Business Digital Marketing

Digital marketing is like cultivating a field. First, you need to “clear the ground” of anything hindering growth. You can drive leads, sales, and other key actions by ensuring your website is optimized to receive traffic. Search engine optimization (SEO) and strategic updates take time, much like nurturing a growing seed. However, tactics such as earning backlinks and running digital ads can accelerate results. As traffic begins to grow, effective reporting is essential to understand successes, identify areas for improvement, and apply lessons to future campaigns.

Contact us to start growing your digital presence today!

Here’s how Harvest can help your business flourish:

Analytics and Tracking

Learn more about Analytics & Tracking for Businesses

Setting up a strong foundation for your website starts with analytics and tracking. Here’s what you need to do:

  • Technical Review: Address any technical issues preventing access to your content, such as page speed, mobile usability, or barriers to search engine indexing. Properly set up tools like Google Analytics, Google Tag Manager, and Google Search Console.

  • Google Analytics 4 (GA4): Ensure GA4 is set up correctly and linked to other Google platforms and key events like leads and sales are tracked. If relevant, integrate your e-commerce platform with GA4 e-commerce to measure financial impact.

  • Google Tag Manager (GTM): Use GTM to manage all tracking tags, including GA4.

  • Third-Party Platforms: Ensure GA4 or GTM tracking code is implemented across all third-party platforms to track user journeys from initial traffic to form completion.

  • Campaign Tracking: Link your email marketing platform to GA4 or use custom URLs to track email performance. Track ads in GA4 to see the effectiveness of each campaign, and (for example) distinguish between organic and paid Facebook traffic.

Invest in Google Analytics and Tracking Setup to prepare your website for success!

Search Engine Optimization (SEO)

Learn more about SEO for Business

Optimizing content ensures your website appears in the right search results and engages visitors. Effective SEO strategies help website visitors understand who you are, how you can help, and what actions to take.

Key actions:

  • Content Optimization: Update pages to align with how people search for your products and services. Prioritize critical pages for users and search engines in the navigation and across the site.

  • Google Business Profile: Optimize your profile, especially if you’re a local business

  • Link Building: Encourage other websites to link to your priority pages to boost authority and visibility.

  • Goals: Measure your SEO's effectiveness by completing key events - what you want people to do on your website.

Examples of content to optimize:

  • Homepage: It should convey key messaging while addressing what your business is and does.

  • Products & Services: Your products or services should be presented to match how people search online, breaking down your offerings into specific categories and subcategories.

  • Audience-Specific Pages: Create pages for industries or the types of clients or businesses you’re targeting based on their specific needs and contexts.

  • Educational & Trending Content: Adding informative or trend-focused content can boost your rankings and establish authority in your niche.

  • Local SEO: If you’re targeting a specific location, include location-specific pages and ensure all your business listings are accurate.

SEO Keyword Analysis Report: Uncover growth opportunities for SEO and advertising.

Digital Marketing Audit and Strategy: This comprehensive audit includes analytics and tracking setup, SEO keyword analysis, competitor analysis, website analytics review, and a detailed digital marketing strategy. Feedback from this audit guides actionable steps to enhance your website’s performance.

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Digital Advertising

Learn about Digital Advertising for Business

Digital advertising complements optimized website content, which can be used as ad landing pages.

Search ads are a powerful way to connect with individuals actively searching for what your business offers.

  • Target Only the Most Relevant Searches: Focus your advertising efforts on a precise set of keywords that directly align with your offerings.

  • Tailor Ads to Your Audiences: Create dedicated campaigns and landing pages tailored to the types of clients or businesses that benefit from your solution.

  • Focus on High-Value Clients: Target keywords indicating the searchers have more complex needs and will require a higher budget.

  • Showcase Key Features: Create ads targeting those searching for solutions with specific features.

  • Target Local Audiences: If you want to focus on businesses in a particular area, use location-based targeting

Display and social ads can be useful in reaching a wider audience, but it’s important to invest in campaigns where the value of leads and sales exceeds ad and campaign management costs. Consider first achieving success with campaigns targeting email addresses and people who have been on your website but have not taken action.

SEO Keyword Analysis Report also reveals opportunities for SEO and search ads.

Performance Reporting

Learn about top-ten performance reports for businesses using Looker Studio

Gathering leads and sales is just the beginning. Analyze performance data to refine strategies and maximize results.

Google Looker Studio is an affordable and interactive performance reporting solution that integrates data from Google Analytics, third-party platforms, and internal reports to visualize KPIs. Some of the most common Google Looker Studio reports that are beneficial for businesses: 

A traffic source report provides a comprehensive overview of how users arrive at your website and which sources drive key events, such as leads and sales. Understanding these sources allows you to optimize your strategy for greater impact. Here’s a breakdown of some of the most important types of reports:

  • Organic Search: Identify which landing pages generate the most traffic and key events from search engines like Google. Use the search query report from Google Search Console to discover the exact keywords and phrases users are searching for when they find your site.

  • Referral Traffic: Explore which external websites are linking to yours and driving visitors. Pay attention to traffic from news outlets, government websites, companies, and local directories to identify valuable partnerships and outreach opportunities.

  • Social Traffic: Track the performance of social networks such as Facebook, LinkedIn, and others in driving traffic to your site. Analyze which pages users land on and supplement these insights with reports from social media platforms to evaluate engagement metrics like likes, shares, and click-through rates.

  • Email Campaigns: Evaluate the effectiveness of each email campaign by tracking traffic and conversions in Google Analytics. Determine which emails are successfully achieving goals like leads and sales and refine future campaigns based on these insights.

  • Ad Campaigns: Measure the performance of your paid campaigns, including Google Ads and social media ads, within Google Analytics. Integrate additional ad reports from platforms like Facebook Ads to get a holistic view of your campaigns’ ROI.

Other Key Reports

In addition to traffic sources, here are other important reports you can create and analyze to better understand your website’s performance and user behavior:

  • Top Pages: Identify the most frequently viewed pages on your website. This can highlight which content resonates most with your audience and guide updates or expansions of popular sections.

  • Location Data: Analyze where your visitors are located by city, region, state, country, subcontinent, or continent.

  • Device Type: Discover whether users on mobile devices, desktops, or tablets are encountering issues, such as difficulties completing forms or navigating the site.

  • Site Search: Review what users are searching for within your website’s search bar. This can reveal gaps in your content or opportunities to improve navigation and user experience.

  • File Downloads: Track the number of downloads for PDFs or other files on your site. This is particularly helpful for businesses offering resources, reports, or other downloadable materials.

  • Video Views: Monitor how often your videos are viewed and whether viewers are watching them all the way through or dropping off early. This can inform future video content strategies.

  • Third-Party Data Integration: Include reports from external platforms like e-commerce systems to track user journeys across multiple platforms.

  • Internal Reports: Import data from internal organizational tools, such as Google Sheets, to merge operational insights with your website and campaign analytics. This allows you to see everything in one unified dashboard.

Invest in a Looker Studio Performance Dashboard for better insights.

Ongoing Services

Build on each campaign's success to shape future strategies. These services can start after SEO implementation or as part of an ongoing monthly budget.

Invest in Ongoing Digital Marketing Services

Harvest Can Help!

Contact us today to learn how digital marketing can help your organization!