6 Months at Adpearance: What I've Learned
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Where does the time go? It’s officially been 6 months since I started working as a Digital Marketing Specialist at Adpearance. I can say, without a doubt, that my skills and experience in the Digital Marketing realm are on an exponential pace upward. I’m proud of my drive and work ethic, and I look forward to learning more as I begin to work on more advanced projects.
Here are three specific digital marketing areas where my skills have grown the most:
Local SEO
Paid & Organic Social Media
Reputation Management
Let me dive into all three.
1: Local SEO (Search Engine Marketing)
Metadata
Particularly how to structure meta titles and descriptions to increase click-through rate and get more organic visits. Seems simple, but the strategy behind it can be tricky and tough to analyze short term.
Keyword Opportunity Analysis (w/ Google Analytics and Google Search Console)
This provides valuable insight into the queries that our target audience is searching for on Google & our clients’ websites. The insight that you can get into these actual search terms can help inform content strategy as well as our larger marketing strategy.
Navigation Optimization
Using data, customize the clients’ website navigation to improve user experience and increase direct conversations. In turn, this will make the website rank higher organically on SERPs.
Landing Pages
Build detailed landing pages on various CMS platforms with the intention of increasing organic SEO (geotargets, keywords, optimized copy, CTA’s, etc.).
Broad CMS knowledge
Continuously growing my knowledge of various CMS Platforms (Wordpress, Dealer.com, DealerOn, PixelMotion, DealerEProcess, FusionZone, DealerInspire, Engine6, etc.) to put together a more advanced digital strategy. Learning new tools, technology, and software is essential in this industry.
Ongoing Analysis & Adjustment Using Data
The Digital Marketing industry moves quickly; if you don’t adjust and learn on the go you’ll fall behind. I’m constantly looking to improve my organization, strategy, and work on a daily basis.
Web Copy w/ CTA
The core of good organic ranking is writing solid copy that the customer finds useful. I analyze what is working and what isn’t working to get better every day. This includes landing pages, copy optimization, social media, and more.
Google Search Console/Google Analytics Data
My knowledge of how to analyze data and use it to my advantage has dramatically increased in a short amount of time. I look forward to getting better and better at analyzing my digital marketing campaigns moving forward.
Google My Business
The unsung hero that many businesses don’t take advantage of. I’m busy writing posts, adding CTA’s, adding product carousels, linking data, and watching organic search increase dramatically. This is a hidden gem and I’m surprised more businesses aren’t taking advantage of this.
2: Paid & Organic Social Media
Organic CTA Posts on Facebook & Instagram
Use organic social media best practices as a tool to drive more traffic to specific CTA’s, like strategically created landing pages or popular content, to increase conversions.
Actively interact & Boost Engagement Where Necessary
Create posts with high engagement and have an online presence to keep followers engaged and interested. This often includes custom graphics and creative problem-solving.
Paid Facebook Campaigns
We do this to give our organic campaign an extra boost and grow our clients’ social media pages.
Deeper Understanding of Analytics & Business Accounts
Constantly A/B testing and see which strategies work best. This is ongoing.
3: Reputation Management
Proper information across the digital realm, including search platforms & directories
I use resources like Moz, GMB, and in-depth reviews of Clients’ websites to find errors and fix them.
Manage Reviews
An important part of any business is responding to criticism or thanking customers who’ve shared their good experiences. This is in the minds of every customer, so it’s important that you don’t neglect this aspect of your business.
Look for inconsistencies w/ website & correct
Essentially, fix errors, like inventory hiccups, bad URLs, incorrect information, etc. Seems simple, but there’s always something else to fix.
All in all, I’ve really enjoyed my time at Adpearance so far, and I’m looking forward to improving my digital marketing skills exponentially in the coming months. I’m hoping it will be a fantastic 2022!
Cheers.
Hayden Schuster
