Who is Rowan?
Rowan Springfield is a digital marketing consultant and instructor in Vancouver, BC. A professional PPC/SEM and social media marketing specialist with over eight years experience. He has worked at some of London’s top digital marketing agencies with clients such as Hilton, Ralph Lauren and Nokia managing over $1m monthly ad spend. He is now the Director of Digital Marketing at /Archive Digital and consults for a number of clients with various budgets who need highly efficient online advertising campaigns.
If you would like a free digital marketing consultation on improving your site’s paid search rankings, paid social media strategy or how to improve your SEO, please send me a message or add me on LinkedIn
Search Engine Optimization (SEO)
Improving Position on Organic Search Results
Search Engine Optimization (SEO) is usually the first aspect of digital marketing for businesses after they have built a website. Why? To connect with internet users, they need to be able to find you. SEO is the process of optimizing a website to ensure it appears at the top of Google’s search results. The most important aspect of SEO is keyword research: finding those keywords most relevant to a website that are also most frequently searched. These are the areas to build on where the most value can be gained. After a site has been optimized, the next stage to SEO success is link-building. Back-links are a key indicator of site quality to Google. The best way to build back-links is by having useful, fresh content that users will naturally want to share. Learn more about how I can help you improve your SEO
Paid Search Advertising (Google Ads)
Reach Your Customers Faster
Often abbreviated to SEM (search engine marketing), PPC (pay-per-click) or CPC (cost-per-click), paid search advertising is often the backbone of business’ online marketing strategy. PPC can be an extremely effective way to reach customers who have begun the conversion process. Whether you reach them near the beginning of the conversion funnel with broader terms to raise brand awareness, or further down the funnel with specific terms that indicate they are ready to convert; paid search performance can be tracked down to the keyword. Google Ads (or Bing Ads) accounts can be built within hours, connecting websites to searchers and speeding up a process that can take considerably longer using SEO techniques. Learn more about how I can help you improve your Google Ads performance
Social Media Marketing
Engage Targeted Audiences
Social Media Marketing is often the third pillar of a digital marketing manager’s approach. Social Marketing differs from SEO and PPC, as they are known as pull marketing techniques. In Pull Marketing the user is searching for a product and the advertiser displays what they are looking for. Social Media Marketing is a type of push marketing: showing users products or services they didn’t realize they needed yet. A comprehensive internet marketing strategy will often contain both push and pull marketing techniques. Using channels like Facebook, Instagram, Twitter or LinkedIn, advertisers can reach users at the beginning of the purchase process. The ability of social marketing to target specific demographics and interests allows businesses to reach their target market and will add value to any digital strategy. Learn more about how I can help you improve your Social media marketing
Increasing Efficiency Through Data
The best thing about online marketing is the transparency in everything that we do. We can track user journeys through a website from different channels and even across different devices. To be able to get this data, Google Analytics is a digital marketer’s best friend. Often overlooked by advertisers, the ability to see how and why different channels are more effective is the key to efficient digital marketing management. Google Analytics also enables advertisers to see where people are dropping off their site and which parts of the site could be improved. This information is vital for any data-driven digital marketer. Learn more about how I can help you improve your Google Analytics