Hello and Happy Tuesday!
This week in Internet marketing, we’ve gathered some of the most refreshing and cutting edge articles from across the web. We’re looking at tracking PPC KPIs, as well as integrating content and SEO, and creating “snackable” content for social media. We’re also looking at tips for gathering new leads, and why ranking shouldn’t be your first priority.
When creating your PPC campaigns, it’s important to identify your KPIs and to use them to evaluate the success of your campaign. You have to measure your PPC performance accurately because, you will use this data to demonstrate your ROI. The PPC landscape can become confusing if you are not sure what KPIs you should be paying close attention to, however, this article will identify 10 KPIs to prioritize. This includes: click-through rate (CTR), quality score, cost per click (CPC), etc. Conversion rate (CVR) is one of the most important indicators of your campaigns’ success, because a high conversion rate means that your PPC ad is driving sales to your business and closing promising customers. But, in the end, you have to choose KPIs that make the most sense for the goals you are setting out to achieve with your PPC ad and for your business.
In many digital marketing companies, content and SEO are treated as separate entities, however, integrating the two facets of digital marketing will supercharge your website’s link building and brand awareness. In this article, Marcus Miller states that “the best strategies are often those that strategically integrate channels in a way that they support each other.” So, it’s important to think of content and SEO as partners. With great content and a strong outreach strategy, your content can be seen as authoritative online — bringing that traffic and trust back to your website. If you create great content, you can also collect backlinks and amplify your SEO game. It’s time to value collaboration and see SEO and content as one working unit, because doing so will drastically improve both of these departments within your business.
This article delves into “snackable content” which, simply put, means digestible content that is easy to understand and supports social engagement and growth. The purpose of this content is to strengthen your brand voice, drive traffic to your blog, engage your audience, create a stronger relationship with your social following, and promote initiates. Visual assets are extremely valuable when looking for content to choose for your social media platforms, because a reader can view the content and understand it within seconds. Quotes, infographics, and videos are all great examples of snackable content because they convey a message that is easy shareable and can drive traffic back to the original piece with one click. Dhariana explains how snackable content allows your social channel to remain consistent while providing value for your followers.
Lead generation is usually top-of-mind for most business owners and without a great website design, it is difficult to bring traffic back to your website. This article identifies a few key steps to “kick-start a traffic surge” by using your existing content as leverage, optimizing your website for mobile, improving your SEO strategy, etc. Language is extremely important when it comes to piquing your viewers’ interest and improving your bounce rate. Your content needs to inspire the reader and has to be catered to their needs. Using words such as optimize, improve, boost, and overcome will entice your reader to learn more. Speak to your reader as an individual and make them feel supported in their decision to work with you, focusing on benefits rather than accomplishments or features. The final piece of advice is to keep track of your audience’s behaviour and learn as much as you can about your consumer through your data. If you focus on your analytics, you can identify exactly what your audience needs to hear and design your website in such a way that it speaks directly to your target reader.
Many marketers and business owners focus their SEO strategy solely on ranking – but increased traffic doesn’t necessarily mean increased leads. If you want to generate leads and grow your business, this article outlines some simple tips to drive a high ROI with SEO and PPC. Revamp title tags and descriptions to boost click-through rate (CTR), write and test compelling click-worthy headlines, and optimize CTA placement to gain an edge on the competition and generate revenue. Ranking is still important – but these tips will help you to maximize your spend and create an effective digital marketing strategy.