Change is happening faster than ever before, and online advertising is no exception. Online advertising makes it easier than ever to adjust – almost instantaneously – to customers’ needs, industry trends and to any changes in your competitors’ marketing efforts. To meet these ever-changing demands, it is essential for organizations to be digitally agile. Here are a few things you can do to get started:
- A/B test digital ads to ensure your marketing campaign is effective. What ads generated the most website hits? Monitor user interactions (i.e. click throughs) and adjust the campaign according to what ads are generating the most traffic to your website. A caveat to this is to make sure the sample size is large enough for the A/B test to provide relevant results. For example, if you’re using a target display impression pool of only 50,000, you won’t have a large enough sample size to determine what ad was more successful.
- Monitor key search words and terms that your prospective customers are using when searching for your products or services. Incorporate these words/terms into your website content, so your business finds itself at the top of Google’s search results. As search terms change, make sure you adjust accordingly by updating your website content.
- Use Google analytics to find out what pages of your website are visited most. Are you seeing trends in where your visitors are going? If so, make sure you have a clear call to action on those pages to help drive more business. In addition, consider running digital ads or a search engine marketing (SEM) campaign to drive more traffic – and business – to those pages. Make sure you are tracking analytics on a monthly basis, so you can identify trends and opportunities, and adjust your marketing efforts appropriately.
- Stay well-informed of your competitors’ digital presence. Are they running SEM campaigns? Digital or social media ads? Did they develop a new marketing campaign? By staying abreast of your competitors’ advertising efforts, you can then adjust your own marketing efforts to avoid being outperformed by your counterparts.
- Encourage Google reviews. The importance of reviews and the impact they have on people’s decision-making is reason enough for your organization to put forth the effort to seek more. According to a 2019 survey conducted by BrightLocal, 91 percent of consumers say that positive reviews make them more likely to use a business. On the flip side, negative reviews – which every business is destined to encounter – can result in the opposite. Therefore, it’s how you deal with them that can help consumers understand what your business stands for and what they should expect by choosing you. Remember to respond to all reviews in a timely manner, be polite and provide more details and a clear solution to anyone who may be reading. A bad review can in fact become your best review yet.
To remain relevant and meet the demands of today’s consumer, it’s important that your organization can effectively – and efficiently – respond to change. If you need help with your digital marketing, contact Chartwell Agency for a complementary social media or website audit.