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Digital marketing can feel like solving a rubrics cube. The AdWords interface can be confusing, good SEO rank seems unachievable, but the secret to success actually lies in just three factors: conducting effective keyword research, experimentation, and persistence. Digital marketers can make your business successful, but their process for success is the same every time – it strongly relies on trying out new keywords and figuring out the strategies that work.

The truth is that no marketer knows exactly what their demographic is looking for. So they take to the digital space and create different SEO campaigns, AdWords campaigns, they try new things on social media and follow these steps to eventually find out what’s working and what’s not.

To succeed in digital, run an AdWords campaign, run SEO, be sure to post on social media, and follow these 4 steps:

STEP 1: Use Keyword Planner

Use Google’s Keyword Planner (it’s free). Keywords can mean the difference between being high-converting pages and high-bounce pages. Do the research using the Keyword Planner to find keywords that have low competition, and high search volume. These are going to be the keywords that are cheaper and easier to go after.

STEP 2 : Experiment

Use the keywords you’ve found to create high-quality relevant content, and think about the customer’s purchase journey. Think about what they’ll search for when they are in market for the product. Will they search for “famous basketball shoes” or will they search for “buy new Nikes”? Definitely the latter if they are interested in buying, right? They’ll also search for “shoe outlets near me” and “great deals on shoes in Chicago”, or maybe “new nike air vs new nike light up shoes”. Think about their purchase journey and relate to the stage of the journey that they’re in with quality content. Then lead them to quality landing pages that help them with their search and make sure that they have a strong Call to Action in the end: “View Our Shoes”.

STEP 3: Optimize

As your campaigns get more clicks, you’ll find that some of your campaigns and keywords are drawing in more visitors that are interested in your business. You can judge this by seeing where the conversions are coming from and which types of visitors bring you more conversions.

A good common practice is setting up “soft” and “hard” conversions. Soft conversions enable you to gauge the amount of general interest visitors have in your site. By creating conversions such as 4+ Minutes Spent on Site and 4+ Pages Browsed on Site you can see that certain channels or types of visitors are engaging with your site more than others. On the other hand, we have hard conversions that are the actual leads like Phone Calls, Form Submissions, and E-mail Subscriptions. While Hard conversions will measure the success of any particular campaign or keyword, lower traffic and lower-engagement sites will often see less of this data, at which point you can use soft conversions to gauge the amount of interest a specific channel has in your site.

STEP 4: Capitalize

This is where you capitalize on the profitable traffic. Put the profitable keywords to work for you. Invest into the campaigns that have worked well and try out creating new campaigns using the same formula, with similar keywords.

Don’t be afraid to try new things and put yourself in the mind of the consumer. Go through the purchase process yourself. If you are in market for new shoes, where will you go? What will you search on Google?

Best of luck to you all.

You can find more great tips and learn digital marketing at