Digital is kind of our thing. It ties into our differentiators – data, people, ideas. It’s an effective strategy for pretty much every client. Digital can be pretty confusing, sometimes we think the powers that be want it to stay that way (looking at you Google), so we’re answering your frequently asked questions.
HOW OFTEN SHOULD I UPDATE MY WEBSITE?
You should be backing up your website and updating plugins on at least a monthly basis. When it comes to a complete website redesign, that should happen every three to four years. It really depends on how much the internet and search engines change. It also depends on your industry, the status of your current site and how it is serving your customers. Our digital team can do a deep dive into your analytics and gather information on how your website is performing. From there, we can tell you what you need. That can be anywhere from a simple update that takes no more than one day to a full web redesign that can take anywhere from four to eight months. In the end, both of these can super boost your metrics.
HOW DO I GET PEOPLE TO READ OUR CONTENT?
If you’re not using a bunch of SEO techniques, start there. If you are, and you’re not seeing any results, then it’s time to really study the metrics. Our digital team will dive into your analytics to determine the type of person reading your content. Then we deduce where your target audience is hanging out online and what types of content they engage with.
WHAT DETERMINES SEARCH ENGINE RANKINGS?
So many things. SEO, or Search Engine Optimization, is a word thrown around by many but understood by few.
There’s on-page SEO, like your website speed and keywords, and off-page SEO, like your social following. Our digital team can go in, fully audit your on-page and off-page SEO and give you next steps on how to improve your brand’s search engine ranking.
HOW LONG DOES IT TAKE TO SEE RESULTS?
We all love instant gratification, but that’s not how digital stuff works. You might get a bunch of clicks the first day you launch an ad, but it doesn’t necessarily mean it’s working right off the bat. You need to become a recognizable brand and gain trust from users by consistently popping up everywhere. Our team can help you break down your timeline and explain, according to your strategy and industry, just how long it will take to begin seeing some real ROI.
CAN MY TRADITIONAL MARKETING STRATEGIES WORK WITH DIGITAL MARKETING STRATEGIES?
A bunch of digital marketers will run screaming at any mention of a traditional marketing strategy. Not us!
We believe in the power of an integrated strategy. For example, if you include public relations in your strategy, any earned media counts as a “backlink,” which is the strongest off-page SEO factor. This has the ability to skyrocket credibility with search engines and significantly improve your ranking.
ARE MY PAID ADVERTISEMENTS WORKING? HOW DO YOU KNOW?
A digital team will help you set up conversion goals. Whatever your main goal for the campaign is, that’s the main thing you need to measure. A digital team will take care of the rest. For example, if you just want more brand recognition, you’ll run a campaign that’s focused on reaching as many people as possible. When you work with a team that knows how to make kickass conversion funnels, you get results and data so you know you’re measuring the right thing.
Each client we work with has their own unique quirk. That’s why we love them, and it’s also why all of our digital goals and campaigns look a little different. It’s a good idea to lean on your digital team for questions like these, because they’re questions you can’t just Google. They need to be solved on a case-by-case, personalized basis. And that’s what we’re here for.