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Types of Digital Marketing Strategies Your Business Should Use

October 7, 2019/in Articles, Directors, Marketing Strategy /by Dan Gartlan

If you have a website for your business, then there’s a good chance you’re familiar with SEO (search engine optimization). You know how the use of keywords can help increase your site’s exposure on search engines. However, when it comes to digital marketing, SEO is not the only valid strategy. In fact, there are many types of digital marketing tactics that you should consider employing in order to boost awareness of your brand and bring in more web traffic. The following are a few examples of different types of digital marketing to consider implementing into your marketing strategy:

By creating a social media marketing strategy, you have the opportunity of reaching more people to expand your audience. Of course, you will need to do more than just set up some social media pages. First, you need to figure out where your target audience can be found. Different people use different social media channels, after all. For example, you’re probably not going to find an audience over the age of 60 on Snapchat. In addition to setting up a social page, you’ll need to post content, engage with relevant content posted by others, interact directly with users, and more. Social media is a great way to not only engage directly with your audience, but also to listen to what they have to say.

PPC Advertising

If you’re a smaller business owner with limited resources, the idea of PPC advertising may not appeal to you at first glance. After all, it stands for “pay per click.” While creating a website doesn’t cost much–and neither does running a social media page or posting content to a blog–eventually, you’re going to need to invest money into those strategies in order to expand your company’s reach. However, PPC advertising is something you have to put money into right away. Yet it’s something you should strongly consider doing because of how cost-effective PPC advertising is.

The way PPC ads work is you create an ad based around a keyword. You then bid on that keyword. Depending on your bid, your ad may show up on the results of someone who performed a search using your keyword. What makes these PPC ads so effective is that even though they show up and the user sees them, you don’t have to pay for them unless they click on the ad — and the amount you pay is the amount you bid. You’re basically only paying for results. You can run PPC ads on most search engines, although Google Adwords is the most popular. Social channels, such as Facebook, also offer PPC advertising.

Email Marketing

Email marketing is one of the oldest types of digital marketing. It’s still around because of how effective it is. It has also evolved significantly over the years. Email marketing is a great way to build relationships with your leads and nurture them through the sales funnel. The data you collect from your email marketing efforts can be incredibly insightful as well. For example, you can track email open rates, click-through-rates, and more to identify what kind of content your recipients care most about and what types of calls-to-action are working. Email marketing also helps you maintain the relationships you’ve built with existing customers, turning them into brand evangelists.

Content Marketing

Last, but not least, is content marketing. Without content, none of your other digital marketing strategies are even possible. Content is king, as they often say. You need to create content that is relevant to your audience and that is helpful — not overly promotional. Content helps inform your audience about their problems and needs as well as introduce them to potential solutions. Common types of content that can be posted on your blog, your website, your social pages, in your emails, and more, include articles, images, videos, infographics, eBooks, white papers, and much more.

These four strategies along with SEO make up the five main types of digital marketing strategies you can implement. However, these strategies are incredibly broad. Each strategy can include hundreds of different tactics, if not more. Not to mention that for each type of digital marketing strategy to be as effective as possible, they need to work together. For example, social media marketing depends heavily on content marketing, while content marketing depends heavily on SEO. If your current focus is on SEO, consider implementing these other types of digital marketing strategies as well.

Ad Fraud Detection: Should you be worried?

October 4, 2019/in Articles, Directors /by Dan Gartlan

Although running digital ads has never been easier and more cost-effective, especially with the ability to target audiences and through real-time bidding platforms, there is one big drawback: ad fraud is on the rise. According to the IAB (Interactive Advertising Bureau), ad fraud costs the U.S. marketing industry alone almost $8.2 billion a year. Unfortunately, because of real-time bidding, committing ad fraud has become easier. Advertisers end up paying for clicks and exposure on specific pages that aren’t actually happening. To reduce the risk of experiencing ad fraud, the following is a brief ad fraud detection guide.

Simple Ways that Small Businesses Can Use Data to Build Better Customer Relationships

Ad Fraud Detection Tips

When you purchase ad space, be sure to monitor your ads to make sure ad fraud isn’t taking place. The following are a few signs that you should look out for that typically indicate fraud:

Your ads aren’t performing – If your ads are having no impact whatsoever and you’ve put a lot of resources into your ad campaign, then it’s usually a sure sign of ad fraud. An ad with well-crafted content, thoroughly researched keywords, and a carefully targeted audience shouldn’t have zero conversions or sales. This is especially true if you compare it to display ad campaigns you’re running on other channels. If a display ad on Facebook is producing 50 conversions for every 500 clicks and your other ad has 500 clicks and no conversions, it’s a giant red flag.

On-site analytics aren’t comparing – If your ad has short session durations and high bounce rates compared to an ad you’re running on Facebook, it could potentially be ad fraud. People that click ads will typically spend some time on the page, even if they’re not filling out the form.

Your click-through-rates are too high – Having a high click-through-rate is great, but if your click-through-rates are too high, then you should be suspicious. Anything over one percent is a sign of fraud that you’ll want to look into. It’s even more likely to be fraud if that high click-through-rate is accompanied by poor performance, short session durations, and high bounce rates.

Your ads’ clickers have data center IP addresses – If the clicks that your ad is getting are coming from data center IP addresses, it’s a sure sign of fraud. It basically means that the clicks are being generated from a hosted server and not a residential or corporate computer. You won’t be able to tell if this is the case unless you check the IP addresses of your clicks. Advertisers should check IP addresses regularly.

How To Prevent Ad Fraud

Consider using an ad fraud detection company. Ad fraud detection companies can verify that the ad space you’re purchasing is legitimate. They often use algorithms to create blacklists as well, thereby helping you avoid known scammers. When looking for an ad fraud detection company, look for TAG certification.TAG (Trustworthy Accountability Group) is an industry-wide initiative to fight ad fraud. Companies that are TAG certified have gone through proprietary background checks and review processes and are considered legitimate.

As ad fraud continues to be a serious problem, it’s important that keep these ad fraud detection tips in mind. Even then, you should be very careful when purchasing or bidding on ad space. However, as long as you’re careful, don’t let ad fraud prevent you from bidding on digital ad space — it can be a very effective way to reach your audience, after all.

Why You Should Be Using First-Party Cookies Instead Of Third-Party Cookies

October 2, 2019/in Articles, Blog, Directors /by Terry Becker

In order to effectively target consumers online, advertisers use cookies, which provide them with data concerning their online behavior. A cookie is a snippet of data that saves information about a user’s browsing history. This means that these cookies can provide a lot of helpful information to the advertiser. The thing is, there are two types of cookies that you can use — third-party cookies and first-party cookies. While third-party cookies can be very helpful to your advertising needs, depending on them may be a mistake.

The Difference Between First-Party And Third-Party Cookies

Usually, when someone visits a website, both a first-party cookie and a third-party cookie are generated. First-party cookies will be created by the website that a person visits directly. A third-party cookie is created by a party outside of the website. For example, if you visit a website that has third-party advertisements on it, any third-party ads that are viewed as part of the website by the visitor will generate their own cookies. These are third-party cookies.

How Behavioral Marketing Can Increase Sales

The Benefits Of Using First-Party Cookies

You can obtain a lot of useful data from visitors who come to your website. The following are just some of the ways that first-party cookies can help you obtain valuable insight as well as help to improve the website experience of your visitors:

Remember visitor session activity. For example, their logins, game scores, or what they’ve added to their shopping cart. This helps to improve their experience the next time they visit.
Remember their privacy controls and settings.
Profile users, segment them, and optimize your site for them to improve how your website engages with each visitor.
Use visitor behavior on your site for analytics, attribution, and verification.
Map your visitors across multiple platforms.
Cap the frequency of your ads.
Improve your ability to target and retarget your leads.

The Drawbacks Of Using Third-Party Cookies

If first-party cookies are so helpful, why not use third-party cookies as well? If you’re running ads on other websites, wouldn’t the information you can collect on users of that site be helpful for a variety of different reasons? While this is true — you can collect and act on insightful data through third-party cookies — users tend to view them as an invasion of their privacy. First-party cookies at least help to improve their website experience, which means that they won’t be frowned upon nearly as much. Additionally, even if you plan on using the data you collect responsibly, people can actually block third-party cookies using the following methods:

Surf the web using a private mode, such as incognito mode, on their browser, which essentially disables third-party cookies.
Browse the web on their Apple devices using the Safari browser, which will automatically block third-party cookies.
Change their browser’s cookie and tracking settings.
Use software that enables anonymous communication, such as Tor.
Install an ad blocker extension to their browser.

Using first-party cookies makes much more sense. Not only do you have greater control over the data being collected due to the fact that you have full ownership, but first-party cookies have a longer lifespan. Although they can be deleted, they are not blocked nearly as often as third-party cookies are. Last, but not least, first-party cookies are more user-friendly since they improve the website experience.

What’s Trending in Marketing for October 2019

October 1, 2019/in Articles, Directors, Trending /by Nicole Wagner

Staying current on what’s trending in marketing is an excellent way to reflect and verify whether your marketing efforts are harmonious with the growth happening in today’s ever-evolving marketplace. We’re aware that keeping up with these trends can often be difficult given the abundance of information thrown at us every day. The following articles come from popular marketing blogs. They highlight current marketing trends that we think are worth paying attention to:

Noteworthy Marketing News

YouTube is now introducing masthead ads for its TV app. The ads will play automatically and appear prominently on the app for a customized audience, depending on who brands are trying to reach. With streaming platforms outshining regular TV programming, this new feature gives brands a way to connect with their audiences whenever they launch the YouTube TV app. Read more on Marketing Land.

Snapchat extends video ad limit to 3 minutes, but viewers can still skip

Although Snapchat has typically been used for 10-second videos, they’re now giving marketers the option to run video ads up to three minutes long. However, users will still be able to skip the ads. Allowing ads to run for the longer timeframe allows companies to find out which viewers are more likely to watch the full ad without skipping. Adage has the full story here.

Female CMOs are being hired in record numbers, report says

In the first two quarters of 2019, 48% of CMO appointments went to women, according to a report from Russell Reynolds. The previous record breaking number was 47% in 2016. However, with a high turnover rate for marketing leadership, these numbers are likely to fluctuate. In the first half of the year, 81% of CMOs were hired externally as outside sources would be more likely to have a broader focus in marketing. Find out more on Marketing Dive.

Improving Your Marketing Program

The Benefits of Inbound & Outbound Marketing

There are two main types of marketing, inbound and outbound marketing. Inbound marketing is a strategy in which you position yourself to be found by your target audience. This provides them with the content they need to inform themselves and to move through the first stages of the sales funnel on their own (SEO and content marketing are both examples of inbound). Outbound marketing is more traditional. It refers to the strategy in which you advertise directly to a broad audience instead of waiting to be found by them (TV commercials, radio ads, and magazine ads are all examples of outbound marketing).

Many businesses tend to prefer one over the other. But, the most effective way to market to your target audience is to use a combination of both. To understand why using both is a valuable investment to your business, you’ll need to understand both types.

The Difference Between Landing Page vs. Homepage

Once upon a time, when the web was still in its infancy, the homepage was considered the most important page on your website. While the homepage is an essential component of your website, it shouldn’t necessarily be the first page that visitors see. The webpage functions more as a way to draw visitors into themarketing funnel than anything else. Unfortunately, many businesses focus heavily on sending new leads to their homepage, which can actually be a mistake. Doing so can confuse new visitors because they won’t know where to go from there. Instead, you should be sending new visitors to a landing page. The following is a breakdown of the main differences between landing page vs. homepage.

What is CPM Advertising and Should You Use It?

There are many KPIs that you can track in order to judge the performance of your ads. One of these metrics is CPM, or cost per mille, which translates into cost per thousand impressions. CPM indicates how much you’re paying for every thousand impressions the ad is earning. However, there are other KPIs that you can use as well, such as CPC and CPA. These KPIs indicate how much you’re paying for your ads. When implementing a new ad campaign, you’ll have to choose which KPI to use, meaning you’ll have to bid in either CPM or CPC. The question is, when should you be using CPM advertising?

Recent Marketing Reports, Updates, and Trends

Study: Brand perceptions get bigger ding from social media than news

Verizon Media conducted a survey of over 2,000 Americans which showed consumers have a more positive view of brands that advertise on news sites rather than social media. 90% of consumers reported that coordinating with news content did not affect their brand impression. Meanwhile, 40% of consumers had a negative impression of brands that advertise near offensive content, such as user-generated social media posts. This is why brand safety is a serious matter for around 60% of marketers. More about the study can be found on Marketing Dive.

Noticeable drop in reviews showing in Google search results

Multiple Google search tracking tools report a drop in the number of search results displaying review rich results, due to a new Google algorithm. The drop is anywhere from 3 to 5 points, depending on which tracker you look at. This news matters for companies with pages that show review rich results. Thosecompanies should consider checking the new rules and updating their pages appropriately. If the review rich results no longer appear, it’s most likely due to the updated algorithm. Read more on Search Engine Land.

Facebook sees steep drop in loyalty as Twitter gains, survey finds

Facebook’s brand loyalty dropped from 8th place last year, to 24th place this year. Meanwhile, Twitter jumped from 23rd to 11th place. Digital brands also saw lower positions, while automotive, restaurant and retail categories saw a boost in loyalty. “Consumer loyalty is a key leading indicator of brand success, typically able to demonstrate results 12 to 18 months before traditional brand tracking of focus groups, according to the survey.” Facebook’s loyalty most likely dropped due to the occurrence of privacy breaches. Twitter has made significant changes for the benefit of users, which probably led to the higher ranking. Read the full article on MarketingDive.

The Benefits of Mobile Marketing Automation

September 26, 2019/in Directors, Marketing Strategy /by Nicole Wagner

According to the Pew Research Center, around 81 percent of adults in the U.S. have a smartphone. First off, if your online presence isn’t optimized for mobile use at this point, this is something you need to update immediately. Secondly, consumers who have smartphones are easier to reach because people tend to have their smartphones on them at all times. There are many ways you can reach them, including through text, the web, email, and in-app messaging. As a result, you need to implement a mobile marketing strategy. However, mobile marketing can take up a lot of resources, which is why you’ll want to consider mobile marketing automation. The following are six mobile marketing automation benefits you should know about:

1. Improve Accountability

Marketing automation allows you to see the overall effectiveness of your marketing and sales departments by providing birds-eye view reporting of your pipeline. This makes it easy to pinpoint issues, and to determine what is causing them. Not only does this mean that it’s easier to hold your marketing and sales personnel accountable, but it allows you to address bottlenecks in your pipeline.

2. Reduce Staffing Costs

You can automate many of your mobile marketing campaigns based on certain triggers, such as actions taken by your leads. One of the advantages of being able to do this (besides saving a significant amount of time) is that a single employee can handle tasks that would normally take dozens of employees to complete. Since you won’t have to hire more employees to handle time-consuming tasks, you’ll save a lot of money on staffing.

3. Increase Revenue

You can set up specific messaging based on actions that your leads or customers take. If a client purchases a specific software solution, you can use automation to automatically send recommendations for additional, services that are related to their purchase. This can help to increase up-sells and cross-sells. Not only can this increase short-term revenue, but effective follow-ups help increase the lifetime value of your B2B customers.

4. Improve Effectiveness

Mobile marketing automation will help improve the effectiveness of your mobile marketing efforts in numerous ways. It can help you reach leads at the right time, and help personalize interactions to improve your chances of converting.

5. Reduce Repetitiveness

Without automation, your staff would spend a lot of their time on mundane tasks. When tasks are mundane and repetitive, your staff will be more likely to make errors. Automation prevents these errors from occurring. Additionally, repetitive tasks can be incredibly boring and are not creatively fulfilling. Allowing your staff to focus their time on more important aspects of marketing will make them more productive. This is true especially when their tasks actually require them to take full use of their creative abilities.
These are five reasons you should consider implementing mobile marketing automation. Because of how prevalent mobile use is these days, mobile marketing is a must. The best way to engage with your audience effectively is through the use of mobile marketing automation.

Inbound marketing will help you grow your business by attracting website visitors, converting them into leads and closing leads into customers

5 SEO Concepts for an Improved ROI

September 24, 2019/in Articles, Directors /by Nicole Wagner

Most businesses have at least a basic grasp of SEO (search engine optimization). However, the more you dive into SEO, the more complex it can get. It’s not just about using keywords throughout your content in order to boost your rankings on search engines, after all. The following are five SEO concepts that you should know as well that could potentially help to improve your SEO strategy’s ROI (return on investment):

1. Off-Page Vs. On-Page SEO

SEO can be classified into two categories: on-page SEO and off-page SEO. On-page SEO refers to techniques used to optimize your SEO directly on your website, such as keywords, meta descriptions, alt text, title tags, internal linking, URL structure, and page performance (such as how fast your pages load). Off-page SEO refers to SEO optimization that takes place outside of your site, such as earning quality backlinks, writing guest blogs, building a strong social media presence, interacting with consumers on other forums and blogs, and more. Both are important to generating signals that Google and other search engines take into account when ranking pages.

2. Mobile Indexing

Almost half of all web traffic comes from mobile devices these days (not counting tablets). If you want to keep your mobile audience, your site needs to be mobile-friendly. However, that’s not the only reason to have a mobile-friendly site. Although Google used to rank your site separately for mobile SEO, this will no longer be the case. All of your ranking signals will now come from the mobile version of your site instead of the desktop version. As such, if your site isn’t responsive or mobile-friendly, it could hurt your rankings even for the desktop version of your site.

3. Semantic Search

Google has continually worked to provide better query results by improving their ability to understand the context of user queries and the relationship between words. Semantic search allows Google as well as other search engines to understand natural language queries better. This means that Google will be more likely to understand what a piece of content is about if it’s in-depth and will be able to present it to more user queries as a result, whereas writing shorter content based around specific keywords will provide search engines with less context to work with.

Similar Article: Local SEO Marketing In 2019: 5 Easy Tips To Dominate Local Search

4. Page Segmentation

Search engines don’t just scan content for keywords, they also scan for the location of your content. This means that content that’s located in the main body text probably has more value in terms of SEO than any text placed in alternative positions, such as in the sidebars. Page segmentation is even more important now considering how mobile devices often hide parts of the page.

5. Featured Snippets

Featured snippets are short, fact-based answers that are presented at the top of Google’s SERP (search engine results page) when the user searches for a simple query. For example, if you perform a search query for the meaning of a word, a snippet from dictionary.com will be presented at the top of the page. The goal is to improve the user experience by providing answers to queries that don’t require the user to click on a link. If you provide a lot of content addressing common questions that are relevant to your business, this content could be potentially featured as a snippet.

These are five important SEO concepts that you should know. By understanding these five SEO concepts, you can greatly improve your SEO strategy, which, in turn, should help you to improve your ROI.

Integrating Social Media & SEO Efforts For Enhanced Search Engine Results

The Importance of Google Ads Quality Score

September 16, 2019/in Advertising Agency, Articles, Directors /by Nicole Wagner

When running a PPC (pay per click) campaign, you’ll want to make sure your ad’s content is of high quality. You’re investing in these ads, after all. The last thing you want is to pay for clicks if those clicks aren’t converting because of poor ad copy, poor landing pages, or poor use of keywords. It’s one of the reasons why you should pay attention to the Google Ads quality score. However, Google Ads quality score doesn’t just give you an idea of the quality of your ad, it can also affect the performance of your ad, which is why you’ll want to track your quality score and improve it if possible.

What is Google Ads Quality Score?

The Google Ads quality score is a rating that’s given to PPC ads based on a number of different factors. These factors include how relevant your keywords are to their ad group, how relevant your landing pages are to the ads they’re linked from, the quality of those landing pages, the relevance of your ad’s copy, your click-through-rate, and the historical performance of your AdWords account. Google doesn’t divulge how much weight each factor holds in the calculation of its quality score; however, the click-through-rate is the most important factor. This is because a high click-through-rate indicates that your ad must be relevant to users.

Why You Should Improve Your Google Ads Quality Score

Besides rating the quality of your PPC ads (and therefore giving you an idea of whether you need to improve your ads or not), the quality score of your ads will actually play an important part in how they perform. Higher quality scores directly correlate with lower your cost per conversion and your cost per click. This is because not only does a high-quality ad perform better in general, but Google rewards ads with high quality scores with lower costs and higher ad rankings.

Similar Article: How Your Web Page Speed Effects Your SEO and Adwords Performance

3 Ways To Improve Your Quality Score

The following are three ways that you can improve your Google Ads quality score:

Do your keyword research – You not only need to make sure that the keywords you choose are relevant to your ads, but that they are competitive as well. Look for long-tail keywords in particular and make sure that you divide your keywords into organized groups that can be more successfully tied to your individual ad campaigns. In addition to looking for high-quality keywords, you should also keep a list of negative keywords to avoid.
Test your ad copy – In addition to writing quality copy that’s free of errors, you should test out copy that’s more targeted to individual ad groups. The more effective your ad copy is, the more click-throughs you’ll obtain, which contributes to a higher quality score.
Optimize your landing pages – Landing pages should connect directly with your ad groups, meaning that they need to be relevant to the copy of your ads. Generic landing pages can confuse visitors and hurt your conversion rate. Not only should the offer remain exactly the same as it was on the ad copy, but you should be using the same keywords as well.

PPC campaigns can be a very effective part of your online marketing strategy; however, their success depends on their quality, which is why you should pay attention to your Google Ads quality score and make every effort to improve it. Improving your Google Ads quality score not only improves the general quality of your ads, it will put you in a better position to succeed as a result of being rewarded with higher ad rankings.

Understanding the Difference Between Earned Media vs. Paid Media And Embracing The PESO Model

September 12, 2019/in Advertising Agency, Articles, Directors, Marketing Strategy, Media /by Nicole Wagner

When it comes to digital marketing, there are four main types of media. The first, owned media, is relatively obvious. Owned media refers to the media that you own, such as your website, your blog, or your social media pages. Then there’s paid media, which often comes to mind first. However, you could argue that earned media is just as important. The following is a breakdown of earned media vs paid media as well as the importance of following the PESO model, which implements all forms of media for a more balanced digital marketing strategy.

Earned Media vs Paid Media

Paid media consists of the marketing elements that you pay for. Traditionally, paid media consisted of things like TV commercials and magazine ads. However, these days, they also include PPC (per-per-click) ads, social media ads, and display ads. To get the most out of your paid media, you have to plan your marketing strategy carefully and make sure that you’re targeting the right audience. However, paid media can be quite effective at helping to increase brand exposure and web traffic.

Earned media is essentially a form of marketing that you do not pay for and do not own. Customers and brand advocates generate earned media. In a way, it’s like a digital form of “word-of-mouth.” Earned media can include having reviews written by customers as well as professional product review sites or having news stories published about your company. Any kind of publicity that you didn’t pay for is earned media. Earned media is an excellent way to increase brand recognition even though you don’t have direct control over it; however, earned media is also free.

What Is The PESO Model?

Earned media and paid media are not the only types of media you should be concerned with. Owned media, which includes marketing elements that you have direct ownership and full control over (such as your website and your business blog) as well as shared media, which is the media you earn through social media engagement (shares, likes, and comments), both play an important part in helping to grow your brand. The mistake many businesses make is to focus more on one type of media than the other.

Similar Article: Using The Right Media Mix During Each Stage Of The Buyer’s Journeys

Gini Dietrich stressed the importance of integrating all four forms of media with her PESO (paid, earned, shared, owned) model. By implementing the PESO model, you integrate all four forms of media to strengthen your ability to attract leads and convert customers. For example, the use of paid media and shared media can help draw the attention of prospects. Earned media helps to establish the credibility of your brand so that those prospects trust you. Owned media, such as eBooks or whitepapers, help showcase the value of your brand.

While knowing the difference between earned media vs. paid media is important, it’s also important that you don’t value paid media over earned media or vice versa. They, along with shared media and owned media, play an important part in helping to grow your brand. Finding the right balance can take some time, but as long as you keep the PESO model in mind as you create your marketing strategy, you’ll end up having a more balanced and effective marketing campaign.

The Difference Between Landing page vs. Homepage

September 10, 2019/in Articles, Directors, Website Design /by Nicole Wagner

Once upon a time, when the web was still in its infancy, the homepage was considered the most important page on your website. While the homepage is an essential component of your website, it shouldn’t necessarily be the first page that visitors see. The webpage functions more as a way to draw visitors into the marketing funnel than anything else. Unfortunately, many businesses focus heavily on sending new leads to their homepage, which can actually be a mistake. Doing so can confuse new visitors because they won’t know where to go from there. Instead, you should be sending new visitors to a landing page. The following is a breakdown of the main differences between landing page vs. homepage.

What Is The Function Of A Homepage?

The homepage is the page that should occupy your root domain. For example, if someone types in www.yourwebsitename.com, it should take them to your homepage. When you add a link to your main social media profiles, you want it to direct users to your homepage. This is because the main function of your homepage is to provide an overview of your company. Visitors should get an idea of who your business is and what services you provide. It should also act as the main hub of your website from which visitors can explore at their own pace — meaning, you should have links to all other important pages on your homepage. Last, but not least, your homepage should inform visitors as to how they can get in touch with you.

What Is The Function Of A Landing Page?

Landing pages are pages that are specifically designed to receive traffic from specific sources. For example, if you run a PPC ad, users who click on that ad should be taken to a landing page. That landing page should be specifically designed for that particular ad. For example, if the ad is for a special discount on a specific product, your landing page should reflect that. If you send the user who clicked on that ad to your homepage instead, they would simply be confused. You’re basically forcing them to go on a search for the ad’s offer without any clear directions as to where to go.

Landing pages are created to stay focused on a single topic or offer and encourage visitors to take specific actions, such as filling out a form or downloading an offer, to name a couple of examples. A landing page shouldn’t have links to other pages unless they’re relevant to the action you want them to take. Adding irrelevant links to your landing page can distract visitors from what you want them to do.

Landing pages can be created for all kinds of marketing efforts, including not just PPC ads but also for different CTAs that you include in your blog posts. These landing pages may not be a permanent part of your website either.

Similar Article: 5 Types of Landing Pages To Increase Your Lead Conversion Rate

The Main Difference Between Landing Page Vs. Homepage

When it comes down to it, the homepage is an overview of your business that introduces visitors to your marketing funnel, whereas a landing page helps to convert visitors immediately by prompting specific actions. Although your homepage isn’t the end all be all of your website like it was during the early days of the Internet, it still plays an important part in your marketing efforts. However, it’s important to understand when it’s more appropriate to send visitors to a landing page instead of your homepage.

6 Mobile Marketing Tips

September 6, 2019/in Articles, Directors, Mobile Advertising /by Nicole Wagner

The mobile market has skyrocketed over the past decade. It’s estimated that around 96 percent of all American adults own a cellphone and that 81 percent of Americans own smartphones. That’s more than the number of Americans that own desktops or laptops. It’s also estimated that around 20 percent of American adults access the Internet solely through their smartphones. As such, it’s no surprise that businesses both big and small are focusing more and more on mobile marketing. At this point in time, the mobile market accounts for almost 75 percent of all digital advertising spending. Keeping all of this in mind, the following are six mobile market tips to help strengthen your mobile marketing strategy:

1. Make Sure Your Site Is Mobile-Friendly

Your mobile marketing strategy is going to fall flat on its face if your main site isn’t mobile-friendly. Few mobile users are going to be patient with your site if it has trouble loading on their phones. Not to mention that if your site doesn’t display properly or is difficult for mobile users to navigate, it will hurt your mobile SEO. The best way to ensure that your site is mobile-friendly is to use a responsive design and to design it with mobile use in mind.

2. Improve Your Local SEO

People often use their smartphones while on the go in order to look up products, services, or businesses within their vicinity. By strengthening your local SEO, you improve your chances of being found during these searches. You can improve your local SEO in a number of ways, including by using local keywords, creating local-based content, submitting your NAP to local directories, and by setting up a Google My Business page. mobile market

3. Advertise Promotions Through Text

Sending promotional content through email is often unsuccessful. This is because many people receive so many emails that they often miss your emails — not to mention that they may just choose to ignore it if they can tell it’s promotional. If you get leads to subscribe to SMS marketing, then you can text them promotions instead. Texts are much more likely to be seen and opened.

4. Invest In Video Content

Watching video content has never been easier with the use of smartphones. In fact, more than half of all mobile traffic is used for video. As a result, creating video content is an excellent way to engage your mobile audience.

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5. Use QR Codes In Store

QR codes can be scanned to bring mobile users to a specific page. For example, putting QR codes in your store that take users to a discount page can help motivate them to make a purchase. It also encourages customers to continue engaging with your brand. One way you can do this is by having a QR code for your Facebook page at your checkout. You can also put QR codes on your website. This will allow mobile users to quickly scan the QR code on their computer to direct them to your site on their smartphone.

6. Optimize For Micro Moments

Micro-moments are those moments in which people use their phones to look something specific up. For example, quickly looking up the weather before heading out of the house is a micro-moment. These micro-moments happen all day long, which is why you should optimize your content to address potential micro-moments that are relevant to your business. You can do this by creating bite-sized content that’s both easy to consume and visually stimulating.

If you haven’t implemented a mobile marketing strategy yet, then you need to do so soon. Without an effective mobile marketing strategy, you’re limiting your audience reach greatly. Be sure to keep these six mobile marketing tips to keep in mind, whether developing or strengthening your mobile marketing strategy.

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