NAV­I­GAT­ING THE DIG­I­TAL MAZE

Pinjarra Murray Times - - NEWS - with Tessa Tol­hurst Tessa Tol­hurst is Dig­i­tal Sales Spe­cial­ist at Com­mu­nity News. If you would like more ad­vice on dig­i­tal mar­ket­ing, con­tact her on (08) 9237 1104 or tessa.tol­hurst@com­mu­ni­tynews.com.au

IT seems ev­ery­one wants a slice of the dig­i­tal pie, but for most – es­pe­cially small busi­nesses – it can be a daunt­ing prospect get­ting started.

There are thou­sands of dig­i­tal mar­ket­ing com­pa­nies out there of­fer­ing Google and Face­book pro­grams and I know it can be re­ally con­fus­ing on who to spend your mar­ket­ing dol­lars with. Each will say you can be at the top of Google search re­sults – but you know your com­peti­tors are be­ing told the same thing.

When choos­ing a mar­ket­ing com­pany to look af­ter your dig­i­tal ad­ver­tis­ing, here’s what to look out for:

Are they a Google Pre­mier Part­ner?

Pre­mier Part­ners are au­dited by Google for the per­for­mance of their cam­paigns. The per­son man­ag­ing your cam­paign is Google-cer­ti­fied and has di­rect con­tact with Google to ac­cess new fea­tures.

What re­port­ing do they of­fer?

Your agency should have a re­port­ing dash­board you can ac­cess 24-7. Trans­par­ent dig­i­tal mar­ket­ing com­pa­nies will record and track all calls they de­liver to you so you can see your true re­turn on in­vest­ment.

Check where the work is be­ing done.

A lot of busi­nesses will out­source to places like the Philip­pines, New Zealand or In­dia to save on costs. The prob­lem with this is that if you need im­me­di­ate changes it can take time for them to ac­tion and their ter­mi­nol­ogy may dif­fer.

What’s a rea­son­able man­age­ment fee for your ad­ver­tis­ing?

A lot of busi­nesses will charge a man­age­ment fee and take an in­vis­i­ble mar­gin on top of the clicks. Trans­par­ent dig­i­tal mar­ket­ing com­pa­nies will charge 20 to 35 per cent man­age­ment fee and won’t hide mar­gins.

How long should a cam­paign last?

You need to con­sider many dig­i­tal cam­paigns, par­tic­u­larly Pay per click (Ad­words) and SEO (Search En­gine Op­ti­mi­sa­tion) pro­grams, take sev­eral months to build re­sults.

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