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How to Get Set Up for Digital Marketing Success

Read Account Supervisor Camille Rome’s tips for setting up your company for success in online marketing on this week’s blog from the team.

With brands shifting more and more budget and marketing efforts online, viewing and using data to make decisions has never been easier. According to an AdAge report, 2020 will mark the first time digital advertising will account for half of all ad spending–worldwide. Welcome to the worldwide-marketed web. With such an increase in online spending and online marketing in general, marketers also have access to an increase in our field’s gold: data.

From Google Analytics to Facebook advertising, and pixels to reports from Sprout, CallRail, Twitter, Google Ads and more, digital marketing and advertising tools are flush with information on your customers and their behavior.

Here are some basic tips to ensure your company is set up for digital marketing success:

1. If you don’t already have Google Analytics setup for your website, do that immediately. Google Analytics is a free service and fairly simple to set up. All you’ll need is admin access to your website’s content management system, such as WordPress or SquareSpace, and a company Google account. If you have a custom CMS, you may need to get assistance from your web developer to help set up analytics. Visit Google’s tutorial on how to set that up. We recommend creating a generic company Google account that can be used to access Google’s suite marketing products, for free!

And if you’re a marketer at your company who doesn’t have access to the website, change that immediately as well. Marketers should have access to your company’s website not only to upload new content but also to view data on how people are using your site. You don’t want to rely on your web developer to be thinking about how your marketing campaigns are performing.

2. Set up a Google business profile (Google My Business) and ensure your company is showing up as a Google business page in the Map listings. This is also self-explanatory. Follow Google’s instructions on how to set up your business listing. To verify your business, Google will need to send you a verification code, either mailed to the company address or by calling the official company phone number. That said, ensure someone can answer the phone at your business to obtain the verification code or be sure to check your snail mail to lookout for the code.

Google receives 2 TRILLION searches worldwide per year. That’s about 63,000 searches per second. Wow. If your business isn’t easily searchable on Google, you’re missing out on a huge potential to capture new leads or customers.

3. Install a Facebook Pixel on your website. I’m assuming your brand has a Facebook presence and has already played around with advertising on the successful social media channel. But if you haven’t installed Facebook’s website pixel, now is the time to do it.  According to Facebook, “The Facebook pixel is a small piece of code that goes on your website. With the pixel, you can bring back website visitors, or find new people who will likely make a purchase or become a lead.” Follow these instructions online to install the snippet of code on your website. For marketers who are more familiar with their website CMS, you can likely install the code yourself. But no problem if you need to ask your developer to help.

With the pixel installed, you’ll easily be able to target people who have visited your website through Facebook’s robust advertising–or even target people who “look” like those visitors.

4. Connect marketing platforms to your company’s customer relationship management (CRM) software. For larger brands, a robust CRM like Salesforce, Sugar or Hubspot is essential to operations. Depending on which service and add-ons you purchase, CRMs can organize pretty much all of your company’s customer outreach, retention, communication and advertising in one system. Wouldn’t it be nice if your Google Ads were also connected to your website form leads, your email marketing, and your current customer database? Most CRMs should be able to connect any disparate platforms you’re using, such as Google or Facebook Ads or a call-tracking system. One benefit of having these systems connected is to better track conversions and more easily see trends in customer data.

5. Set up a call tracking system. Once you begin digital advertising, it’s a good idea to set up a call tracking system if it makes sense for your company. Platforms like CallRail or PhoneWagon can track the origin of phone calls made to your business, letting you know if they originated from clicking on a Google or Facebook ad or came from another source. Pretty cool, huh? If your company receives many leads through phone calls, it’s definitely a good idea to put data tracking in place.

Once you have some of these basic digital marketing components set up, you’ll be primed to advertise with confidence knowing the data you glean will help strengthen your online marketing campaigns. Need help getting started? Give us a call to learn how Bond Moroch can help.


Camille Rome is an Account Supervisor at Bond Moroch.


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