Developing your Digital Marketing Toolbox – PAID SEARCH
Everyone wants to rank high on Google but sometimes your digital marketing strategies can use a little boost. Digital ad strategies, such as Google Ads or promoted posts on social media, can be a powerful tool in your online visibility and lead generation strategy.
In order to harness the immense power available through paid ads, start by clearly defining your target audience. Who are they and what do they need? The more accurately you can identify your audience and their needs, the more targeted your ads can be, providing quality leads that have a higher potential for conversion. If you are unsure how to determine who your target audience is, take a look at your current clients.
The next step is to figure out what makes you unique. Since your competitors have services similar to yours in similar industries, you need to identify what it is that makes you stand out from them. How can you inspire your audience to engage with you? Addressing your client’s needs in conjunction with your unique value to them through your ad headlines and content, can boost engagement on your ad.
Finally, offer your audience some information or a resource to download that addresses their needs on some level. Be sure to include a form fill feature to capture their information so you can follow up with them after they receive your downloadable resource. You can check out an example of this with the Storytelling Guide we developed.
To recap, in Part I of our digital marketing blog series, you learned how to write copy for your professional services website. In Part II, you learned about SEO and social media – and why your firm needs SEO and a social media presence. And, in Part III, you learned how paid search and advertising can bring in leads.
Once you have all your digital marketing tools in place, remember to monitor the analytics and track the effectiveness of your efforts. Above all, remain agile so you can adjust what isn’t working, as well and do more of what is working.