Digital Marketing Insights

Have you considered using Google to tap into new markets? The past 18 months have been very challenging for most businesses. For some, the COVID crisis has catalyzed digital transformation and has been a blessing in disguise; others haven’t been as fortunate. Thriving businesses chose to pivot during the pandemic by adopting digital solutions such as e-commerce, e-learning and remote work, and many found success by proactively leveraging the power of Google to gain market share. Google even released a set of apps that brings together data from different parts of the world, allowing access to localized market research insights.  
One such app is Google’s Market Finder, designed to help businesses find resources to grow and target new audiences. You can start by creating a business expansion plan using market insights that shed light on your target audience in a specific region. Market Finder then proceeds to recommend a combination of tools and resources related to localization, logistics, payments and promotional strategies to aid the expansion plan. 
A key area of focus during the analysis is how the corporate website meets Google standards. After all, it is in Google’s best interest to serve its audience with high-quality and relevant websites that deliver a great user experience. 
To match the required criteria, the presentation of the website content must be creative and accessible across multiple platforms. The loading speed of content plays a paramount role in Google rankings, especially since the recent Google Web Vitals update prioritizes webpage speed and user experience. 
However, nothing beats communicating in the language of your audience. Keeping up with content translation can be a challenge in itself. Still, the returns can be significant if done well. The Google ranking algorithm prioritizes content in a regional language and makes it more likely to be found locally. A scalable solution could be to use a multilingual machine learning translation app such as WEGLOT, which can effectively translate massive amounts of content in real-time. 
It is critical to have a digital marketing strategy so that your target market can effectively find your website. People may have varying search behaviors and use different words to describe your product or service depending on the area you target. A proper keyword research analysis is necessary for search engine optimization so that people can find you on Google.
Although Google is much more innovative, and some would argue that you don’t need to pay as much attention to keywords, the right approach to content strategy should consider the key phrases your target audience is searching for. Google Keyword Planner is a free tool that can get you started with keyword research. With the right type and amount of content placed and a plan for consistently updating it, you should see improved website rankings over time. 
If you are looking for immediate results, utilizing the Google Ad Platform to pay for positioning in search results can be effective. However, it is essential to note that bidding a higher amount for a key-phrase does not guarantee top results even when using paid ads. Your Google Ad campaign is independently ranked using a Quality Scoring system that relies on the following factors:
  • Ad relevance: Think of the “intent” your target audience has when searching. The relevance of each keyword that you are bidding for to the ad copy matters. 
  • Expected Click-Through-Rate (CTR): How likely is it that someone will click on your Ad?
  • Webpage experience: How sticky is the destination you are driving the visitors to? 
We keep coming back to the experience you are giving to your visitors with the design and content. Google factors this highly when it comes to scoring your campaigns, so much so that if the visitor destination is not up to par, you can end up paying significantly more for ads or not show up at all. 
In conclusion, start with building a solid foundation that delivers the best digital experience for your online visitors. Track the behaviour of how your visitors navigate through the content and understand what makes them convert to qualified leads. These metrics will map out a user journey that will provide insights into what is working, allowing you to make better strategic decisions for expanding your business. To get started by identifying the gaps, you can contact our team so we can help you get closer to your online goals.

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