FAQ

Here you’ll find a great overview of the key facets to digital marketing, answering many of the most common questions.

Ads Attract

Frogs attract mates with advertisement calls. Effective ads get results.

FAQ

Here you’ll find a great overview of the key facets to digital marketing, answering many of the most common questions.

Ads Attract

Frogs attract mates with advertisement calls. Effective ads get results.

The Basics

Not sure where to start? No problem. Familiarize yourself with some of the most common questions.

The promotion of a business through the use of any and all digital mediums, like websites, mobile phone ads, email marketing, and social media. If a brand appears on a screen either through search or through targeted advertising, it’s digital marketing.

With advances in data and provable attribution, it’s now possible to confirm the performance of media programs. A performance based approach to marketing means spending is not determined by assumed or hopeful outcomes, but by specific returns on advertising or by a clearly confirmed set of actions from audiences that have been targeted. Does this type of approach appeal to you?

Since online search occurs in such great volume every single day, it’s possible it could be worthwhile to update your website daily! It all just depends upon the value of that website traffic, their typical behavior, the importance of the changes, and the opportunity cost of your (or someone else’s) time to do these updates. The best way to determine the wisdom of the frequency of your updates is through clarifying how much this effort proves to be profitable for your business.

Content marketing is producing or adding information to your marketing channels (like a website or social media page) for the purpose of ranking well because that information is sought after when people search online. In general, good content marketing focuses on relevance, trustworthiness, expertise, and authority. 

“Need” is a tough word to define in the world of digital marketing. The better questions are “Why,” or “When” does a blog make sense?” Digital marketing is a collection of efforts that together optimize a brand story so that your customers are readily finding your website and engaging with you in the ways you want them to. A blog is one tool in your toolbox. Be sure to know if this tool accomplishes the right task in the most efficient way, and works in concert with your other efforts.

Content should be created when the creation of it leads to the right outcomes. Your performance with keyword searches will reveal where your gaps in content are. If you’re ranking well for one keyword, then you may be fine in that area. Conversely, if you’re not ranking well for another, then you probably should work on the content related to that keyword or those keywords.

Ultimately, website traffic that isn’t converting well suggests that your content isn’t persuasive enough. In this case, for example, focusing on more compelling content that improves this makes sense.

In a word, relevancy, but what makes something relevant can be very multi-faceted.

A vacation spot that a person chooses will come down to interests in beauty, safety, affordability, lifestyle preferences, and much more. Digital Marketing takes a concerted effort with great consistency, building out and improving the full experience for the consumer.

More and more, time on site is a key bench mark that confirms the value of a site, relative to search. And search engines monitor this.

Think about it. If people like what they find when they search, then the search engine has done its job and remains popular—which is their goal. Make sure your site provides exactly what people hope to find from their search results and you’ll be following a solid blueprint for success.

Data-driven marketing is about doing what the analytics of your customer behavior argue for. If one ad gets more clicks, then choosing that ad is data-driven. If one product is selling 50% more than another, highlighting that product in your advertising is a data-driven solution. Digital marketing can be evaluated for performance. Using these evaluations to help guide all future choices is what data-driven marketing is all about.

The conversion funnel is a symbolic, visual way of describing the common process by which a consumer makes buying decisions. It begins with awareness at the “top” of the funnel, then moves downward to consideration, then purchase, and then can even evolve into advocacy at the “bottom”. To recognize that consumers have different needs and thoughts at different points along this process can make one’s advertising choices much better and more efficient.

Many marketers would love for a consumer to immediately leap from initial introduction of your brand into a committed action, but depending upon the complexity of the offering, and urgency of the purchase, this often can take time.

Seeing your business as a courting process can be very helpful and enlightening. For example, very few people would say yes to a marriage proposal on the first date. This is what major brand marketers know. Operating this way as a small or mid-size business is very wise as well.

There are many ways to measure digital marketing. Setting goals in your web analytics platform. Monitoring opt-ins or open rates in your email marketing. Comparing the tracked website visits and their checkouts relative to ads serves to specific Mobile ID’s. Digital marketing is a powerful way to optimize one’s advertising choices. It takes a professional level effort, but the outcome can be so worth it.

Questions on this?

As many as your time and audience justifies. Tools can either sit in the shed or be used. It’s essential to use the right tool in the right way with the right level of effort. But no matter which ones you use, you should set goals and monitor the value.

Critical. 

Websites are really fantastic testing grounds—from verifying time on site to studying conversion success. Time on site reveals that your customers value your content. Conversions validate the legitimacy of your offers. Studying behavior on websites with heatmapping and outcomes are central ingredients to a successful digital marketing strategy.

The very smallest of changes can result in profoundly different levels of success (and profit) for your business. Not studying this is being willfully ignorant in an age where this type of information is available for marketers that care.

Brisk Bouncers

Some tree frogs can jump 40x their height in less than a second. Do you know your bounce rate?

The promotion of a business through the use of any and all digital mediums, like websites, mobile phone ads, email marketing, and social media. If a brand appears on a screen either through search or through targeted advertising, it’s digital marketing.

With advances in data and provable attribution, it’s now possible to confirm the performance of media programs. A performance based approach to marketing means spending is not determined by assumed or hopeful outcomes, but by specific returns on advertising or by a clearly confirmed set of actions from audiences that have been targeted. Does this type of approach appeal to you?

Since online search occurs in such great volume every single day, it’s possible it could be worthwhile to update your website daily! It all just depends upon the value of that website traffic, their typical behavior, the importance of the changes, and the opportunity cost of your (or someone else’s) time to do these updates. The best way to determine the wisdom of the frequency of your updates is through clarifying how much this effort proves to be profitable for your business.

Content marketing is producing or adding information to your marketing channels (like a website or social media page) for the purpose of ranking well because that information is sought after when people search online. In general, good content marketing focuses on relevance, trustworthiness, expertise, and authority. 

“Need” is a tough word to define in the world of digital marketing. The better questions are “Why,” or “When” does a blog make sense?” Digital marketing is a collection of efforts that together optimize a brand story so that your customers are readily finding your website and engaging with you in the ways you want them to. A blog is one tool in your toolbox. Be sure to know if this tool accomplishes the right goal in the most efficient way, and works in concert with your other efforts.

Content should be created when the creation of it leads to the right outcomes. Your performance with keyword searches will reveal where your gaps in content are. If you’re ranking well for one keyword, then you may be fine in that area. Conversely, if you’re not ranking well for another, then you probably should work on the content related to that keyword or those keywords.

Ultimately, website traffic that isn’t converting well suggests that your content isn’t persuasive enough. In this case, for example, focusing on more compelling content that improves this makes sense.

In a word, relevancy, but what makes something relevant can be very multi-faceted.

A vacation spot that a person chooses will come down to interests in beauty, safety, affordability, lifestyle preferences, and much more. Digital Marketing takes a concerted effort with great consistency, building out and improving the full experience for the consumer.

More and more, time on site is a key bench mark that confirms the value of a site, relative to search. And search engines monitor this.

Think about it. If people like what they find when they search, then the search engine has done its job and remains popular—which is their goal. Make sure your site provides exactly what people hope to find from their search results and you’ll be following a solid blueprint for success.

Data-driven marketing is about doing what the analytics of your customer behavior argue for. If one ad gets more clicks, then choosing that ad is data-driven. If one product is selling 50% more than another, highlighting that product in your advertising is a data-driven solution. Digital marketing can be evaluated for performance. Using these evaluations to help guide all future choices is what data-driven marketing is all about.

The conversion funnel is a symbolic, visual way of describing the common process by which a consumer makes buying decisions. It begins with awareness at the “top” of the funnel, then moves downward to consideration, then purchase, and then can even evolve into advocacy at the “bottom”. To recognize that consumers have different needs and thoughts at different points along this process can make one’s advertising choices much better and more efficient.

Many marketers would love for a consumer to immediately leap from initial introduction of your brand into a committed action, but depending upon the complexity of the offering, and urgency of the purchase, this often can take time.

Seeing your business as a courting process can be very helpful and enlightening. For example, very few people would say yes to a marriage proposal on the first date. This is what major brand marketers know. Operating this way as a small or mid-size business is very wise as well.

There are many ways to measure digital marketing. Setting goals in your web analytics platform. Monitoring opt-ins or open rates in your email marketing. Comparing the tracked website visits and their checkouts relative to ads serves to specific Mobile ID’s. Digital marketing is a powerful way to optimize one’s advertising choices. It takes a professional level effort, but the outcome can be so worth it.

Questions on this?

As many as your time and audience justifies. Tools can either sit in the shed or be used. It’s essential to use the right tool in the right way with the right level of effort. But no matter which ones you use, you should set goals and monitor the value.

Critical. 

Websites are really fantastic testing grounds—from verifying time on site to studying conversion success. Time on site reveals that your customers value your content. Conversions validate the legitimacy of your offers. Studying behavior on websites with heatmapping and outcomes are central ingredients to a successful digital marketing strategy.

The very smallest of changes can result in profoundly different levels of success (and profit) for your business. Not studying this is being willfully ignorant in an age where this type of information is available for marketers that care.

Still Have questions?

Pipsqueak Patter

Frogs can communicate in at least 18 different ways, but they haven't figured out how to ask us their questions...yet.

Learn the Lingo

SEO can seem overwhelming because of all the acronyms, so here’s the most important terms you’ll want to know.

A B C E F G H I J K L M N O P R S T U W

A

ALT text

This is the term used when labeling and inputting website images on websites for searchability.

Animated GIF

A GIF89a graphic file format that creates the effect of animation through static images in rapid sequence.

Autoresponder

A program that sends an automatic form response to incoming emails.

B

B2B

A business that sells products or provides services to other businesses.

B2C

A business that sells products or provides services to the general public.

Banner ad

This is an advertising message typically delivered on a website for a 3rd party.

Blog

A communication online that offers personal or professional insights and web links.

Bounce rate

In web analytics, the percentage of visitors who leave after viewing a single page. In email marketing, the percentage of emails in a campaign that are undeliverable.

Browser

A software application that facilitates the exploration of information via the World Wide Web.

C

Click-through

The process of clicking on an online advertisement such that it brings you the advertiser’s ideal destination of choice, typically their website.

Click-Through Rate (CTR)

The average number of click-throughs per hundred ad impressions, expressed as a percentage.

Contextual advertising

A method of targeting audiences with advertising based on similar/relevant content of a web page.

Conversion rate

The percentage of visitors who take a specifically desired action.

Cookies

Information stored on a user’s computer by a website so preferences are remembered on future requests.

Cost-Per-Click (CPC)

The cost paid to a publisher for each advertiser that clicks on an ad.

Cost-Per-Lead (CPL)

Online advertising payment model in which payment is based on the number of qualifying leads generated.

Customer Acquisition Cost (CAC)

An amount of marketing spend determined to be necessary to gain a new customer.

E

Email marketing

The promotion of products or services via email. Often considered to have the very best return on advertising for a business.

F

Frequency

Number of times a person is shown a particular advertisement.

G

Geo-fencing

A method of serving digital advertisements to audiences in a geo-specific area.

Geo-targeting

A method of detecting a website visitor’s location to serve location-based content or advertisements.

GIF

Also known as Animated GIF (see above).

H

Heatmap

A graphical representation of data where varying degrees of a single metric are shown using colors.

HTML banner

A banner ad using HTML elements, often including interactive forms instead of (or in addition to) standard graphical elements.

HTML email

An email that is formatted using Hypertext Markup Language, as opposed to plain text email.

I

Impression

A single instance of an online advertisement being displayed.

Inbound link

A link from a site outside of your site.

Inbound marketing

A marketing model whose sales performance relies on the initiative of its client base to find and purchase a product.

Interstitial

An advertisement that loads between two content pages.

J

JavaScript

A “language” used in coding to create interactive websites.

K

Keyword

A word used when performing a search on the Web.

L

Link building

The process of increasing the number of inbound links to a website for the purpose of increasing search engine rankings.

M

Multivariate testing

A method of comparing outcomes through the introduction of specific variables in a controlled scenario, in order to improve the effectiveness of a marketing strategy.

N

Navigation

The term used to describe an end user’s movement from one web page to another web page.

O

Opt-in email

An email that is used to verify the desire of a user to receive future email communications.

Organic search

The description given to unpaid search results that occur as a result of a website being ideally relevant to keyword(s) used.

Outbound link

A link to a site outside of your site.

P

Page view

A request to load a single HTML page.

Pay-Per-Click (PPC)

An online advertising payment model in which payment is based solely on qualifying click-throughs.

Pay-Per-Lead (PPL)

An online advertising payment model in which payment is based solely on qualifying leads.

Podcast

A series of audio or video files that are syndicated over the Internet and stored on client computing devices for later playback.

Pop-up ad

An advertisement that displays in a new browser window.

R

Return on Ad Spend (ROAS)

The ratio of profits (or losses) to the amount invested within a specific ad campaign.

Return on Investment (ROI)

The ratio of profits (or losses) to the amount of total marketing dollars invested.

S

Search engine

A platform like Google or Duck Duck Go which indexes web documents, then attempts to match these documents to the users’ search requests.

Search Engine Optimization (SEO)

The process of creating ideal web content (like a website) for the purpose of having web searches identify that content as relevant for the user.

Search Engine Results Page (SERP)

Typically the first page of ranked organic results after a user does a web search on a browser.

Stickiness

The amount of time spent at a site over a given time period.

T

Text ad

An advertisement using text-based hyperlinks.

Title tag

HTML tag used to define the text in the top line of a Web browser, also used by many search engines as the title of search listings.

U

Uniform Resource Locator (URL)

In the common vernacular: The location of a resource on the Internet.

V

Viral marketing

A marketing phenomenon that facilitates and encourages people to pass along a marketing message.

Vlog

A blog that includes video content.

W

Web browser

A software application that allows for the browsing of the World Wide Web.

Web hosting

The process of enabling a website to be visible on the Web, by providing storage, connectivity, and security.

Web site traffic

The amount of visitation a website receives.

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