Digital Marketing You Can Do Yourself
iPartnerMedia Selected to Produce a Digital Marketing Workshop
Recently, iPartnerMedia was selected to produce a digital marketing workshop for Kinetico Water Systems dealers at their national conference in Reno, Nevada, February 6th-8th. iPartnerMedia said yes, and Vice Presidents Albert Arguelles and Randy Mitchelson, APR packed their bags, rolled up our marketing materials, and took to the skies in order to share their expertise!
The workshop brought together Kinetico Water Systems dealers from all across the country to participate in a five-hour workshop about Digital Marketing and various platforms that can be used to generate new leads! Topics included the ins and outs of Facebook advertising, how to find leads with Google AdWords and optimizing on the influence of Social Media.
Why Kinetico Chose iPartnerMedia
iPartnerMedia is the digital marketing partner for Kinetico Water Systems of Southwest Florida in Bonita Springs. Our team has been working with the local Kinetico dealer to convert clicks into calls. Through their social media platforms and Google AdWords we have been able to spread offers, increase local awareness, and improve installation ratios.
That’s right! Optimizing their advertisements and messages, with a pinpoint focus on location, and improved the ratio of clients that click and commit.
What’s the secret, you ask?
We’ll explain it all… with a little show and tell.
Definitions You Need to Know
There are a lot of terms and abbreviations thrown around in the advertising world, so before we begin, make sure that you and your team know these imperative definitions for your business.
- CPC: Cost-per-click, a low cost solution for targeting products and services to potential customers and specific markets.
- CPM: Cost per thousand. A standard measurement in the advertising industry that enables advertisers to compare ad costs across different channels (Ex: magazine vs television vs internet ad).
- CTR: Click through rate. The number of people who click on an advertisement after seeing the ad. Calculated by dividing Clicks by Impressions
- Pixel: A 1×1 piece of computer code typically placed on a landing page or confirmation page of an offer. This pixel records the event of the web page being loaded allowing the tracking of the action.
- PPC: Pay-per-click. Typically refers to search engine or social media marketing where you pay for clicks on an ad that send the user to your landing page.
- SEM: Search engine marketing. Internet marketing that promotes and increases the visibility of websites or web pages in search engine results pages (SERPs), such as Google, through paid advertising.
- SEO: Search engine optimization. Marketing that focuses on search engines to drive organic results to the first page.
Getting Down and Dirty with Digital Marketing
“The Internet’s gone from a technical wonder to a business must.” – Bill Schrader
First thing’s first: what is Digital Marketing? Digital Marketing is a combination of Social Media, Retargeting, Display, and Search. All of these platforms collaborate with your marketing strategy to grow your business through advertising initiatives.
You can’t ignore the importance of being online. Not when 3.2 billion people are using it. Do you know how many of those people turn to Google? Well, there are approximately 3.5 billion Google searches a day and 1.2 trillion searches per year. So, it’s safe to say a lot of people are using it. In fact, if you’re business isn’t online or building a strong web presence, then you’re losing business.
Think about your own Google searches. They include research for personal and professional reasons, entertainment, directions, and suggestions. Google has become synonymous with answers. Shouldn’t your business become the answer to a prospective customer’s question?
That’s where a digital marketing firm comes in! It takes more than just opening a Google+ account. To effectively show up in the searches, it takes a marriage between your website, Google, SEO, Social Media, and other cogs in an ever-changing machine.
Our world is ruled by screens and as a result, consumers have adapted to reflect that. Consumers want to be able to know everything they need to about your business before they step foot into your location or even pick up the phone.
If they can’t find it on the Internet, your credibility as a company comes into question. That’s why iPartnerMedia is here to help you navigate the baffling terrain of Internet presence and social media.
Why Social Media Should Become Part of Your Marketing Mix
“Think like a publisher, not a marketer.” – David Meerman Scott
Advertising’s aim is to connect with its target audience in the places they frequent most, so is it any surprise to any of us that Facebook is one of the leading “billboards” in digital advertising?
Businesses are finding a strong ROI on their Facebook ads thanks to the social media platform’s remarkably accurate targeting tools. With more than 1.4 billion users and more than 900 million daily visits, Facebook Ads are capable of reaching mass consumers… all within your scope of interest.
Consider this: According to Deloitte, when social media is part of the buyer’s journey, customers tend to convert at a 129% higher rate. They are also four times as likely to spend significantly more than those without a social component.
Those high numbers coincide with strong profits. Your business can take a piece of the proverbial pie through effective social media marketing and advertising.
Facebook advertisements give businesses the opportunity to define a highly concentrated audience within very specific locations. Flexible posting initiatives, objectives, and campaigns help your business make the most of your marketing budget.
Balance boosted posts and advertising with organic posts to create a genuine user experience. As you start out, your initiatives will change. First, it’s all about getting those “likes,” then it merges into engagement with comments, shares, etc. As your business and your page grow, you will encounter new goals, but the core of social media never changes. Stay social.
Choose Your Design
- Photo : Photo ads will always be a popular choice. They can help encourage engagement from audiences through strong visuals, color, and of course, a strong call-to-action.
- Video : Video ads help you capture your audience’s attention as they scroll through their feeds. With the help of auto-play feature, users just need to scroll and pause in order to watch your video! Highlight a product, service, or simply introduce yourself with a brief, engaging video.
- Carousel : The carousel format provides you with a more creative real estate in newsfeeds and offers an opportunity to tell deeper stories. You can showcase up to five clickable images or videos within a single ad unit. Give your audience the opportunity to scroll and learn.
- Canvas : Using a combination of videos, still images, and call-to-action buttons, businesses can use Canvas to bring content to life in a seamless experience that was made with mobile in mind.
Boost Your Posts and Create Campaigns
The benefit of Facebook Advertising is that you have a host of new ways to connect with your audience. Facebook, in particular, gives you flexible advertising opportunities. Depending on your objective, you can choose to boost your posts or build campaigns. Heck, you can even choose to do both!
This is relatively new form of flexibility advertisers didn’t have five years ago. Both boosting posts and creating a campaigns gives you the option to target by interests, age, and location.
The Power of Pixels
Facebook Pixels is the latest lead-generating tool from Facebook and it is taking advertising to a new level. This info-rich resource allows advertiser to opportunity to break down data by time frame, pixel details, custom audiences, and other data filters.
Use the pixel to:
- See how customers move between devices before making a conversion
- Create a custom audience based on specific actions, such as visits to your page or adding a product to an online shopping cart
- Optimize ad delivery by aiming your message toward individuals whose prior activity mark them as most likely to engage, aka Retargeting
Social media is providing new tools and opportunity to reach our audiences. Why not reach prospective customers where they’re already scrolling and clicking?
Going Local with Google AdWords
Google is today’s billboard and Google AdWords is the vehicle that’s getting your business seen. Google AdWords is similar to social media advertising in the sense that it exposes your ads to the targeting of your choice, including age group, geographic location and other demographic properties.
Google AdWords has become the serious business tool of tomorrow. Simply put, it distributes your message to your customer regardless of platform.
We’re sure you’ve experienced Google AdWords, even if you were not aware. You searched for something like “clean water filtration” and at the very top of the page are search results that are just a little different. The first three or four results are ads, paid for by the company in question to promote visibility and visits to the website. They may lead the main website, a special page, or a landing page that is specific to that service.
Google takes targeting and retargeting to the next level with a smart platform and analytic tools that help your business track progress.
Google AdWords is dependent on strong messaging, but keep in mind that the character limit is fairly small. This is a great exercise in creativity!
Ads must be versatile as they may be seen at the top page of Google, under the fold, or to the side. With the right campaign and messaging, you can expand your reach beyond traditional means and grow your business larger than ever before.
There are several aspects of Google Adwords that are imperative to its success. Choosing the right keywords is first and foremost. After all, this is what’s bringing your ad to the customer. You can narrow your focus by also adding Negative Keywords. This eliminates common keywords that relate to the search but aren’t quite right. For example, Kinetico Water Systems of SWFL has added negative keywords for search terms like “clean water act” and “water factory systems.”
Next, you need to reach the right audience with RLSA and Customer Match. RLSA, or Retargeting Lists for Search Ads, and Customer Match increase your chances of getting those clicks to convert into leads. Past customers are much more likely to return to your website and contact you. RLSA and Customer Match gives businesses the opportunity to create complementary lists that cast a wider scope so you reach the most important audiences.
Finally, optimizing Dynamic Search Ads saves time and captures additional traffic. Dynamic Search Ads use your website to target your ads and fill in the gaps of your keywords-based campaigns. This helps you better manage and control your campaign without having to manually make the changes. These Search Ads crawl your website for you, ensuring that your ads are up to date.
So, throughout all of these initiatives, it is also imperative that your website is up-to-date with your campaign messaging.
Need Help Getting Your Business Seen?
Successful marketing campaigns take constant hands-on management. If you don’t have the time or knowledge to properly manage your marketing, give us a call! iPartnerMedia is an in-house solution for all of your marketing needs.
Web, Print, Marketing—we do it all! Our team varies in background, skill, and expertise to give your business the versatile support you’ve been looking for. We’ve worked with clients of all sizes to help them not only build an effective web presence, but market it successfully.
Need proof? Check out our 5-Star rating on Google! We practice what we preach and we have the satisfied customers to prove it!
It doesn’t cost you anything to inquire about our services. Reach out to a member of our friendly staff. Pick up the phone and call our USA office at 239-449-4749 or our Canadian office at 604-259-9025 today! You can even contact us via email by clicking here.
We look forward to working with you!
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“description”: “Digital Marketing is taking your messages, offers, and promotions and blasting them across social media platforms and search engines.”,
“name”: “Rachel Perez”