When developing digital marketing strategies, each client may need a different set of research tools. We start with research. This ensures we have a clear understanding of goals and key performance indicators. Whether we’re launching a content, social, paid media, or SEO focused strategy, we need to understand objectives, establish your target audience, and said audience needs.
Below are some of our secret resources and tools that help us ensure our client's success.
GWI, or Global Web Index is a leading market research tool. When getting to know a new partner’s audience, we build custom audiences and review dashboards and queries. This enables us to see which platforms they’re using regularly, sentiments, and customer needs.
One big way in which, we also utilize this resource is by cross-reference the data presented with existing audiences on different platforms and even the partner’s CRM (Customer relationship management). Over time, we’re able to see how sentiments and habits change. For instance, we’ve been able to spot when an audience started pivoting their attention to a different platform.
Another example? We saw when folks began putting off purchases in a client’s sector due to the pandemic. We incorporate the research into the content and social strategies, as well as to support paid strategies.
The importance of understanding keywords and competitors is what sets a campaign/strategy/ and business apart from competitors. You could have the superior product, but if no one knows about it or doesn’t see it ranking on Google, well no one’s going to buy or care.
When we create keyword focuses, quarterly priorities, longtail targets, and competitive research, Ahrefs helps us prioritize. Plus, we’re able to track the competition’s performance on various keywords. Using this information, we can focus on the terms that make the biggest impact while keeping clients competitive.
HG Insights is a technographic audience builder. Not sure what that means? No worries: basically, it means we can develop custom audiences for our client's campaigns based on the software a company or individual is using.
For instance, if you want to target folks using Shopify for your e-commerce solution or are specifically looking for folks using an enterprise CRM platform, Promotonics + HGInsights= helps you build those audiences. We take that data and build customized campaigns, as well as iterating from the tool to drive results.
Ever been curious about what users are doing on your website? Us too (it's kind of what we wanna know). Our design team uses HotJar to heatmap user performance and glean insights around tweaks we can make to improve UX/UI and conversions. Using a combination of heatmaps and live recordings, we provide actionable recommendations and support our partners in implementing solutions to drive results.
This tool is used both in initial audits around website performance as well as assistance in landing page insights and overall web content performance. Our in house methods vary per client needs, as do our methods, and secret resources & techniques
Andrew Goldstein
Brand Strategist & Content Writer