Digital Toolbelt: The Rx For Algorithm Changes
For those of us in the digital marketing business, algorithm changes are an ongoing challenge. The only constant in the digital landscape is change, and when sweeping algorithm changes are made by the dominant players, the challenge to a digital branding agency like ours is to continue to gain relevant traffic for our clients in the face of continued changes in advertising policies by Google Adwords and Facebook and Google Organic Algorithm changes.The following is a list of digital marketing platforms that we have used to promote the growth of brands online. Some would refer to these as “hacks,” but we are not nearly trendy enough for that. We’ll call these “strategic pivots” in online branding strategy.
1) Google Display Branding Campaigns.
We have been able to gain strong numbers in both impressions and clicks by using Google Display branding campaigns. We have averaged around 50 cents per click and .20 cents (the decimal point is not a mistype) per impression on these campaigns. We have used both search affinity and keyword strategies on these campaigns. This has been a valuable strategy for replacing boosted Facebook posts, focused reach for Google Adwords bids that have been boosted by the restriction of Ads on the SERP pages of Google, and for clients who have not yet adjusted mobile presences to comply with mobile first indexing and the relevant content requirements of Google Rankbrain.
2) User Experience/Content Review.
The days of “the website who has the most keyword content dominates page one of SERP” are over. A video, especially when properly optimized on YouTube, can offer a fast loading, unique introduction to the goods and services that you offer. Call to action buttons must be distinct and strategically placed for both desktop and mobile experiences to help your website visitors find next steps in working with your firm. The order of presentation of content in your mobile presence is important. Most of our clients receive a lot less activity on mobile “hamburger menus” than they do on click to call numbers and other direct calls to action on mobile sites. A fresh set of eyes on how your site is performing, along with heat map review using tools like crazy egg and others will give valuable insights into how your site is functioning.
3) Email Marketing Lists.
This may not be a revelation for some, but this option fell out of favor with our clients for a time. We have revived the use of email marketing lists as an effective platform to reach clients that you wish to target. The email visual style must be on brand, the content valuable, and the frequency of emails appropriate, but given adherence to those factors, we have seen extremely positive results in using both paid lists and lists compiled from the management and sales teams of our clients to reach out to both past and prospective customers to promote engagement with the brand.
4) Review Platforms.
It is well established that customer reviews, when overall positive and plentiful, improve web traffic conversion ratios. Review platforms that encourage customers, who are probably happy to give you a positive review anyway, but have to find time in their busy schedules to log into Google+, Facebook, and other platforms to review your business, are proving to be valuable to online marketers to not only improve their online presence but also to better gauge levels of client satisfaction. Platforms like Podium, Birdeye, and others have varying service levels and pricing, but provide solid help with online reviews.In the current digital environment, no firm can be reliant, or even partially reliant on any one source of online engagement. Changing algorithms, shifting consumer search and social media habits, and the need for search engines, content providers, and social media platforms to prioritize user experience over advertising to remain relevant, have created an ever-changing online marketing environment. Your awareness of what tools are available to help to boost your online brand engagement is a key to success.