Q&A of Digital Marketing
GoodFirms have now introduced an interactive Question/Answers portal where you can gain and share your knowledge about Digital Marketing. This platform enables you to ask questions, answer the questions posted by others, share the information, and engage with a global audience. Explore GoodFirms Q&A Community Portal to share your knowledge and interact with other thought-leaders.
Your marketing agency team should have a proper hierarchy focusing on:
As per SEO Expert, Neil Patel, there is no rule about hiring any number of people, but recruitment for your dream team based on the needs and budget of your business.
Your first goal should be to hire at least 1 person for each of the above said category. This will help you make someone accountable for all of the core responsibilities.
Your aim should be to leave no stone unturned when you have to source the best talents for your business. Get the right cultural fit and a strong onboarding program to hire the right candidate for the right job.
On the other side of the coin, you can remain a consultant anyways if you do not want to work in a team. It has its own advantages and disadvantages. Only you would be able to choose best for what you want to go and how far.
If you’re a newbie startup entrepreneur, and you haven’t implemented marketing automation yet, here are a few reasons you should consider doing so:
1. To Increase The Expandability
It is observed that startups have limited resources. It becomes difficult to expand your business by adding more resources. Hence, you’ve to utilize the resources you got and be more efficient smartly. With marketing automation, you can increase the expandability and efficiency of your company.
2. To Create A Machine That Benefits Customers
Sales automation and marketing automation combining produce a customer acquisition machine. Startups don’t have a lot of customers, and most don’t have any as they’re just starting up. It takes lots of effort for a startup to build a clientele. Hence, some measures should be accompanied by implementing client communication plans to nurture your new customers.
3. To Highlight Sales and Marketing
Sales and marketing are very critical aspects of any startup. A marketing automation platform will save lots of your time, which you can then invest in planning campaigns. It helps your product reach out to your audience and gain potential customers.
4. To Evaluate The Efforts
Your business needs efforts, whether its a startup or a large enterprise. It would be best if you could track website visitors continually, form conversions, social media engagement, prospect engagement, qualified leads, and a lot more. A marketing automation platform views your startup from a holistic approach. Additionally, it also checks your growth or track trends over time as your database and business expand.
5. Making Tasks Easier
One of the challenging tasks for a startup is to hold periodic meetings, prepare data, and present it at the board meeting, among others. It consumes a lot of your time and effort. A marketing automation platform makes it a more manageable task by quickly analyzing data and preparing charts. Alternatively, your investors can keep a check on how their money is working for them.
6. To Save Time
You can save much of your time by implementing a marketing automation platform for your business. It automates many tasks for your business like disparaging email, form, landing page builders, and allowing operations of multiple tasks from a single platform.
7. To Attract New Employees
As a startup, you’ve got to give people a reason to want to work for you. A company employing the latest technologies like a professional sales and marketing automation platform can help attract talent.
Looking at the competition everywhere, it is a necessity for you as a startup owner to implement a marketing automation platform.
Using the hreflang attribute is important when you are using a content in your website in multiple languages. Though it is a simple HTML attribute, Google’s John Mueller has described it as one of the most complex aspects of SEO. However, let me describe the things to make it easy for you.
What is hreflang, and how is it important for SEO?
The definition of hreflang lies in using an HTML attribute for specifying the language and geographical targeting of a website. If your site has multiple versions of the same page in different languages, a hreflang tag can be used to inform search engines about such variations. This helps the search engines to serve the most appropriate version of a website to its users.
For example, if we search for the official Amazon website in the US, the result would be:
If we do the same in French, we will get this version:
So, this is actually possible because of the hreflang feature.
Hreflang tags help improve user’s experience on search engines that reflect in terms of the number of clicks by the users on your page, higher dwell time, lower bounce rate, higher time on page etc.
In fact, hreflang tags also have a direct effect on the rankings of your web pages as pages in a hreflang cluster share ranking signals of each other.
Hreflang tags are also important in the context of the duplicate content. For example, you have two different versions of your website, i.e. for UK and US readers based on British English Spellings and American English Spellings. Google may find them identical pages and consider them as duplicate content with choosing one version to index.
On the other hand, hreflang tags make Google understand the difference between these pages by showing the correct version in the search results; however, it is not guaranteed. These tags are generally a signal and not the directive.
How to construct a hreflang tag?
It is very simple to construct a hreflang tag when you look up the code for your chosen language and then filling in the tag. The tag supports any two-letter language code. For example ‘de’ is placed for Germany.
There are three important rules for efficiently implementing the hreflang tags:
Rule 1# Hreflang tags are bidirectional.
Rule 2# It is good to practice the self-referential hreflang attributes.
Rule 3# X-default tags are recommended, though not mandatory.
However, hreflang tags can be best implemented using three ways:
- HTML tags
- HTTP headers
- XML sitemap.
What signals help Google understand that your website is targeting a specific country?
- You use the ccTLD of the country
- You use the .org, .com or .net TLD
- The country’s name included in the subfolder of your website
- You use the language of the country in your hreflang directive in the header
At first instance, the word “Digital signatures” sounds like some electronic signature scribbled on some digital documents. However, it is not the same. Digital signatures have broad application in the e-world. Every day tons of confidential documents are transferred over the internet, but it is also true that it is exposed to hackers.
To protect these files from hackers and transfer them securely, a digital signature software was introduced. It involves the use of mathematical pins or algorithms to sign and validate the authenticity of a document, file, or software instead of pen and paper.
A digital signature ensures that the file(s) sent digitally belongs to a designated source and reaches the intended receiver in its original format without any tampering.
Digital signatures involve Public Key and Private Key. The private key is kept by the signer, and it should be kept securely. On the other hand, the receiver must have the public key to decrypt the message.
Digital signatures have high-level security criteria and authenticity. There is a legal binding in many countries for digital signatures, and they follow the PKI (Public Key Infrastructure) security level.
There are various digital signature tools available in the market,
1) Panda doc:
Pricing: Free/ Paid:$9-$49
It provides high-security for data transfer. The user's data is encrypted in transit and at rest and then stored in a SOC, FISMA, and PCI DSS Level 1 compliant cloud.
Pricing: Free/ Paid: € 7-$12
With agents stationed around the globe, Signrequest provides some best customer support. The user can send more than one document to a recipient at one time, within a single email and signing flow.
3) Zoho sign
Pricing: Free/ Paid : $10- $18
Zoho sign has a simple user interface with robust features. It is laced with the most current e-signature laws: ESIGN and eIDAS. The individual can track every step of the document signing process with the comprehensive audit trail.
Pricing: Free/ Paid : $29 onwards
The wide selection of tools enables users to operate seamlessly and collaborate in real-time. The dotloop helps in the sharing and collaboration process by adding documents to the loop - no need to upload huge PDFs and email.
Pricing: Trial version/Paid: £19- £149
Users can sign and send documents on the move with their tablet-based app or our Progressive Web Mobile App. It integrates with a variety of tools, syncing them with your customer’s info and making it easier to use an e signature in your day to day business.
Pricing: Paid : - $2000- $4000
It allows users to send documents out for signature via text message and get a response back instantly. Not just text, their innovation is stretched even to voice. The eSign via voice, enables customers to sign, affirm, and consent to your products and services from their telephone.
There is a long list of digital signature tools, and the choice of the software solely depends on your personal preferences. There are also some good free and open-source digital signature tools.
Free and open-source digital signature tools
Digital signatures should not be confused with digital certificates. A digital certificate is an electronic document that holds the digital signature of the issuing certificate authority. It binds together a public key with an identity and can be used to verify that a public key belongs to a particular person or entity.
The Digital Signature Certificates are classified into three classes.
- Class 1: This certificate validates files based only on an email ID and username. It provides a basic level of security and is used in environments having a low risk of data theft.
- Class 2: It is used for the e-filing of tax and GST returns. The Class 2 digital certificate authenticates a signer's identity against a pre-verified database. It is used in environments having a moderate risk of data theft.
- Class 3: It requires a person to present in front of a certifying authority to prove their identity before signing. The digital signatures of this class are used for e-ticketing, e-auctions, e-tendering, court filings, etc. It is used in environments having high risk of data theft.
Digital marketing strategies can improvise the quality of your marketing output and, ultimately, help you generate more leads. The below-listed techniques prove to be excellent in terms of boosting website rankings:
1. Social Media
Social media can be used to design a brand’s image, to reach out to their existing customers and to explore new audiences. This medium can be used to enhance your SEO rankings, and as a direct channel for the audience to interact with a brand. Various digital marketing tools available in the market can make the task more accessible and more effective.
- Social Media Tools
Sprout Social and Hootsuite are two of the most popular social media marketing tools for enhancing website ranking. These tools provide full access to all the changes taking place in the marketing strategy. Hootsuite supports over 150 integrations, empowering users to update multiple networks in a single step. Social media tools provide their clients with businesses with greater visibility over social channels, detailed insights about how a specific technology works, and it also provides the alternative to publish posts through automation and scheduling. Social media tools are a must when a brand wishes to produce quality posts that offer engagement and growth, along with multiple followers across various channels.
2. Paid Media
Paid media is a type of digital marketing strategy that ensures the brand’s message reaches its target audience. This technique also selects the right platform and targets the audience that would be interested in the brand. A proper analysis is done of a brand’s profile and even the target audience to ensure the content reaches the targeted market. However, to perform this operation-specific tools are required. There are several efficient tools available in the market to help you develop a competitive strategy.
- Paid Media Tools
SpyFu is an excellent paid media tool available in the market that empowers the users to carry out PPC competitor research. This tool analyzes the competitor’s data in-depth and delivers outcomes such as their estimated monthly spend, the most targeted keywords, ad rankings, and various other specifications. Hence, it can be said that SpyFu provides its users with insights that can be collectively utilized to run a highly competitive campaign.
SEO (Search engine optimization) is the most common and widely used digital marketing strategy that can be very crucial for businesses online. This technique is all about becoming visible on search engines and searchable online. The process can be tricky sometimes as it relies on Google, which keeps on changing and updating its algorithms regularly. It is not possible for every business to remain at the top of SERPs. Also, being able to adapt SEO techniques to these frequent changes and to remain competitive is the real challenge.
- SEO Tools
When discussing the SEO tools, Moz is the first name that strikes the mind to carry out a successful SEO strategy. Moz provides its users with extensive educational resources, which helps them to stay on top of SEO best practices. Moz’s all-in-one SEO toolset delivers the complete set of capabilities required by an online business. This tool tracks desktop and mobile keyword ranking, enabling users to keep tabs on all active keywords easily. Other excellent features, such as link building and opportunities, site audits, search visibility score, and page insights, enable successful keyword analysis.
4. Content Marketing
Content marketing is a part of a digital marketing strategy that implements useful content to attract a target audience. Content such as eBooks, Infographics, Podcasts, Videos, White papers is used to increase website rankings instantly. Successful content marketing depends on a brand’s ability to narrate a story that will captivate the target audience.
- Content Marketing Tools
BuzzSumo is one of the most prominent content marketing tools available in the market. This tool enables users to level the playing field by revealing the topics they should write about. It also helps a marketing agency to get connected with influencers in a specific industry to market content for them. BuzzSumo also provides content insights by discovering what content was most shared across all social networks and running analysis reports.
Quality traffic is the most essential aspect of any online business. You need to analyze your competitors and modify your strategies and tactics to get higher rankings in SERPs. If you learn this simple trick, it will save lots of your time and deliver better results. Create custom reports as per your needs, analyze those reports, modify strategies and tactics; and thereby boost organic visibility.
- Reporting Tools
Most tools and platforms offer in-depth analytics. Google Data Studio gathers real-time data from YouTube, Google Ads, and Google Analytics to help the users to create dynamic and interactive dashboards. It’s also compatible with various third-party data sources such as Twitter, MailChimp, and Salesforce. Google Data Studio provides its users with aggregate reports that can be customized entirely, easily filtered, and can be shared. However, Google Analytics stands head and shoulders above as a tool for measuring the website ranking. This tool implements machine learning capabilities and monitors traffic arriving on a website and its user engagement.
All the above mentioned digital marketing techniques must be implemented by a business to boost their website rankings.
Any business with a website needs to be visible when a potential customer uses an electronic device to search for its product or service.
Building and Designing an Optimized Website
People across continents conduct a huge amount of research before connecting with a brand/business.
In a time like this, it is crucial to be discoverable over the internet to be found by people or potential customers. In a world that is absolutely buyer-centric, having an optimized website is oxygen to your business.
A Myth - Your website needs to be loaded with content right from its inception.
The Reality - It does not have to be that way. A better idea would be to create a website with just a landing page and optimize it.
Begin with the basics like a homepage, a contact page, and along the way, as and when you generate content such as blogs, and ebooks, allocate appropriate pages for them.
A Piece of Advice - Don't spend a fortune on having a beautiful website, just make sure it's presentable and functional. Consider opting for best in class and cost-effective website development firms to get the game kicking!
All of us here understand the importance of SEO. So then without wasting time, let me skip to the 4 tips to optimize your web content.
Tip 1. Optimize Page Titles
The text that is visible on top of your browser when you hit the landing page is termed as the page title.
Note - Page title is exactly what’s presented in search engine results.
Tip 2. Optimize Meta Descriptions
Primarily, a Meta Description is the gist that you essentially provide for your page, which is again displayed on the search results page.
Note - While you are at it, consider writing an intriguing copy that lets the reader know what they are signing up for.
Tip 3. Optimize Headings
The text you see on web pages that are slightly bigger than all the other content on the page is probably the heading.
Note - As a matter of fact, search engines, as well as searchers, pay good amounts of attention to headings as compared to the other text on the webpage which makes it a good idea to inculcate keywords in them.
Tip 4. Optimize Images
Images are a must in order to hold customers' attention. However, there are a few guidelines that come with it.
- Do not overuse images. Remember, you can't afford to lose your website speed because that can cause some serious repercussions in terms of SEO.
- Consider following up images with texts. If for some reason, your site does not load the image, your visitors will still be able to interpret the message that you want them to with the help of texts.
- Your images must have keywords as their file names primarily so that you are able to pull in relevant traffic from image searches.
In the fast-paced digital era that we live in, internet marketing for law firms is equally crucial. For effective digital marketing of law firms, various factors such as a robust website, well-maintained social media profiles, and influential advertising should be implemented in the strategy. Good quality content will help a law firm draw curious search engine users to their site.
Today people look for everything online as they trust Google. Hence, law firms must ensure the users that they stand ahead in the market. Law firms need to design an effective Internet marketing strategy to express to their audience that they stand out.
Let’s focus on some of the best digital marketing techniques that can be beneficial for lawyers:
- A Robust Website
A powerful website is all that a law firm needs to design if they want to compete in the legal world. A website forms the foundation of the firm’s digital marketing efforts. Sites can provide necessary information about services, as well as post good quality content for your potential clients. It also defines an accurate reflection of the law firm, its practices, and its values. The website should be such that it delivers other functions like free information (without consultations) to answer common legal questions in their field. Hence, a website will help build a brand’s reputation as a reliable authority on legal issues and boost lead metrics.
- Capitalize on SEO
SEO is the process of utilizing the accurate keywords and online strategies to rank in SERPs. Law firms must follow the following SEO practices:
- Targeting and utilizing local keywords will help them show up for relevant searches made by people in their area. This process will increase the site’s visibility and the chance of attracting clients.
- Categorizing websites for visitors to find the pages that they are searching. This process lets the clients easily navigate to the legal issue that matters to them.
- Optimizing pages to make searching engine crawlers easier to read the site’s content will keep the company ahead of the competition. Optimization comprises various factors, including images, text, video, HTML tags, and a lot more.
- Implement Social Media Marketing
Social media is a robust influencer for word-of-mouth and trust-based marketing. Today, nearly everyone uses social media, including prospects. Hence maintaining an authoritative and professional profile on various social media channels such as Facebook, Twitter, and other platforms are crucial to a law firm’s reputation.
The most significant advantage of implementing social media marketing techniques is that the firm gets to develop a relationship with potential clients. Moreover, the lawyers and the firm owners can also get to know about their clients by checking their social media profiles. The firms can even respond to their clients through direct messaging, comments, tweets, and other channels to ensure that they are accessible.
- Embrace Content Marketing
Law firms and lawyers who set up their firms can publish unique and high-quality information to show their expertise to their clients. They can even share their win over complicated cases, thereby earning the trust of prospects. Hence, content marketing (posting authoritative content or stories of experience) will portray your firm's efficiency.
- Update your Blog Regularly
A blog can operate as PR platforms were lawyers or law Firms get to discuss complicated cases that have been handled successfully. Clients today trust the companies that maintain an active presence in the online world. Moreover, the lawyers can share their views on various events that are relevant to their industry. Another excellent advantage of blogs is that it enables the lawyers to post photos, videos, and other multimedia that helps in increasing engagement to their site.
- Get Involved in Email Marketing
It is a fact that email marketing has the highest ROI of all Internet marketing techniques. The strategy is found to be beneficial for a wide range of businesses. Law firms can also take advantage of this strategy by following simple rules such as:
- Asking clients to subscribe to their site.
- Allocating a webpage that asks for the visitor’s email address.
- Giving away something free (a helpful ebook, or something else) in exchange for an email address.
- Consider a Professional Digital Marketing Company
A professional digital marketer can help the clients in planning their internet marketing strategy to achieve success in a short span. An efficient digital marketing company or a team of marketing experts can help clients achieve the best possible results by implementing cutting-edge technologies and methodologies.
Digital Marketing is critically important, irrespective of the domain of your business. Implementing the above-mentioned digital marketing techniques can quickly help lawyers and law firms grab the attention of their target audience.
Digital assistants next-gen technology that is believed to bring about a revolution in the digital marketing industry. This technology is changing lives and has become a part of the various lifestyles. This advancement in this technology has drawn the attention of numerous brands.
The art of marketing lies in the opportunity to anticipate a consumer’s requirements. Digital assistants are proficiently changing how the brands connect with the individuals by offering cosmetics guidance to adding enchantment to children’s sleep time stories.
Digital Assistants are unfathomable worth trade for the client, which provides advanced aids such as moving past receptive reactions depending on client inquiry and into proactive suggestions depending on client setting.
Digital Assistants- Next Marketing Revolution
Today, digital assistants are commonly used to make calls, play music, set alarms, check the climate, play games, and for various other similar tasks. The advancements in this technology have drawn the attention of several digital marketers to implement this technology in their marketing strategies. Brands are continually searching for clients in the digital assistant market and the correct mentality to lock in with the technology. They are even planning to implement this technology to their marketing campaigns.
The research revealed that while implementing the digital assistants to the marketing campaigns, the marketers focus on knowing the client, understanding their requirements, and designing customized strategies according to their specifications. E-commerce businesses should approach their clients with a digital assistant discussion plan.
For the businesses that desire to implement digital assistants to their marketing strategies, it is convenient to make and plan to focus on advertisements, website, workplace, and various other factors. Focusing on these parameters is assertive to understand whether the strategy would be beneficial to the clients. Also, businesses should be in favor of identifying the points where they lag in providing customer satisfaction and trying to recover those challenges as much as possible. The brands should get the maximum information out of their clients and try to satisfy them.
Hence, if businesses are planning to implement digital assistants as a part of their marketing campaigns, the points, as mentioned above, should be considered.
The asset of every business is their audience. So, the ultimate aim of any business firm is to reach to maximum audience. The most common form of marketing which prevails now is digital marketing. With the emergence of digital marketing , traditional marketing has been completely outdated. As internet plays a very important role in everyone day to day life, the concept of marketing changed completely. The most common form of digital marketing which actively preavail today is the Content Marketing . Content marketing as the name implies gives maximum importance to the contents being shared. It is from the contents the audience receive an over all impact of the firm.
Features of Content marketing :
- It is a strategic approach.
- Meet the requirements of the customers.
- Use words which can easily be intearcted with the customers.
- Concentrate on core customers.
- Ultimate goal is the profit of the organization.
The content which we deliver must be attractive such that it should provoke more and more people to read it. As a result of which it will reach to more and more people. That is what marketing aims ultimately. At the same time the content should be eye-catchy and less complicated. All these are very important to be considered while content marketing as its scope is very high.