TriLux Digital Explains Digital Marketing
Digital marketing is a necessary service for the vast majority of businesses. In fact, it can be argued in this day and age that it is absolutely essential. Without a digital marketing service, it would be much more difficult for businesses of all kinds to showcase themselves online. But what is digital marketing?
Digital marketing is a combination of skills and techniques that can help businesses thrive in a competitive online marketplace. Search engine optimization (SEO), search engine marketing (SEM), PPC (Pay-Per-Click), and social media marketing are all examples of techniques that fall under the field of digital marketing.
Let’s start by talking about two of the most important pillars in Digital Marketing – SEO and SEM.
SEO and Digital Marketing
Search engine optimization, or SEO, is one of the more well-known fields within the digital marketing industry. This includes all search engines, including Google and Bing – Google is the most important one, but certain strategies work with the rest of them as well. With SEO, you generally focus on improving the search ranking ability of a specific website or group of websites. This is a time-intensive process that requires a lot of patience, as good SEO involves the following techniques:
1. Regular technical website optimization: How many times in the last week have you clicked on a link, and because it wouldn’t load, immediately closed the tab and went back to search results? Unfortunately, your customers will do the same if your website is slow or lacks functionality. You cannot have a slow, difficult to use website. This is especially true for mobile, which has become a primary way that consumers search for goods and services. It is a commonly held belief that Google prioritizes user experience in the search results, meaning that businesses with easy-to-use websites may have an easier time ranking in a competitive online marketplace. A good website also leads to more conversions from site visitors, and ultimately better business.
2. Regular content optimization: You need to make sure any website you service receives regular content audits. If you have certain pages dipping in traffic, or are receiving none at all, then you need to take a look at content and the page’s technical optimization. Content within the context of digital marketing can include images, blogs, photos, and website aspects. However, you should always take a data-driven approach when adding any type of content to a website. If you are more tech-savvy, you can even use plugins to add structured data to pages, which can make a client more likely to appear for question-based long-tail keywords.
3. Regular domain authority optimization: You should try to obtain organic backlinks on high-quality websites within your client’s industry, meaning that your business/website is mentioned on other websites that Google can recognize. For example, if attorneys can get their cases mentioned on the news, and receive links back to their websites, then it can help build their domain authority over time. Or if a baker gets interviewed for an article to talk about a new cake flavor they created, and then provide a link to their website at the bottom, that would also be a backlink and build authority. This can help signal to Google the business is an authority within its industry.
Press releases and guest blogs can also be helpful, but this is a more antiquated technique that typically costs money and is usually not necessary in today’s landscape for most businesses.
4. Regular tracking: You must always track the information listed above. Set up email alerts if there are dips in keyword rankings or traffic for your clients. You can also set up email alerts via Google Search Console, Semrush, or Ahrefs to quickly identify and fix harmful website errors. Or better yet, click the following link for a free consultation with TriLux Digital to learn how we can track this information for your business. We provide regular updates (as we meet with clients a minimum of once a month) so you can get the most value out of your busiest days.
SEM and Digital Marketing
Search engine marketing, or SEM, is a combination of techniques that are focused on taking up as much search engine real estate as possible. For example, at TriLux Digital, we want our clients to appear in the Local Service Ads carousel, the Sponsored/PPC Ads, the Google Map Pack, and at the top of the organic search results below (these are the links that you think of when you think of a search engine, at the top of the page).
The goal of a good SEM strategy is to take up positions in as many of these spots as possible. In addition to using some of the SEO techniques mentioned above, also consider using strategies such as:
1. Local Service Ads: Local Service Ads are not available for all businesses. Whether you can run Local Service Ads depends on factors such as the client’s location, profession, and whether they have a criminal record. Ideally, you want to provide as much documentation during the mandatory background check as possible to simplify enrollment. Local Service Ads appear at the very top of Google Search Results and are a pay-by-qualified-lead service. Learn more specifically about LSAs for attorneys here.
2. Pay-Per-Click: Most businesses can use Pay-Per-Click, commonly abbreviated as PPC. PPC Search Ads are the “Sponsored Ads” you see near the top of search results and occasionally within the Map Pack. Always take a cautious and data-driven approach when setting up and conducting a PPC campaign. Every aspect of the campaign must be taken into account – the client’s competitors, the quality of the landing page’s layout and its content, the ad copy and keyword usage, which types of extensions can appear on the ad, and the budgeting forecast.
We help clients conduct PPC campaigns here at TriLux Digital as well. However, know before going into a PPC campaign that there are fees you pay to the digital marketing agency for running it, and additional fees to Google for each click on your ad you receive. That’s why we tend to prefer LSAs for smaller/medium size businesses if they qualify for them.
3. Google’s Map Pack: Google’s Map Pack is the small square section you see when searching for a local business. The Map Pack displays Google Business Profiles for businesses, which means Google Business Profile optimization is very important for SEM. The goal is to have more reviews and a higher aggregate score than your competitors if possible (this also helps Local Service Ads performance). You should also make sure to have your products listed, if applicable. Always make sure your clients have a description with high-volume industry keywords and the right primary category. For instance, if you are a personal injury attorney, be sure to mention if you take car accident or catastrophic injury cases. Help Google and by proxy your potential clients understand which services your business can offer. You can also create posts on Google profiles to accomplish the same goal.
4. SEO and domain strength: SEO is a part of SEM. To be able to rank in the organic search results, your clients must have fast, easy-to-use, authoritative websites that receive regular updates. Keep in mind that website strength can also affect the strategies listed above within the SEM umbrella. Where else your website appears online is crucial for domain strength.
Social Media and Digital Marketing
Many of the same rules that apply to Google Ad campaigns also apply to social media ad campaigns. The first order of business is to obtain business profiles on social platforms such as TikTok, Instagram, Facebook, Snapchat, X, and YouTube. By using social media to promote your business’s content marketing, goods, and services, you can ultimately increase brand awareness and also drive traffic towards your website if done correctly.
Some of these platforms also have their own ad platforms built within that can help you create highly detailed and targeted campaigns for your clients. For example, with some social platforms, you may even be able to geofence a golf course used by the clients of your clients. You can be very specific with geotargeting with most platforms, and to some extent, how you target other people.
Free Digital Marketing Consultation Available
TriLux Digital can teach your company and its associates how to perform effective digital marketing in the 2020s and beyond. Contact us for a free consultation through Calendly on our website or call us at (512) 777-1230!
