Monthly social media, SEO, and Google Ads services will surely drum up new business, but they don’t always fit into everyone's budget. To save some dough, executives try to run their digital marketing initiatives in-house. While many marketing agencies may believe that supporting this approach siphons dollars from their own sales, we believe this money-saving strategy can be a good way to go… if you have guidance.
By and large, businesses and nonprofit organizations know their industries inside and out, but get lost in the jungle of jargon and the labyrinth of best practices that must be navigated for successful digital marketing. Despite being unsure of exactly what to do, a staggering 47% of small business owners try to handle marketing efforts on their own, according to LeadPages and InfusionSoft.
Where We Come In
As a group of marketing consultants, Werkbot is here to help you create, integrate, and execute a marketing strategy that works for you. By examining your goals, core values, and products and services, we’ll identify an approach that best positions your organization for success. Oftentimes, marketing strategies include a multi-pronged plan that includes:
- Search Engine Optimization
- Social Media
- Content Creation
However, creating a strategy is often easier than integrating it into your daily-work routine. In much the same way an accountability partner would help a person maintain a diet, fitness routine, or finance cleanse, we’ll set up a once-a-month meeting to review your progress to ensure you’re staying on track. During each meeting we can discuss what’s working and what’s not, examine the tools you’re using, and explore how to use data to optimize your strategy.
You Can’t Spell In-House Without an S, E, and O.
By the time social media updates are being posted, newsletters are being sent, and your Google Ads are firing, you’re going to be drowning in data. Our goal is to teach you how to swim.
Werkbot not only helps you implement analytics tools, we also help get them up and running so you don’t have to waste time with code snippets, meta tags, and domain name systems (DNS) information. In the case of analyzing a campaign, an excellent starting point is Google’s suite of tools which include:
- Google Search Console
- Google Analytics
- Google Ads
This is far from a comprehensive list of Google’s tools, but these three will serve as your foundation. Google Search Console is wonderful for businesses looking to boost their SEO without looking at hundreds of audience behavior charts, user reports, and backlink lists. Once we review some simple best practices with your team, we’ll be able to examine some hard and fast data that will help you improve your search authority. More often than not, business executives want to see:
- Click through rates (CTR)
- Average Position
If you’re feeling adventurous, we’ll also show you how to find search queries in which you’ve appeared in search engine results pages (SERPs). Why is this important? Once you know the search terms your potential customers are using, you can build content around their exact wants and needs.
As you master Search Console, Werkbot can begin educating your team on using Google Analytics. This marketing tool is definitely not for the novice. Reports can be customized almost endlessly. For instance, if you want to know the average session time of a person who found your product page through organic search on Thursday at 7:00 PM, you can build that report.
Google Analytics also allows you to track specific actions on your site such as button clicks, abandoned shopping carts, and contact page submissions. Perhaps most importantly, Analytics let’s you track all of your referred traffic, which means you’ll be able to see when your social media posts are doing well, if guest blogging is worth the time, or whether paid search is worth the money.
When you’re ready to throw some money into Google Ads, Werkbot will walk you through the ins and outs of Pay-Per-Click (PPC) campaigns. Not only will you have Google Ads certified marketers helping your team work through the finer points of paid search, but we’ll also help you gain deep, actionable insights that will help you optimize your organic reach as well. From scheduling ads to automating search campaigns, Werkbot will help you team maximize it’s return on investment (ROI).
When it comes to social media, Werkbot specializes in Facebook, Instagram, and Twitter. Anyone who has ever run a social media account knows it can be exhausting. Similarly to Analytics, each platform offers an abundance of data that can get overwhelming for new marketing teams.
This stress is amplified when you see dreadfully low reach and engagement on your daily posts. But fear not friends; to ease your team into the social-marketing strata, we’ll coach you to boost page views, increase likes, and amplify reach.
Is social media worth the trouble? Well, according to Pew Research, a 68% of U.S. adults use Facebook, three quarters of which use it one a daily basis. Globally, the social media giant pulls in well over two billion daily users. Further, 35% and 24% of U.S. adults use Instagram and Twitter, respectively.
When it comes to ramping up your digital presence, let Werkbot help you discover your target audience, decide which social platform is right to reach your goals, and then build a strategy that integrates into your business’s workflow. For instance, if you’re in the manufacturing field, you’re probably not going to gain much business from posting on Snapchat, a social platform that’s dominated by 18-24 year olds looking for entertaining content.
Conversely, you could do really well with YouTube and LinkedIn, as it has a wider demographic that is often looking for informational content. Of course, regularly and consistently creating content is also a challenge.
Do you know what the most common issues are with website launches and most social media campaigns? It’s content creation. Whether it’s a blog, vlog, or social post, when it comes time to composing high-quality branded material, businesses seem to putter out.
The problem is, without strong content, no marketing initiatives can be successful, nor can a business built any kind of strong relationship with potential customers. In fact, researchers from Deviant Art found that 78% of consumers believe that organizations providing custom content are interested in building good relationships.
Let us guide your content creation by offering suggestions on subject matter, optimizing it before it goes live, and ensuring it’s ADA compliant. With a little help from your friends at Werkbot, you’ll be able to reach more of your target market, reduce marketing costs, and turn your marketing team into a well-oiled, search-optimized, social-media posting machine.
Werkin’ with the Bots
No matter the size of your business, we want to see you succeed. So, if your budget doesn’t cover an agency running your search engine and social media marketing initiatives, Werkbot still has a solution for you. Let our team of seasoned marketers meet with your company as consultants. This way, you can still manage everything in-house, but have the support you need to be successful. If a solution that’s a little softer on the wallet sounds good to you, click here to contact us today.