4 Basic Things Your Brand Needs to Excel at Digital

The fall season is the perfect time to embrace your inner basic. “Do you want whip cream with that pumpkin spice latte?” You bet your sweet Aunt Sally I do! Even when it comes to your digital strategy, think basic.

At TAG, when we talk about a digital strategy, we’re not simply talking about your website. It’s all of your digital components and how those components work together to deliver results.

Those components include social media, websites, analytics, digital ads, AdWords, etc. -  you get the picture. It’s a lot to think about and monitor, so start slow. Below is what the TAG team believes are the four basic elements your brand needs to master.

1 | Mobile Responsive Website

A mobile responsive website means that your website will be just as clear and easy to navigate on a computer, as it is on a smart phone or tablet. Mobile responsive sites aim to minimize resizing, panning and scrolling so that your consumer can have a seamless interaction with your site and its content.

According to Adobe, nearly 8 out of 10 consumers would stop engaging with a piece of content if it’s not displaying well on their device. And, with roughly 60% of all internet access attributed to mobile traffic (which will continue to grow), can your brand afford to not be mobile responsive?

Think of your own habits. We’re all busy and when you’re looking for information fast, you don’t want to find yourself accessing a website on your phone and constantly having to zoom in to look at the text. It’s a hassle, and consumers and clients alike will find themselves seeking a mobile experience elsewhere.

2 | Social Media

Curious as to another digital tactic where most traffic comes from mobile? Ding, ding, ding! Social media. If you’re a brand, it’s imperative for you to have a focused social strategy. This doesn’t just mean throwing up pictures to celebrate National Cheeseburger Day (although, we do have a tactic for using National Days…), it means being in touch with your audience and knowing what kind of content they’re  looking for on your social media accounts.

Advertising on social media platforms has blown up over the past couple of years, and it will only continue to grow. Create a goal and then create a social media ad campaign that will deliver those results. For example: If you want people to visit your website, create a Facebook Ad campaign that will send traffic to your site. Or, if you’re wanting some exposure for your brand and your audience is relatively young, consider creating a Snapchat filter for a local event you’re sponsoring or that aligns with your brand.

3 | SEO (Search Engine Optimization)

When a potential customer is searching for your product or services online, what would they type into the search bar? Write them down, and then incorporate those words throughout your website because that’s how search engines pull results.

For example, when I type in “home improvement store davenport,” Lowe’s Home Improvement in Davenport is one of the first things to appear. Why? For one, they have home improvement in their name (genius) and it’s also sprinkled throughout their website. If you go to their Company Information page, their description says, “…Lowe’s has been Improving Home Improvement.”

So, if you’re currently dependent upon organic search traffic but aren’t getting the results you want, it’s time to do a word overhaul on your website.

4 | Analytics

Once your website is mobile responsive, your social media tactics and campaigns are running and your search engine optimization is as optimized as it gets, the next step is reviewing the analytics.

If you have a website, make sure it’s set up with a basic Google Analytics tracking code. That way, you’ll be able to see who’s visiting your site, when they’re visiting your site, how long they’re staying, what pages are most viewed, etc. in order to see what’s working with your audience and what’s not.

Social Media sites also have analytics in order for you to see which posts or ads are performing the best. Facebook to Snapchat and everything in between will offer you metrics such as impressions, reach, engagements, click through rates, etc. so that you can see the results, analyze them and then put your money where it makes most sense.

Whether you need help with the basics or if you’re looking to take your digital strategy to new heights, contact the TAG team of social media, web and analytic experts to help you reach your goals.

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The Evolution of Paid Search & What it Means for Your Strategy

The Evolution of Paid Search & What it Means for Your Strategy


“Where can I find jackfruit?”

“Pool floats that look like donuts”

“Do I need special glasses to watch the solar eclipse?”

Those are just a few of our team’s latest Google Searches. Did you know that there are over 3.5 billion searches per day on Google alone?

The Evolution

Over the course of the last decade, technology has evolved and so have our search patterns. Google has introduced numerous algorithms, and continues to refine them in order to better assist you in your queries.

Take a moment to think of your own behavior and how, it too, has evolved over the last 10 years. The first iPhone wasn’t introduced until June 29, 2007, so until then, Google search was limited to desktop users. In 2011, Apple introduced Siri – it’s voice-activated search tool for Apple product-users. 2012 marked Google’s release of their search app for iOS that featured its voice search function, rivaling Siri.

Paralleling these technological advances were also societal changes in the way we interact with our phones. 2007 was also the year when the state of Washington became the first state to ban texting and driving. Since then, many other states have followed suit and some have even banned calls from a hand-held cell phone device which, in turn, pushed for more voice activation options.

Earlier this year, The Webmaster released an article citing Hitwise’s study that found nearly 60% of all online searches are now happening from a mobile device, with the food and beverage industry reaching 72%.

What it means for Search

According to a recent HubSpot blog, 20% of queries in 2016 were mobile and android voice searches and a study by Ahrefs found that 64% of searches are at least four words or more.

This tells us that we’ve become much more conversational in the way we use search. So, instead of typing “Restaurants Quad Cities” like we did in 2007, we’re typing (or, dictating) “Where’s the best place to find tacos near me?”

What it means for Google AdWords

With many of our current clients reaping the benefits of Paid Search, the TAG team of Google certified experts decided that with this information, it was time to restructure our strategy.

Instead of the previously advised 10-20 keywords per topic in AdWords, because of the way consumers are searching we need to start thinking of them as “topics.”

The first step in this process is looking at your content from a low level. Segment the content you want your consumers to find into “topics.” For example, at TAG, one of our “topics” would be Social Media. We realize a strong social presence could be a potential client’s pain point and we’re here to help them succeed.

From there, we take our “topics” and segment them even further into “subtopics.” We think, ‘What are our potential clients searching for when they’re looking for help with their social strategy?” Then, “subtopics” for social media could be:

Social Media (topic)

  • Facebook marketing quad cities (subtopic)
  • More followers for my business Instagram (subtopic)
  • Is snapchat right for my business? (subtopic)
  • Email marketing tools (subtopic)

The subtopics help our team get into the mind of our clients and we’re able to then reformat our Google AdWords campaigns in order to deliver them the information they’re seeking and, ultimately, help their business succeed.

At TAG, it’s important to understand our clients, and their clients, so that we can create a comprehensive approach that fits everyone’s needs. Our TAG team of Google certified experts is excited to help your business grow, so let’s get started.

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Social Media: How to use top platforms to reach your marketing goals

social platforms

Facebook, Twitter, Pinterest, with so many social networks out there it can be hard to tell how to use them best to market your business. Each network is used differently by users, which means your marketing tactics should be different for each one.

Read on for tips on how to do it.

Connect with consumers through Facebook

Facebook is great for initiating two-way communication between you and consumers. Include calls to action and questions in your posts to get the best engagement with your followers.

Quick stat: 31 percent of Facebook users report it plays a role in influencing their purchasing decisions.

Validate your expertise through Twitter

Tweeting links to interesting articles about your industry gets your Twitter handle noticed by other users, and situates your business as an expert in that area. But remember to interact with other five times for every original tweet.

Quick stat: 21 percent of Twitter users report it plays a role in influencing their purchasing decisions.

Boost your website’s Search Engine Optimization with Google+

Google automatically places websites with Google+ accounts higher up on its page search results with related key words. Hello page one visibility!

Quick stat: 61 percent of top brands are represented on Google+

Educate consumers through YouTube

Photos and short descriptions aren’t always enough to educate your consumers about your products, services or know-how. Create short videos with tips, tricks and advice to demonstrate what makes you stand out from competitors.

Quick stat: 90 percent of online shoppers find videos useful when deciding to make a purchase.

Generate leads through blogging

You recognize the need for your product. You understand the value of your services. The trick is to get consumers to do the same. Starting a company blog on relatable topics is a great way to do this – plus demonstrate your professional expertise.

Quick stat: 61 percent of online consumers made a purchase based on blog recommendations.

Showcase your work to targeted audiences through Pinterest

Pinterest is dedicated to saving pictures that link back to a website. Businesses can use this channel to upload pictures of their work and link it back to their website. Target audiences are best reached when other boards are included with related interests. Home improvement, fashion and travel are among the top industries to utilize Pinterest.

Example:

Flooring specialist? Include a board of before and after projects you’ve completed and link it back to your contact page on your website. Create other boards for your page such as home improvement tips and DIY crafts to draw in your target audience.

Quick stat: 25 percent of Pinterest users report it plays a role in influencing their purchasing decisions.

Learn more about social media marketing by downloading our free white paper.

 

Three ways Google AdWords can amp up your online advertising game

Google tops more than five billion searches daily and reaches more then 80 percent of all Internet users worldwide.

It’s no surprise then, its advertising service Google AdWords is so successful. It allows businesses to showcase their products and services on all that is Google – at a scalable fee.

Read on for three ways Google AdWords can amp up your online advertising game.

Paid Search

Google users rarely visit page two of their search results. Therefore, when a website is not organically in this top dozen or so, Google AdWords’ paid search helps boost traffic to the site by placing a link to the webpage either at the top or side sidebar of the search list.

Under the umbrella of paid search are extensions. The increasing number of blue underlined phone numbers and addresses under search results make getting into contact with businesses easier than ever. Desktop users no longer have to click on the site and search for this information and smartphone users can instantly call or get directions to the business.

Online Display

Online display allows you to show your advertisement on virtually any webpage. Simply choose your geographical target options (location, age, gender, etc.) and it will be displayed on a related site.

Remarketing

The latest addition to Google AdWords, remarketing is the process of “tagging” Internet users who visit your site, and then having your ads follow the person to where they cyber surf next.

For example, when your customer purchases an item from your website, they will see more frequent advertisements from your business on any website they visit in the future. Creepy, maybe. Effective, yes.

Specific strategies and target tactics are the backbone to a successful Google Ads campaign. The good news is, you don’t have to go it alone. Email me today for TAG Team expert assistance in managing your Google Ads.

Brian Marshall is Google AdWords certified.