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You've likely heard the term "content marketing" tossed around like it's a magic bullet for marketing success. It sounds like a buzzword, one of those concepts touted by marketing gurus who make it seem more like wizardry than a workable solution. 

 

But here's a little secret: Content marketing isn’t as complex as it’s made out to be. In fact, it boils down to what you probably already know and do, just with a bit more intention and strategy.  

 

At its core, content marketing is about connecting with your audience in a meaningful way, using content that resonates, engages, and provides value. It doesn’t require an extravagant budget or arcane knowledge—just a commitment to understanding and serving your audience. 

 

In this article, we aim to demystify content marketing and bring it back to basics. We’ll get into what content marketing truly involves, three key pillars that make content genuinely compelling, plus a few practical tips to help you kickstart your content marketing efforts. 

 

 

What is Content Marketing? 

Content marketing is a strategy focused on creating, publishing, and distributing content for a targeted audience online. The goal is to attract and secure a well-defined audience and, ultimately, to drive profitable customer action (making a purchase, signing up to an email list, booking a consultation, etc.) 

 

Another way to think about content marketing is communicating with your customers and prospects without explicitly selling to them. Instead of pitching your products or services, you're providing information that makes your buyer more informed, motivated, or interested in what you do. You position your business not just as a seller, but as a trusted advisor.  

 

The idea is that if businesses deliver consistent, ongoing valuable information to buyers, they will ultimately reward us with their business and loyalty. And the statistics support this belief: 

 

• Content marketing costs 62% less than traditional marketing channels, and those leads are 6 times more likely to convert. 

• 63% of content marketers say their content marketing has helped them to build customer loyalty, 81% say it has helped them to build brand awareness, and 63% say it has helped them to build customer loyalty. 

• In fact, content marketing works so well that 73% of B2B marketers and 70% of B2C marketers implement it into their marketing campaigns. 

 

The power of content marketing is how it can draw prospects in and guide them through your digital marketing funnel. From awareness to consideration, and finally to decision-making, content marketing provides the right information at the right time, helping to drive more sales and grow your business.  

 

Content marketing also supports your SEO efforts. By balancing informative content with search engine optimization tactics, content marketing and SEO can work together to boost your search rankings and build real connections at once. 

 

 

So, Is Content Marketing Just Blogging? 

While blogging is often a big part of content marketing, and one of the easiest ways to get your content marketing initiatives off the ground, they’re really only one part of the puzzle.  

 

Content marketing includes many different forms of content—videos, podcasts, infographics, and social media posts, to name a few—that can engage, retain, and motivate your target audience at every point of the customer journey. 

 

What works for your audience depends on who they are, what they need, and where they’re at in the buying process. And that’s what we’ll talk about next. 

 

What Makes Compelling Content? 

There’s a lot that goes into creating great content. Often, the bulk of this effort goes toward figuring out just what exactly you should be creating—the right format, length, tone, topic, and so on.  

 

But if you want to really boil it down, there are there are three major pillars you need to focus on when it comes to creating effective, compelling content marketing: 

 

1. Create Content Your Audience Wants. This sounds like a no-brainer, right? But you’d be surprised how often businesses get caught up in what they want to say, rather than what their audience wants to hear. Understanding your audience's needs, preferences, and pain points is the first step in crafting content that resonates with them. 
2. Make It Sticky. Once you've captured your audience's attention, the next challenge is keeping it. Creating sticky content means producing material that’s engaging, memorable, and, most importantly, shareable. It's the kind of content that sticks in the minds of your audience long after, compelling them to come back for more or share it with others. 
3. Deliver the Right Content at the Right Time. Timing can be everything. Delivering the right content at the right moment in your audience’s journey can dramatically increase its impact. This involves understanding not just who your audience is but where they are in their decision-making process: whether they’re just discovering their problem, considering solutions, or ready to decide. The content that will resonate with them at each stage is different. 

 

Now, let's unpack each pillar and explore how you can put them into action. 

 

 

1. Create Content Your Audience Wants 

The foundation of effective content marketing is to understand your audience and deliver what they truly want to read, watch, listen to, etc. This goes beyond guesswork and assumptions. You want to really understand your audience's online habits, preferences, and needs.  

 

Understand Your Audience on a Deeper Level 

Truly knowing your audience means going beyond basic demographics. You need to know what they believe, their values, and the challenges they face that relate to your products or services.

 

Consider: 

 

• Pain Points: Customer pain points are specific problems that your customers are dealing with. What’s bugging them? What keeps them up at night? And how can your product or service help? 
• Online Habits: Where do they go for news, inspiration, or community? Understanding this will help you decide where and how you should publish your content. 
• Trustworthy Sources: Who can they trust? Identify which platforms or voices your audience deems credible and consider how you can be present or collaborate with these sources. 
• Content Preferences: What gets people talking, commenting, and sharing? Pay attention to the types of content (videos, articles, infographics) that not only capture your audience’s attention but also drive them to engage and act. 

 

Gather Information 

 

• Customer Surveys: Sometimes, the direct approach works best. Asking your audience what they like through surveys can provide clear answers. 
• Social Listening Tools: Platforms like SparkToro can help you discover what your audience talks about online and where they hang out. Are they scrolling through specific subreddits, tuning into YouTube channels, or following certain influencers or podcasts? Knowing which platforms engage your audience gives you a clearer picture of topics and formats that will engage them as well. 
• Competitive Analysis: Tools integrated into platforms like Ubersuggest allow you to see what content is working for your competitors. 
• Keyword Research: Tools like Google Keyword Planner can show you what your audience is searching for, as well as relevant topics with growing interest, highlighting opportunities to provide solutions. 

 

When you hit the mark on what your audience wants, convincing them to engage with your content becomes a whole lot easier. 

 

 

2. Master the Art of Making It Stick 

In a world flooded with short-lived memes and even shorter attention spans, making your message memorable is more important (and harder) than ever.  

 

What can you do to make sure your content marketing isn't merely a momentary distraction?  

It’s about crafting content that ‘sticks’—content that continues to engage and attract attention long after its first published.  

 

Sticky content is, and always will be, an elusive concept. Tastes are ever-changing, as are the social media and search engine algorithms that decide what content lands on our front pages.  

 

But as science reveals more about how our minds and memories work, we can pinpoint a few key traits of ideas and images that stick.  

 

In the book Made to Stick, Chip and Dan Heath break down six key qualities that make content memorable in the form of the acronym SUCCESs: 

 

• Simple: Keep your ideas core and compact. The most memorable content is stripped down to its most essential elements, making it profound yet easily graspable. 
• Unexpected: Surprise your audience. By breaking patterns and defying expectations, you can capture and retain their attention. 
• Concrete: Use sensory information and concrete facts to describe your ideas. This approach makes your message easier to understand and remember, as opposed to abstract concepts. 
• Credible: Credibility can make or break your content. Whether through authoritative sources or concrete details that support its validity, make sure your content can be trusted. 
• Emotional: Connecting with your audience on an emotional level makes your content more compelling and memorable. Tap into emotions to deepen engagement. 
• Stories: Narratives and stories not only engage and inspire but also help people visualize ideas and see their potential applications. Stories foster a deeper connection and commitment to your message. 

 

This blend of simplicity, surprise, concreteness, credibility, emotional connection, and storytelling ensures that your content doesn’t just flash before your audience’s eyes but stays with them, influencing their perceptions and actions over time. 

 

Crafting sticky content (and all content, really) is both an art and a science. It requires thought, creativity, and a deep understanding of what resonates with your audience. But when done right, it’s incredibly powerful, transforming passive readers into engaged followers and, ultimately, loyal customers. 

 

 

3. Serve the Entire Content Lifecycle 

Not everyone you’d consider a prospective customer is ready for the same content at the same time.  

 

Sure, some people just need a little extra push ready to hit “Buy Now” or “Get a Quote.” We love those people. But there are plenty more who are still on the fence, who need more information, or who don’t even know they need what you offer yet. 

 

To move a prospect through the marketing funnel (from the “What’s this?” stage to “I want this now!”), you need to provide them with content that meets their needs at each step along the way.  

 

Here’s a brief look at what content works best at each stage of the funnel: 

 

• Top of the Funnel (Awareness): At this stage, your prospect is just becoming aware of a problem they have and that you might have a solution. Content should aim to increase offer awareness, engage your audience, and drive traffic to your website.  
  • Effective content at this stage includes blog posts, social media posts, infographics, eBooks, and podcasts—all designed to educate and inform. 
• Middle of the Funnel (Consideration): Here, prospects evaluate their options, including your competitors and the choice to do nothing. The goal is to grow your email list and social media following so that you can make an offer down the line.  
  • Content that works well includes more in-depth materials like email sequences that provide value and continue to educate. 
• Bottom of the Funnel (Decision): This stage gives the final nudge towards conversion. Content here focuses on nurturing leads and customers, maximizing value, and increasing retention and purchase frequency. 
  • Effective formats include whitepapers, case studies, software downloads, and webinars that offer deep dives into your solutions. 

 

It's tempting to focus solely on end-of-funnel content—the kind that converts quickly—because it directly impacts your bottom line.  

 

However, if you ignore the early stages of the funnel, you narrow your pipeline and miss out on opportunities to convert more customers down the road. 

 

 

Kickstarting Your Content Marketing Journey 

First things first: you need a place to publish and share your content.  

 

For most, a blog serves as the cornerstone of their content strategy. It’s essential that your chosen platform is straightforward for you and your team to use.  

 

Wrestling with complicated design requirements or needing a developer for every minor update can stall your momentum. What you need is a user-friendly content management system (CMS) that allows you to publish, edit, and update content seamlessly.  

 

Platforms like WebWiz@rd are designed with this in mind, making sure the technical side of content creation doesn’t slow you down. 

 

The key to getting off to a strong start isn’t in doing everything at once. It’s better to make consistent progress with a clear focus.  

 

Informational content, like blog posts, articles, and infographics that address common questions, pain points, and interests, is a great place to start. Start with what you can manage effectively, learn from your audience's responses, and adjust your strategy as you go.  

 

At REM Web Solutions Inc., we thrive on helping our customers grow their businesses in tangible and impactful ways. If you need support with your digital marketing efforts or website design and development, don’t hesitate to reach out. Our skilled team is always here to support you in navigating the digital landscape! 

 

 

 

 

Fact: trying to please everyone is a surefire path to pleasing no one.  

 

This axiom applies as much to marketing as it does to hosting a family dinner (speaking as someone who serves two entirely different kinds of peas to keep everyone happy.)  

 

No single advertising message can appeal to everyone. Think about it: even for universal necessities like toilet paper, brands come up with distinct names, logos, packaging, and advertising messages (from eco-friendly to quilted comfort) to attract a specific audience. 

 

As consumers, this is obvious to us. You can usually tell if you’re someone’s target audience based on cues like packaging design, slogans, and even the demographics featured in advertisements. 

 

Yet, when we switch hats from consumer to business, it’s easy to forget that we can’t please everyone.  

 

Many of our marketing clients are hesitant at first to narrow down their advertising to a specific target audience. The fear is that, in doing so, they might accidentally turn away other potential customers. 

 

This concern comes from a reasonable place, especially when you’re operating on a tight budget - which is the reality for most in the current economic climate. 

 

Yet, experience and evidence consistently show that a well-crafted, targeted marketing message that speaks directly to a defined segment of your market is far more likely to deliver a strong return on investment than a watered down, generic one. 

 

While Neapolitan is delicious – everyone has a favourite flavour, and knowing who to appeal to will bring in the audience you want (food analogies are the best.) 

 

So, in this article, we're going to discuss target audience and market segmentation so you can craft a stronger, more effective advertising message. 

 

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At REM Web Solutions Inc., we thrive on helping our customers grow their businesses in tangible and impactful ways. If you need support with your digital marketing efforts or website design and development, don’t hesitate to reach out. Our skilled team is always here to support you in navigating the digital landscape!  

 

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Know Your Target Audience 

Imagine you have a room full of people. This is your market.  

 

Now, within this room, there are groups of people who share similar traits, like age, interests, or even the challenges they face daily. These smaller groups within the larger room are your target audiences.  

 

Each group talks about something different, and in different ways. They have different opinions, experiences, wants, and needs. 

 

If you want to make a good impression, you're not going to push your way into one of these groups and derail the conversation. You’ll listen, nod, and wait for the right moment to add your piece in a way that adds to the dialogue.  

 

More importantly, your approach will differ for each group in that room. The joke that lands with your own age group probably won’t work with folks who are older or younger, for example. 

 

Why does this matter? Because this approach—speaking directly to a specific target audience in a way that speaks their language—will turn more of these people into happy customers. 

 

 

Target Audience vs. Market Segmentation: What's the Difference? 

Think of your market as anyone and everyone who might need or want what you're selling. Your target audience, however, is more specific.

 

It's a slice of the pie defined by shared characteristics such as: 

 

• Age 

• Gender 

• Location 

• Job role 

• Income 

• Education 

• Family size 

 

Now, market segmentation is how you slice that big pie into these smaller, more manageable pieces. It’s about categorizing your market into clearly identifiable segments, making it easier to address the unique needs of each group. 

 

For instance, if you're selling bicycles, your broad target audience is anyone who rides bikes—that's a lot of people worldwide. But not all cyclists are the same. You have toddlers on training wheels, weekend family riders, urban commuters navigating city streets, mountain biking adrenaline junkies, delivery drivers relying on bikes daily, and many more. Each group uses bicycles differently and thus has distinct needs and preferences. 

 

A family looking for a leisurely ride in the park won't be impressed with the same high-spec bike that a mountain biker would need. A delivery driver in a bustling city might find an electric bike with a storage basket incredibly useful, but a BMX racer wouldn't care for it at all. 

 

These differences illustrate why understanding your market segments is so important. When you recognize these diverse needs, you can craft marketing messages that resonate personally with each segment, making your marketing far more effective. 

 

 

How Target Audience and Market Segmentation Helps 

Why spend time and resources trying to connect with your target audience? Because it’s the most straightforward path to seeing real results from your digital marketing efforts.  

 

Identifying your target audience impacts virtually every aspect of your digital marketing strategy. Everything you do is more effective when you know exactly who you’re talking to and what to say.

 

This includes: 

 

• Copywriting: Knowing who you're talking to allows you to craft your message in a way that speaks directly to their needs, desires, and challenges. It’s about finding the words that resonate, making your offers irresistible to those most likely to be interested. 

• Content Marketing: Whether it's blog posts, videos, or podcasts, understanding your audience ensures that you create content that addresses their specific interests and concerns, drawing them closer to your brand. 

• Email Marketing: Email campaigns can be highly personalized when you know your audience well. This means higher engagement rates and more conversions because you’re sending messages that matter to the recipient. 

• Social Media Marketing: Not all social platforms are created equal when it comes to reaching your target audience. Knowing where your audience spends their time helps you focus your efforts and engage with them more effectively. 

• Social Media Advertising: With a clear target audience in mind, you can use social media's powerful advertising and targeting tools to reach potential customers more precisely, whether through demographic, geographic, or interest-based targeting. 

• Pay-Per-Click (PPC): Understanding your audience helps determine where to allocate your budget and what targeting options to use, ensuring your ads are seen by those most likely to click through and convert. 

• Search Engine Optimization (SEO): By knowing the keywords and phrases your target audience uses, you can optimize your website and content to rank higher in search results for those terms, leading to more organic traffic. 

 

Getting clear on your target audience is a foundational aspect of any successful marketing strategy. It guides where you should focus your efforts, what language to use, and how to connect meaningfully with the people most important to your business's success.  

 

Starting with a deep understanding of your target audience sets the stage for more effective, impactful marketing across the board. 

 

 

How to Pinpoint Your Target Audience 

Finding out who your target audience is means gathering information from different sources and fitting them together to see the full picture.  

 

Here are a few strategies that will help you paint a detailed portrait of your target audience, one that goes beyond basic demographics to reveal their behaviour, preferences, and needs. 

 

 

1. Peek at Your Competitors 

Starting with competitor analysis is a smart move. After all, you and your competitors are likely fishing in the same pond. Understanding whom they're targeting—and how—can offer valuable insights into who might be interested in your products or services.  

 

Look at their social media presence, the content they produce, and any marketing campaigns they run. What messages are they sending, and to whom?  

 

This doesn’t mean you should mimic their strategy, but it can help you define your unique angle to engage a similar audience. 

 

 

2. Dive into Your Own Data 

There’s a goldmine of information within your own business—real data from real users. Leveraging internal analytics helps eliminate guesswork, allowing you to make informed decisions based on concrete evidence. Key data sources include: 

 

• Google Analytics 4 (GA4): Offers insights into who is visiting your website, how they're interacting with your content, and what actions they’re taking. 

• Customer Relationship Management (CRM) Systems: Provide detailed information on your existing customers, from demographic data to purchase history, assuming you’ve got a CRM. 

• Past Campaign Performance: Reviewing what has worked (and what hasn’t) can give you a clear picture of who is most responsive to your messages. 

 

 

3. Review Social Media Analytics 

Social platforms are rich sources of demographic and interest-based data on your followers. This audience, already engaged with your content, likely holds a genuine interest in your offerings.  

 

However, recently, most social media platforms have become rather opaquer when it comes to things like audience demographics and interests. This is good from a consumer perspective (do the companies you follow really need to know that much?), but limiting when it comes to, well, marketing.  

 

If you really want to get serious about your audience’s interests, audience research tools like SparkToro can help fill the gaps left by privacy crackdowns. 

 

 

4. Talk Directly to Potential Customers 

You can't beat getting information straight from the source. Conducting interviews with potential or current customers can provide deep insights into their needs, preferences, and pain points.  

 

Whether it’s one-on-one conversations, surveys, or focus groups, direct feedback is invaluable. Ask about their goals, challenges, and what they look for in products or services like yours.  

 

This direct line of communication not only helps in defining your target audience but also strengthens customer relationships. 

 

 

The Path to Precision Marketing 

We understand that putting these principles into practice can be tough, especially when you're juggling the day-to-day demands of running a business. That's where we come in.  

 

Our digital marketing team is here to help you fine-tune your marketing strategies, ensuring they're not just heard but also resonate with the people who matter most to your business. 

 

Whether you’re looking to refine your target audience, enhance your content marketing, optimize your social media strategy, or achieve a higher return on investment for your advertising efforts, we’re here to guide you every step of the way.  

 

 

 

 

Voice search once promised to be the next big thing — a whole digital revolution with Alexa, Siri, and Cortana leading the charge.  

 

The reality? It hasn't quite taken the world by storm. Not yet, anyhow.  

 

But that doesn't mean that voice search optimization is a dead end. Far from it. In fact, it's a path rich with potential. 

 

This post aims to unpack the current landscape of voice search and what that means for SEO. Then, we'll show you how to make your website play nice with voice search, all while keeping your overall SEO strategy solid. 

 

 

The State of Voice Search Today 

Voice search isn't just a tech fad, but it isn’t a daily necessity, either. It’s somewhere in between. 

 

The world of voice search is, indeed, huge. It’s not just on the smart speakers in our homes and phones in our pockets, but also the tech in our cars, cameras, and thousands of other smart devices.  

 

Right now, over 60% of Americans over 18 use voice assistants and more than a third have smart speakers at home.  

 

As of 2022, about half of U.S. consumers say they use voice search every day. This trend, however, hasn't been steady. A 35% decline in voice search usage between 2018 and 2021 suggests that although adoption is widespread, day-to-day use is not.  

 

And while many people use voice search on the daily, they’re not necessarily using it the same way they use traditional text-based search. Most of the action for voice search seems to be in the simpler joys: things like keeping the kids entertained, uncovering new tunes, or catching up on podcasts. Not doing business. 

 

But don't be fooled. The potential for voice search in commerce is only set to grow.  

 

As voice tech becomes an even bigger part of our lives, its influence on shopping and finding services is sure to grow, creating ripe opportunities for businesses to tune in. And optimizing your website to be more voice-search-friendly also tends to boost its visibility across the board.  

 

As we dive into how to finesse your website for voice search, remember this: what's good for voice is good for your digital footprint at large.  

 

 

How Voice Search Works 

Voice search technology combines sound, data, and AI. At its core is Automatic Speech Recognition (ASR), which converts spoken language into text that computers can grasp. This magic starts the moment you decide to talk to your device instead of typing. 

 

Here's how it all comes together: 

 

1. Once activated (often via phrases like, “Hey Google” or “Hey Siri”) your device ‘listens’ intently, tuning out everything but your voice. 

2. Next, your words are digitized, transforming from sound waves into a digital format that's ripe for analysis. 

3. Then, your spoken words are dissected and understood. The device checks its external data sources (like Google Search) to pull up information that aligns with your query. 

4. Thanks to machine learning, every voice search refines the system's ‘brain.’ It learns from patterns, digs through language databases, and gets better at guessing what you're really asking for. 

5. Finally, the device serves up an answer that hits the mark, whether you're after a quick fact, a local restaurant, or the day's headlines. 

 

When it comes to steps 3 through 5, each different voice assistant — Google Assistant, Apple's Siri, Amazon's Alexa — plays by its own rules, using specific algorithms and data sources to fetch answers. 

 

• Google Assistant taps into Google's extensive search database and Google Maps for those "near me" questions. 

• Apple's Siri relies on Apple Maps and Yelp to dish out suggestions. 

• Amazon's Alexa uses Microsoft Bing for its searches. 

 

This means your approach to voice search optimization needs to be versatile. For businesses, it's about shining on the right platforms, like sprucing up your Google Business Profile for Google Assistant fans or buffing up your Yelp reviews for Siri users. 

 

 

Voice Search vs. Text Search 

Voice search and text search might aim to conquer the same mountain — fetching the most relevant and useful information from the internet's vast terrain — but they take different routes.  

 

These paths diverge thanks to the quirks of human behavior and tech preferences. 

 

1. The Device and Search Engine Landscape 

A user's choice of device significantly impacts the voice search experience.  

 

With mobile devices accounting for over 60% of internet searches, and about 20% of these being voice searches, it's clear we're witnessing a shift.  

 

The rise of smart speakers has turbocharged this movement, with a notable spike in ownership around 2017, primarily driven by Amazon's Alexa.  

 

While Google remains the king for typed searches, voice searches often swing towards Bing, thanks to smart speaker preferences. And as smart speakers become more common and Amazon continues to lead the pack, Bing's role in voice search is becoming more and more important. 

 

2. Different Search Intentions 

There's a clear preference for using voice for specific types of queries, especially local ones, like finding the nearest pizza joint. Voice search relies heavily on local SEO.  

 

On the flip side, more private or sensitive searches still predominantly lean towards typing. It seems not everything is ready to be spoken aloud, with concerns over privacy likely steering this trend. 

 

3. Query Structure 

The most noticeable divide between voice and text searches is how questions are asked.  

 

Voice searches often take on a more conversational tone, mimicking natural speech. Because, well, they are natural speech.  

 

For businesses, this calls for a strategic pivot towards long-tail keywords and content that directly answers spoken queries.  

 

As search engines get better at picking up on user intent, tailoring your content to these conversational questions can significantly boost your SEO efforts, connecting you directly with users on the hunt for immediate solutions. 

 

 

Voice Search Optimization: Tips to Elevate Your Digital Presence 

As voice search becomes more commonplace, tailoring your website to the nuances of spoken requests is a smart move to boost online visibility.  

 

Here are a few actionable tips to get your site voice-search ready without pivoting your entire SEO strategy: 

 

1. Prioritize Speed and Mobile Compatibility 

Voice assistants and users alike have zero tolerance for websites that drag their feet. A speedy, mobile-optimized website is a must-have. This enhances user experience and meets the fast-paced demands of voice search technologies. 

 

2. Embrace Conversational Content 

Since voice searches mirror natural speech, your website's content should, too. Craft your titles and body content to reflect how real conversations flow.  

 

Questions and direct answers should form the backbone of your content, aiming for a natural, engaging tone that aligns with voice search queries. 

 

3. Leverage Long-Tail Keywords 

Long-tail keywords are less crowded and more specific, perfectly aligned with voice searches. Ditch the generic in favor of niche, question-based keywords that voice search users are likely to utter.  

 

Dive deep with your keyword research to fish out these specific phrases that resonate with your audience’s real-world queries. 

 

4. Strengthen Your Local SEO 

Voice searches are often local, with users seeking information on the go. Ensure your business shines in local search by keeping your listings accurate on Google Business Profile, Yelp, and Bing Places. These directories are goldmines for voice assistants sourcing local information. 

 

5. Implement Speakable Schema Markup 

Google’s Speakable schema helps earmark content that’s well-suited for speech conversion. Though still evolving (aka, still in beta), Speakable schema markup can help set your site apart in voice search results. 

 

6. Acknowledge Bing 

Google may be the giant, but Bing plays a vital role in powering voice searches, especially through Alexa and Cortana.  

 

While Google-centric optimizations generally translate well to Bing, keeping an eye on each search engine's quirks can give you an extra leg up. 

 

7. Utilize FAQ Pages 

FAQ pages are gold for voice search optimization. They naturally cater to the question-and-answer format prevalent in voice searches. Compile and answer queries collected from customer interactions and online searches in a well-structured FAQ page.  

 

Enhancing these with FAQ Schema Markup can further elevate your chances of securing a prime spot in search results. 

 

 

Your Path to Voice Search Success 

Don't be intimidated by the intricacies of voice search optimization. Reach out to us to see how our SEO services can help your website thrive in a voice-activated world.  

 

Together, we can create a digital strategy that responds to the needs of today's search engines and anticipates tomorrow's trends. Let's transform the challenge of voice search into your strategic edge. 

 

 

 

 

Your website is your business’s digital storefront. But what if you came into work one day and found that this beautiful storefront has been burglarized, vandalized, and slathered in offensive graffiti? 

 

It would be a real punch in the gut. An expensive punch, at that. 

 

Maybe it's a data leak so big that it spills customer details across the dark web, causing nightmares of identity theft, legal battles, and a reputation in ruins.  

 

Or let's say you've toiled for months to climb the search engine ladder, only to wake up one day to find yourself essentially invisible. Malicious code has infected your site, poisoning your SEO and dragging your reputation through the mud.  

 

Or, during a peak day like Black Friday, your website crumbles under the relentless weight of a DDoS attack.  

 

These aren’t made-up stories. Incidents like the above happen each and every day. For example, in the past year alone: 

 

• 23andMe faced a data breach where 20 million records were compromised due to credential stuffing attacks, leaking genetic data profiles. 

• MGM Resorts experienced a cyberattack that shut down many of its internal networks, impacting services across its global casinos and hotels. 

• Duolingo saw data pertaining to 2.6 million users leaked, including names, email addresses, phone numbers, and social media information (Duo the Owl was cleared of involvement in this nefarious scheme). 

 

From sites knocked offline to the horror of data breaches, the web is a veritable battleground. And cybersecurity is the shield for your online presence against this arsenal of threats. 

 

For small business owners, cybersecurity is a major concern. There is a sense of fear when it comes to safety and security, of course, but also for lost dollars and damaged reputations.  

 

Yet, within this daunting challenge lies a silver lining: the chance to shine by leading the cybersecurity charge, reassuring every customer and partner of your unwavering commitment to your customers. 

 

In this article, we’ll introduce you to the role of cybersecurity in web development and how choosing the right web developer protects your digital presence from the get-go. 

 

At REM Web Solutions Inc., we thrive on helping our customers grow their businesses in tangible and impactful ways. If you need support with your digital marketing efforts or website design and development, don’t hesitate to reach out. Our skilled team is always here to support you in navigating the digital landscape!      

 

 

Understanding Cybersecurity in Web Development 

Cybersecurity touches every part of your digital presence, from the code behind your website to the networks and devices that store your data, and the company policies that dictate how you use them.  

 

In short, cybersecurity is a serious matter. 

 

Yet, shockingly, over half of small businesses operate without any cyber defenses, even though 43% of cyber assaults target small businesses specifically. This absence of cybersecurity measures is a chasm with potentially catastrophic outcomes.  

 

In fact, up to 60% of small businesses that are hit by a cyberattack go out of business within six months.  

 

Often, the exposure or theft of sensitive info is only the beginning. What follows a cyberattack can be a costly cleanup, potential fines for data protection failures, and compensating the victims.  

 

But perhaps the most corrosive consequence of a cyberattack is the erosion of trust between a business and its customers. A single slip in security can drastically dent your reputation, turning customer trust into doubt and deterring future business. 

 

Legal hurdles add to the ordeal. Small businesses could face lawsuits and hefty penalties for lax security practices, not to mention the operational gridlock from downtime. This subsequently slices through revenue, especially for online-dependent entities.  

 

Plus, losing intellectual property to breaches can weaken your competitive position, diluting the innovations that set your business apart. 

 

It's natural to feel overwhelmed or anxious in the high-stakes world of cybersecurity. Yet, within this complexity lies potential — the potential to turn cybersecurity into a competitive advantage over. And it all starts with a secure website. 

 

 

Cyber Threats You Should Know (Because Knowledge is Power) 

We started off this post by likening your website to a storefront. Now, picture that storefront as part of a bustling marketplace — busy, vibrant, and full of potential, yet at times a bit chaotic.  

 

And like many real-world marketplaces, in this digital bazaar, there are a few shadowy figures lurking in corners, eyeing your assets, ready to pounce on any slip-up.  

 

From malware schemes to sneaky vulnerabilities, the range of cyber risks is wide and the stakes are high. The bigger threats include: 

 

• Malware: Malware is malicious software aimed at stealing, damaging, or hijacking your digital space. For small business sites, malware could steal data, take control of certain website functions, or spy on users’ computer activity without permission. Often, the culprit is something as innocent-looking as an outdated plugin or an old content management system, which rolls out the red carpet for cybercriminals. 

• Ransomware: Imagine your data locked away in a digital vault, and the key is in the hands of extortionists. That's ransomware for you, a cyber shakedown that hits small businesses hard, blocking access to crucial data and shutting down operations. Ransomware is especially prevalent in sectors like healthcare, but can happen to anyone. 

• DDoS Attacks: A DDoS attack drowns your site under a tsunami of bogus traffic, and because it’s not all that difficult to pull off, it’s not just reserved for the big players. Small businesses face disproportionate fallout, especially if your site crashes at an important time (like during a big sale, or when you just launched a new product or feature.) 

• Weak Passwords: A flimsy password is akin to leaving your front door unlocked in a bad neighbourhood. Using the same password for your website and other things is a recipe for disaster, since if the password leaks once, bad actors will also have access to your site. 

• Patch Problems: An unpatched system is a neon sign for cyber predators, signaling an easy mark. The patch management struggle is real for small businesses, leaving vital systems open to attack, from ransomware onslaughts to data breaches. 

• Insiders: Not all dangers come from shadowy outsiders. Insider threats, whether malicious or just clumsy (we all know one), can unleash havoc, leaking data, or granting unauthorized access. 

 

Too many small businesses are cyber-defenseless, prime targets for digital predators. The aftermath is a financial drain, operational chaos, and a tarnished reputation. 

 

 

Merging Cybersecurity with Web Development 

Cybersecurity and web development go hand-in-hand. They're two sides of the same coin, working together to create safer, more resilient online spaces.  

 

From the early drafts to the final touches of code, making cybersecurity a priority is the key to transforming your website from a potential target to a digital fortress. 

 

When it comes to designing and developing your secure website, we put cybersecurity first. Here’s how we do it: 

 

• Building with Security in Mind: Integrating cybersecurity from the get-go means coding with vigilance and encrypting data to shield against threats. This multi-layered strategy ensures that every aspect of your website, both front and back, stands guarded against unauthorized access, laying down a comprehensive defense that spans the entire digital spectrum. 

• Security by Design: At the core of this approach is Security by Design, a philosophy that focuses on reducing vulnerabilities and building a strong defense from the outset. We take time to understand what needs protection, identify potential threats, and work to prevent them in the first place. By crafting a security architecture that preempts risks, minimizes exposure to attacks, and enforces strict access controls, your website becomes a digital fortress. 

• Custom Tools for Custom Safety: Our commitment to security shines through our proprietary Content Management System (CMS), WebWiz@rd. Steering clear of third-party platforms that might hide vulnerabilities, we lay the groundwork for your website on territory we know and trust. Our philosophy of Taking Ownership extends to our CMS, demonstrating our commitment to protecting your digital world. 

• Hosting with Assurance: Our involvement doesn’t end with development. We also take pride in hosting the websites we craft. This stewardship ensures a secure habitat for your site, safeguarded against the digital predators waiting in the shadows. It’s not just about building with excellence but also about maintaining a bastion for your online presence. 

 

With so many threats out there, protecting user data and online assets can be daunting. However, this is an excellent opportunity to take your brand to the next level, assuring your customers and partners that their security is our top priority. 

 

We want you to be confident that your online space reflects your business's ethos and stands as a bulwark protecting all who gather within. By merging cybersecurity and web development, we will make your digital transformation both successful and secure. 

 

At REM Web Solutions Inc., we thrive on helping our customers grow their businesses in tangible and impactful ways. If you need support with your digital marketing efforts or website design and development, don’t hesitate to reach out. Our skilled team is always here to support you in navigating the digital landscape!      

 

 

 

 

We couldn’t do this without the fantastic team that supports our clients in making all these projects come to life. We have a core group of staff who have been with us for a long time.

 

Most of all, we want to thank our customers for their loyal support. We would not be here after 23 years without you, and we very much appreciate it. 

 

Thank you to Miller Thompson for sponsoring this award and to the Chamber for the fantastic event!

 

 

 

 

With nearly 80 million websites out there powered by hundreds of different Content Management Systems (CMS), choosing the right CMS can seem like finding a needle in a haystack.  

 

You might be drawn to the bells and whistles and sleek designs of some systems, but remember, what glitters isn't always gold, especially if it doesn't meet your needs. 

 

Take WordPress, for example. It's the big fish in the pond, holding an impressive 44% of the global market share as of November 2022.

 

HubSpot and other platforms also offer compelling options, each with its unique appeal.

 

But while those major platforms often steal the spotlight, they’re not the only show in town.  

 

The right choice of CMS balances its features and cost with your business's unique online challenges and opportunities. This article aims to steer you clear of common traps and highlight the must-consider factors in your quest for the ideal CMS.  

 

At REM Web Solutions Inc., we thrive on helping our customers grow their businesses in tangible and impactful ways. If you need support with your digital marketing efforts or website design and development, don’t hesitate to reach out. Our skilled team is always here to support you in navigating the digital landscape!

 

 

What Exactly is a CMS? 

Think of a Content Management System as the behind-the-scenes wizard for your website. It's the tool that makes adding new articles, updating your product catalog, or refreshing your homepage content not just doable but downright easy.  

 

Instead of wrestling with code, a CMS makes the digital side of your operations smoother, so you can focus more on what matters — your content and your audience. 

 

 

Website Builder vs. CMS: What’s the Difference? 

When you first step into the world of websites, you'll likely come upon two main roads: the website builder path and the CMS route.  

 

Both avenues aim to demystify the web development journey, yet their itineraries differ. 

Imagine website builders as move-in-ready apartments. They're straightforward, offering everything you need to set up shop online quickly. With a variety of templates at your fingertips, launching a site can be as easy as pick, customize, and go.  

 

But just like a pre-furnished apartment, you'll have to work within the confines of what's already there. Your ability to rearrange or renovate is limited by the platform's offerings. 

 

CMS platforms are more like building your own place from the ground up. They lay down the groundwork, giving you the freedom to tailor every nook and cranny of your site with themes, plugins, and if you're up for it, custom coding. This open-ended approach is a beacon for those crafting more intricate websites or planning for future expansion.  

 

With a CMS, your website can evolve as your needs and ambitions grow. 

 

 

Is a CMS Right for You? 

Wondering if a CMS is the right pick for your digital playground? Let's break it down with a few quick questions to mull over: 

 

• Is your website's content always on the move, needing regular updates? 

• Are there a bunch of hands on deck, with multiple authors looking to contribute? 

• Do you crave the freedom to shuffle, expand, and fine-tune your content's architecture as your project evolves? 

 

If you're silently shouting "Yes!" to any (or all) of these, then a CMS is the choice for you. It'll keep your website dynamic, collaborative, and adaptable, without diving into a coding rabbit hole every time you want to make a change. 

 

But there’s a catch: although a CMS will provide flexibility, it's worth noting that they can come with a steeper learning curve.  

 

Opting for a user-friendly CMS like WebWiz@rd gives you the power to manage your content effectively without getting bogged down in complexity. 

 

 

What to Consider in Choosing a Content Management System 

Picking the right Content Management System (CMS) is a big deal. It’s like laying down the groundwork for your digital home.  

 

Rushing to a decision based on a quick internet search won't cut it. To sift through the myriad of CMS options, you'll need to roll up your sleeves for some serious digging and hands-on trials.  

 

Although the "perfect" CMS is a myth, with each project demanding a tailored approach, there are a few non-negotiable features that you should keep on your radar: 

 

1. User-Friendliness 

This is non-negotiable. The best CMS should feel like a friendly guide through the world of web content management and not a gatekeeper.  

 

It should be intuitive enough for anyone to use, regardless of their tech skills. Forget about needing to call in favours from tech-savvy friends (although we do love hearing from you) or waiting days for simple updates.  

 

Systems like REM's WebWiz@rd show how it's done, putting the power of immediate content updates in your hands. 

 

2. Content Organization 

With tools for categorizing, tagging, and managing metadata, a great CMS turns a chaotic heap of content into a streamlined content library. The goal is to make sure your content is not just stored but also easy to find and navigate for both you and your visitors. A well-organized CMS is key to a user-friendly website. 

 

3. SEO Optimization 

If you don't show up in Google, you're virtually invisible. Any modern CMS should come equipped with SEO tools that help your content shine in the vast expanse of the internet. This means everything from image optimization to search-friendly URLs. 

 

 

CMS Pitfalls to Avoid 

Choosing a CMS is more art than science. It's not about how many boxes you can tick but finding a platform that resonates with your project's unique needs. It's about securing a foundation that offers the right mix of usability, organization, and visibility.  

 

The perfect CMS is out there, waiting for you.  

 

But finding it requires a strategic approach, valuing these key features to ensure your website thrives in the digital landscape. 

 

To help you choose a CMS, here are some red flags you need to watch out for: 

 

• Overwhelming Complexity: Not all CMS platforms are cut from the same cloth. Some promise simplicity but deliver a labyrinth of features that feel more like a puzzle than a tool. This is why taking a CMS for a test drive is crucial. Play around with its features, build a test page, and see if it feels like a partner rather than a puzzle. This firsthand experience can reveal a lot about whether a CMS will be a breeze or a burden. 

• The Price Tag Behind "Free": Freebies can be tempting, but in the world of CMS, they often come with strings attached. As your website gains traction or your storage needs grow, those free platforms might start to introduce fees. These hidden costs can sneak up on you, straining your budget unexpectedly. Looking for platforms that offer clear, upfront pricing can save you from future headaches. 

• Support That's Hard to Come By: Imagine hitting a roadblock with your CMS—maybe a glitch or a how-to question—and having nowhere to turn. A CMS backed by strong support and detailed guides can be a lifeline. Before settling on a CMS, peek into its support ecosystem. Is there a hotline for urgent issues? Are there forums or documentation? How quickly do they respond to queries? The strength of support can make or break your CMS experience. 

 

It sounds cliche, but in essence, the quest for the perfect CMS is all about balance. Balance between ease of use and feature complexity, between cost and value, and between independence and support.  

 

 

Empowering Your Choice 

Choosing the right CMS means finding that sweet spot where ease of use meets the needs of your team and budget.  

 

The CMS you choose influences everything from how smoothly your site runs to how easily it can grow with your business.  

 

Yes, the options are vast, and yes, it’s a lot to think about. But finding the right fit is a game-changer. It makes your life easier, allowing you to focus on running your business, and not getting bogged down by backend hassles. 

 

At REM Web Solutions, we get how vital a CMS is to your website's success. That's why we've developed WebWiz@rd CMS. It's our answer to the call for a platform that's both user-friendly and powerful, designed to meet your specific needs without the constant need for tech support. Whether you're launching a brand-new site or taking an existing one to the next level, our team is on hand to make sure WebWiz@rd CMS fits your vision like a glove. 

 

Want to see how WebWiz@rd CMS can change the way you do business online? Reach out to us at REM Web Solutions. We’ll show you how WebWiz@rd can empower you to manage, create, and update content more efficiently, freeing you up to excel at what you do best. 

 

 

 

 

Imagine you're driving to your favourite coffee shop on a quiet Sunday morning. The roads are clear and you're looking forward to that first sip of coffee.  

 

But just as you round the corner, you hit an unexpected traffic jam. Cars are crawling. Your quick trip becomes a slow grind, and your anticipation turns to frustration.  

 

This is exactly how customers feel when they’re staring at a slow-loading website.  

 

Just as you hate to have your drive slowed down by traffic, your customers don't want their online journey interrupted by slow page load times. 

 

Page speed can make or break the user experience. A fast-loading site not only makes visitors happy, but also boosts your standings in search engine results. This opens the door to more engagement, higher conversion rates, and, ultimately, more successful customer interactions. 

In this article, we’re taking a quick look at page speed and its profound impact on both user experience (UX) and search engine optimization (SEO). We'll explore why page speed is a pivotal aspect of your website's success, how it influences the perception and behaviour of your visitors, and its significance in the eyes of search engines like Google.  

 

 

So, What Exactly Is Page Speed? 

Page speed isn't just about how fast your homepage loads. It's an umbrella term for various metrics used to measure how quickly and efficiently your website becomes usable for visitors. Tools like Google's PageSpeed Insights offer scores and actionable advice to improve these metrics.  

 

Let's break down what these metrics mean for you and your customers. 

 

First Impressions Count: First Contentful Paint (FCP) 

First Contentful Paint (FCP) measures the time it takes for something, anything, from your page to appear on the screen.  

 

Whether it's a line of text or an image, FCP marks the moment your site starts to ‘come alive’ for the visitor. FCP matters because this first impression can really affect how they perceive your site as a whole. 

 

Engaging Experiences: Time to Interactive (TTI) 

Time to Interactive (TTI) gauges when your website is fully ready to interact with. It means that when visitors click a button or scroll down the page, they get a swift, seamless response.  

This metric is key to a frustration-free user experience, making sure your site is fully visible and usable. 

 

Beyond Loading: LCP, CLS, and More 

In addition to FCP and TTI, tools like PageSpeed Insights also consider the following: 

 

• Largest Contentful Paint (LCP) highlights when the main content of your page is viewable. 

• Cumulative Layout Shift (CLS) ensures that your site feels stable. No more shifting buttons or images as it loads.  

• Speed Index and First Input Delay (FID) offer a broader look at how quickly your site becomes useful and responsive to your visitors. 

 

What Page Speed Metrics Mean to You 

While it’s good to know what these terms mean, as a business owner, you don’t need to know them like the back of your hand (unless you’re in the business of building fast websites).  

 

Google's PageSpeed Insights simplifies these metrics by providing a simple benchmark based on these exact factors. It translates technical jargon into practical advice, helping you pinpoint where your site needs love and how you can make it faster. 

 

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Why Page Speed Matters to Your Business 

When it comes to your customers, every second counts. Especially for mobile users, who often find themselves tethered to the whims of cellular networks, speed is a necessity.  

 

Let's dive into how page speed is not just about keeping the wheels of your website turning but also about enriching the user experience (UX), retaining attention, and ultimately, driving conversions. 

 

• Research by Google reveals that 53% of mobile site visitors will leave a webpage that doesn't load within three seconds. And if your page takes 5 seconds? That bounce probability jumps to a staggering 90%.  

• Lagging behind by merely one second can slash conversions by 7%.

• On the other hand, sites that load in two seconds or less have a 15% higher conversion rate than average. 

 

These numbers paint a clear picture: faster pages keep users engaged, while slower ones might as well be turning the lights off on your visitors. 

 

Speed as an SEO Booster 

With mobile page speed as a confirmed Google ranking factor, faster sites lead to better visibility and more organic traffic.  

 

The data backs this up, showing that the average page loading speed for a first page Google result is 1.65 seconds.  

 

Data Usage and Page Speed (Let’s Be Considerate) 

Mobile users, especially those watching their data usage, find that slow-loading pages waste their time and cost them money in the form of data drain. 

 

Optimizing your site's elements, like images and scripts, not only speeds up loading times but also helps in conserving precious data for your users. It’s the considerate thing to do. And, as mentioned above, it’s a win-win.  

 

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Signs It's Time to Consult a Professional for Your Website Speed 

So you’ve run your site through PageSpeed Insights and want to make some improvements. There’s a lot you can do to improve page loading speed, and some of it is well within reach of a tech-savvy business owner — like optimizing images  —  especially with an easy content management system.   

 

But even with the best roll-up-your-sleeves-and-DIY spirit, there comes a time when the complexities of web optimization call for professional intervention.  

 

Here are the unmistakable signs that it's time to bring in an expert to turbocharge your website's speed: 

 

1. Consistently Poor Page Speed Scores 

If you've been using tools like Google PageSpeed Insights your scores are stubbornly low despite your best optimization efforts, this is a clear signal. Professionals have the experience and tools to delve deeper into the issues that automated tools might not fully address. 

 

2. Rising Bounce Rates and Dwindling Conversion Rates 

Analytics can tell stories that raw data alone cannot. If you're noticing a trend of visitors bouncing from your site quicker than usual or a decrease in conversions, and you suspect page speed is a culprit, it's time for a professional diagnosis. Experts can pinpoint the exact hurdles your site faces and craft tailored solutions. 

 

3. Stumped by Technical Challenges 

When the intricacies of web optimization feel out of reach — be it complex coding puzzles, server configurations, or the efficient delivery of resources — it's wise to turn to someone who speaks the language fluently.  

 

A professional can navigate these technical waters with ease, identifying and remedying issues that might not be obvious to the untrained eye. 

 

4. Outdated Website 

The web moves at breakneck speed, even if your particular website doesn’t. If your site hasn't seen a facelift or backend overhaul in years, a professional can ensure it meets the latest web standards for speed, security, and user experience. 

 

5. Performance Drops Post-Update 

It’s pretty common for websites to experience slowdowns after new features, plugins, or hefty content additions are introduced. If your site's performance has taken a hit after such updates, professionals can help integrate these new elements more seamlessly, preserving functionality without compromising on speed. 

 

6. Subpar Mobile Performance 

With mobile browsing now the norm, a site that lags on smartphones and tablets is a site that's falling behind. If your website isn't as nimble and responsive on mobile devices as it is on desktops, you want to address this gap ASAP. Specialists in mobile optimization can ensure your site delivers a swift, engaging experience across all devices. 

 

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How Web Design and SEO Professionals Can Move Your Site Forward 

When it comes to optimizing your page speed, web design and SEO professionals bring a wealth of expertise to the table. They’ll transform your site from just another URL to a powerhouse of user engagement and search engine visibility.

 

Here’s how: 

 

Comprehensive Site Audit 

A detailed audit by professionals can uncover hidden issues affecting your site's speed and overall performance. This process identifies bottlenecks and provides a roadmap for improvement, ensuring no stone is left unturned. 

 

Technical Optimization 

There are a number of technical details that can make or break a site's speed. From streamlining code to configuring servers for peak efficiency, technical optimizations can improve load times dramatically.  

 

Content and Media Optimization 

Visuals draw attention, but they can also slow down your site if not properly optimized. Professionals ensure that images, videos, and multimedia content are compressed, striking the perfect balance between quality and speed. 

 

Content Delivery Network (CDN) 

A CDN can significantly boost your site’s speed across different geographical locations. Professionals can help you select and implement the CDN that best fits your site’s needs, ensuring content is delivered quickly to users around the world. 

 

Plugins and Widgets 

An overloaded website can crawl at a slow pace. Experts can audit your plugins and widgets, removing those that are unnecessary and optimizing the rest. This speeds up your site and improves website security. 

 

SEO and Mobile Optimization 

In today’s mobile-first world, your site must perform flawlessly on all devices. Professionals not only optimize your site’s speed for improved SEO rankings but also ensure it’s responsive and mobile-friendly, catering to the vast majority of internet users. 

 

Ongoing Support and Maintenance 

Keeping your site in top shape requires regular maintenance. Professionals offer ongoing support, making timely updates and adjustments to adapt to new technologies and standards. 

 

At REM Web Solutions Inc., we thrive on helping our customers grow their businesses in tangible and impactful ways. If you need support with your digital marketing efforts or website design and development, don’t hesitate to reach out. Our skilled team is always here to support you in navigating the digital landscape!      

 

 

 

 

The REM Team is ecstatic and overjoyed to welcome Melissa Yates as our new Director of Account Management! 

 

 

Digital marketing moves fast. Campaigns launch, data rolls in, and before you know it, the whole process starts over.  

 

But in today's data-driven business landscape, it pays dividends to pause and adequately evaluate your digital marketing efforts. After all, how will you know what's working if you don't accurately measure performance? 

 

By regularly tracking key metrics and analytics for your website, social platforms, and beyond, you tap into an invaluable resource: actionable insights. These nuggets of digital gold can inform strategy changes that catapult your brand to the next level. 

 

Read on to discover why measurement matters, which digital marketing KPIs you should track, which tools to use, and how converting data into growth strategies sustains success. 

 

At REM Web Solutions Inc., we thrive on helping our customers grow their businesses in tangible and impactful ways. If you need support with your digital marketing efforts or website design and development, don’t hesitate to reach out. Our skilled team is always here to support you in navigating the digital landscape!    

 

 

Defining Digital Marketing Success 

 

Let's start with the basics.  

 

Key performance indicators (KPIs) are specific quantifiable measures used to gauge performance. For digital marketing, vanity metrics like clicks and views don't cut it. The impact on leads and revenue generation is what actually matters. 

 

Dozens of potential KPIs exist across channels. Savvy marketers focus on trends for metrics that signal marketing success is leading to sales and revenue.

 

Common examples include: 

 

• Website conversion rate 

• Cost per lead 

• Customer lifetime value 

 

In other words, dial down the microscope on metrics that ladder up to impact and scalability. 

 

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The Benefits of Tracking KPIs 

Monitoring critical digital marketing metrics over time unlocks game-changing benefits: 

 

 

Identify Optimization Opportunities 

Accurately tracking website visitors, engagement rates, conversion funnel drop-off points, and more allows you to spot areas for improvement. If your bounce rate spikes, you can pinpoint confusing pages to update. Or, if conversion rates dip on a particular campaign, you can tweak your targeting. 

 

Measurement enables the refinement of both strategy and execution. With a constant pulse on performance, you can nip issues in the bud before they become catastrophic. Optimization is a continuous process - and proper measurement makes it possible. 

 

 

Benchmark Against Competitors or Past Performance 

You can evaluate campaign or asset performance against previous results or competitor activity with historical data and industry benchmarking. Are you gaining or losing ground? Getting a 20% increase in traffic is great unless your competitor just increased by 40%. 

 

Context is everything. Look at key metrics like market share, page views, lead generation, and sales numbers. If competition advances faster, it signals urgency to analyze why and rectify the situation. 

 

 

Inform Budget and Resource Allocation Decisions 

By quantifying marketing ROI across channels, you can double down on what delivers, cut what doesn't, and optimize spending. Measurement guides strategy ‒ let the numbers lead budget decisions rather than guesswork. 

 

Have a campaign with a steadily declining conversion rate? Shift some of its budget to better-performing initiatives. Which content pieces or campaigns drove the most qualified leads this month? Invest more in those. 

 

Proper analytics-based decision-making enables optimal efficiency. 

 

 

Keep the Entire Organization Accountable 

Accurately tracking KPIs clarifies what matters, focusing teams and aligning people to objectives. Results make performance transparent ‒ both good and bad. This accountability fuels improvement. 

 

What's measured is what gets done. If leadership emphasizes monthly recurring revenue growth, then teams organize around driving subscriptions. Public goals paired with regular performance updates ensure alignment. 

 

 

Be Ready for Potential Investors 

Investors want proof of demand for your product and a path to profitability. Solid growth metrics make you investor-ready. Let's say you are showing consistent 10% month-over-month increases in sales. That proves remarkable scaling potential. Data demonstrating market traction makes fundraising easier. 

 

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Key Performance Indicators to Track 

Many universal digital marketing metrics spanning engagement, sales, and ROI warrant tracking. It's also wise to customize metrics related to overarching business objectives. 

 

Here are some recommended highlights: 

 

Quantitative Engagement Metrics 

Raw traffic and interaction metrics quantify initial brand exposure and content resonance. While vanity metrics like social media followers should not drive strategy alone, strong engagement signals marketplace interest. 

 

These metrics measure how site visitors and social followers interact with brand touchpoints: 

 

• Site visitors 

• Pages per visit 

• Average time on page 

• Bounce rates 

• Email open rates 

• Social followers 

• Content shares/reactions 

 

Monitoring engagement shows whether you're capturing interest. Changes prompt deeper investigation ‒ are poor content or user experience turning them off? Falling engagement indicates fading interest from your audience. 

 

 

Lead & Sales Conversion Rates 

Beyond generalized attention, conversion rate KPIs reveal tangible marketing ROI. The most insightful metrics track users moving from consideration to purchase.

 

Monitor conversion rates at each funnel stage:

 

• Email list sign-ups 

• Free trial sign-ups 

• Contact or demo requests 

• Online checkout conversion rate 

• Sales won from leads 

 

Tracking conversion funnel fallout highlights areas to improve. Getting more sign-ups means little if you don't convert them down the line. 

 

Optimizing the conversion rate at each funnel stage is crucial. More prospects entering the top doesn't help much if most drop out due to friction. The solution is to fix leaks in the pipeline. 

 

 

Return on Investment Tracking 

Marketing spending should be directly tied to tangible business results by channel.

 

Typical ROI evaluations include: 

 

• Cost per lead 

• Cost per customer acquired 

• Marketing expense vs. sales revenue 

• Customer lifetime value (LTV) 

 

High ROI programs should get more budget. Low performers should get cut or fixed. Marketing ROI metrics verify your growth drivers. Revenue attribution clarifies precisely how many sales each channel or campaign contributes. Customer LTV shows true profitability over time. 

 

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Utilizing Analytic Platforms 

So, with that in mind, how can you actually track and monitor these metrics? The answer lies in utilizing analytic platforms. These programs allow for the collection, analysis, and reporting of data from various sources such as social media, websites, and email campaigns. 

 

The following tools provide the robust analytics needed to monitor essential digital marketing KPIs: 

 

Google Analytics 

Google Analytics offers deep intelligence into the customer journey. See where visitors come from, how they navigate your site, conversion rates page-by-page, and more. These behavior flow insights unlock refinement. 

 

It is the gold standard for understanding website traffic and behavior flow via: 

 

• Traffic source analysis 

• Location demographics 

• Page optimization ratings 

• Conversion tracking 

 

 

Social Media Insights 

All major platforms have built-in analytics on social media advertising and organic post performance.

 

You can view: 

 

• Impressions and reach 

• Engagements and clicks 

• Follower growth 

• Traffic referral data 

 

See what content resonates to guide your strategy. Test different creative approaches, analyze performance data, and double down on what pulls best. Social media analytics is vital for maximizing reach and engagement. 

 

 

Email Marketing Metrics 

Leading email service providers track opens, click-throughs, subscriber engagement levels, and more to inform messaging and list management decisions. 

 

See how subject lines impact open rates, which types of content get the most clicks, and how subscribers flow from one segment to another. Use this info to craft better campaigns. 

 

 

The Role of Surveys and Polls 

Also, consider quick feedback options like embedded polls or post-purchase surveys to ask customer opinion questions like "How easy was the checkout experience?" 

 

These form-based tools provide valuable information to help improve customer satisfaction and loyalty. The Net Promoter Score, for instance, shows the percentage of customers likely to promote your brand to friends. It can be seen as a KPI for customer experience. 

 

Pro tip: Limit surveys to 1-3 quick questions and offer an incentive for participation.

 

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Converting Data into Growth Strategies 

Armed with accurate analytics, it is now time to develop strategies to move the needle. Measurement without action is pointless.

 

To use these valuable insights to drive growth, you must: 

 

Set SMART Goals 

First, set Specific, Measurable, Achievable, Relevant, Time-Bound (SMART) key performance indicator (KPI) targets for the next quarter.

 

For example: 

 

• Increase website conversion rate by 2% before next quarter 

• Boost social media engagement by 15% after an influencer campaign 

• Generate 300 new email list sign-ups with a yearly lead magnet 

 

Quantifiable objectives set the direction you need to take and motivate the team to achieve big things. 

 

 

Identify Top Performing Assets 

Analyze historical data to reveal your best-performing marketing assets across channels. Identify campaigns, ad sets, and content pieces with the highest returns.

 

Then, shift the budget to amplify and build upon these winners. More funding should follow what already works. 

 

 

Phase Out Poor Performers 

Conversely, cut ineffective initiatives, dragging down performance. Eliminate paid campaigns or content series with low ROI. Repurpose those marketing dollars into proven success areas. 

 

Ruthless efficiency maximizes results. 

 

 

Forecast Realistically 

Model next-period projections based on historical trends and seasonality. Set specific forecasts for lead volume increases, revenue growth, email list expansion, and more. For example, let's say your website typically receives a spike in traffic during the holiday season. Use this data to project an increase in conversions and revenue during this time. 

 

Basing forecasts on data provides credible targets to rally the team around. 

 

 

Prioritize Optimization Opportunities 

Address identified weak points impacting KPIs, like leakage within the conversion funnel. Improve on-page elements hurting engagement. Refine targeting and messaging per insights. 

 

Fix what's broken to lift performance. 

 

 

Develop Campaigns Matching Revealed Interests 

Next, analyze consumption patterns and engagement data to build future initiatives addressing explicitly demonstrated customer needs and interests. Serving messaging and offers that match your target audience's demand and preferences can boost campaign success rates. 

 

 

Continuously Analyze and Adapt Strategy 

Measurement and refinement is an ongoing process. Continually analyze the latest period KPI reporting, compare to goals, adapt strategy based on new learnings, and set the next period's targets. 

 

Rinse and repeat to drive perpetual improvement. 

 

The numbers will speak. Will you listen? Analytics paint the path forward. They show what's working and reveal hidden flaws to address. But you need to take action on those insights. 

 

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Final Thoughts 

Implementing a clear digital marketing measurement strategy paves the path for data-driven decisions, impactful optimization, and, ultimately, business growth. Vanity metrics must take a backseat to KPIs correlated to revenue and profit generation - it's the only way to understand actual effectiveness. 

 

While it takes some effort to track, digital analytics tools have made gathering actionable performance data more accessible than ever. You have the power to identify what works and what doesn't. 

 

Wield these insights wisely, and your digital marketing will reach the next level. Here's to leveraging analytics for explosive growth! 

 

At REM Web Solutions Inc., we thrive on helping our customers grow their businesses in tangible and impactful ways. If you need support with your digital marketing efforts or website design and development, don’t hesitate to reach out. Our skilled team is always here to support you in navigating the digital landscape!    

 

 

 

 

We are excited to share that we’ve been nominated for the Business of the Year Award by the Greater KW Chamber of Commerce! This recognition means a lot to us, and we thank everyone who has been part of our journey. To all the incredible candidates, we wish you the best of luck!

 

Learn more about the 2024 Business Excellence Awards.