Building a Strong Digital Marketing Strategy: Video #2 — Websites and Analytics
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Editor’s Note: Go to local interactive is a digital marketing agency that works with many pest control companies. Below is his second in the video series Building a Strong Digital Marketing Strategy.co-founder John Jordan Go to local interactiveIn e, we cover the second part (website and analytics) for building a strong digital marketing strategy for your pest control company. Below is the transcript of this video.
A summary of the house analogy of digital marketing. Hello, my name is John Jordan. I am the co-founder of Go Local Interactive. This is his second video in his multi-part series covering how to build a powerful digital marketing program from the ground up.in the First video in this series, took up the house analogy. That analogy illustrated how a website and analytics setup is like the foundation of a house. We establish goals and objectives for our website to set us up for successful digital marketing. Once that website is in place, we can establish local relevance by claiming the Google, Apple, Bing, and Yelp listings there and making sure we have full control. As a step, we discussed what the local lists would look like.Ownership of those lists.
The next step in the process was SEO or more traditional SEO. To ensure the crawlability and readability of this site, technical elements must be placed on the website so that Google can properly capture everything about the website and the content it provides to users. Speaking of which, the next step in the process was content. Content is what establishes the topic’s relevance to search engines. This helps Google recognize your website as relevant and show it to users when people are searching.
No content is successful without the first two steps of the process. However, with SEO and its local relevance established in search engines. Organic meets your goals, but you need paid media as a supplementary tactic to drive additional leads and exposure in the market or product or service you’re trying to drive more leads or sales. more likely to become finished. These include the full range of digital his marketing strategies discussed in this series. And we’re going to dive a little bit into each of these areas starting today, starting with the website and analytics components.
What is the purpose of the pest control website? First and foremost, if you are starting a new website or building a new website, ensure the integrity of your data and ensure that all information obtained through that website and the functionality provided to its users are It’s important to understand what to make sure. Thoroughly vetted and well thought out. Basically, we want to ensure that the website can accomplish everything you set out to do.
The first thing to understand is what is the purpose of your website? It may also entertain or serve customers and perhaps provide scheduling functions or the ability to manage accounts. It should be decided in advance so that you can establish goals and metrics to measure.
Ownership of Your Pest Control Website. Let’s start by talking about ownership first and foremost. Owning your own website and, for that matter, all your digital assets is very important. You should start thinking of your website as just one of those assets. It may not show up on the books in the same way as a traditional asset, but make no mistake, it is a true asset.
We often spend tens of millions of dollars to establish a digital marketing presence and machine learning and AI in the background of these search engines, and it’s worth it. So make sure you actually own it, it’s not leased or rented, or part of a platform you can’t take with you if you choose to make changes in the future. Add staff to manage it Manage the website yourself or hire another agency to manage it for you. You’ll want to take that asset with you wherever you go.
Hosting environment for pest control websites. Once established, take a look at your hosting environment and start thinking. It is very important that our website has maximum uptime and that our hosting environment is safe and secure. So that leads us to the next bullet point. You get maximum uptime so that your users don’t have a bad experience when they are on your site.
How clean is the digital marketing data you’re investigating? The next part of this process is data quality. We could probably talk about this for quite some time, but I would like to keep it short and sweet and say that the quality of the data being collected should be as high as possible.
There are many ways to do this. For example, if you want to exclude internal IP traffic, it can skew your perception of how many users visit your site and what they do on your site. A lot of traffic from your own employees doesn’t actually take the same actions that your customers do, so to be able to really quantify your actual customers, you can track the IP addresses associated with your own employees. would like to exclude Opportunities related to the site. This is just one example of many other ways to improve data quality.
Set goals and KPIs for your website. Next, as mentioned earlier, once you’ve determined the purpose of your site, you’ll need to set goals and KPIs to ensure you can track everything you want to accomplish through this site. There are ways to quantify future site success. This also requires creating a clear conversion path. This will let you know where the user is or is going to move in order to achieve the specific goals of her KPIs that you have set. And that leads to the final piece which is tracking.
Track goals and KPIs. Tracking comes in many forms. Sometimes it’s as simple as tracking web form submissions, site interactions and engagement, perhaps e-commerce tools, scheduling tools, and so on. A little more effort, such as call tracking. We set up and try to understand the source of each inbound lead or opportunity that led to a call, then look at what happened on that call and try to trace it back to its original source on the site. To give you a better idea of how to envision your new website, here are a few things you need to press a button on.
Tools for managing website data and analytics. Next, I would like to introduce some common tools that require setup. In this case we are talking about many Google products within the agency and his one bing product, so we will use these. every day. Google Search Console, Google Analytics, Google Tag Manager, Google Ads, and of course the bing webmaster. Tool. Therefore, it should be one of the first things you do when launching a new site. Make sure you have set up all of these accounts and have full ownership and control. Maximum information and data related to your website.
User experience testing of pest control websites. Once your site is up and running and all your data analytics accounts are up and running, you should really get down to the continual effort of user experience testing. Most of the time there are different types of her UX tests. Here, in addition to video testing and heat maps, or heuristic analysis, we generate custom reviews from your site and use that data to track, measure, and evaluate what’s happening as a result of that change, making your site persistent. An ongoing foundation for driving new AB testing that can decide whether to roll it out over time to improve. Or if you want to continue testing in other formats.
An example of a video test is having a user come to your site, record their experience on the site in real life, give them specific tasks to complete, and then have them speak aloud what they are doing on your site. to receive. Understand what typical users experience when trying to accomplish a task and how difficult it is to find what they’re looking for and accomplish that task.
From a heat map perspective, you can start to understand how users are moving around your site, where they are actually engaging, and where their mouse movements are going on the page. This may better indicate the intended highlight or callout. Place an action item on your site in front of an invisible customer or wherever something needs to be moved to get the intended action from the user.
The foundation of a pest control company’s digital marketing efforts. Today is up to here. It’s very brief, but I’d like to repeat it again from the website’s point of view. This is the cornerstone of success from a digital marketing program perspective, so you should spend a lot of time thinking about it. Everything you want to achieve through this site, that your consumer journey is all thought through and that you have the right tracking and metrics in place, and that you have set KPIs and goals that allow you to measure and evaluate your success. Please make sure that Continuously edit and change, continuously improve.
Again, John Jordan from Go Local Interactive. Join us for the next session in this 6-part series as he will be discussing SEO, Local He will be discussing listings, content and paid media in future sessions. Thank you very much.
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