Web3's Marketing Debate Show is the ultimate digital marketing battleground where the biggest and juiciest debates of all time are settled once and for all.
Hosted by James Banks & Joseph Chesterton, Co-Founders and Co-CEOs of Web3, an Australian digital marketing agency that helps organisations become market leaders online.
Learn the latest battle-tested, practical and actionable tactics in the fields of web design, online marketing, PPC, SEO, content marketing, social media, conversion rate optimisation, analytics and digital strategy in a fun and unique debating panel format.
SEO Vs Social Media Marketing
SEO and social media are two strategies known for attracting new customers to your brand. But there is an ongoing debate outside of Web3 about which strategy should take up the majority of your time and effort. Both strategies work for different businesses and are extremely useful at generating a high return of investment (ROI).
In order to fully scope this question, this article will explore the pros and cons of SEO marketing and social media marketing, what makes them unique and which is better for your business.
Search Engine Optimisation Search engine optimisation entails optimising content for search engines to rank your website highly. Ranking high in search for certain keywords brings new and existing customers back onto your website and keeps your brand front of mind of your customer when online.
Benefits of SEO Most people look for businesses on search engines and predominantly turn to google. Think about your own habits. When you want to look for something in particular, do you go to your social accounts or head straight to search? It’s an inbound marketing strategy, meaning they come to you. SEO targets quality, organic traffic.
Organic traffic means you don't need to pay a cent. The only investment you will be making is to create valuable and persuasive content for your website that the algorithm will favour and that will keep your customers on your page.
SEO is a staple marketing strategy as it improves your online presence and moves you ahead of your competition within your industry. If fewer people are on your competitor's site, that means more people are going to be buying your products and services.
The fundamental difference for why people generally opt for one over the other is audience and intent. With SEO, you have the ability to know what your users are thinking, based on their search queries. These people are normally in a comparative mindset or are ready to buy.
Think about it… Will you remember a post from yesterday as you were scrolling through your newsfeed or will you recall the brand that showed up in search after you looked for help on a specific topic? SEO means you can attract leads that are searching for something that you offer.
Difficulties of SEO Content for SEO is designed to be research-based, as people are intentionally looking for a specific thing. These can include long-form texts, blogs, how-tos and other articles. SEO content is designed for topics that don’t necessarily trend and that will be common search queries in the long run. As the majority of SEO is organic, that means a large portion of your marketing efforts will be put into churning out keyword-rich content. After a while, you might begin to dream in keywords, as we do.
SEO is known to take some time being indexing and can be rather uncertain. Ranking well for specific search queries can take days to come into action, this leads to sometimes taking years for the algorithm to regard websites as authoritative and credible sources. This differs completely from social media, which can go viral in minutes.
Social Media Marketing The term social media marketing refers to social networks connecting with audiences and building your brand. It is a way for brands to engage with existing customers and reach new leads by showcasing their company's culture, values and skills.
Social Media’s limitations Social media can be difficult to measure. Although platforms have put in place some on-page analytics, this does not go into as much depth as platforms that analyse your website traffic. Because it is difficult to measure, this means it's hard to know which customers are coming from social media. These time-consuming networks need a lot of engagement while only seeing a small portion of ROI (return of investment). People on social media also might be less likely to act as they were just scroll
WordPress Vs Wix
Are you tossing up between Wix and WordPress for building your website? Whether you want a platform that’s easy to use, has exceptional support or has an inbuilt SEO tool, we’ll cover which is best for you for every aspect of your business and website journey.
Wix is a website builder. WordPress is a content management system. Although Wix and WordPress are different, they have a lot of similarities. It can be confusing to know which one to choose and, more importantly, why?
In a head-to-head comparison, we discuss the pros and cons of Wix vs. WordPress and the factors contributing to their successes.
Design & Ease of use Support Plugins, Add ons and Extras SEO Blogging Ecommerce Cost & Hosting Design & Ease of use Do you want to create a website that looks effortlessly professional?
Wix Wix is known to be the best platform for small businesses or people who are just starting. You don’t need any previous knowledge of HTML, plugins, or any of the daunting technical terms. This beginner-friendly software has features that can turn any idea into a professional and creative-looking website.
They offer over 500 free designer-made templates to effortlessly create a professional site. These are broken into categories of business to help you even more.
These categories are, for example, blogs, photography, portfolio, restaurants, etc. Their features include a simple drag and drop interface for flexibility of inclusions like buttons, tabs, pictures, paragraphs, and much more. It is so easy to use that you have the freedom to design whatever you want!
A new feature they’ve released is Wix ADI. It provides simple questions to answer that instantly generate a custom-made design for your business. Just like that!
WordPress WordPress has a block editor allowing you to easily edit your pages by adding different blocks for images, text, background, and other features. You have access to thousands of different themes and templates to launch your website and customise as you go.
WordPress looks to be the more professional software, but also the more daunting. However, this is not the case. You can preview your live website with one click, which lets you view what your customers will see. As well as Wix, they do offer drag and drop usability, although it's not as user-friendly. However, this hasn't impacted its ease of use in other aspects.
Despite popular belief, the ability to code in WordPress is not essential. WordPress, however, is incorporating features of HTML5 into the software, although these updates will not affect the ease of use.
Support Wix Wix provides constant customer support. Their help centre includes features including frequently asked questions, articles, how-tos, free video tutorials, over-the-phone support in a variety of languages, and email.
WordPress WordPress offers a variety of resources to help you and your business get the most out of WordPress. These include:
Community-based support forums FAQ Troubleshooting However, the support for WordPress is significantly lower than what Wix provides, which proves why Wix is more superior, particularly for beginners.
Plugins and extras What exactly are plugins and extensions? Plugins, or apps, are third-party extras you can use on your websites to add more features. These are particularly important for your customers and are a crucial part of building your website.
Wix With over 250 web apps, Wix allows you to build your website to integrate professional tools to sell your products and services online.
Some of their apps include:
Contact forms Image gallery Social media buttons Email marketing Comments Much more! WordPress WordPress offers tens of thousands of free plugins from their directory with even more in their premium plans. I will spare you the endless list. But, it’s safe to say that if
LinkedIn Vs Facebook Ads
LinkedIn and Facebook are two of the most popular social networking platforms globally. If this topic doesn’t scream ‘important’, then I don’t know what will.
Throughout this debate, we uncover several factors that will influence your decision when deciding between Facebook and LinkedIn for advertising. These factors to consider include:
Who is your target audience? How do they behave online? The different ways to target your audience Your previous business experiences Your budget
Both networks promote different functionalities and reach different audiences. Follow along to learn more about LinkedIn and Facebook advertising and which network you should use for your advertising strategy. These factors will help to decipher your best path to advertise your business directly to your audience, LinkedIn or Facebook. Let’s make this decision as easy as a step-by-step checklist for you.
LinkedIn Advertising Having an understanding of your audience can help to inform your advertising strategy. LinkedIn has a specific target audience of professionals and people in the workforce. Do you want to target business owners, B2B markets, industry leaders, or people who work in a specific industry or enterprise? Then LinkedIn might be the perfect advertising strategy for you.
Let’s see your options...
Ways to target your audience
Advertising on LinkedIn is not that highly targeted. However, it specifically targets the workplace and other professional information. You can refine your users based on:
Job title Current employer Industry Company size LinkedIn groups they’re apart of Education history Demographics
LinkedIn charges marginally more for CPC (cost per click) for each advertisement, averaging approximately five dollars per click. It may be more expensive than Facebook, but ultimately, it depends on who to target and what will receive better traction. It is not always about quantity or the number of leads, but rather the quality. Targeting a refined audience will help to translate leads with a higher conversion rate, potentially saving you money in the long run.
LinkedIn Ad formats
LinkedIn offers a range of display options for advertising. Although LinkedIn is a more professional network, these formats have not expanded past the traditional online displays. These ad types include:
Links Images Video PDF and carousel images Mail
Facebook Advertising Facebook has over 2.8 billion active users as of the end of 2020. It doesn’t necessarily mean it is the superior option, but the mass audience certainly helps. If you are an e-commerce business seeking to sell your product to specific consumers, Facebook is your way to go.
Ways to target your audience
Advertising on Facebook allows you to target your audience based on more factors. These include:
Online behaviour Demographics Geographic location Education and employment history Industry Buying history General interest Liked pages Their friends and peers
Facebook is a more affordable option in terms of cost-per-click. On average, Facebook receives approximately one dollar per click. It equals out to be quite worthwhile, considering the extent of advertising options Facebook offers. However, even though a lead from an email sign-up may in the future translate to a sale. Initially, you may be spending that money on clicks that are not converting because of the more broad reach.
Facebook Ad formats
Facebook has recently extended their ad display options to include more engaging, immersive, and fullscreen experiences that entice the audience. These ad types allow customers to subscribe directly through Facebook with ease. These include:
Link, image, video Slideshow Playables Instant Experience Collection Stories
Summary Both social network platforms allow
Facebook Remarketing Vs Google Display Network
Both Google and Facebook generate over 80% of their revenue from advertising, clearly because of their extensive reach. That’s why Facebook remarketing and Google Display Network comes in handy with generating personalised and targeted ads to users. These tools help to increase brand loyalty, awareness, and click-through-rate.
On one hand, Google is the world’s largest search engine. But on the other hand, Facebook is the largest social network. Both mediums are the perfect place to advertise, but for different reasons.
After marketing for a long time, at Web3 we know that it is never one size fits all.
Does this sound like something you want for your business? We discuss which advertising network is best for you and has the best ROI: Facebook remarketing or Google Display Network.
Within each network, we break down:
How it works How it can help Their display features Other factors to consider
Google Display Network Google display ads help to promote and advertise your business on Google web properties, including YouTube, Blogger, Gmail, and more. Google Display Network embeds ads into websites that use Google advertising. GDN can often be confused with Google Search Ads, which display the ads as text-based search results above the organic results. Overall, GDN is an opportunity to build brand awareness and increase the click-through-rate of your site.
When your website receives clicks, a portion of your money goes to the service. However, this percentage of money does not come without its pros. Google display ads offer an impressionable global reach. It also allows you to connect with users of over a million websites, such as news articles or blogs.
Google display network offers a variety of display formats. They include text, image, flash image ads, in-video ads, mobile web, and mobile games. They are all designed to capture the attention of potential customers. You are bound to find your desired target marketing through at least one of the available formats. Although, these aspects need to have approved specifications based on their display ad requirements.
How does Google Display Network work? GDN offers a variety of targeting options to ensure your advertisement is targeting your desired and relevant audiences.
I bet you’ve noticed certain ads appearing on the webpages you visit in your spare time and wonder, how did they know I’m interested in that? Well, Google notes its users’ previous site visits and clicks, using cookies to link your interests and demographic categories, showing you these highly targeted sites.
Facebook Remarketing Facebook remarketing includes displaying target ads to audiences who have not progressed on your website or have abandoned their cart. Cart abandonment has recently increased. It can be immensely frustrating pinning down why your audience is clicking through and bouncing around your site or adding items to their cart but not progressing. Facebook tracking pixels will identify these users and deliver them with highly targeted ads to lure them back into where they left off. Cool, right?
People spend more time on Google, yet Facebook receives higher pageviews. It is because it can target them more times. Frequency is key to most marketing strategies. Facebook remarketing is the perfect way to win back lost traffic, as it allows you to target specific demographics showing your ads up front and center.
Facebook Newest features
When it comes to ad creative, Facebook has gone above and beyond over the past couple of years. They introduced their ‘instant experience’ which showcases a product or service from the user’s screen. With the inclusion of a 360 video, mobile devices are now interactive and engaging. This new inclusion makes for a fun, sophisticated and professional experience for your customer to reconnect with your b
Google Tag Manager Vs. Direct Integration
Want to know the best ways to understand your target market to inform your digital marketing strategy?
There are two ways to extract data from your website to turn it into valuable insights about your users. These script tags come from Integrated Direct Marketing and Google Tag Manager.
What do you get when you seat a developer and a marketer in a room to debate marketing tags? Well, stay tuned to this marketing debate episode. It is going to be blazing.
We outline the best tool so you can understand your audience and increase your ROI.
Direct integration uses various ways and features to communicate with your target audience. It allows you to add these script tags directly to your website. This method has the scripts in specific locations on your website, for example, the header or footer. By doing this, your website will inherently load quicker due to the lack of an additional tag manager doing the work.
Developers tend to lean more towards the Integrated Direct Marketing approach. This method is free from configuring issues and slow load times. Implementing this method yourself is quick, easy, and has no unnecessary complexity.
“I can just code something to say, ‘If it needs to be done, do it.’ -That’s the beauty of integrated direct marketing” - Joseph.
Google Tag Manager Do you struggle with tracking your audiences scrolling, form and cart abandonment, video views, exit links, and more? Google Tag Manager can do that all in one place.
Google Tag Manager is a free Tag management system. This tool allows you to manage, store and update snippets of code on your website without modifying the code. It includes features such as conversion tracking, site analytics, and remarketing tags. These tags include Google Analytics, Adwords, Heatmap tracking, and Facebook Pixels. It eliminates the complexity of knowing how to code or programming language for web development.
For aspects of advertising and remarketing, Google Tag Manager is the perfect solution. It helps streamline the process for marketers without having to harass developers to do the integration. It is a win-win.
How to implement Google Tag manager
It may sound great to handle your tags without understanding a line of code. We found it appealing too. However, it is essential to understand the technical implications of tagging as certain elements can hinder the performance, load time, and page structure.
For example, using Facebook pixels is a great start, but you need to know what they are before chucking them in there.
Transcript James Banks:
Hello, everyone, and welcome to another episode of the Web3 Marketing Debate Show. I'm your host, James Banks.
And I'm your host, Joseph Chesterton.
Today we'll be debating all things Google Tag Manager versus direct integration of marketing tags on a website, which one is the best way for businesses to do? So for this one, I'll be taking the, you guessed it, Google Tag Manage
Google Search Console Vs. SEMrush
Are you tired of spending hours creating engaging content and doing everything right on paper, but still not seeing results? This Marketing Debate highlights some SEO secrets on how to bring a steady stream of organic traffic to your website. Choosing the right tool means getting accurate data and having a fool-proof plan. And obviously, a fool-proof plan will boost your business.
Search Console and SEMrush collect and report data differently from each other. Here’s what every digital marketer should know about managing and running SEO Campaigns.
Let us compare the two SEO tools for you.
What is Google Search Console Google Search Console is a free web service for webmasters that optimises visibility, indexing status, monitors, and troubleshoots for your website. Yes, you heard that right, it’s free - one of the largest digital turn-ons this year.
Google Search Console Features We all know that Google doesn’t share its SEO algorithm or give any hints to how you can improve it. After all, that will defeat its purpose. However, Google presents all the data and ideas to let you put the puzzle pieces together to form your analysis.
As well as highlighting the technical errors, it has all the necessary features that can improve your website, including:
- Search appearance
- Search traffic
- Technical status updates
- Data crawlability and more
The rule maker Google Search Console is, well, a part of Google, surprise surprise. It has laid out the framework, making the data 100% reliable. SEMrush has to play by Google's rules and has a minor lag in scraping the data.
Traditionally backlinks, both internally and externally, were a big part of SEO and still are. However, as Google sets the framework, they are now focussing on user experience.
New age SEO is about making your website the best it can be for the user. I mean, it is the whole reason for your business. With Google search console, the data you get comes directly from Google, not third party sources. It specifically reports on how you can optimise for that exact feature. Data from their reports can inform you how to improve the user experience of your website.
Google has three Core Web Vitals that outline what is essential to your website and its user experience. You can find these in the reports they provide, which are significant factors for ranking well in Google Search. These include:
- Loading performance (How fast does it appear on the screen?)
- Responsiveness (How fast does the page react to user input?)
- Visual stability (Are things moving around on the screen while it is loading?)
These are all aspects of mobile visibility issues, which are a significant part of SEO. It is integral to incorporate these elements into strategies for the future success of your rankings.
Key Takeaways Google Search Console is focused on the data and improving the user experience of your website. It ensures your website holds the most suited solution for your audience. Overall, we all have to abide by Google's rules.
Google search console, however, can be tricky to navigate initially. It can be destructive if not done well. But, will also do wonders when you get the hang of it. With its limited features, using Google Search Console alongside Google analytics can provide you with all the features you need to track your search engine ranking efforts.
What is SEMrush? Google often makes things completely obscure or hard to interpret on purpose to throw people off mastering their algorithms. It keeps it interesting! But this is where SEMrush comes into play. It specifically tries to fill in the blanks that Google doesn't.
SEMrush Features SEMrush has all the optimisation tools and features you need. It has hundreds of features that will all help you to optimise your website. Some of the stand out features include:
- Site audit tool
Very Informative and helpful web and marketing content!
Hey James great podcast. It's refreshing to see someone who really knows their stuff. Look forward to learning lots more from you.