FAQ'S: Let's Simplify Online Marketing
Running a business is not always an easy feat to accomplish. It can get complicated and leave business owners confused, especially when it comes to online performance. We've put together a list of frequently asked questions that we will continue to update that addresses some of the more common questions we get when it comes to online development and marketing optimization.
Website SEO Audit Service
Our competitor research audit provides an in-depth look at your top competitors. Allowing you to get an overview of their online digital marketing strategies. It is a detailed analysis that we can then use use to provide suggestions for ways to improve your website(s). We can provide you with a lot of information such as their content, structure, paid advertising as well as powerful backlinks you can use to boost your own brand(s).
By examining the pages and content on your website we’ll be able to provide you with effective ways to better optimize and in most cases create new content that will help you to better position your brand online. Your website should contain original, clean, engaging, easy to navigate and provide value to your online visitors. We can suggest the need to remove or add new content to your site as well as compare your website to your markets top performers. Removing content that is negatively impacting your brands can help you accelerate your online growth.
Today’s algorithms include website speed as ranking factors, if your website or framework is not setup properly to deliver your content at optimal speeds, you may be penalized in your sites ranking. Ideally we want all of our pages to connect and render in 3 seconds or less. It’s important to publish images & video that are designed with smaller file sizes for the web. Third party applications such as a content delivery networks and page/browser caching to help boost page load times. This ensures that even low signal mobile devices can still efficiently view and engage with your content. Our Site Speed audit can better help you understand your digital environments and suggest adjustments that can help you improve your website performance and search engine ranking.
A technical website audit is designed to show you a variety of different programming and technical issues that you may have on your domain(s). Improper configuration and un-optimized code could very well be the reason behind a website’s poor online performance. If you sell products online and wish to be found in many shopping channel feeds that it is important to ensure your products have complete markups and can easily be captured in your product feeds and marketing channels. We recommend all of our clients to have proper redirects configured, schema is implemented correctly and your structured data is marked up to industry standards.
Architectural audits for websites provides and deep-dive analysis of the structure and content of you website. The structure plays a crucial role in the ability of your users finding your information and will greatly improve user experience. The architecture audit provides best layout recommendations for your brands market. This includes menus, internal linking, more efficiently organized content from the top down. We can identify gaps and highlight opportunities you can implement into your digital marketing strategy.
A website experience audit takes an overall analysis for the feel and usability of your website. Items such as navigation and page layouts must be configured across multiple devices to ensure every user can access your content with ease. We all love an easy and enjoyable experience when going through our day-to-day routines, the online world is no different. User experience is a combined analysis of your website which can highlight pain points and suggest ways to better improve your visitors time while on-site. We’ll look at a number of factors including, content, navigation and bounce rates. These can pinpoint pages that are having the most success and also provide steps you can take to either create or improve other pages. Lower bounce rates are a good sign of a better user experience and a more dialed-in online marketing strategy. The longer you can get your visitors to engage with your brand, the lower the bounce rate and the better the performance will be.
A website SEO Audit gives you a competitive advantage by deep diving into your website(s) architecture, mark-up, schema, structured data, inbound links and speed tests to find opportunities for improvement. Highlighting what it is top market performers are doing and ways that you can improve your online traffic and conversions. We’ll develop SEO strategies that are appropriate and on brand that help you reach the audiences your looking for. Improve your website with better results and higher positions in voice and search rankings.
A complete analysis of the videos & images across your domains, how they are marked-up and titled. Images and video are the primary methods brands use to attract, engage and learn about new brands, events, information, products or services. Ensuring your images and on-page video content is correctly marked up allows the search engines to better crawl and disperse your content. For search engine crawlers it is important that all of your on-page images and videos have proper markup and can be discovered easily. Target keywords should be included in your marketing plan and images and video are certainly part of that.
Our On-Page SEO audit can provide a detailed review of your online domain(s) and also provide appropriate recommendations how to best improve your existing content, internal linking, mark-up and provide opportunities for implementing new content. This can help your overall goal of ranking higher in search engines. We’ll provide you with your industries top competitive keywords as well as additional keywords that you could add to your online marketing strategy. Having solid in-bound links and a comprehensive internal linking strategy, canonicals optimizing a clean URL structure and highlights potential missing fields that can help your website rank higher.
Off-Page optimization audits provide a clear look at your inbound links to your domain(s). Your off-page factors contribute in a major way to your websites overall ranking and focus should be given to ensure your meeting the mark of top competitors. One of the foundations of building an authoritative website is to be able to acquire the necessary links that defines your brand as an industry expert and a trusted source for information and service. Looking at your website as well as your competitors site we can use to suggest opportunities you can go after to help boost your brands exposure and attract more visitors online.
Digital Marketing Strategies
Maybe you’ve heard the term before, often referred to as marketing funnels, this is primarily a term used to define a set course of desired actions for your online visitors. Marketing funnels tend to overlap with customer journey’s and provide actionable events throughout the online users experience with a brand.
These can vary in objective, length of run depending on the product or service and are most commonly implemented across multiple channels with a primary focus to bring online visitors back to a brand, product or offer. They play a key role into building effective user experiences, provide critical information and often times a well planned and executed marketing funnel can produce incredible results.
Content marketing is the process of curating digital assets and information in a way that, engages, informs, nurtures or converts online, this often includes multimedia such as podcasts or videos, infographics, blog or topic specific articles and plenty more. This content is aimed to provide value that the users can take away and is typically very specific in nature. The style of content that tends to perform best is when it’s not “sales oriented” but informative and of unique value.
One element of a successful marketing strategy is email marketing. It involves the use of emails educate, inform, nurture and ultimately convert online visitors into customers or clients. Often they are setup to inform subscribers about company news, limited time product offers, important updates, support, feedback and more. When email marketing is done effectively it is a powerful communication tool that can help build relationships, provoke engagement and welcome potential customers while increasing your sales efforts.
As an organization it is important to be found online, this can be achieved through many different platforms or even your own website. SEO applies to many online channels and is an acronym for “Search Engine Optimization”.
It is the practice of developing part or the entirety of your online content, in ways that improves your brand(s) rank and position throughout Google’s search engine results and other media platforms. It’s the process of creating highly detailed and valuable information to your online visitors by leveraging content, structure and schema markup in ways that target search terms and ideas. Search Engine Optimization puts a primary focus on generating “organic” or non-paid traffic to a domain or online channel.
Social media marketing (SMM) is the use of social media websites and social networks to more effectively engage with their audiences while promoting a company’s products and services.”
Social marketing is the process of curating platform specific content for individual social media platforms in an effort to drive engagement, build brand awareness and promote an organization.”
Key Performance Indicators | KPI's
A marketing metric that often gets overlooked by new online businesses is the annual repurchase rate. It measures the percentage of customers who place additional orders within a pre-defined time period. Accurately tracking of the annual repurchase rate is a key indicator of how well a product or service is aligned with the market demand. A measurement that needs to be factored in as it provides you a value for your repeat customers, and in a business aimed for growth, is a key indicator to keep tabs on.
Average order value or “AOV” is an ecommerce metric that measures the average total of all orders placed online, typically through a cart, over a pre-defined period of time. AOV is arguably one of the most important metrics to monitor and track for ecommerce stores.
Cart abandonment is a key metric that measure how well an ecommerce or online merchant can get visitors to a post-purchase position. It measures how often items are placed into a cart and the user leaves without completing the transaction. If an online store experiences high cart abandonment rates then ultimately profits will suffer and further investigation followed by optimization would be needed.
In an e-commerce setting conversion rate tracking and optimization is critical to continued growth and online success. It is a metric that measures the performance of actionable engagements online. This can include a wide variety of available marketing methods online such as coupon use, subscription sign-ups, inquiries into a business or an online sale of goods or services. Conversion rate is one of the key indicators of success for any online store.
Commonly known as LTV, customer lifetime value is a metric that best describes the value associated with online visitors to a sales channel. LTV is based on customers buying habits over a pre-defined period of time. Customer lifetime value is a key indicator of overall customer satisfaction.
Customer retention rate is the effectiveness an online has to keep existing customers returning for additional purchases. True growth is never about a one-time sale, online success is possible when an organization has the ability to drive growth by focusing on building and fostering authentic relationships by effectively creating habit-forming experiences.
The total amount of orders that are placed online typically through an ecommerce store or merchant.
Return on investment or (ROI) is a measurement that reflects the profits generated by a specific marketing action. The return on investment as expressed by the term shows how much we get back from an investment – whether it was profitable or not.
The customer retention rate is the ability to define how loyal a customer base is to a product, brand or service. A key indicator for performance and also how well individual products sell online. Often associated with ecommerce stores but customer Retention can apply to many different transactional scenarios.