FAQs
Answers to all your burning digital marketing questions all in one place.
If you have a question you can’t find the answer to, simply get in touch with us.
Content Marketing Questions
Content marketing is creating helpful & interesting content that is valuable to your customers & encourages people to take action, like buying your product or leaving a review.
A content audit is the process of reviewing all the content on your website.
This is a helpful way to check up on your website’s content & understand how it is performing in search engines. You’ll be able to identify your best-performing pages, remove outdated or low-quality content & learn where you can create new content.
By doing a content audit, you can attract more customers & improve your website’s performance which will help you to achieve your business goals.
Videos are a great way to connect with your audience. They’re fun to watch, easy to share & can really boost your sales. Millions of people watch videos every day & many of them make purchases after seeing a brand’s video.
So, if you want to grow your business, video marketing is a key element to consider.
Paid Search Questions
PPC means pay-per-click & can also be known as paid search. It’s when you pay to show ads in search engines.
When someone searches for a specific keyphrase your ad will appear at the top of the search result.
This can help you drive visibility & traffic.
Both Search Engine Marketing (SEM) & Search Engine Optimisation (SEO) are strategies to improve your website’s visibility on search engines but there is a difference.
SEO is optimising your site to rank in organic search results.
SEM includes both SEO practices & paid advertising.
Paid search is putting your business in front of the people who want what you’re selling. Your ad pops up instantly when they search for it, giving you a quick win and a fast track to short-term goals.
The best part? You can target your ad to your dream customer & track every click, every view & every sale. This means you can easily see what’s working & make changes with real-time data.
Pay-per-click (PPC) can be a great tool but always consider if it’s right for your goals. It can quickly drive visibility, traffic & help you to achieve short-term goals.
But it might not be right for everyone, especially if you have a small budget or a weak website.
SEO Questions
Search Engine Optimisation (SEO) is the process of making sure your site is visible to your target markets. When someone searches online, SEO helps your website appear higher in search engine results.
Why is it so important? Because it means more people can find your site & helps your site to be easy to use, trustworthy & reputable.
SEO is a long-term strategy, not a quick fix but when you do it right it can attract quality traffic without you having to pay for ads.
Search engines use special programs called “spiders” to crawl the web & find websites. These crawlers collect information from each website & follow links to find more websites.
The information is then stored in a big database called an “index.”
A complex algorithm then analyses this index, ranking websites based on various factors like relevance & quality. This ranking system decides which websites appear first in search results when you enter a search query.
SEO is typically a long-term strategy, but it’s worth the effort. While there’s no quick fix to the top of search results, consistent effort can yield amazing results.
Here are a few tips to get you started:
– Make sure you’ve got the keyphrases your customers are using within your site content.
– Make sure your site looks great on mobile & is super fast to load.
– Create awesome content that your customers find helpful & love to read.
On-page optimization refers to actions taken directly on your website pages to improve search engine rankings. Key elements impacting organic search performance include the quality & relevance of your content, effective use of page titles & meta descriptions, clear URL structures, fast page loading speeds.
Internal linking involves connecting pages within your own website. This practice guides both customers & search engines through your site. Internal links are crucial for SEO because they can distribute “link equity,” meaning authority from stronger pages on your site is shared with other pages, potentially boosting their rankings.
Technical SEO Questions
On-page SEO is the side of your website your customers see. It’s all about making your site look great & be easy for your customers to use.
Technical SEO is the behind-the-scenes of your website. It focuses on making sure search engines can quickly find & easily understand your website so it can show it on search results.
On-page & technical SEO is a winning combo that will make your site both customer & search-engine friendly.
A Uniform Resource Locator (URL) is the address for each page on your site. URLs hold value & their structure is important for your customers & for search engines.
Optimal format:
https://www.example.com/category-keyphrase/subcategory-keyphrase/primary-keyphrase
Here are a few quick tips to make sure you’re on track for a great customer experience:
- Use keywords & phrases from your content audit in your URLs. This will mean your site is more likely to be shown by search engines when your customers search the same keyphrases.
- Use hyphens, not underscores. Hyphens are easier for search engines to understand.
- Keep a logical hierarchy. Keeping a consistent URL structure that reflects your website’s hierarchy improves customer experience & search engine crawling.
- Keep them shorter than 2,083 characters
Core web vitals are Google’s way of measuring a website’s performance it includes 3 areas which are considered crucial for modern websites.
- Speed
How quickly does a page load? - Responsiveness
How quickly can a customer interact with a page? - Visual stability
Does the page layout stay consistent during page load?
Here’s a few quick tips to help with your core web vitals:
- Remove unnecessary code
- Keep image file sizes small, without losing quality
- Use a responsive design so your site looks great on all screen sizes
Marketing Advisory Questions
Marketing advisors dive deep into market trends & customer behaviours, using data-driven insights to shape effective marketing tactics that really work for your unique goals. They help you plan & execute campaigns, making sure everything is aligned with your brand & designed to deliver measurable results & strong ROI.
An advisory role is all about offering expert advice & support to help professionals & brands make smart decisions & reach their goals. An advisor acts as a trusted partner who takes time to really understand your business, analysing your internal workings, your goals & how everything connects. We’ll support you to create a data-driven strategy & help to plan, organise & execute your campaigns to deliver real results. But we also provide ongoing guidance, training, performance monitoring & fresh ideas to keep you adapting in the market.
The difference between a marketing advisor & marketing consultant comes down to their approach, focus & the type of support they provide. A marketing consultant is someone you bring in for a specific, short-term project. They’re focused on quick action, solving a particular problem & using their specialised knowledge to get results fast. A marketing advisor is a long-term partner. They look at your whole business, help you build a big-picture marketing strategy & guide you toward steady, sustainable growth. Advisors focus on building ongoing relationships, offering training & giving strategic advice that grows with your business over time. In short, consultants are for short-term fixes & advisors are for long-term success. Both are valuable, depending on what your business needs.
A marketing advisor’s duties centre on being a knowledgeable & supportive partner. We typically: Regularly attend meetings, supporting on marketing plans, activities, goals & reporting on wins. Analyse business, market & customer trends & identify new growth opportunities. Work closely with you to develop effective marketing strategies that fit your objectives & budget. Monitor performance & recommend improvements to make sure your marketing stays effective.
A marketing advisor helps your business grow by giving expert advice & fresh ideas to reach more customers. We create smart marketing strategies, improve your online presence & help you run successful campaigns. We track results, suggest improvements & keep you up to date with the latest trends. This supports you to make better business decisions & see real, sustainable growth.
When choosing an advisor, look for a marketing advisor who has strong experience in digital marketing, strategy & campaign management with a proven track record of delivering results. Balanced Impact is led by Scott McBay, who works on every single one of our clients. Scott has 25 years of hands-on digital marketing experience & has led high-performing marketing teams, delivering impressive revenue growth for a wide range of brands. Check out Scott’s team profile for more info. We create smart marketing strategies, improve your online presence & help you run successful campaigns. We track results, suggest improvements & keep you up to date with the latest trends. This supports you to make better business decisions & see real, sustainable growth.
When you work with a marketing advisor, you can expect clear, measurable results like increased brand awareness, more leads & boosted sales. We help you to reach your target audience, improve your online presence & run more effective marketing campaigns. You’ll get tailored strategies, stronger ROI & smarter use of your marketing budget. Plus, you’ll gain valuable insights, ongoing support, & the confidence to make decisions that drive real business growth.
Organic Search Questions
Organic search results are the unpaid listings on search engine pages. Being visible in organic search is vital because it connects your website with users actively searching for what you’re offering. This provides brand visibility & sustainable traffic at a significantly lower cost than paid advertising, while also building customer trust.
Improving organic search visibility means your website ranks higher & appears more frequently on search results pages.
This requires implementing comprehensive SEO best practices such as a solid technical foundation for your site, optimised page titles, meta descriptions, headings & images & consistently creating high-quality content supported by backlinks from reputable external websites. Combining these efforts signals to search engines that your site best meets the searchers needs.
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