FAQ

FAQ

Would my business benefit from digital marketing?

Definitely. Though companies in many business categories continue to approach digital marketing with skepticism, avoiding digital marketing denies your business access to the media the majority of consumers turn to first and at all hours of the day.

Why is SEO important?

The majority of web traffic is generated by search and those that come by way of search have a greater degree of commercial intent than most other channels.

What is local SEO?

Local SEO is the process of optimizing your online properties to generate traffic from location-based searches. It helps businesses promote products and services to local customers when they need them.

What are keywords?

Keywords are the words and phrases searchers use—usually with search engines—to find relevant pages, images, videos, or any kind of information when looking for answers, knowledge, products, or services. SEO professionals consider keywords and the topics they suggest when optimizing content for search.

What determines search engine rankings?

This question is the source of endless speculation and debate because search engine companies such as Google will not answer it. Experts generally agree rankings are based on relevance and authority, but the factors that determine them are many—and inconsistent. The best way to achieve a high search engine ranking is to create one of the most thorough web pages possible for a specific keyword or topic.

What is a buyer persona?

A buyer persona is a representation of your ideal customer based on market research and data. Personas generally include customer demographics, behavior patterns, motivations, and goals. They should reveal insights about the buyers’ decisions including attitudes, concerns and criteria that drive buying decisions.

What is performance marketing?

Performance marketing focuses on programs in which you pay for performance, that is, when specific actions such as clicks, leads or sales occur. The goal is to achieve measurable conversions. Performance marketing campaigns take place in digital environments so it’s essential to have precise tracking tools.

What is a marketing funnel?

A marketing funnel is a model that represents the stages of a buyer’s journey from the first interaction with your brand to a purchase. The funnel metaphor is relevant because it narrows as it progresses, that is the probability of sales decreases at each phase of the funnel.

What is conversion rate optimization?

Conversion rate optimization (CRO) is the process of increasing the percentage of conversions from your digital property, typically a web page. CRO involves executing tactics to improve the elements on your site (or app) through testing. Relative to your marketing funnel, CRO focuses on moving prospects to the next stage.

What is a lead magnet?

A lead magnet is a free offer you make in exchange for an email address (and possibly additional information). The purpose is to inspire prospects to join your email list by offering something of value. Examples include an ebook, guide, report, assessment, cheat sheet, tool, template, webinar, course, or a coupon.

What is lead nurturing?

Lead nurturing is marketing to prospects—usually via email—to move them further “down the funnel” and keep them involved and engaged with your brand. Consistently interacting at key points during the sales process will inevitably improve conversion rates and drive sales.

Do I need an email newsletter?

It’s wise to send regular updates your subscribers with news of new content, new products (or improvements), events, and so forth. It’s not wise to expect your email list to expand fast simply by offering a newsletter.

What does Google Analytics do for me?

Google Analytics is a free website analytics platform that gives you insights into how users find and use your website. With Google Analytics, you can track ROI for your online marketing and review important metrics to make informed decisions. The bulk of Google Analytics categorizes data into acquisition, behavior and conversions.

What should I measure?

A practical approach to marketing metrics should include establishing which key performance indicators (KPIs) are most important for the growth of your brand. As a starting point, consider metrics that reflect your progress regarding traffic generation, conversion, and marketing costs and create a dashboard to track them monthly.

How long does it take to see results?

Paid digital marketing programs should create results immediately. On the other hand, programs such as content marketing, email list building, and search engine optimization require persistence and patience. You might see some results in a matter of months; however, it’s likely to be six months to a year before you realize some of your traffic and conversion objectives.