Answers To Common Questions...
Email, social media, search and other elements of your digital marketing mix will depend on delivering useful content. Though video outlets, podcasts, and media galleries present other options, a blog is by far the most used tactic for distributing marketing content on a channel over which you have complete control.
Content marketing is the creation and distribution of educational and/or entertaining information assets for the purpose of generating brand awareness, traffic, leads and sales. Marketing content is generally free and does not explicitly promote your brand as an ad would.
Digital marketing involves marketing to people using Internet-connected electronic devices, namely computers, smartphones and tablets. Digital marketing focuses on channels such as search engines, social media, email, websites and apps to connect with prospects and customers.
Search engine optimization (SEO) is the process of using onsite and offsite tactics to help get content presented by a search engine. Done well, the practice increases the quantity and quality of your traffic.
Keywords are the words and phrases searchers use—usually with search engines—to find relevant pages, images, videos, or any kind of information when looking for answers, knowledge, products, or services. SEO professionals consider keywords and the topics they suggest when optimizing content for search.
Local SEO is the process of optimizing your online properties to generate traffic from location-based searches. It helps businesses promote products and services to local customers when they need them.
A buyer persona is a representation of your ideal customer based on market research and data. Personas generally include customer demographics, behavior patterns, motivations, and goals. They should reveal insights about the buyers’ decisions including attitudes, concerns and criteria that drive buying decisions.
A practical approach to marketing metrics should include establishing which key performance indicators (KPIs) are most important for the growth of your brand. As a starting point, consider metrics that reflect your progress regarding traffic generation, conversion, and marketing costs and create a dashboard to track them monthly.