels having a clear measurement framework in place, you should be able to easily see whether you are on track to meet your targets or not.
5. What is direct traffic and how can I reduce the amount of direct traffic in Google Analytics?
Usually, Google Analytics will categorise a traffic source as "direct" when it has no data on how the session arrived at your website, or when it cannot assign an origin to a referrer.
Other common instances of direct traffic include:
- Clicking an untagged link from an email (depending on email provider/program)
- Clicking a link from a PDF document
- Accessing the site from a shortened URL (depending on the URL shortener)
- Broken, misfiring or misattributed URL tracking codes
- Social traffic like untagged shares via WhatsApp, Messenger, Skype etc.
- “HTTPS to HTTP” Traffic (this happens when a secure host links to a non-secure destination)
However, we know that in most cases direct traffic results as a by-product of your marketing and SEO campaigns and, therefore, should not be ignored. If direct traffic makes up a high percentage of your overall traffic, it is even more urgent to fix any optimisation problems that might be contributing to the false inflation of direct traffic on Google Analytics.
In the instances of “type-in” traffic or bookmarked traffic from returning users, there is not much you can do. However, when it comes to problematic redirects such as Meta Refreshers and JS redirects, it is better to use them sparingly and opt in for Robust 301 redirects where possible.
Another common example of direct traffic is the “HTTPS to HTTP” traffic; the solution to this is easy, just get your HTTPs sorted as soon as possible. And in the case of tagging problems such as web documents, broken links or social traffic, you can fix this issue by simply making sure that you tag every single inbound campaign properly. Hopefully, by implementing the things recommended here, you’ll see a reduction in direct traffic and a more accurate representation of how users arrive at your website.
Usually, conducting a full-scale technical SEO audit can easily identify most of these very common issues which cause frequent Direct traffic spikes.
6. My Google Shopping campaign is delivering a high ROI, why can't I double the budget and make double the revenue.
This is something most clients want to do when a campaign is performing well. When a Google Shopping campaign is delivering a high ROI, it is normally because the campaign is performing at its optimal level and not losing any impression share.
This means that that throwing more money at the campaign will not achieve more clicks and conversions as it is already maximised. To create more impressions you would have to do brand awareness activity to increase how many people searched for your brand/products, allowing the shopping campaign to target more people.
7. Why are my Bing Shopping Ads not delivering as many conversions as Google Shopping?
Both Google and Bing shopping work by pulling product information into a feed and then using elements of the feed to match to users’ searches, which then triggers the ad. We do have some control, in that we can add negative keywords to ensure our shopping ads don’t appear against certain searches, but there isn’t a normal keyword set up involved and it’s usually the product title and description from the feed that is used to match to users’ search terms, it is this that triggers the ads.
The only way we can manipulate this is to create standalone feeds and test manually entering descriptions to see if this results in an increase in impressions.
8. What is PPC best at?
PPC offers fast entry to market, is measurable and provides a host of useful data to help you know your audience a bit better. However, it is important to understand that PPC in isolation is not great for new or relatively unheard of brands as it won’t generate brand awareness unless you have a substantial budget. Instead, PPC is best at complimenting other advertising channels within the marketing mix.
For example, content marketing is great for building brand loyalty, while PPC is key for attracting visitors to your best content. So, you can use your high performing content in your PPC ads that match the research stage of the customer's interest. By doing this, you are more likely to see the results you’re hoping for.
9. How much should you spend on PPC?
First and foremost, we always advise our clients that whatever their budget is, they need to be comfortable with the amount they’re spending. If your set budget keeps you awake at night and you find yourself constantly checking how much you’ve spent, then it’s probably too much.
In order to know what the “right” amount is, you will first need to calculate how much you can you afford to spend per sale, know how competitive your market is and how many people are searching for your products or services. Once you have established this, you will know how much you should spend per campaign.
10. Why is SEO important?
SEO stands for “search engine optimisation.” It’s the practice of increasing both the quality and quantity of website traffic, as well as exposure to your brand through organic search engine results. SEO is about understanding people and what they want based on their search queries and the keywords they are using to find content online. Knowing the answers to these questions will allow you to connect to the people who are searching online for the solutions you can provide to them.
Since the majority of online traffic is driven by search engines, optimising your website is incredibly important if you want your content to be properly indexed and displayed within search results.
11. What does ‘on-page optimisation’ mean?
On-page optimisation refers to all techniques that can be undertaken within a website in order to improve its position in the rankings. It includes things like using keywords in your copy and optimising the meta description, HTML code, title tags and alt tags, but it also takes into consideration things like overall content quality, page performance, and content structure.
12. What is Domain Authority and why is it important?
Domain Authority (DA) is a search engine ranking score that indicates the strength of a website based on a variety of metrics. The main metrics that increase the DA of a site include:
- Linking root domains
- Number of total links
A higher Domain Authority increases the chances of you ranking higher in search engines for keywords and in a competitive industry, it can be the make-or-break metric if you want to rank high for competitive keywords.
We hope you find this article useful and, should you have any further questions, our marketing team is always ready to help. Just get in touch via the form below and we’ll get back to you as soon as possible!.