When I’m building a strategy, the channels which are proposed will depend on who the audience is, the size of the budget and what we’re trying to achieve. Here’s a quick rundown of the three pillars of a digital marketing strategy for both eCommerce and lead generation clients:
Google Ads (Search, Display, YouTube, Discovery etc.)
Reach Engaged Audiences
Previously known as Google Adwords, and 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. Search can be an extremely effective way to reach customers who are actively looking for your product. Whether you reach them near the beginning of the conversion funnel with broader terms, or further down the funnel with specific terms that indicate they are ready to convert; paid search can be very effective. 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.
Google Ads also offers up Display, YouTube and Discovery ads to reach a broader audience. These channels can be very effective for lead generation clients, but don’t tend to generate immediate sales for eCommerce. However, it’s hard to underestimate the value of brand awareness in an overall marketing strategy. These more awareness-focused channels also help to build brand searches, organic traffic and direct website visits. All-in-all, Google Ads provides a great suite of tools which are effective for most clients, when used in the right way.
Social Media Marketing
Reach Targeted Audiences
While Google Search Ads can provide audiences who are ready to convert, and Google Display can generate a lot of traffic, Social Ads offer the best targeting options for prospecting new customers. Using channels like Facebook, Instagram, Twitter, LinkedIn, or even Reddit and Pinterest, we can reach really specific audiences based on interests, demographics, jobs, life events and custom lookalike audiences. The ability of social marketing to target specific demographics and interests is unique. It allows us to serve our target audience with effective, highly relevant ads and will add value to any digital strategy. Learn more about what I can do for your social media marketing
Improving Performance 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. Every digital marketing program which I build for clients includes conversion tracking through Google Tag Manager (free tool) and reporting in Google Analytics. Learn more about how I can help you improve your Google Analytics