Wow, 2020 was something else, wasn’t it? Thankfully, it’s almost over.
That magical time of the year has come around again. Yes, it is time to make your new year’s resolutions.
To help you get started, the talented team at DOM has put together our favorites for digital marketing.
Below, we’ve compiled 10 resolutions from our team of digital marketing professionals to help you improve your campaigns in the coming year.
New Year’s Resolutions 2021: The Digital Marketing Edition
1. Spend Less $
Check Your PPC Campaigns for Broad Keywords Today
From Nikki Powley, Director of Operations
There are three keyword match types: exact, phrase, and broad. Straight broad match keywords allow ads to show for your keyword and any variation of the keyword that Google believes could be similar.
For example, you add the keyword “shoes”. Your ad could display for searches of women’s shoes, tennis shoes, or even horseshoes.
If you want to reach a larger audience, but not horse owners, utilize the fourth match type (I know I said three, but stick with me). Modified broad keywords are created by adding a + before words. This requires a user’s search phrase to include a synonym of each word in the modified broad keyword. For example, +womens +shoes allows ads to trigger for variations of women’s shoes like ladies’ shoes, but ads will not show for unrelated terms like kid’s shoes or horseshoes.
Check out 8 more of my cost-saving PPC tips!
2. Save More $
Leverage SEO For Your Top Converting Search Queries In Google Ads
From Jonathan Bentz, Senior Digital Marketing Strategist
If you have been running a Google Ads campaign or any other paid search campaigns, then you can review your list of top search queries in the account and use that information to customize a results-oriented SEO strategy.
Here’s an actionable step by step process:
- Download your list of top converting search queries from your advertising campaigns
- Sort the list by the search queries with the highest volume of conversions
- Improve your keyword rankings in organic search for the top converting queries by optimizing
- Page title
- Meta description
- Content on the page
- Image alt tagging
- Search the other pages of your site with an “intext” search operator in Google to uncover keyword rich link opportunities.
- Here’s a sample search query – site:directom.com intext:”Google Ads”.
- This search will uncover mentions of your top converting queries inside the body of content across your entire domain.
- Adding these internal links will improve the relevance of your page for the converting keyword, and reduce the likelihood that Google will consider another page on your site to be a better result.
- Here’s a sample search query – site:directom.com intext:”Google Ads”.
Historically, studies have indicated a potential lift in clicks of as much as 53% when a brand appears in the top positions of paid and organic search. While those numbers may have changed some with Google’s current layout, the opportunity is still there for the taking to improve your conversions and traffic from organic search in 2020.
Launching a new online learning course as one of your new year’s resolutions? Here’s 20 ideas I’ve curated for how to promote a training program.
3. Lose Weight
Let Go Of Keywords You Love If They Aren’t Getting You Conversions
From Leland Reed, Digital Advertising Department Manager
Losing weight can be tough. Letting go of bad habits that are impeding your progress is one of the hardest steps to committing to weight loss. The same can be said about making changes to your PPC account.
You thought for sure that the keyword was going to work, right? You just needed to find the perfect combination of ad text and bidding. As the days and weeks go by, the keyword is getting plenty of impressions but no clicks. You know with a little more TLC, you can make it work.
If this sounds like you, maybe it is time to let go of that keyword and start fresh. Don’t be afraid to get rid of anything in your campaigns that are not working. By cutting out poor performing keywords, you can save money and time which will allow you to try new, exciting things in your account.
Is revitalizing your Google Shopping campaigns one of your marketing new year’s resolutions? Here’s 5 ways for you to do that!
4. Travel More
Take Advantage Of Every Feature In Your Google My Business Listing
From Stephanie Mahnken, Senior Client Success Manager
Throughout the last few years, Google My Business (GMB) has really ramped up the game for local businesses, making it easier than ever for you to get in front of local customers. This is a good thing as roughly 46% of all Google searches are seeking local information! Not to mention that “near me” or “close by” searches have grown by over 900% in the last two years.
And the best part? GMB is free!
Here’s a list of just a few of the new features added to GMB in 2019:
While it can be time-consuming, completing and updating your listing consistently is absolutely worth the effort.
Bonus tip: Google wants to show the best possible results to its users so remember to be thorough, honest, and don’t try to add a target keyword or geographical keyword phrase to your business name if they are not part of how customers would identify you!
Want to generate more visibility locally as part of your marketing new year’s resolutions? Here are 5 more local SEO tips you can learn from the pizza industry giant Papa John’s.
5. Grow Professionally
Look At Core Metrics Less And Focus On Long-Term Growth
From Dana Schumacher, Digital Analyst
When you focus on increasing long-term growth rates, you are looking at the rate of change of core metrics over an extended period of time. Growth does not always mean an increase in total revenues, as that growth in revenue also depends on the size of your industry and the interest of your search queries over time.
Short term clients should expect to see an increase in linear growth, while long-term clients can expect to see an increase in logarithmic growth.
Need to improve goal tracking on your own website as one of your marketing new year’s resolutions? Here’s a simple step by step guide I created for Tracking Buttons Using Google Tag Manager and Google Analytics so you can better monitor your progress this year.
6. Keep Your Resolutions
Tighten Up Your Organization, Accountability, and Expectations
From Ryan Norman, Digital Advertising Account Manager
Write up a summary of the substantial meetings you have with clients or coworkers. Email this summary to everyone involved.
This is far from an academic exercise. It’s helped me get more out of meetings. It’s made me more engaged and creative in talking with clients and teammates.
Fundamentally, you should write up meeting summaries to help everyone remember what happened. You’ll be glad you have when it’s 10 minutes before your weekly client meeting and you can’t even remember where you parked that morning, let alone the campaign-specific issues you discussed 7 days ago.
State action items. This is the core of what meeting summaries can be: commitments to yourself and your clients.
During your regular meeting, keep your ear attuned to tasks that emerge from the conversation. Define these tasks clearly and concisely, and type them up as action items in your meeting summary. (I even then take these statements verbatim and paste them as tasks in Asana for myself.)
Don’t shy away from recording what your clients say they are going to do either. Business is a partnership. If you can be held accountable for your work, so can they for theirs.
The DOM team attended an accountability training early last year; capturing action items was a core idea of the presentation. Throughout the year, I‘ve seen teammates pull out action items again and again in our client meetings and our own internal meetings. It helps. Try it.
It’s no picnic to realize that you and your client aren’t on the same page. A great way to mitigate the chance of this happening is to write up and share a summary of every meeting.
By stating clearly what was discussed in each meeting (Organization), and what each person committed to doing when (Accountability), expectations are made explicit.
A summary composed of matter-of-fact statements of what was said and promised limits opportunities for assumptions or ambiguity to slip in and spoil a good working relationship. This way, if a client is asking more of you than was agreed upon, or if you are falling short of your commitments, it will all be down on paper in black and white. You can simply refer to the record and avoid depending on memory or feelings, as you work together to set new action items and a new schedule to complete the work.
Click here to learn 7 ways you can improve the readability of your website content.
7. Learn Something New
From Jim Foreman, Content Specialist
The web is still where we do most of our activity on the ol’ internet, and as long as we digital marketers have to make content for it, we’re going to be doing it with our old friend HTML. It might be on version 5 now, but it’s not going anywhere. You’ll be surprised how a little snippet of code can save your day. If that’s not enough to convince you to learn HTML, check out my whole dang blog post about it.
8. Be Creative
Create Videos To Show Off Your Business Or Brand
From Carl Zappa, Digital Advertising Account Coordinator
It’s never too late to start being creative. Make 2020 the year your business stands out with a short video that shows who you are.
Why don’t you make more than one? Show what you sell and why your product is different from the others!
Then, test TrueView videos as a part of your PPC strategy. With video advertising, you choose the audience that (might be/is) interested in your product and you decide how much you want to pay. You can run different video formats and lengths. Your video will appear on YouTube and throughout the Google Display Network.
Doing more online video advertising as one of your marketing new year’s resolutions? Let us help you settle the great debate between YouTube and Vimeo for your video hosting needs.
9. Enjoy Life To The Fullest
Get The Most Out Of Your PPC Campaigns With Some CRO
From Mike Criswell, Senior Digital Advertising Account Manager
This year, ensure that you are getting the most out of your PPC campaigns by doing a bit of conversion rate optimization.
A great start would be to run A/B or multivariate tests on your PPC landing pages. Test your current landing pages against as many variants as you can to ensure that your landing pages are top-notch and getting you as many conversions as possible.
Also, don’t forget that just because you get improvements with one variant does not mean that there is no better option. Always keep testing!
Just getting started with CRO but want to make this one of your marketing new year’s resolutions? Check out my beginner’s guide here.
10. Become A Better Listener
Improve Your Relationships With Your Customers By Communicating With Them Via Email
From Victoria Kurcyzn, Client Success Manager
As marketers, we are always looking for ways to connect our brand to potential buyers. One of the best ways to maintain a steady flow of communication with consumers is through email marketing.
But, did you know that there is an astounding gap between what consumers tell us they want and how we respond?
In a recent study published by MarketingSherpa, email marketing won out as the number one way that customers prefer to be contacted by brands (60%). That’s right. Customers would rather get an email from you about promotions than visit your website, follow you on social media, or download your mobile app.
The same study found that marketers, while keen on email marketing, were grossly unaware of the needs, wants, and desires of their customers. That’s no way to keep a relationship on good terms, let alone to ensure it survives for the long haul. Here’s what was uncovered:
- 49% of consumers would rather get marketing emails at a frequency that they choose. Just 14% of marketers think that’s a good idea.
- 54% of consumers are ok with getting promotional updates via standard mail, while only 19% of marketers are on board with that.
- 38% of consumers prefer to visit a company website for info on deals and special offers. A measly 8% of marketers said they posted updates on websites and did not contact customers directly.
- 20% of consumers prefer to follow a brand on social media. Conversely, 77% of marketers believe that social media is the way to their customer’s hearts.
- 76% of marketers spend their time carefully planning an email schedule that they decide, while just 24% of customers prefer to be reached that way.
- Surprisingly, 36% of marketers think that getting customers to attend a local event will win them over. Meanwhile, only 9% of customers find this method useful.
Our vision of what marketing should be and what consumers find meaningful doesn’t have to perfectly align. Sometimes, consumers take time to come around to our way of thinking, but it doesn’t have to be that way. Communication and compromise are critical to successful relationships. The core takeaway from this study: We need to listen to what consumers want.
It’s easier to be heard when you are known to be a good listener.
Want your audience of consumers to respond and engage with your brand in a meaningful way in 2020? Don’t do anything drastic; start off small and listen. Work toward closing the chasm that exists between what we think our customers want and what they are telling us they need.
Is improving the response of your consumers to your brand one of your marketing new year’s resolutions? Click here for a comprehensive list of email marketing strategies.
11. Spread Your Wings
New Year, New Advertising Platform.
From Adriana Parra González, Digital Advertising Account Manager
If you are looking for a new tool to advertise this year. LinkedIn Advertising could be for you. This platform works well when you are looking for other businesses to buy your service or product from you. It lets you target by job titles, company size, job function, industry, and more.
Do you have content pieces and don’t know what to do with them? What if you use that content in exchange for the lead information?
Now Go Get Started!
This list doesn’t only include tactics you can use as a New Year’s resolution, almost all of them can be implemented today and included in your digital marketing strategy at any time of the year! You can also check out the rest of our blog for more tips and tricks.
From the entire DOM team, Happy New Year and best wishes for a successful 2021!