Got questions about multichannel marketing strategies or individual channel tactics? Questions about CTRs, CPA, PPC, SMO, SEO, buyer journeys, conversion landing pages, influencer marketing, or some other business related question? Richard Bergér has the answers to your digital marketing questions.
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We get a ton of interesting questions from our current and past clients. Below are some of the digital marketing questions we’ve received and our responses.
Q: I’ve recently launched a new YouTube channel for my organization, how can I get a custom URL for my channel?
A: We frequently hear this question from brands eager to get their YouTube channel up and running. While you can assign a custom URL to your channel, one that’s far more memorable than the string of characters and numbers YouTube initially assigns, it requires you to meet a few requirements first. To qualify, your account needs 100 or more subscribers, be at least 30 days old, be using an uploaded photo as a channel icon, and you must upload channel art to your cover image area. Once you’ve met these requirements, YouTube will allow you to create a custom URL for your channel but choose wisely, there are rules prohibiting you changing your URL or transferring it or assigning it to anyone. Learn more at the support page for this topic.
Q: How do the speed and mobile usability of my site impact my organic search rankings?
A: Both of these factors are huge in terms of how Google ranks your website in organic search. You have roughly a second to capture a site visitor’s attention. If your site is loading slowly, this impacts user experience and Google will most definitely ding your site. Same with mobile usability. If your site is difficult to use on a mobile device, Google can easily catch mobile usability issues, and likewise will ding your organic search rankings accordingly.
Q: How do I know what social networks will work best for either advertising or marketing?
A: Every social network has its unique qualities that might work better for a particular kind of organization looking to engage in content marketing or advertising. If you can’t work across all of them because of budgetary or time constraints, take a close look at Facebook, Twitter, Instagram, Google My Business, LinkedIn, and Snapchat to see which network aligns with your business. Ask yourself where your audience is likely to be. Our Friendraiser product is designed to produce unique content for each of these channels and we can definitely assist you in identifying the best social network to get started in.
Q: Can you briefly explain the different ways to advertise on Facebook?
A: On the Facebook platform, businesses typically have 3 major ways they can advertise. First, they can create a page for their organization and they can post unboosted posts to their page. While there is no cost here, reach on this kind of activity is limited to a few hundred page followers. Next, are boosted posts. Assigning Facebook posts even a modest budget can extend reach dramatically – even reaching friends of page followers, people in a specific geographic area, or a wide array of audience targets. And finally, brands can create a Facebook ad campaign, funded over a designated period of time. These campaigns can target a wide range of demographics, geographical locations or even interests. Campaigns can have different objectives, too. For instance, advertise for page likes in order to boost audience, advertise for website clicks to drive traffic to a website, or even advertise to boost awareness of a business location. Many brands implement our Friendraiser program to help them consistently engage their audience.
Q: Which search engines do mobile devices use?
A: Other readers might be asking why this even matters. The answer depends on which type of phone and its user-personalized settings. But by knowing which search engines power which portals, devices, and websites – and how local search works – brands can increase chances of reaching more of their buying audience, more consistently. This is especially important from a local search perspective.
Q: What’s the average click-thru metric for PPC? For Display?
A: That’s a good question. Average CTR according to Google? According to the “market”? According to our experience in a specific vertical? Currently, there are two accepted CTR “standards” to compare to, in today’s market.
Q: Do display ads really work? Explain how.
A: Display ads have a unique difference because they typically contain some sort of graphics. But that isn’t their only distinction. They actually have a more unique merit that other digital channels cannot even come close to. Here is why.
Q: How often should we send clients and prospects emails or updates?
A: That question isn’t easy to answer and depends largely on factors relevant to your audience. Subscriber and/or customer demographics, messaging content, personalization, cadence, and frequency all have an effect on the outcome.
Q: We’ve segmented our audiences, now what?
A: When creating relationships with your customers, just like any other relationship, the more you know about them – the more you have in common – the better your encounters will be. This is where buyer or customer personas play a key role.