Faq
Digital Marketing
ASearch Engine Optimization, commonly referred to as SEO, is the act of
improving content and webpages in order to rank higher on search engine
results pages. Search engines have algorithms that determine which
webpages hold the most relevant results, and those pages are ranked highest
among the search results.
Using SEO tactics, such as keywords, meta descriptions, and links, your
content will stand out to search engine algorithms as relevant information
and ultimately rank higher. Ranking higher leads to increased traffic and
consumer trust
AYes! Word of mouth can be great, but a majority of consumers find and
research companies online before making any purchases. An online
presence gives your company credibility and boosts brand awareness. Plus,
websites are an avenue for endless marketing strategies, including ecommerce, online customer service, and consumer engagement.
ASocial media platforms allow users to connect and engage with one another
through shared content. These websites were originally developed for social
networking, but since then, social media has become a popular marketing
approach. Businesses often use social media to showcase products and
services, connect with current or potential customers, and boost brand
awareness.
AWhile social media presence is crucial for all companies, each company will
have different social media needs and strategies. For some, Facebook will be
the best platform for business, while Instagram may be better for others. To
determine which platform is best for your business, it is important to first
determine your target audience and social media goals.
AWebsites should be designed to invite and entertain users, not push them
away. The only way to attract and maintain users is with a good web design.
The homepage should be visually appealing, easy to understand, and clear of
any annoying pop-ups.
If the homepage is bad, the user will exit the website rather than continue
exploring. The web design should also allow for easy navigation and fast load
speed without blurry images or extensive copy.
AEvery small business is different, which every website will be different.
Creating a new website can be a daunting task, but PDD is here to make it
easy. Every website should have the basics: Homepage, About, Contact page,
Products/ Services, FAQs, and Testimonials.
Besides the basics, every business should include additional web pages that
are unique and relevant. Every small business is different, which means every
website is different.
AThe primary way a website increases sales is by offering users a convenient
way to shop for products and services. Through the use of pop-ups offers and
special online discounts, small businesses can encourage consumers to
make the switch from window-shopping to buying.
With an enhanced incentive to buy, along with clear and concise product
descriptions, users are quickly turning to company websites for all their
consumer needs.
ASocial media falls in the brand awareness and consideration stage of the
sales funnel. Social media platforms allow businesses to connect with their
target audience and slowly but surely nudge them down the funnel with
content and links to learn more.
By providing relevant information about products and services, engaging with
their audience, and providing free trials or specials, businesses are able to
nurture leads into buyers.
AWith reports, statistics, research, quotes, and testimonials being created on a
daily basis, there is bound to be content worth re-purposing for digital
marketing purposes. There are countless ways to turn formal business
documents into creative online content, including infographics, podcasts,
videos, and animated graphics
ADigital marketing allows businesses to raise brand awareness, share
information about products, engage with the audience, and monitor online
reputation. Digital advertising allows businesses to advertise and promote
products, offer discounts or specials, and attract buying customers. Simply
put, digital marketing establishes a target consumer audience while digital
advertising drives this audience to sales.
AAs a general rule of thumb, companies should be publishing new blogs at
least twice a month – blogs are key to keeping your website updated with the
relevant and fresh information that search engines prefer.
If any significant news or information has been released, that content should
be posted as soon as possible. Pillar pages and landing pages content should
be regularly revised as the company grows and changes.
AAs compared to standard SEO, local SEO refers to Local Search Engine
Optimization. Local SEO comes into play when users are searching for
products, services, or resources near them in real-time.
For example, a search for “shoes” will yield greatly different results than a
search for “shoes near me.” Local search often includes locations, which is
why companies should keep their Google My Business profile up to date.
User Experience
AUI stands for user interface. This refers to anything that the user sees and
interacts with on a digital platform.
AUX stands for user experience. It refers to how a user feels while interacting
with the interface. You always want the user to enjoy the experience on your
site
AYes, both are important for your Google rankings. User interface is the
technical piece of SEO while the way that the user navigates through the site
influences important metrics, like bounce rate, time on page, and clickthrough. Google takes all of these into consideration when ranking pages.
Marketing Automation
AMarket automation is the process of using technology or software to
automate repetitive marketing tasks across multiple channels. Rather than
manually controlling campaigns, brands can use automation services to
successfully plan, manage, and measure efforts on social media, email, text,
and website.
AMarketing automation is beneficial because it helps companies streamline
their marketing efforts and nurture leads more effectively. Brands can set up
automated messages to users based on predetermined behavior triggers. For
example, if a consumer adds a product to their online shopping cart but exits
the website before checking out, the marketing automation software will
send an automated message to the user to remind them of their abandoned
shopping cart
AIn order to determine whether or not marketing automation is being used
correctly and effectively, brands need to track a variety of metrics. Activity
metrics, such as number of emails sent and quality behavioral triggers, allows
brands to understand if they are using the automation software to its full
potential. Response metrics, such as open rate, click-through rate, site traffic,
and unsubscribe rate, gives brands an indication of how well the automation
is resonating with the audience. Efficiency and Value metrics both serve to
show brands if the automation is worth the time and cost – these metrics
include cost per customer, revenue generated, cost of investment, and close
rate on leads.
AMarketing automation can save an abundant amount of time, but there are
several tasks that should not be automated. All content for website, blog, and
social media should be original and authentic to your brand. Content can be
scheduled ahead of time, but should not be crafted by a software program.
This will prevent your brand from becoming inauthentic and robotic.
AWhen first getting started with marketing automation, determine the routine
marketing activities your company participates in on a daily basis. This
includes posting on social media, social media engagement, research, emails,
track analytics, and project management. All of these tasks can be prescheduled and automated to save time and maximize efficiency.
AIf your business account has over 10,000 followers, the best way to share
links is through the swipe up feature on your story. If you do not have 10,000
followers, small businesses can easily add links to your profile bio, include
links in your captions, and create shoppable posts or stories.
AThe simple answer: yes. The more complicated answer: yes and no.
Marketing Automation offers a platform to plan, analyze, schedule, and post
content on social media. The process allows marketers to automate their
repetitive and tedious marketing efforts well in advance. But besides the
initial posting, all secondary content should be posted in real-time, such as
comments or replies.
AAll of us at Dexbil are big believers in email marketing campaigns, as all small
businesses should be. Unlike social media platforms, emails are personal and
individualized to your most loyal consumers. The email content is designed
specifically for individuals who are interested in and have agreed to receive
email communications from your company. Emails allow you to communicate
directly with your audience, which can turn an interested user into an active
consumer.
AA pillar page is a web page that broadly covers all aspects of a single topic. A
content cluster comprehensively addresses specific keywords and topics.relating to the pillar page subject matter. For every one pillar page, there can
be countless accompanying content clusters.
AWhile there is no right number of hashtags, standards best practices
recommend using an average of 11 hashtags on each social media post for
ultimate reach and growth. Always use hashtags that fit your brand, message,
community, and industry. Branded hashtags are great for specific products,
services, and campaigns
ALinkedIn was designed as a virtual networking platform for business
professionals. In order to generate leads and referrals, you must first ensure
users understand your brand by posting a short introductory video and
thoroughly filling out your profile. Broaden your audience by joining groups,
adding connections to your network, and inviting connections to like/ follow
your page.
AA buyer persona is a fictional consumer that represents a brand’s target
audience. The persona possesses all the characteristics of the company’s
ideal customer, including demographic, interests, and behavior. A buyer
persona helps brands better understand their customer’s needs, experiences,
challenges, and goals, in order to better market to and serve them.
AA domain authority score predicts how likely a website is to rank based on its
relevance within a specific industry or topic area. Each website is scored on a
scale of 1 to 100, with 100 being the best. This means the higher the domain
authority score, the more likely the website is to rank on search engine result
pages.
AA page authority score predicts how well a specific page will rank on search
engine result pages. Page authority is determined based on number of quality
links, use of images, and presence of relevant content. Similar to domain
authority, page authority is also ranked on a scale of 1 to 100
Content Marketing
AContent marketing involves the creation and publication of online marketing
materials in an effort to boost brand awareness and sales. While the online
material does not always directly relate to specific products and services, the
content should educate potential customers about product need.
ABefore creating any content, ask yourself this question: “What am I trying to
say and who am I saying it to?” Defining your purpose and audience is the
most important step in content marketing. Once you find your voice, you will
be able to design effective content that will catch the eyes of your audience.
Once you have their attention, use short optimized copy to get your purpose
across.
AContent marketing and content writing are two different marketing strategies
but are commonly used in tandem. Content marketing refers to the overall
approach, while content writing refers specifically to the textual copy used
within content marketing
ANatural language refers to the way humans speak, compared to the artificial
or machine language from computers. This includes all the colloquialisms,
idioms, and other linguistic styles used within casual communication.
ANot only does natural language refer to the way humans speak to one
another, but it also includes the way humans speak to their computers and
devices. The rise of voice search has led to more conversational queries, such
as “restaurants near me” or “what is the weather.”
To optimize your content for natural language, brands should write with the
same kind of natural language in mind. This can be done by anticipating the
way your audience uses search engines and matching that language
ATypically, brands use paid search campaigns to appeal to users searching for
specific keywords and phrases – these are considered positive keywords.
Negative keywords are the words that do not fit in your ad campaign. This
includes certain questions, phrases, and other search terms that will never
relate to your brand or industry.
By identifying these negative keywords, you will be able to prevent your paid
ad from being shown to anyone searching for these keywords. Applying
these negative keywords will help prevent brands from wasting money on
ads that will not lead to conversions or sales.
ALead generation involves collecting potential customer information, including
names, emails, addresses, and phone numbers. This information will then
allow brands to contact users in order to boost interest in products and
services, and ultimately, improve sales. Job applications, email subscriptions,
events, and online content are all great sources for lead generation.
AConversion optimization is the process of increasing the number of website
visitors that convert into active customers. By improving your website’s user
experience, users are more likely to complete the desired action on the page,
whether that is signing up for emails or completing a transaction.
The best ways to improve user experience is by removing unnecessary
content, annoying pop-ups, offer guarantees, provide live support, and add
testimonials or reviews.
AAn online local directory is a list of businesses within a certain location,
organized by industry. Users can find these local directories on websites such
as Google+, Yelp, Yellowpages, and FourSquare. Each business listing is
complete with the business name, address, phone number, reviews, and
industry. Businesses listed on local directories are more likely to appear on search engine result pages, which will improve brand authority and generate
site traffic.
AIn content marketing, there are four main purposes of content: entertain,
educate, inspire, and convince. These purposes allow brands to effectively
craft content for each step in the marketing funnel. Beginning with
entertaining and ending with convincing, these purposes follow consumers
on their journey from brand awareness to purchase.
AContent creation is a process, and every process begins with an idea. The
idea can come from keywords or industry phrases – any idea that will be of
appeal to your audience. Once you have your idea, do your research, find
sources, and determine the purpose of your content. Then, once you feel
confident, begin writing your piece in whatever form of content you choose to
use.
AContent creation involves generating topic ideas and creating written or visual
content around those ideas in the form of a list, email, blog, video,
infographic, or ebook. Content allows brands to provide useful information to
their audience, which helps retain existing customers and attract new
customers
AWhen done right, content marketing can absolutely generate leads. The
important thing to remember is that the content needs to be geared towards
your customer base in order to be successful. Additionally, it should be SEO
friendly so that it’s easy to find on Google.
AThe top mistake that we see in content marketing is not doing enough
research in advance. You need to know the topics that your audience wants
to see and incorporate the correct keywords for them to be able to easily find
that content. Other mistakes we see is content that isn’t long enough, doesn’t
match the organization’s industry or tone, or is copied directly from another
source.
AInbound marketing attracts customers by providing relevant and valuable
content through SEO, social media, blogs, videos, and emails. Inbound
marketing attempts to build lasting relationships with consumers by offering
products and services that will solve the user’s current problems. Rather than
AOutbound marketing relies on more traditional approaches to attract users,
including email spam, video ads, cold-calling, print ads, or radio ads.
Outbound marketing might provide relevant content, but it might not always
be content that the user necessarily wants or needs at that time. This type
of marketing is often considered an interruption rather than a convenience.
AWhile outbound marketing is not completely dead yet, it does present a lot of
problems for businesses. For many outbound strategies, it is difficult to
properly measure your return on investment – unlike website analytics, it is
impossible to track if your consumers are coming from print ads or radio ads.
Compared to inbound, outbound marketing often has much higher costs with
lower conversion rates.
AContent repurposing is taking a piece of content that you have already
created, a blog for instance, and using it to create something different. You might use the statistics from the blog to create an infographic or expand on
the idea that you already have to create a whitepaper. Repurposing saves you
time and research while allowing you to update content.
AAbsolutely. If you want people to see your content and you want Google to
be more likely to index it, it needs to show up on social media. Share to any of
your platforms that are appropriate for the type of content you’re sharing so
people can comment on it and pass it on to others that may find it interesting!
AAn editorial calendar has all of the content that you’re planning to publish
over a specific time period. At Dexbil, we usually create a month-long
editorial calendar that includes blog topics, social media posts, and media.
Having a calendar can help your business to plan ahead and strategize well!
ASEO and paid marketing both work best when they work in tandem. Having
campaigns set up is a good way to see which works best for your business –
and where you might need to tweak one or the other. It’s also important to
remember that while advertising works more quickly, SEO helps build trust!
AWhen you first start implementing SEO strategies, you’re likely to notice that
nothing changes for a few months. We generally recommend 3-6 months to
look for any serious results. Google has about a BILLION websites to examine.
Their bots are efficient, but it still takes a while to crawl that many sites and
begin the process of indexing.
ACore web vitals is currently the big thing in SEO. This update from Google
changes the way that the algorithm ranks websites. You can learn more about
it here!
AA recent update to Google’s algorithm includes the top three web vitals they
look for in order to process rankings. These include loading time, interactivity,
and visual stability. While these aren’t the only factors that Google looks for,
they’re considered some of the most important.
AGoogle Search Console has recently implemented a tool that allows you to
check your vitals and see what improvements you need to make going
forward.
AFirst, because Google has specified that they matter. Second, because they
strongly impact the way that users interact with your website. Google is
becoming more and more concerned with user experience, which means
websites need to do the same.
Algorithm
AMUM (multitask unified model) is a 2021 Google algorithm update. This
update places emphasis on the user’s path when exploring a topic, related
topics to the user’s search, and visual search results
ASimple! We’re continuing to do what we’ve always done. Our team is writing
great content that aligns with user interest and making sure that the on-page
and off-page SEO line up. We’ll also keep a close eye on any changes in
analytics as a result of the update.
Interactive Web Design
A Interactive web design focuses on providing an improved user experience to
encourage engagement. By creating a user-friendly web design, users will be
able to find what the need easily and contact the company
ANo! Dexbil will work to redesign your existing website or design an interactive
website for your company from scratch
AEvery company has different wants and needs from their web design, which
means every website will have a different timeline. If you are interested in
learning more about what Pink Dog Digital can do for you, please feel free to
reach out to us through our contact us page or email us at info@dexbil.com
AThis is entirely up to you. Our team is more than happy to continue
maintenance on the website after the launch. Or we can recommend an
appropriate CMS to update it internally
AWe rely entirely on your input for the design! Our team is committed to
building a website that pleases both the company and their customers. We
achieve this by asking questions, getting to know your business, your
customers, your followers, and working with you to develop just the right look
and feel.
AA website needs to have the perfect amount of “choice.” Too little choices will
make the user feel as though they have no free will. Too many choices will
create unnecessary stress and completely scare the user off.
The illusion of choice will encourage the user to choose from 2-3 options on
the website that will ultimately present the same outcome. If the company’s
goal is to sell products, the website should encourage the user to buy now
through e-commerce or buy later after signing up for marketing emails. That
way, no matter which option they choose, it will benefit the company.
ARewards are, well — rewarding. The promise of rewards is enough to
motivate any users into performing a certain action.
Although consumers would love a reward for simply doing nothing, rewards
should be used purposely and deliberately in an attempt to accomplish a
goal. Companies can offer rewards or coupons for signing up to receive
newsletters. Offer exclusive products to users that set notification
preferences.If your company is not looking for tangible rewards, companies can
incorporate motivational and comical messages on each step. This will
encourage the users to keep going and finish completing each step.
AWhat would you do if you tried to enter a physical store location, but were
asked to provide private information before you could enter? A majority of
people would probably leave to go to another store.
So why would you ever ask an online barrier to your website? A website
should be open and welcoming to all visitors who want to enter and shop
around. Avoid pop-ups or forms that require data before granting access to
the website.
AParallax scrolling is used to make a website look like it’s 3-dimensional.
Designers create this optical illusion by having the background move slightly
slower than the foreground when you scroll. This technique has become
increasingly popular in the last couple of years!
AMicro-interactions are small animations that happen when you hover over an
icon on a website. These work best if the rest of your website is simple so that
you don’t end up severely reducing site speed.
Cookies
A Most websites that you visit directly use first-party cookies to store
information about how you use their website and to keep you logged in. Ecommerce sites also use them to keep track of your cart. These are super
useful for most small businesses.
AThird-party cookies are used by domains to collect information about you on
other websites. They’re small data collectors that analyze the way that you’re
using websites, what you’re searching for, and what your interests are.
AWebsites use cookies in a variety of ways, but the most common thing that
they use them for is to personalize advertisements. By keeping data on your
search habits and the websites you visit, advertisers can serve you ads you’re
most likely to click on and covert.
Email Marketing Campaign
A The most effective way to get people on your email list is by leveraging popup forms on your website. Users that list your website are already interested
in your brand or products, so they will most likely sign up for emails if
prompted. This method is even more effective when coupled with a special
incentive or offer – for example, 15% off your first order when you sign up for
email.
AEmails sent from your company should always come from a valid business
address. At Dexbil, our emails come
from enews@dexbil.com or info@dexbil.com. This ensures the emails you
send are not being sent directly to your subscriber’s spam.
AAs with most campaigns, the volume of emails your company sends should
match the needs and goals of your business. However, it is important to
remember: sending too many emails is as bad as not sending enough. A
majority of companies resolve to sending emails anywhere from 3 times a
week to 2 times a month. It all depends on the amount of content you have to
promote and share with your subscribers.
AWhen a new user subscribes to your email list, companies should
automatically respond with a welcome email. Other common content
includes promotions, blogs, newsletters, company announcements, videos,
and even testimonials.
AA drip campaign is a type of email campaign that is triggered by the user’s
actions or behavior. A trigger can be the user abandoning their cart,
downloading content, not opening emails, or responding to a survey. Drip
campaigns are designed to help brands re-engage with customers and move
them to the next step in their customer journey.
AEvery time you gain a new email subscriber, you should have an automatic
email to welcome them. This welcome email serves as the first step in
developing a relationship with the user. The email should include a personal
message, thank you note, and maybe even a thank you gift for signing up.
AA seasonal email campaign is based around any holiday or time of year.
When it comes to seasonal campaigns, it is important to have a buildup
before the event to build awareness, as well as a follow-up to show
appreciation and offer last chance deals. One of the
reasons seasonal campaigns are so effective is because they are for a limited
amount of time, so it is best to start early and use urgency in your messaging.
AA bounce rate is the percentage of emails that were not delivered to the
intended recipient. The best way to improve your bounce rate is by requiring
double opt-ins for new subscribers, regularly cleaning your email list, and
making sure your emails are not labeled as spam. The average bounce rate for a business is between 2-5% – anything higher should spark further
investigation.
AHard bounces are caused by permanent problems, while soft bounces are
temporary issues that can be solved. Hard bounces are a result of outdated
domains, invalid addresses, or the recipient blocking your domain. A soft
bounce means the email is able to be delivered but it bounced back because
the inbox was full, the server was momentarily down, or the email was too
large.
AImagine putting hours of work into an email campaign, only for it to end up in
your subscriber’s spam folder. To prevent your hard work from going to
waste, brands should only send emails to users who have given permission,
use familiar from and reply-to addresses, and use spam-checking tools.
Brands should never send emails with deceptive subject lines, grammatical
errors, or spammy sentences.
Metrics
A For websites, the most important metrics to track include traffic, result page
rankings, time spent, pages per visit, new visitors, returning visitors, and social
sharing. The most important social media metrics to track include
impressions, reach, conversions, and engagements such as likes, comments,
shares. These metrics are key when evaluating the performance of your
brand’s content.
ADigital Marketing agencies track website and social media metrics using a
variety of different tools. One of the easiest ways to gain website insights is
through the website platform itself. Many platforms, such as WordPress, offer
their own insights or allow for analytic extensions to be installed. In addition,
almost all ad networks, including Google Ads or Facebook Ads, offer their
own tracking system. Agencies also utilize third-party tools to track both
website and social media metrics.
AGoogle Analytics is one of the most effective analytic tools for tracking
metrics. Not only is it a free service, but it automatically compiles data into
charts, graphs, and other formats that are easy to read and understand.
Brands can also create their own custom reports by filtering data based on
specific metrics and dimensions. Most importantly, Google Analytics helps
brands accurately track metrics so they can understand how their website is
performing and how it can be improved.
Site Load Speed (x2)
A Site load speed does in fact affect SEO, both directly and indirectly. Search
engines consider various ranking factors when determining which pages are
most relevant for a certain search query, and one of these factors is site load
speed. Site load speed can also lead to increased bounce rate and decreased
average time spent, which can negatively affect SEO rankings.
ASite load speed, otherwise commonly referred to as page speed, is the
amount of time it takes for the content on a web page to fully load. There are
a wide variety of factors and elements that can impact a page’s load speed, including the hosting server, image compression, amount of traffic, and file
size.
AResponsive web design is the practice of creating dynamic websites that
respond to the user’s behavior and environment, including their screen size,
device, platform, and orientation. Since the web design changes to meet the
needs of the user, a responsive web design offers the ultimate browsing
experience. The key to a responsive web design is ensuring all design
elements are optimized to adapt to various screen sizes and resolutions.
Contact Us
Drop Us a Line
Programs provi patient peace mind when option.
