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Denver Digital Marketing: The Benefits of Paid Advertising

May 2, 2018

There are many different ways to market your business online for free. For example, you can post on social media or improve your SEO so you can rank higher in search results. Because there are a number of unpaid options, marketers often assume that paid advertising is not necessary. However, this is not the case. Paid advertising plays an important role in your Denver digital marketing strategy.

What is paid advertising? Type in any keyword into Google and take a close look at the search results that appear. Some of these results are on the first page because Google believes they are valuable sources and relevant to your query. If you look a little closer, you should also see the word “Ad” in a square box next to some of these links. If a result has this symbol, it means that it is a paid advertisement. Why should this be a part of your strategy? Here are some of its many benefits:

Tracking Results

It can be incredibly difficult for marketers to track the results of a television commercial or print ad. How do you know exactly how many people saw the advertisement? How many of these people ended up buying your product or services? These questions may never be answered with traditional forms of advertising. Fortunately, marketers don’t have trouble tracking paid advertising campaigns because of the many analytic tools that are available. Tracking metrics such as reach, clicks, and conversions can help marketers determine which keywords and ads were the most successful so they can adjust their future campaigns accordingly.

Immediate Traffic

It can take months to plan and implement an effective SEO strategy to get your website on the first page of search results. However, launching a paid advertising campaign to land on the first page of results can be completed within a matter of minutes. This means you should immediately notice an increase in traffic since your ad will be placed right in front of the users that you are targeting.

Getting immediate traffic is beneficial to all businesses. However, it is especially useful when you are trying to increase awareness of an event that is quickly approaching, create buzz for a product launch, or establish your business in a new market.


In order to maximize every dollar in your advertising budget, it’s important to target the right audience. One of the main benefits of paid advertising is being able to target a narrowly defined audience with your ads. Using paid advertising, marketers can target people who are using a search engine to search for specific keywords.

For example, if you are a dog grooming business in Denver, then you can use Google Adwords to target people who are searching for “dog grooming Denver” or “Denver dog groomers.” People who are searching for this term are obviously very interested in finding a dog groomer, so your ad will be highly relevant to them. Therefore, paid advertising allows you to target people who have shown an interest in the products or services that you offer, and are likely to become customers.


Marketers have the option of running A/B tests on their campaigns. A/B testing, or split testing, involves running two different ads at the same time to determine which performs better. Marketers may be interested in testing two different target keywords, headlines, calls to action, or landing pages. For example, the previously mentioned dog grooming business could launch one ad with a headline that read “Luxurious Dog Grooming Services” and another that read “Fast and Convenient Dog Grooming Services.”

After launching both campaigns, marketers can closely monitor the results to determine which is performing better. This information can be used to make more efficient marketing decisions in the future. Using the same example, the dog grooming business would be able to determine whether their customers were more interested in luxurious services or convenience when choosing a dog groomer. Read a beginner’s guide to A/B testing: better pay-per-click ads.

Works With Any Budgets

Do you have a small marketing budget? It’s hard to use traditional marketing methods if you don’t have thousands of dollars to spend, but businesses can set their own budgets with paid advertising. When setting up a campaign, you get to choose how much you want to spend. Of course, businesses will probably see better results with bigger budgets, but they can still benefit from a small campaign.


You will have complete control over your paid advertising campaign, which is another advantage that this marketing method has over traditional forms of advertising. If you launch a paid advertising campaign, you will have the power to increase or decrease the budget, stop the campaign, or adjust the targeting at any time. You will also be responsible for typing in the exact copy that you want to use for your ad, and linking to the appropriate landing page. There is no other form of advertising that allows marketers to maintain this level of control over their campaigns.


Google Adwords gives marketers the power to solely target users that have already visited their websites before. Why is this beneficial? Let’s say you own an online clothing store and have noticed that many customers visit your website, click on multiple items in your online store, and then leave without making a purchase. Using Google Adwords, you can send a customized ad to these customers that invites them to come back to your site to complete a transaction. If these customers are still contemplating whether or not they should buy something from your website, seeing this ad may be enough to convince them to follow through with the purchase.

Now that you know the benefits, it’s time to find the team that can help you implement a paid advertising strategy. At Denver Website Designs, our team has helped companies of all sizes grow their business using effective paid advertising strategies. Learn more about our process and how we can help your business grow with a comprehensive digital marketing plan!

Denver Digital Marketing Strategy: What is Drip Marketing?

March 9, 2018

Businesses of all sizes need to incorporate various marketing tactics into their Denver digital marketing strategy to see the best results. One marketing tactic that every business should consider including is drip marketing. This tactic may not be as well known as pay-per-click ads or social media advertising, but it can be just as, if not more, effective. Here’s everything that you need to know about drip marketing campaigns:

What is Drip Marketing?

A drip marketing campaign involves sending out a series of pre-written messages, usually through automated email, to leads that are at various points in the sales cycle. It is called a drip campaign because information “drips” slowly to the lead via multiple emails. The type of email that the lead receives will depend on either what action the lead has taken or the amount of time that has passed since the last email.
For example, let’s say the first email in a drip campaign is sent out to all of a business’s leads with a link to a white paper that provides a general overview of the business’s products. Anyone who opens this email may trigger the next email in the drip campaign, which advertises the business’s downloadable e-book. Anyone who does not open the first email within five days will receive a follow-up email inviting them to watch a video instead of reading a white paper. This pattern of sending emails based on prior actions or time intervals can go on for as long as the business would like.

Benefits of Drip Campaigns

There are a number of reasons why drip campaigns are so popular among marketers. First, a drip campaign allows a business to nurture leads without using their sales staff. As long as the campaign is set up correctly, the leads will automatically be gently nudged through the sales funnel until they are ready to make a purchase, which is when the sales team can step in. Since they don’t need to get involved until the later stages of the sales funnel, using a drip campaign will not waste a business’s valuable resources. What is drip marketing and is it effective?
A drip campaign also saves marketing resources because everything is automated. Marketers will not have to remember when to send the emails out and who to send them to—everything will be set-up in the system in advance. Marketers can create all of the emails that will be used in the campaign at once, enter them into the system, and set their triggers. Then, their job is done and they can move onto the next marketing initiative.
A drip campaign also provides a lead with timely information. Every email that is sent to a lead is triggered by the lead’s action or inaction. Therefore, each email can be tailored to fit the needs of leads that are at various points in the sales cycle. For example, a lead who has not opened any of the emails will need to see something in the headline that convinces him to take action. A lead that has opened an email and downloaded an e-book about your products may now be interested in seeing a demo of the products. Therefore, the message to these leads can be tailored to offer them a free product demo. By providing this information right when the leads need it, businesses can continue to nurture their leads until they convert to customers.
Even if you aren’t able to convert every lead into a customer, a drip marketing campaign can still increase brand recall. You will be touching base with each lead multiple times throughout the campaign, which means they will see your business’s name pop up in their inbox several times. As a result, these leads may think of your business the next time they are in need of your products or services.    

Types of Drip Campaigns

Now that you know what a drip campaign is and the benefits of launching one, it’s time to take a look at some of the most common types of drip campaigns. The most basic kind of drip campaign is a top-of-the-mind drip campaign, which is designed to keep reminding leads about your business as they move through the sales funnel. The emails in these campaigns do not dive into as much detail about products or services as those in an educational drip campaign, which is designed to inform prospects about products as they prepare to make a purchase decision.
Another type is the re-engagement campaign, which targets leads that have started to lose interest in your business. Many businesses try to win these cold leads back with a re-engagement campaign that offers discounts, free trials, or other perks.
Most drip campaigns are targeted at people who have shown some level of interest in the company or its products. But, a competitive drip campaign is one that is targeted at the competitor’s customers. The goal of this type of drip campaign is to convince some of the competitor’s customers to do business with your company instead. The campaign can either attempt to inform leads of the benefits of working with your company or offer them a deal they can’t refuse.
Finally, there are promotional drip campaigns. These campaigns are launched whenever a business is running some type of special discount or deal that they think will attract new customers. For example, a business could offer new customers a 20% discount on services if they convert within two days of receiving the email. The follow-up emails could urge the lead to take action before time runs out so they don’t miss out on this special discount.
For more tips on how to improve your digital marketing strategy using drip marketing campaigns, get in touch with our team of experts. At Denver Website Designs, our team has helped companies of all sizes grow their business by tweaking their digital marketing tactics. Learn more about our process and how we can help your business grow with a comprehensive digital marketing plan!
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