Oftentimes, businesses have different agencies or in-house departments handling their website, social media accounts, and paid advertising. Unless communication between them is excellent, this can lead to a disjointed strategy and, ultimately, poor results.
Combine technical expertise with marketing strategy
Perfectly written social media posts and ads won’t do much good for your business if they direct users to a broken website. Likewise, a website that checks all the boxes for a perfect technical SEO score won’t climb the search engine ranks without a well-planned content marketing strategy.
In the pay-per-click (PPC) advertising realm, one of the most common mistakes is not correctly configuring conversion tracking on your website.
Many marketing or branding agencies do not have the technical expertise to fully set your business up for success. Similarly, many IT or web development firms do not have the marketing expertise to build your website or ads well.
For your digital marketing efforts to produce the highest ROI, your business needs to either:
- Facilitate excellent, transparent, and frequent communication between the different parties handling these responsibilities.
- Choose a solution like Dedicated Digital Marketing with a proven track record and experience in BOTH marketing strategy and technical complexities.
Evolution of marketing from traditional to online
In traditional marketing, the requirements for being an expert marketer often include:
- Communication skills
- Graphic design
- Creative thinking / idea generation
- Journalism / PR
- Branding strategy and oversight
As marketing has shifted from traditional to digital, applying the above skills to online channels is not enough. To rise above competitors online, an expert digital marketing team must also have:
- Technical SEO expertise – knowing all of the many behind-the-scenes complexities that make a website rank well
- Content and keyword SEO expertise – knowing how to write content for search engines
- Certifications on digital advertising platforms – Google Ads, Meta Ads, LinkedIn Ads, and Bing Ads are each very different
- Understanding of web accessibility
- Knowledge of online behavior patterns and pathways of potential customers
- Conversion rate optimization (CRO)
- Google Analytics, Google Search Console
