Archive for June, 2017

Digital Marketing Deep Dive Part I: Search Engine Optimization

Written by Tiffiny Hladczuk. Posted in ITS Blog

digital marketing company

For many small business owners, Search Engine Optimization and Pay Per Click campaigns are just two nebulous online marketing services offered by a digital marketing company. But these two tools can each play a unique part in the success of your business in our brave new online world.

We went over both SEO and PPC in the broadest possible brush strokes in our previous post, but this time, we are going to dig deep into these two often misunderstood and misapplied techniques.

Search Engine Optimization
Each month, up to 100 billion inquiries are made on search engines. That is a lot of potential traffic that you want to be cashing in on. The issue is that a majority of searchers will simply look over the first page of results (known as Search Engine Results Pages, or SERPs) without clicking to the second page.

But who decides what ends up on the first page? It is all based on a top-secret Google algorithm that is designed to suss out whether or not your website is a credible source on any given topic. Those coveted first-page rankings are based on a wide range of factors, and Google is less than forthcoming about what those factors are. That being said, the best SEO experts have gotten pretty good at cracking the code.

Thus, search engine optimization is a tool that will help your site rank higher on search engines, and thereby bring more traffic onto your site.

As mentioned above, the most significant advantage is the increased traffic to your site, which can help you make more sales. Another significant advantage to working with a digital marketing company is the fact that, in order to rank more highly on a search, you must have some level of authority on an issue. This will likely help to win the trust of the people who do visit your website and has been shown to increase your return on investment.

Despite SEOs importance, people often either neglect it altogether or focus on poor keywords. If you are a car dealership here in Charleston, for instance, focusing on overly broad keywords like “used car” or “cars for sale” will very likely put you in competition with the biggest auto manufacturers in the world, making it extremely unlikely you’ll ever reach the first page of the SERPs. But if you choose keywords that signal purchase intent (think “used cars for sale in Charleston” or “used cars under $8,000”), not only will you have a better chance of actually ranking, you will also be drawing in more apropos clientele.

Another significant disadvantage with SEO is that Google will often make changes to how they are ranking their search results, and those changes may or may not be announced. That means that a well optimized site on Tuesday might be twenty pages back by Wednesday Morning. That is why it is so important to speak with a digital marketing company that knows how to anticipate and adapt to these changes.

Hopefully, this first half of our deep dive has given you a better understanding of SEO marketing and how it can help your small business. In the next part of this series, we will examine another important component of online marketing strategies: Pay Per Click Ads.

Digital Marketing Deep Dive Part II: Pay Per Click

Written by Tiffiny Hladczuk. Posted in ITS Blog

marketing strategyDigital marketing is a complicated venture, requiring a many-pronged assault in order to cut through the constant clutter and noise of the internet.

In the first half of this two-part series, we took a deep dive into the world of SEO: what it is, what it’s advantages and disadvantages are. In this second part, we will give the same treatment to another popular online marketing strategy: Pay Per Click Ads.

Pay Per Click
Pay per click campaigns allow you to place an ad targeting certain search engine keywords. While there is still a requisite level of optimization for your page to be considered a good fit for the keyword you are looking to purchase an ad for, the process is a lot more straightforward.

One of the major benefits of PPC is its clarity: unlike SEO, which is cloaked in arcane mystery, you are literally getting what you pay for when you have a digital marketing company place your ads on Google or another search engine. PPC also offers a fairly consistent return on investment if your website is properly set up.

Another significant advantage of PPC is simply the ability to make impressions. It’s estimated that 82.6% of internet users use search engines, so even if people don’t click on your paid ad, they will likely still scan over the name.

One of the biggest disadvantages of PPC is the fact that only 20% to 30% of search engine users will click the advertisements. That means that despite your increased visibility, you are not bringing in as many clients as an organic search result might.

Another disadvantage of PPC, at least in the case of Google, is that you will need to become Adwords certified before you are able to place the ads yourself. That means you either need to spend your time learning to use Google’s AdWord program or else pay a digital marketing company to do it for you.

Both SEO and PPC offer great advantages fo your company. It is important that you incorporate both online marketing techniques into your overall strategy. Working with a digital marketing firm will allow you to create the perfect marketing strategy for you and your company.

4 Digital Marketing Terms Every Business Owner Should Know

Written by Tiffiny Hladczuk. Posted in ITS Blog

digital marketing

One of the most important components of any company’s success is marketing. While word of mouth has always been the surest and best way to leave a lasting impression, it is also important to keep your company in the mind of consumers.

Not long ago, the best way for businesses to advertise was with printed ads in newspapers and spots on TV and radio. But as the internet becomes more and more prominent in American culture, digital marketing has become the number one way to interact with consumers.

In order to make sure your business is doing everything it can to reach the widest number of customers, we will be diving deep into several aspects of digital marketing over the next several posts, but first we wanted to give you some basic definitions of the main tools for digital marketing: Web design, Search Engine Optimization (SEO), Pay Par Click, and social media marketing.

  1. Web Design
    Your website is your ambassador to the digital world; it is the combination of a central office and a flagship store all in one. When designing your website there are a number of individual factors that make your website more successful on search engines, such as better meta descriptions and alt tags.

    When thinking of web design, the most important aspects to focus on are usability (on a desktop, tablet, and mobile device), strong and prominent branding, and a consistent style. Humans are pattern seeking creatures, so if each of your pages is radically different, it will be unnerving.
  2. SEO
    Search Engine Optimization is one of the most important and poorly understood tools in the digital marketer’s tool belt. That is because 75% of people using search engines do not look further than the first page of search results, and yet 93% of internet interactions begin on a google search.
  3. PPC
    Pay per click plans are the fastest way to get your company in front of clients. Essentially, you are paying for a search result to appear at the very top of the Google page in hopes that someone might click it. As the name implies, you pay for each click on your ad, so it is important that you are making sales from those clicks.
  4. Social Media Marketing
    Today, it is no longer enough to be selling goods to your consumers, you should also be interacting with them. You should approach social media marketing in a holistic way: offer constant blog content, respond when you are tweeted at, and really listen to what people are saying about your business.

The world of online marketing is constantly expanding and growing. Working with digital marketing firms can help you make the best of your online presence.

3 Ways Better IT Can Improve Your Digital Marketing

Written by Tiffiny Hladczuk. Posted in ITS Blog

managed it servicesTwenty years ago, marketing was about print, radio, TV ads. Since the advent of the internet, the landscape has changed dramatically: blogs and SEO are among the top marketing tools. Today, almost all marketers, at least 93%, use social media for marketing.

While there is an abundance of information on the internet about the varying methods of online marketing, surprisingly little is out there to help you understand how you manage it as a busy business owner. And, unfortunately, that means many people view information technology and online marketing as two totally separate fields. In reality, IT plays an important role in the way you organize and execute your marketing services. For instance, if your website is slow and unresponsive, no search engine marketing campaign is going to deliver results.

If your business is struggling to balance online marketing and information technology, here are some of the best IT management tips to help you keep on track.

  1. Customer Relationship Management System: No matter what business you are in, it is important that you manage your customer data well. Having a strong CRM will help you store your information so that you can see trends more quickly and make course corrections as needed. This will allow you to make sure you are reaching your targets and ensuring your clients’ happiness.
  2. Cloud-Based Communication: Whether you realize it or not, your business likely relies on cloud-based communication already — every email system is now cloud-based. However, IT consultants will be able to build a web of technologies designed to ensure ease of communication across platforms, time zones, and even continents. Popular services include video conferencing, screen sharing services, and instant messaging. This will allow you to enhance collaboration and better respond to customer concerns. Not only will your company be able share important information more quickly, but you will also be able to forge a more personal connection with clients even at remote distances. A well-established communication infrastructure can make or breaks for your firm.
  3. Computer Services: Even if your firm employs a team of SEO experts, that doesn’t mean they are computer experts. In days gone by, most large companies had an in-house IT team. However, today most businesses have outsourced their IT department to local managed IT support services. Considering how fast technology is evolving, it’s often too expensive to keep IT consultants on your payroll. Yet in order for your marketing services to fire on all cylinders, you need to make sure you have the fastest servers and the best-designed network to allow your team to work at their full potential. To do so, you’ll need reliable computer and IT services at your disposal.

Technology has completely changed the business and marketing landscape. By working with managed IT services, you can keep your digital marketing efforts on track. Because without a reliable IT infrastructure, your business will quickly come grinding to a halt.

If you have questions about managed IT services in the Charleston, SC area, contact ITS cares today.