30 Tips for Great Digital Marketing

A man walks into a bar/restaurant/hotel/car repair shop. Chances are, he found it online. That’s because today’s consumers, 80% according to Google, rely more on the Web to find and choose local businesses.

So how do you make sure that these consumers find and choose your local business? By using a mix of these four strategies for great digital marketing: search advertising, webSite, search engine optimization, and social media. Here are 30 tips to get you going.

Search Advertising Tips


1. Identify and follow the rules of Bing, Yahoo!, and Google search ads before running your campaign as all have slightly different formats.


2. Optimize the URL displayed in your search ad so that it’s relevant to the product or service you are promoting.


3. Include target keywords in your headlines and copy that either match or closely match the keywords you bid on in order to boost the chance that your ad appears for those terms.


4. Write strong calls to action for your search ads that directly state what you want consumers to do. For example “Contact for a Free Estimate” or “Get a 50% Coupon.”


5. When using a click-to-call extension, consider using a tracking number so that you can identify and measure which ads perform the best.


6. Don’t spend precious text ad character count on your business name. It should already be in your optimized URL.


7. Do capitalize the first letter of major words in your ad. Don’t (read “NEVER”) go crazy with all caps.


8. Should you use correct punctuation in text ads? Yes! It just makes good sense.


9. Using trademarks in text ad copy is a no-no unless, of course, you own them. You can, however, bid on terms relevant to your business.


10. DUUA (don’t use unknown abbreviations). While it could pique the interest of a few searchers, why take that chance?


Website Tips


11. If you haven’t updated your website since 2010, do it now. A clean, modern design is key in digital marketing, plus it ensures that you meet today’s best practices and Web standards.


12. Make your website mobile-friendly! The 2014 Local Search Study results indicate that nearly 80% of local mobile searches end in a purchase. This is a big audience you shouldn’t ignore.


13. Accurately complete your site’s metadata (title tags, descriptions, alt text, etc.). Not doing so can negatively impact your visibility on SERPs.


14. A business blog is a winning addition to your website. It can help boost your site’s SEO, set you apart from the competition, and demonstrate your knowledge and expertise. It’s a win-win situation.


15. In order to ge