PPC Marketing Strategies Guide

PPC marketing is a great way to expose your community and products to users that are actively searching for you.  It is a useful strategy for any business.  However, there are many details that need to be defined in order to have a successful campaign.

What is Pay-per-Click (PPC Marketing)?

PPC marketing is a form of online advertising in which advertisers accrue costs when users click their ads.  Advertisers bid on the perceived value of a click in relation to the keywords, platforms, and audience type in which it originates.

 PPC is All About Relevance

PPC is used for all types of campaign goals including increasing sales, generating leads, promoting brand awareness.

Users are searching for specific products, services, and information all the time.  Advertisers have the ability to show a targeted ad at the exact moment this search is occurring.  By targeting setting and account structure, advertisers can run successful PPC campaigns.  But it is all about relevance.

Keyword Types

The foundation of a PPC marketing campaign is keywords.  There are several types of keyword match types.

  • Exact – Query must be typed in exactly.
  • Exact Close Variant – Query must be typed in exactly, but can include misspellings or other variants.
  • Phrase – Query must be typed in the correct order, even if there are additional terms before or after the query.
  • Phrase Close Variant – Query must be typed in the correct order, even if there are additional terms before or after the query.
  • Broad – Query can be typed in any order and will potentially show ads for similar searches.
  • Modified Broad – Query can be typed in any order but must include terms that contain a plus sign.
  • Broad Session-Based – A form of the broad match that takes into account other queries from that user’s search session.

Negative Keywords

As a digital marketing agency, we always spend time working on negative keywords for clients.  They are just as useful as positive keywords.  Negative keywords can help remove unqualified traffic.  For example, you are selling high-end products, you do not want to show up on “bargain” or “cheap” searches.  That is the perfect time to add those into negative keywords.

Ongoing Research

As keyword search trends change, you will want to update and track the keywords you are currently using and make sure they are still current as the campaign continues.  Check monthly also, you may need to change your keywords based on your lead generation if you are not getting the results that you want.

Location Targeting

PPC marketing allows you to specify the location down to the zip codes that see your ads.  For local service businesses, this is important as you may not service the county or state.

If you ship your products all over the United States, you may not think that this applies to you, however, you are not correct.  Check your customer database, do your clients tend to live in specific neighborhoods or states?  Are you targeting families, then you want to hit suburban neighborhoods.  It is about getting the best bang for your ad spend dollars.

Continuously Improve Your Campaigns

Your PPC marketing results will only be as effective as your marketing strategy.  The key is testing, testing features, strategy, and content.  Every account is unique and will have its own reactions to different features and strategies.  If you want continuous profits and growth, you need to continuously improve your PPC campaigns.

How to Use Digital Marketing to Generate Leads

One of the main goals in a digital marketing strategy is generating new leads that will ultimately become customers or clients.  It is about maximizing the opportunities to turn visitors into leads, which is essential to maintaining a functional business.

Lead generation strategies include tactics that generate more traffic onto the website to boost sales and improve the conversion rate.  There are specific strategies that will improve your lead generation.  Keep in mind that is about quality, not just quantity.

Start with Your Website: User Experience and SEO

The first place to start is with your website.  The user experience is where it begins, fix loading errors, speed up your site, it keeps the user on your site.  Your website should be easy to navigate for visitors.  Through on-site funnels, you should ensure that your visitors can easily find your lead magnet.

Search Engine Optimization (SEO) is one of the most effective ways to reach your target audience.  It involves improving your site’s search engine rankings with keywords.  The strategy involves choosing the keywords that specifically target your ideal client.  It also includes long-tail keywords for the more specific searches.  There is also less competition, which means you can rank higher.

Utilize Email Marketing

E-mail marketing is one of the top lead generation strategies.  It begins with an initial step on your website, such as giving an offer in exchange for an e-mail address.  Then you can create a targeted list of potential customers and send them the information that fits what they are looking for to turn them into leads.

The starting point is to build a subscriber list and then have an email list funnel.  You can share information about sales, new products, services, and links to other content.  Create, send, and track the success of your emails to understand how people feel about the emails.  It is important to make decisions and changes going forward.  It is a continuous creation cycle to get the most out of your digital marketing strategy.

Social Media Marketing

Social media is a great way to generate leads.  It is important to share valuable content consistently.  You can choose the platform depending on your sector and target audience.  It is important to form relationships, interact with your online audience by sharing content and information.  It extends your reach and draws more leads to your website.

Be Mobile-Friendly

A website is your digital identity, which is why it needs to be accessible on all devices.  People are constantly on their mobile devices on the go and you are missing the opportunity of attracting more traffic.  If someone can not see the information on a mobile device easily, they will leave immediately, and you lose that lead.

Pay-per-click Advertising (PPC) Strategy

Pay-per-click (PPC) is when advertisers are charged for their ad once it has been clicked on.  These are paid advertisements that appear at the top of search results for specific keywords and phrases.  PPC is great for generating new leads because it attracts qualified traffic.  These ads are effective because they allow you to target users who have a clear intent.  Users who are trying to find the best company to fit their needs will be much closer to conversion than general searchers.


Get Help from a Top Agency

If you are unsure about where to start but you do know that you want to increase your lead generations, hiring a top digital marketing agency can help.  From brand creation to helping clients customize a lead generation strategy that will get results.  We have the experience and are ready to help you not only get leads but qualified leads.

Incorporating a Content Marketing Strategy

What is Content Marketing?

A strategic content marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience.  Ultimately, it is to drive profitable customer action.

It is more than pitching your products or services; you are providing truly relevant and useful content to your prospects and customers to help them solve their issues.

Marketing is Impossible Without Content

Quality content is part of all forms of marketing.

  • Social media marketing – Content marketing strategy comes before your social media strategy.
  • Website – The content on their help with search engine rankings
  • SEO – Search engines rate businesses that publish quality, consistent content.
  • PPC – You need great content behind it.
  • Inbound marketing – Content is key to driving inbound traffic and leads.

Who is Reading Your Content?

The first step when creating a content marketing strategy is who is your target audience.  You want to create content based on who you are engaging with.  If you have several targets, then it is about a strategy that has a variety of content and channels, to deliver the best message to each audience.

Your service or product solves a problem that your audience has.  Your content needs to deliver information that addresses these problems.  It also must explain how your brand is different, and in some cases, it is more the tone of the content and the delivery than what is actually written.

Effective Content

Effective content should be clearly written, emotionally engaging, and include SEO best practices like keyword research and integration.  You want to write content that people want to read.  Great content suits your brand persona, educates your audience on your products and services, while creating avenues for future engagement.

Consistency is an important part as well.  You want your content at the top of the search engine algorithms and ensure that your message is getting delivered regularly.  Educational content can help answer questions and prove to be a helpful resource, increasing your brand’s reputation.

Types of Content Marketing

There are several types of content marketing that all work well together and should be a part of your overall strategy.  It is best to start with a few and then add other avenues to them.  You want to start and be consistent.  We suggest master a few and then add others, especially if you are doing your content marketing yourself or in house.

  • Blogs – Blogs provide valuable content for your audience that makes them want to read and learn. It is best when your audience wants to share the posts with others.
  • Case Studies – Case studies are the perfect opportunity to tell the story of a customer and the problem they were having and how your brand helped them solve it. It gives quantifiable proof.
  • Ebooks / Whitepapers – A lead generation tool that a customer can download after submitting a lead form with their contact information. They are part of the inbound marketing process.
  • Social Media – Posting on social media is pivotal to amplifying your brand and delivering content to your customers where you know they spend their time. Which social network will depend on your audience.
  • Videos – Videos are highly engaging and capture people’s attention. It is more likely to get shared on social media.
  • Podcasts – Podcasts are an alternative for those who don’t have time to read, but still want content. They are a verbal piece of content marketing.

The Benefits of Incorporating CRM into Your Business Strategy

What is CRM?

Customer relationship management (CRM) is a system for managing all of your company’s relationships and interactions with customers and potential customers.  It helps with content management, sales management, and productivity.

What is the Benefit of A CRM System?

CRM software can integrate telephone, email, customer information, and online activity into one systemCRM lets you review how customers interact with your business.  It helps you understand how customers go through the process of converting.

Not every customer goes through the buying process the same way.  When you have customers with different experiences interacting with your website it makes it difficult to process all the information and create a better campaign.  It makes the customer experience with your brand a positive and memorable one.

CRM is Cost-Effective

CRM helps you reduce business costs by letting your team focus on other tasks that are not automated.  It manages and analyzes customer data automatically.

The software can help you increase engagement with your brand and earn more conversions.

Create Better Digital Marketing Campaigns

CRM streamlines the process and makes it easy for you to create a customized campaign for your audience.  It helps you create a plan tailored to their needs.

The software will have the information o the last contact made, and whether it was an email, newsletter, or call.  It will also have the next follow-up date and any open items or statuses.  So that the contact has a point of reference and a purpose.

You want to send the same message to everyone in your audience, but in a way that speaks to them the most.  CRM can help your customer representative access all available information to help solve a customer’s issue.

It speaks to the customer-centric strategy.  An approach to doing business that provides a positive customer experience both at the point of sale and after the sale in order to drive profit and gain a competitive advantage.  The opportunity for the customer to gain a good opinion of your brands, values, and excellent service.

Integrates Sales

Clarity is power in sales, give your team the details they need to close sales.  It helps with lead management by helping identify a lead, qualify, and then convert a lead into a sale.  A lead can come from many channels, social media, websites, webinars, even cold calling.  A CRM will help with the clearly defined process of a workflow.  So that these leads are not forgotten or lost in the shuffle.  Your sales team will know when to reach out and what they want more information on.

Take the Guesswork out of Your Business Strategy

CRM takes the guesswork out of sales and marketing campaigns while tracking and measuring performance.  A fully integrated system takes the guesswork out and gives you the upper hand.  If your company needs help in incorporating a CRM system, contact us today.  We understand how to make incorporating the software to give your brand the maximum return on investment.

The Social Media Marketing Strategy Build Your Brands Instagram Following

The goal of social media marketing is to take your brand to the next level.  Instagram is a powerful channel that can help build brand awareness and a loyal audience.  Here are some social media marketing strategies for building an engaged and growing following on Instagram.

Why Use Instagram?

Brands find that by using Instagram effectively they can

  • Reach out to potential customers and connect with them.
  • Nurture relationships with existing customers.
  • Work the potentials through the sales funnel.

The First Step Who is Your Audience?

Before we go into depth about how to increase followers, content, and details.  It is important to understand who your target audience is.  AS a digital marketing agency this is the step where we work with our clients to determine the demographic of people that are most interested in the product or service.  You want them to relate to your posts, the tone, the content, and the images.

Posting Times

Getting your content seen by as many people as possible is important with Instagram marketing.  You want the exposure, but you want comments, shares that lead to more followers.  While there are many places that give the global best times to post it will take a little time to find what times your audience prefers.

Check your Instagram insights feature, and it will give you information about your audience.  You will be able to see what days and times they are on, age range, gender, and location.  Once you look at the stats, it will let you know when your followers are online so that you can post at the same time.

Consistency and Relevant Content

As a brand, you need to post consistently on social media, so that you stay top of mind, and they understand the brand better.  Not only is it about creating consistent content, but it also needs to be relevant content.  You want to give your followers valuable content.  This increases the chance of them sharing your content with their followers.  The strategy is about balancing between gaining new followers and retaining your existing ones too.

Social Media Hashtags

Leveraging the power of social media hashtags partners with relevant and consistent content.  Using relevant hashtags makes it easy for your target audience to find your content.  The goal with hashtags is not to go crazy but use pertinent hashtags that will reach new people.  When done correctly, it can get your brand lots of exposure.

The hashtags should describe what your brand is about and resonate with what your target audience is searching for.  Doing keyword research is important to do before just posting anything.  There are several types of hashtags that you want to research, trending, popular, branded, and location hashtags.

  • Trending – You may want to add trending hashtags to your content from time to time, to not only gain followers but to show you are current. It is best to use trending hashtags that are in your niche, not just to be trendy and have nothing to do with your brand.
  • Popular – These hashtags don’t always make a difference in how your content ranks on Instagram. They are hard to leverage because there is so much competition.
  • Branded – This is when you use the name of your brand or company. Companies use branded hashtags, over 70% of Instagram hashtags are branded.
  • Location – If you are targeting local customers to your business then geotags are a must.

Engage with Your Followers

With any good social media marketing strategy, you must remember to engage with your audience.  You will need to have a system to answer questions on your posts.  If they comment, you want to reply within a reasonable amount of time.  Brands that have the best followings are ones that care about their audience.  This is not something that can be bought.  The connection is where you gain their trust.

It’s Time to Start

Building your following on Instagram will not happen overnight, however, by utilizing the tools you will be able to grow your brand and gain a real audience.  Start with these tips and then incorporate others like influencers, giveaways, and videos.

If you are overwhelmed or still not sure about all the points mentioned in this article, then you may want to consider working with a digital advertising agency that has a proven track record in social media marketing.

Website Design Tips from a Digital Marketing Agency

Having a strong website that gives the best user experience is critical in the success of your business.  Whether your company is new, or you have been in business for a while and it’s time for a refresh, there are several key components to having a strong presence. As a digital marketing agency, we are often contacted by businesses to design or review a website and give them website design tips.

Brand Strategy

Your website is a reflection of your brand strategy bad more than just having a logo on it.  A website can be broken into a few components, brand, content, technology, and design.  A brand is the one that unites all the components.  It ensures that the website, achieving goals, and looks are all in unison.

First up, the site should be uncluttered.  A busy website is overwhelming to a visitor and if you have pop-ups no matter if it’s an ad or subscription or a chatbox, it should be on the side and not interfere with the main text page.

The Basics of Website Content

The content should have value.  It should explain to your potential customers how your business can help them with a problem.  You also want to educate on your website, give tips, or usable information.  The content should be relevant and updated periodically.  When you update the website design, it gives it a fresh look.

Another thing to keep in mind is that you want the content to read well.  While keywords should be used within the content, it is not about stuffing them.  As obvious as it will be to a visitor it is also obvious to Google as well.  Visitors will not stay on a website that does not have interesting well-read content.

Word count while there are many different opinions on the best word count numbers, one that we always tell clients is to have a minimum of 300 words.  Why do you ask?  The Google algorithm looks at content and when you review your website, less than 300 words are not ranked.

Website Design

The content on each page is a mixture of images and text.  The rule of thumb is for every 100 words, you should have an image or video.  The images should be on your company, product, service, and staff.  Try to stay away from too many stock images.  In the beginning, it is understandable that you may not have many images of your own.  However, plan on adding original images in the future.  Remember that simple is best.

When it comes to navigation, you want it to be simple to find, easy to read, and makes sense to a visitor.  Visitors will not hunt for very long so if they can not find what they are looking for in under a minute then they will bounce.

Brand Reputation

Your website and everything on it affects your reputation, just like your social media image.  You want to include links to your social media within your website.  Keep in mind that a website is for many a first impression of your brand.  Do you like what you see?  Will visitors find it attractive, informative, and easy to navigate.  If the answer is yes, then you have created a fantastic website design.  If the answer is no, then it may be time to discuss things with a digital advertising agency.  There are other pieces when looking at your website and that is making sure that you have backlinks, external links, SEO all in place to get you the best ranking possible.  But start with these when looking at the website, because if your content, images, and customer experience are not in good standing than the others will not help keep visitors browsing.

How to Use Influencers in Your Social Media Marketing Strategy

Social media marketing is about creating trust and personal connections with your followers.  Social media marketing and branding fall hand in hand.  Branding is about speaking your audience’s language, choosing the best platforms for your products, and where your target audience is.  This is where social media influencers come in, they connect with their audience and they have the trust of their followers.

Influencer marketing is a great way to help you reach new audiences, create brand awareness, and boost your ROI and bottom line.

What is Influencer Marketing?

Influencer marketing is a strategy that brands use to promote their products and services by partnering with social media users or bloggers.  Influencers have a large audience that engages with them and values their opinion.  Brands can tap into their network, build credibility, and drive sales.

Celebrities are a great example of this when a celebrity is wearing or using a brand or product it becomes a hot commodity.  However, there are a number of influencers of all sizes online and throughout niches that a business can work with.

The Benefits of Partnering with an Influencer

Think of influencers as word-of-mouth marketing online.  These are just some benefits by using influencers as part of your social media marketing strategy.

  • Reach a bigger audience
  • Build trust for your brand
  • Grow your social following
  • Increase site traffic
  • Get more leads
  • Drive sales

First Develop Measurable Goals

Before contacting influencers, you want to approach this social media marketing strategy with a plan.  Are you trying to grow your audience in a specific region or demographic?  Are you trying to promote a specific product?  Who Is your target?

Measurable goals will help both you and your influencer tailor your approaches.  It will also help you define what influencers will be best for your strategy.  Not all influencers offer the same audience, and there are different levels of influencers.

  • Mega Influencer – With more than 1 million followers, these are typically celebrities who are famous without social media.
  • Macro Influencer – There following in between 100,000 and 1 million. They have often gained their following through social media.  They typically specialize in a specific product area.
  • Micro-Influencer – They have fewer than 100,000 followers but are highly engaged and when they recommend their followers are going to follow.
  • Nano Influencer – With less than 5,000 followers, but they have a higher-user engagement like Micro-influencers. This category is down to earth relatable content.

Depending on your goals, and your budget, you will need to take into account which level of influence fits with your brand, and product or service.

How to Find Influencers

Once you have figured out the details of your marketing plan and the king of influencer that will best fit your strategy, you can use a service.  There are many influencer databases that can help you find social media influencers in specific niches.

Many brands also look to see if they have loyal customers that are posting on their social media already.  Then they check to see if there are influencers who are tagging them and loving their product.

Collaboration and Maintaining the Relationship

There are many details within the budget and pricing per engagement post, videos, content, and how often.  These are all varied depending on the influencers that you are hiring and the products or services that you are promoting.  The specifics will vary.  However, it is all about maintaining these relationships with the influencers.  If you are still unsure about your social media marketing plan and if an influencer strategy will work for your brand, contact us today.  We are ready to help you boost your ROI and increase your bottom line.

Email Marketing Strategies for New Businesses

If you are just starting your business, it can be daunting on where to start, what to do, when it comes to email marketing strategies.  As a digital marketing agency many times prospective clients ask us, is email marketing important.  The answer is absolutely.

Email Marketing  – Why Your Business Needs It

Incorporating email marketing strategies into your digital marketing strategy is vital because it provides optimal ROI.  Emails help you reach a broad target audience who is interested in what you offer.  As a result, you will drive more web traffic, boost conversions, and increase your sales.

Benefits of Using Email Marketing

Here are some benefits of a well-planned email campaign

  • Provides better brand recognition
  • Build your online business reputation
  • Develop long-term brand/customer relationships
  • Reach a broader target market through mobile marketing
  • Drive more web traffic
  • Increase conversions
  • Boost sales and revenue

Emails let you reach customers and potentials.  You can use emails to nurture and lead potential customers down the sales funnel.  With these great benefits, there is no reason to not create a strategy.  Here are some tips on where to start and how to start a successful email marketing campaign.

Create Enticing Content

You want to use enticing content when creating emails.  People only subscribe to your list when they get value from you, which helpful content will engage.

Subscribers are looking for a solution to a problem, so giving solutions to them will keep them engaged and opening your emails.  You will be able to nurture prospects to qualify as leads.

An enticing subject line is a start.  You want the subject line to give them a reason to open the email.

Optimize Your Emails for Mobile

People are on their mobile devices more and more, which means mobile marketing is a must when thinking about the formatting of your emails.  It needs to be mobile friendly when they open the email as well as when they click to a landing page or a blog article.

As a business mobile marketing is effective because it lets you obtain valuable user data for marketing purposes.  The information that you collect allows you to target buyers effectively based on geolocation, age, interests, and other useful marketing metrics.  These system indicators will help you to reach your marketing persona with targeted, customized messages.

Focus on the Sales Funnel into Your Email Marketing Strategy

Email marketing sales funnels are the best way to move subscribers from one stage to the next.  A sales funnel helps you guide the consumer on the journey to converting to a customer.  The stages of a sales conversion:

  • Awareness – These are prospects and visitor leads.
  • Evaluation – This includes MQL and SQL. A marketing qualified lead (MQL) is someone who has visited, downloaded info, they are engaging with the content shared.  A sales qualified lead is when the sales team has qualified this lead as a potential customer.
  • Customer – They have purchased and are now a customer.

The funnel is to continually move prospects from the awareness to evaluation to ultimately a customer.  By segmenting your audience and emails, they will get an email that is fitting for them.  The types of emails include informational content, special offers, coupon codes, and testimonials.  By segmenting you can fit what they want to know and personalize it to them.


Having your email marketing with your ideal buyer in mind when crafting email messages.  Personalizing your emails boosts brand loyalty, improve the customer experience, enhance retention, and increase sales and revenue.

The call to action (CTA) needs to be direct, but it needs to be personalized to where they are in the sales funnel.  For awareness lead them to blogs or more information where a customer is a recommendation of a new product that they need based on what they previously purchased.

Email Marketing is Here to Stay

Email marketing is one of the best tactics for growing a new business and really for all businesses.  It keeps your brand at the forefront of people’s minds.  It is a digital marketing strategy that needs your attention and focus.