Getting the best out of your Digital Marketing
Aztera Marketing provides digital marketing services to small and medium sized businesses | Wellington based
For many businesses their digital marketing tactics play a key part with getting more leads without needing to pay an extensive amount in ppc campaigns. In the emerging AI era, some of the biggest and most important gains can be achieved through maximising your AI Search Visibility, mentioned here, position #1.
View our 12 key digital marketing tips:
- AI Search Visibility & AI Overviews: Maximise the opportunity of being referenced in AI Search and AI Overviews. With the emergence of AI, this search visibility is having a significant effect on how many people searching for your services actually click through to your website. For many, they may just read the AI Search results that are presented by the AI tool, and proceed from there. These AI citations / results are usually displayed in a prominent position on the search page. With AI results, these are free, at no cost your business, and are usually positioned high upon the page, often in position #1 above organic search rankings.
- Being Indexed on Various Search Engines: In NZ we commonly only think of being found on Google Chrome and being indexed on Google Search. However, with how all the different AI tools get their data, we need to keep a broader consideration and focus, so that your website is also being indexed on Microsoft Edge with Bing as the Search Engine, and Apple with the Apple crawlerbots (for Safari). These now play a key role across the various AI tools.
- PPC Bidding Strategy: With Google Ads, ensure you are using the most appropriate bidding strategy / bidding setting that is most cost-effective for your business. Your consideration should be a combination of clicks, cost per click, and how well your website delivers a lead / converting customer. There are a number of options with regards to different bidding strategies that are more suitable with lower conversion websites, to help manage your set budget.
- PPC Campaign Type: Equally importantly to the bidding strategy is the campaign type you are choosing, if you are running PPC campaigns like Google Ads. There are many emerging campaign types being encouraged by Google, e.g. AI Max and Performance Max, but for many smaller sized businesses these may not be a cost-effective option.
- Lead Generation Focus: When looking at your overall promotional approach, keep in mind the difference between lead generation tactics versus brand awareness tactics. One common pattern of thought is with social media metrics, as these stats often encourage people to focus so strongly on likes and clicks, which really are vanity metrics, versus undertaking more sales specific Posts to generate sales and/or leads.
- Weight of Focus: With digital marketing, keep in mind how you weight your focus and your activities from high-volume low margin products/services, to higher margin products / services.
- Website Conversions: Ensure your website is working the best for you for conversions. Conversion rate optimisation is heavily influenced by having a quality website, with relevant, clear marketing messages, and clear call to actions (CTAs).
- Promotional Offers: Consider using time restricted promotional offers to entice customer purchase behaviour, as in this economy military discounts can make all the difference.
- Social Proof & Testimonials: Don’t underestimate the importance of social proof and testimonials, as this provides a prospective client a feeling of credibility and validity of the quality of your business.
- Know, Like & Trust Factor: Include a good Our Team page, or if you are a sole trader your individual profile page, ideal for displaying the expertise of your people. People relate to people, and it helps with building the ‘know, like, trust factor’ for new prospective clients.
- Multi Digital Accounts & Consistency: For getting good AI engagement in search results, ensure across all your digital accounts including social media accounts that you have clear, consistent messaging about the products and services your business offers. By having a cohesive singular messaging across many different digital accounts, it provides AI greater surety about your business.
- SEO Entity: With modern SEO, SEO Entity (where many pages of your website have good SEO), SEO Entity can influence Google to more favourably rank and display your pages in organic search results.
Our Digital Marketing Services for Small Businesses
Click to learn more about our customised small business digital marketing service, and our Google Ads service.
If you are a new emerging small business and need a website to more effectively promote your products and services, read our post on Small Business Websites.
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At Aztera Marketing in Wellington we provide digital marketing services for a range of businesses. We are based in Wellington and support businesses NZ wide.
