Connect with us

Digital Marketing

In this Interview, Jason Boyd Shares Valuable Insights into the Changing Landscape of the Digital Marketing World



jason boyd digital marketing

Jason Boyd is the Founder & Director of Evolve Digital, a firm that specializes in SEO & Digital marketing services. We recently interviewed Jason to know more about his company and to understand the latest trends in the Digital Marketing world.

Jason, Thank you for talking with us. Kindly describe your journey as an Entrepreneur so far.

I started in the digital marketing industry way back in 1998 when I had a landscaping business, and I wanted to learn how to advertise on the internet. Back then, search engine marketing was mainly based around AltaVista and also some of the online directories. So, I did that as an addition to my landscaping business.

Then in the mid-2000s, I transitioned into purely doing SEO work for myself and for other clients. I gave up my landscaping business and worked for a combination of agencies and on some private projects.

In 2010, I started my own search engine marketing business and had all my own clients at that point. Then in 2018, I rebranded that business to Evolve Digital Agency and expanded my range of services to include paid advertising and Facebook advertising.

Covid 19 has taught us that if you are not online, you are literally out of business. As a leading SEO & Digital Marketing agency, what has been your experience during this ongoing pandemic?

COVID-19 has taught me that there has been a clear shift in the attitudes of many businesses towards their online presence. Businesses that traditionally relied upon non-digital marketing services have realized that to survive, they now need to have an online presence. Most businesses cannot get by without an online presence these days.

Having said that, there’s no doubt that this pandemic has reduced the income of many businesses, and so these businesses are now very cautious about where they spend their money and who they spend their money with. They’re now looking for genuine companies that give a positive return on investment and are much more cautious at choosing which supplier to use.

What are some of the leading SEO trends one should watch out for?

One of the SEO trends that we should watch out for, is that Google and other search engines are heading down a path of offering very localized results. And, that’s not just in the Maps listing, that’s also in the organic listings. So, if you are a business that’s based in a particular suburb and your services are primarily in that suburb, this will be beneficial to you. If you’re a business that services a large range of suburbs or a whole city, or even a larger area, it can be a harder task to get traction in this larger range of suburbs.

Another trend is that Google is investing heavily in identifying the owner of a business or the author of the website content. They want to give results that have some authority to them, and so they are now looking at the person or the business who has written that content to make sure that that person is qualified to give the advice they’re giving. This is a positive step from Google and will mean that we have results that you can rely upon. It means for a business owner, it’s important to show your skills and your authority and tie that to the information or the website your own.

If for a particular keyword, your business is not appearing on the first page of the search result, chances are, no one is visiting your website. What are some of the factors that affect search engine results?

To get to the first page of Google, there’s two main areas of SEO that will help you. These are onsite and offsite.

Onsite is the work you do on your website, and that’s about ensuring your website follows Google’s best practice. This includes things like correct page titles and URLs, and ensuring your content is structured in a way that fits what Google is looking for.

Offsite is about having other websites mention your business and link to your business website. This is an ongoing thing and something that a good SEO company will specialize in.

In your view, which works better, Facebook Marketing or Search Marketing or a combination of both. In your opinion, are these marketing strategies underutilized?

The better option ofFacebook marketing or search engine marketing largely depends on the current position of your business. To simplify things, I believe Facebook is best used for branding and remarketing, not direct traffic. I believe that search engine marketing is best if you don’t have a lot of traffic and you need to get that traffic.

So, if you currently have a small amount of website traffic, then your best approach is search marketing. If you already have traffic, or once you get that traffic, then you can look at Facebook for increasing that traffic, or increasing your conversion rate.

What suggestions would you give to small businesses who do not have big marketing budget but want to spend something in their marketing campaigns? What should they focus on?

If your business does not have a big marketing budget, they should focus on small gains in Google’s organic, non-paid results. This is often highly relevant traffic that you don’t need to be constantly paying for.

As a business, you should establish what are your non-competitive search terms. These are things that people will type into Google to find your product or service. Once you’ve established what those are, and you find some that you are not competing against other large businesses, then target your website efforts towards those search terms. This will give you an initial traffic boost that you can then use to fund further marketing efforts.

As an expert in this field, what is the future of SEO?

The future of SEO is about providing the search engines with useful, well-presented content. This will always be a winning strategy. Once you have written the content or provided the content on your website, then it’s about proving that you’re an authority in your field. This is so the search engine will trust you and present your website at the top of the results instead of your competitors.

Carolin Petterson is a Business Lady/Content Marketer and contributor for number of high-class business and marketing websites.

Digital Marketing

Pro Tips for Paid Online Marketers to reach your target audience



online marketing tips

Digital is becoming an increasingly important channel for marketing and sales today. Consumers are using the internet to research and guide their purchase decisions, and to engage with brands and topics that they care about. Whether you are a start-up or a multi-million dollar business, you cannot afford to ignore digital marketing, especially as it has been one of the most resilient types of marketing channels in recent times, despite the global pandemic.

There are multiple options for organic and paid promotion on digital, and if one really wants to make the most of the medium, it makes sense to explore both these sides. While organic methods will usually need some time to start showing results, paid advertising is a great way to reach out to your relevant target audiences online and drive visits, conversions and sales in a short time span.

But not all paid marketing online will give the same results, and a large part of their success boils down to the right selection of target audience.

Why it is important to target right

The right message at the right time to the right audience – this dictum sums up the basics of pretty much any type of marketing, including digital. With the right targeting in place, you can ensure that you are engaging with only the people who really matter, and all other things being good, this one thing can greatly increase the chances of your campaign’s success.

This is important even when you are catering to a large and diverse audience group. Unlike most traditional ATL and BTL channels, where there is always a chance of spillage and therefore a need to cast a wider net just to be able to reach your target audience, digital marketing offers the opportunity to be very precise in your targeting.

In case you are wondering if it will really make that big a difference to your campaign metrics, consider the scenarios below.

  1. Marketing to the wrong audience can be an expensive mistake.

Suppose that you are doing a CPC campaign for a specific health package at many age groups can benefit from. You decide to use a creative tone and design that would likely appeal to a wide demographic audience that is looking for health packages in general. However, if you are not very clear in your audience targeting, it is possible to attract a lot of people who might be looking for something more general, and who might not be interested in what you are promoting, and who might quickly move on to your competitors. Even if we take an average CPC of $2.5, you would end up spending a significant amount on attracting visitors that aren’t quite keen to complete the purchase. Moreover, not just the target audience but the manner in which you are delivering your messages can define your overall expenses. In some cases, Text message marketing, for example, using channels like tatango, can be more economical and in some cases, email marketing channels can make more sense. All in all, you need to factor in the audience and also how you are going to deliver your messages in order to manage the overall cost.

  • Wrong targeting can compromise your Quality Score

Having the wrong targeting can also affect the quality score or relevance score that you can otherwise earn. Most large platforms such as Google and Facebook assign a quality score based on how relevant is your ad content to your target audience. One of the ways they measure this is by looking at the time spent on your landing pages. If there is a high bounce rate, it signals a low relevance between what your target audience wants, and what you have to offer. This bumps down your quality score, and you might need to spend more to reach the same audience, as compared to a competitor that has a better quality ranking.

So, how can you really get your targeting right?

There are many different ways you can go about this. Some marketers might want to approach this the way they approach traditional – that is, plastering the ads across all possible digital mediums, and ensuring that it is seen by all. This isn’t always the best approach, and also requires a huge investment. I would instead urge you all to focus on some basics, which are often forgotten, and how you can use these basics to get the most out of your paid campaigns.

  1. Target Audience Segmentation

If you appeal to a niche market, segmenting your audience is easy. However, if your market consists of a rather broad group of people across different demographics, it would be good to invest the time to get your segmentation right. You can have multiple audience segments based on certain common characteristics in each group. These characteristics could be anything from age, location, life stage, interests, intent, their socio economic class and so on.

You could always go with a generic campaign targeting all these different groups, or you could create different campaigns and landing pages for each subset of your audience. I recommend the latter approach, as this usually performs better as compared to a one-size fits-all approach. Google PPC campaigns allow you to segment by demographics and intent, whereas Facebook can allow you to be as granular as you wish to be.

  • Understanding Audience Motivation

So, once you have narrowed down your audience segmentation, the next step to consider is what it is that they really want, and why would they want to buy the product or service you are selling. This will help you to understand them better – from their preferences and latent motivations to their decision-making process, and allow you to choose the right channels and the right messaging. For example, if your target audience has a heavy presence on social media, consider campaigns on those platforms and using a hashtag generator to maximize your reach to them.

You could get your data from market and customer research, and base your targeting and communication on solid audience data. As a marketer or business owner, it is natural to have some gut instincts. And while we should always trust these, it would be good to back up your instincts with facts and data, to be on the safer side.

  • Exclude the groups that aren’t relevant

What is really great about marketing online is that not only can you get really precise about who you want to reach out to, you can be as precise for those you do not want to reach out to! If your audience group contains subsets that would not be the best fit for your campaign, you can easily choose to exclude those subsets from your overall targeting. This can come in handy in remarketing campaigns towards interested prospects, where you can exclude the people who have actually made a purchase. This will prevent wasted clicks, and will allow you to have a sharper focus on a specific group.

Getting your target audience right might not be a cakewalk, and would entail multiple rounds of trial and error, and can consume time and resources. However, when you do get this right, it will definitely reap rich rewards, with regards to campaign efficacy and performance.

Continue Reading

Digital Marketing

Social Media Strategies That Will Grow Your Business



Social Media Strategies

An online presence is something of a necessity nowadays. There is hardly a thing you can do without the Internet. Various forms of media have promoted business growth over the years and in the recent past, the digital arena has been at the core of business promotion and growth.

Marketing is at the heart of all business growth. Social media marketing (SMM) is a somewhat newer strategy but it is proving to be an effective marketing tool. If you haven’t jumped on the SMM wagon, you are missing out and it’s high time you joined the team.

How To Market On Social Media


Social media (SM) works by creating and sharing content. The quality of your content is will affect your audience. If your content is good, it will appeal to a wider audience.


It is important to research topics and ideas that you have and find creative ways to create them. This might require you to plan ahead of time. You can also choose to create your content in bulk (batching) and then schedule when you will share them.


When you share your content regularly, you can both create an audience and also retain it. Consistency creates room for engagement. You can have conversations with your audience and this creates room for growth.


People will easily associate with a brand when it has created a clear and consistent image and voice in their minds. Knowing your niche will help you target a specific audience and it also helps your targeted audience distinguish you from other brands.


Every business must have a way to analyse its business data. Many social media platforms have analytics as an option for businesses allowing them to see how they have performed. This is an important tool to discover weak points and strong points. You can make adjustments based on your discoveries.

Paid Advertising

Many social media platforms have paid advertising options. Investing in paid advertising is a great way to increase your reach and grow your audience.

Set SMM Goals


The first thing to consider when opting to market on social media is what platform to use. You can choose one or several depending on your ability to manage the platforms and your specific needs as a business. The type of content you aim to create is also a factor that will determine the platform used. There are 4 content types; audio, images, text and video. Choose an international media group to grow your business.


Having a niche means creating specific content for a specific audience. Social media allows businesses to interact with their audiences directly and this not only starts conversations, but it also creates loyalty. Customers love it when they feel like they have a personal connection with the one providing what they want or need.


Investing in ads is an easy way to create awareness of your brand on social media. It can generate a loyal fan base or following and also grow your audience.

Call To Action

Creating content should be both intentional and strategic. A call to action is adding a specific instruction to your content. When you add links to your website on social media, you can direct your audience to it by directing them to it. You can also create free content (freebie) which they can access through subscribing to an email list which provides a direct way to reaching them with other products. It is a great way to boost sales.

Benefits Of SMM

  • Promotes authenticity and originality
  • Even small businesses with low budgets can grow
  • Get to understand the market
  • Create a custom audience
  • Understand your customers’  patterns
  • Create brand awareness
  • Allows you to promote your products and services

Wrapping It Up

Social media is a great way to grow your business. It is a low-cost investment with low risks and numerous benefits. Implementing a social media strategy would be a  great way to increase your reach and sales.

Continue Reading

Digital Marketing

How large brands use SEO and Digital Marketing to reach their target audience



seo and digital marketing

Digital Marketing is becoming a must-do for all businesses today. Whether small, medium or large, there are very few businesses that are immune to the allure of digital marketing.

There is often a misconception that large and successful brands have it easy when it comes to marketing, given the reputation that they’ve already earned, and the huge marketing monies and resources at their disposal.

But here’s the real deal. Despite the obvious advantages that these brands might have, it is as much of an effort to stay on top, as much as it is to reach the top. And in the digital world, where young brands do not need huge budgets to have a presence, the competition can get even more intense, with many more players vying for the same space and the same audience on digital. Moreover, there is much information and misinformation about what works and what doesn’t.

However, there are some large players across the globe that are leading the way when it comes to doing Digital Marketing & SEO, and continue to lead both online and offline. Irrespective of the budgets they employ, these brands are focussing on doing simple things right, in a consistent manner. And while at it, they also adapt their communication and strategy as needed, to real-time market and customer dynamics.

I’d like to spotlight the top proven tactics that would be of value for small and medium businesses as well.

  1. Investing in User Experience

Creating a pleasant user experience (UX) online is an extremely important aspect of digital success, and for that matter, even marketing in general.

Successful brands understand that the quality of a visitor’s online experience can have a huge impact on whether they choose to interact or not with the brand. It is for this reason that they invest significant time and effort in creating a stellar experience for their online visitors, akin to their offline experience.

Right from the content and design to creating a smooth user journey, the focus is to design an experience around what the target audience needs and wants. While research can help in understanding what works best, it is important to keep in mind that your owned online assets should be optimized for both web and mobile, so as to ensure a seamless experience for the visitor.

A great UX can augment visitor interest, which can translate into leads and hopefully, revenue in the long run and it is worth investing time in getting this right.

  • Strategic Content Marketing

Content Marketing is becoming a highly ranked buzzword today and has evolved from a “good to have” to a “must-have” element in the digital marketing mix. Loosely defined, content marketing stands for creating relevant, engaging and valuable content, and distributing it on the right channels to attract, convert and retain your target audience. In other words, delivering the right content at the right time to the right person forms the crux of good content marketing.

It is interesting to note that while the broad digital tactics might be similar across competing brands, it is really content that helps a brand stand out amidst the information clutter in the online space.

Successful brands usually have a well-defined content strategy with clearly outlined goals and KPIs in place. If we were to look for commonalities among the content strategies of these brands, we would see that they employ different content formats that span text, audio, visual, video and more. Also, we would all agree that the brands we feel closest to bring us content that is entertaining, informative, evocative, inspirational and enriching or even all of these at once! These brands invest significant time and resources to create high-quality content for each step of the buyer journey, and beyond. There are some smart brands that not only create their own content but thrive on user-generated and curated content as well.

Whether you choose to create or curate, good content is deeply rooted in an accurate understanding of your target audience and what they really want.

  • Optimizing Social Media

Social Media platforms have become the place to hang out online, especially post the pandemic. Unlike the case a few years back, an increasing number of social media users are willing to engage with brands online. Social channels offer a dynamic, ever-evolving virtual space where people share about what is important to them, and connect with people, brands and causes that they care about.

Successful online brands use this as a wonderful opportunity to not only reach out and engage with their diverse audiences’ online, but also have interactions that drive preference, conversions and encourage repeat purchases. These brands also monitor their social metrics and correlate it with business performance metrics like ROI, leads and sales.

For success on social, it is also important to also identify the right platforms where your customers spend more time and build a strong presence with well-planned content, campaigns and real-time responsiveness.

  • Search Engine Optimization (SEO)

SEM or PPC usually makes it to most digital marketing plans, but SEO is where the real reward lies. Most purchase decisions today start with a simple online search, and organic search results command much higher credibility as compared to paid results. In fact, this behaviour is so deeply embedded, that it feels only natural to look online when we are considering making a purchase decision. This is an era dependent on search engines, and no brand, big or small, would want to miss out on the opportunities to connect with newer audiences online.

Given that Google, which is currently the most popular search engine, receives over 57,000 searches per second, SEO is something that nobody can take for granted. It isn’t enough for large brands to rest on their offline reputation, as if they do not hold their rank, they could be toppled over by newer entrants to the market. Yes, SEO can be an equalizer of sorts.

And so, successful online brands look at SEO as an investment to maintain their online turf. Not only is it a great way to strengthen the brand association with the category, but it is a great avenue for cost-effective lead generation as well. Most of these brands and businesses also optimize for local SEO, to ensure that they are discoverable by those in close vicinity, as most people search for products and services on their handheld devices when they are on the go. Social SEO is yet another tactic that can contribute to overall visibility and rankings.

  • Customer Behaviour Tracking & Data Analytics

Data mining and analytics has become a veritable buzzword today, and rightly so. Digital Marketing success today cannot be perceived without data analytics. The various analytics tools available today allow businesses to fairly predict customer behaviour and plan their campaigns accordingly. It is now easy to understand what drives prospective customers to you, what makes them stay or leave, how they feel about your brand and even whether your digital marketing efforts are working the way you had intended, among other things.

From Google Analytics for your website to independent social media analytics tools, there is a tool to measure almost anything on digital. And this makes it possible to observe and understand behaviours and patterns that we might have otherwise missed.

Successful brands have a habit of closely monitoring their data from their website as well as social media channels, mining actionable insights from it and swiftly responding as necessary, to always stay on top of their digital game. Correctly interpreting data requires a certain level of expertise, but when done correctly, it can empower businesses to make the best possible use of digital.

To sum up, well-executed Digital Marketing and SEO strategies can help your business reap rich dividends in the form of higher brand awareness and preference, and a positive impact on your bottom line. But there is one thing more important than the perfect digital marketing plan. Successful online brands go a step further and ensure that there is alignment and synergy between the online and offline interaction with their visitors. There is no point in offering a great virtual experience if you cannot back it up in the real world. And if you are aspiring for digital success, this is something you cannot ignore.

Continue Reading


Subscribe to our Free Newsletter

Get Business and Marketing Insights from Experts, only onTimes of Startups!

Your Information will never be shared with any third party