Digital Marketing Strategies for the Busy “Web Master” by Sarah Parmenter

  • Move to HTTPS.
  • Make your website mobile ready.

Facebook

Facebook Pixel should be on your website, says Sarah. It collects data about your customers. (Needless to say, I disagree with this suggestion. Stand up for your customers’ dignity.)

Google

With Ad Words, measure success by conversions rather than impressions. You might get thousands of eyeballs looking at a form, but only a handful filling it out. You need to know that second number to understand how much you’re really paying per customer.

Instagram

700 million active users (double Twitter, and three times WhatsApp and Facebook Messenger). A lot of people are complaining about the changed algorithm. Social networks change their algorithms to deal with the “problems of success.” Instagram needs to help people with the discoverability of posts, says Sarah (again, I strongly disagree — it disempowers the user; I find Instagram’s we-know-best algorithm to be insultingly patronising).

Case study

We need to have a “Design once. Use Everywhere.” mindset. Others we’ll go crazy. Away is doing this well. They sell a suitcase with built-in USB chargers.

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Jeremy Keith

Jeremy Keith

A web developer and author living and working in Brighton, England. Everything I post on Medium is a copy — the originals are on my own website, adactio.com