Despite the hype for whatever shiny object comes next, I’ve found most organizations can create highly effective digital marketing by focusing on five key areas – what I like to call the Digital High Five.
I help clients understand these pieces and put them together to improve their digital strategy and drive better results.
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Core Skills
Client Specialties
Connecting the (digital) dots to help your business grow.
Analytics
Good data should be the foundation of any strong digital marketing strategy. I help clients set up, monitor, and analyze their website and social data to understand which channels and content are driving awareness, visits, and conversions.
- Google Analytics (My Certifications)
- Audits & Best Practices
- Goal Conversion & Behavior Tracking
- Cost & ROI Analysis
- Custom Segments & Reports
- GA4 Transitions
- Google Tag Manager
- Audits & Best Practices
- Goal Conversion & Behavior Tracking
- Multi-Channel Tracking
- Google Looker Studio
- Custom Reports & Dashboards
- Integrated Multi-Channel Reporting
- Monthly or Quarterly Insights & Recommendations
- Google Optimize
- Audits & Best Practices
- Experiment Design & Testing
Search Engine Optimization (SEO)
From keyword research to website content to technical optimization, there’s a lot that goes into getting found on Google. I help clients identify opportunities and implement best practices on their websites to improve organic search performance, including rankings, impressions, and clicks.
- Keyword Research & Planning
- Content Strategy & Execution
- Information Architecture
- On-Page Copywriting & Content Optimization
- Metadata Optimization
- Redirect Implementation
- Off-Page SEO, including Link Building
- Technical SEO, including Audits & Fixes
- Local SEO
- Video SEO
- Working knowledge of most website platforms with expertise in WordPress, Shopify, Squarespace
- Experience with SEO and website performance tools, including Google Search Console, Bing Webmaster Tools, SEM Rush, MOZ, Google PageSpeed Insights, GTmetrix, Hotjar, and more.
Paid Advertising
Planning, implementing, and optimizing paid campaigns across multiple channels can get complicated. But the basics are a great place to start. I help clients understand how to best use Paid Search, Display, Video, and Social to reach their audience and improve the efficiency and effectiveness of paid campaigns.
- Media Planning & Strategy
- Pay-per-Click (PPC) Campaign Setup & Management
- Google Ads: Paid Search, Display, Shopping, Video, Performance Max, Demand Gen, and Local (My Certifications)
- Meta Ads: Facebook, Instagram, Messenger, Marketplace
- LinkedIn Ads
- Twitter Ads
- Pinterest Ads
- TikTok Ads
- 3rd-Party Ad Platforms
- Google Merchant Center (GMC)
- Remarketing Lists & Audiences
- Custom Audience Creation
- Lookalike / Similar To Targeting
- Creative & Copy Development
- A/B Split Testing
- Ongoing Campaign Optimization
Social Media
Social media has an unparalleled ability to increase brand awareness, engagement, and two-way dialog with your audience. But it can come at a cost. Content creation, boosting posts, and responding to reviews and comments takes time. I help clients improve their ROI by implementing and training best practices for content creation, paid advertising, and analytics.
- Best Practices & Optimizations
- Content Themes & Calendar Planning
- Automation Tools & Processes
- Creative & Copy Development
- Customer Review Management
- Training & Support of Internal Staff
- Experience with all social media platforms, including Facebook, Instagram, Twitter, LinkedIn, YouTube, Pinterest, TikTok, Google Business Profiles, Nextdoor, Yelp, Snapchat, and niche communities for specific industries.
Email Marketing
As one of the most targeted and least expensive forms of digital marketing, email can help engage and remarket to current customers, lapsed customers, and shopping cart abandoners. I help clients grow, segment, and optimize their email campaigns to generate better results.
- Audience List Set Up, Growth & Management
- A/B Split Testing & Segmentation
- Email Creative & Copy Development
- Email Automation & Drip Campaigns
- Chat and Messenger Bot Campaigns
- Experience with multiple email service providers (ESPs), including MailChimp, Klaviyo, Constant Contact, and Campaign Monitor, as well as more sophisticated marketing automation (MA) and customer relationship management (CRM) platforms, including Hubspot, Marketo, and Salesforce
Nonprofits
Nonprofits can struggle to find enough budget and resources to successfully reach donors and volunteers. Fortunately, there are a variety of free digital marketing programs that can help, including Google for Nonprofits. I help clients apply for, set up, and manage the tools available to improve their digital communications.
- Google for Nonprofits
- Google Workspace (formerly G Suite)
- Google Ad Grants
- YouTube for Nonprofits
- Google Maps Credits
- Facebook Social Good
- Donations Account
- Page Optimization
- TechSoup
- GuideStar
Education
As the COVID-19 pandemic made obvious, helping students learn at home is no small task. As we all learned to cope with a new reality of at-home learning, I wanted to do my part to help provide the right resources and coaching to teachers, administrators, and parents. From 2020-2021, I spent a lot of time helping educational clients and schools implement Google for Education, including strategies like the Dynamic Learning Project and tools like Google Classroom, to help educators improve learning outcomes for their students.
As pandemic restrictions lifted, and the need for at-home education technology lessened, I let my Google for Education certifications expire in 2023. However, I remain passionate about the education space, and am happy to help support or consult on any potential Google for Education projects.
- Google for Education
- Google Classroom
- Dynamic Learning Project
- Google for Education: Certified Educator – Level 1 and 2