If your company has been using only traditional marketing methods to generate new business, you need to read this!
2017 is the year of change and improvements. Marketing strategies have grown beyond word of mouth and Facebook posts. Let us show you how your business can reach new heights using digital marketing strategies.
Why Digital Marketing?
- First and foremost, digital marketing is a tremendously cheaper marketing method than the traditional offline methods – just think about those print runs, radio campaigns and television ads that you couldn’t afford 15 years ago! Digital marketing is much more accessible, even for those with small marketing budgets.
- It’s a great way to increase your online market share
- **According to Hubspot By 2016, more than 50% of money spent in the US will be influenced by online marketing campaigns. ** How long before we can say the same thing here in the UK?
What is a digital strategy?
Having a digital strategy is, in essence, a plan. It allocates time and money to all the relevant platforms and helps you to gain insight into statistical data which will help you to reach your goals. Market your business using multiple platforms like Social media, Search Engine Optimisation (SEO), Email Marketing, SEO PR, and so much more.
How to begin building a digital strategy
- The first thing you need to do is be clear on your aims and objectives.
- Analyse how your company performed in the previous year.
- Research your target audience and preferred digital media channels
- Create your content
- Allocate paid advertising budgets
- Create a timeline
- Evaluate and improve your strategy
Why you NEED to set aside a budget for an SEO and digital marketing company to help you
- By now, you must understand the importance of digital marketing. One thing that will help you reach that increased ROI is a thorough and well thought out digital marketing strategy.
- It can be a daunting task to do yourself
- You’ll save money in the long run
- Work alongside a professional to gain a fresh perspective
- Utilise their resources and evaluation techniques
It’s no secret that people in general are spending more and more time on their mobile devices. This means that a large percentage of the time, people will view your online content on a mobile device, usually as they multitask in one way or another. Frequently, they will browse the internet and social media apps as they walk, commute, or even as they watch TV or a film.
Research suggests that throughout the world, on average 42% of content is consumed on a mobile device, with this number exceeding 50% in the UK. Another telling statistic is that of the 5.6 hours we spend on the internet each day, 3 hours are usually spent on mobile devices. With this in mind, it’s essential to ensure that your content is suitable for mobile viewing.
It goes without saying that your website must be mobile friendly, but when you are creating new content for web pages or your blog, you should also take into account that we don’t consume content on a mobile device in the same way that we would on a desktop. As we will often multitask as we read content online, our attention span is often much shorter as we are forced to alternate between our surroundings and the smartphone screen.
The big question is, how do we go about creating content that engages today’s on the go, multi-tasking consumers?
These 5 tips will help you to create a mobile-first content strategy:
Use short and hard hitting headlines
Your content is worthless if people don’t click through to it in the first place. Use short headlines that sum up what your content is about and can be read without the user having to swipe or scroll on their screen.
Keep your content short
When creating content for mobile, it should be short and get to the point quickly. Whilst it’s always important to get to the point, this is especially important on mobile devices. If you think about your usual experience of using a smartphone, a reasonable amount of your time will be spent browsing to use up time in between other activities. Given that there is so much information available on a smartphone, not to mention messaging apps, calls and other notifications, there are plenty of distractions. Your content needs to draw the reader in straight away, and make its point before the reader loses interest. Use short, snappy sentences and don’t use unnecessary words.
Break your content up into chunks
As well as the written words, the appearance of your online content is also vital. As the average human’s attention span is quite limited, presenting a phone screen full of heavy blocks of content is enough to put off most readers. Always break your content into bitesize chunks that are easy to take in:
- Use short, subtitled sections
- Use bullet points to go into detail
- Lots of visuals are essential to break up text
Words are important, but imagery is often more powerful. Our brains can take in information from images and graphics much faster than words, so use them to strengthen the points you are making. Videos can also be powerful, but they should be kept to a short length.
With the sheer number of people that are using mobile devices every day, all websites should be optimised for mobile use. If people have to navigate standard web pages on a limited sized screen, the chances are that they will click off very quickly.
Mobile optimisation goes further than just your content though. It’s important to include links in your content to offer more value to the reader. However, it’s essential to think about where links will lead to – make sure the destination page is also mobile friendly.
Any links or icons should also be easily clickable for touchscreen users without the need to zoom in.
Analyse and learn from your successes and mistakes
Use analytics reports to research your mobile audience. Focus on learning more about what your mobile audience are looking for, not only on your site, but the internet in general. The more you understand about your audience, the more effectively you will be able to meet their needs.
If you need assistance in making sure your website is fully mobile friendly, or would like to learn more about creating mobile friendly content strategies, you can call SEO it Right on 0121 308 0219 and our team will be glad to help you.
The way we develop and implement marketing strategies is rapidly changing; marketers and brands alike are all aware of the impending domination of digital driving us to take to social media, online advertising and a more mobile-centric approach to consumer engagement. With online companies such as Google and Facebook massively shaping the way businesses communicate and promote their products and services, we’re all feeling the pressure to stay up to date with the latest marketing trends and stay afloat amongst the flood of online competition.
But, ensuring that you’re meeting the needs of your digital market doesn’t have to cost the world or take an army of marketers to achieve. By making a few changes to your marketing campaign, looking to the predicted trends for the online market, you’ll be able to benefit from increased online presence, brand awareness and traffic to your website. Here are some of the ways marketing will change this year and what we expect brands to be doing to fully engage online:
How you can adapt to the latest online marketing trends
What’s new for SEO?
According to Search Engine Land, 70-80% of users ignore paid ads in the search engine results pages (SERPS), and only focus on the organic result. This means that building your organic visibility by focusing on properly optimising your brand’s content should be a key priority – here’s what you can do:
Mobile is a must: It’s predicted that mobile-optimisation will become more important than desktop optimisation. Ensuring that your website is responsive to mobile and tablet devices, will therefore be a strong factor influencing your online visibility and rankings in the SERPS. User experience for mobile users is a must; statistics show that 57% of mobile users will abandon your website if it takes more than 3 seconds to load on their device.
Additionally, the future is seemingly geared towards the mobile app; apps are becoming increasingly popular with the rise of wearable technology and the ease of usage. As it’s already been reported that users spend 90% of mobile usage on apps, Google will be indexing apps in a much similar way to how it indexes traditional websites. How can you cater for this growing market?
Social media gains more power: It looks like your social media content will become as or even more valuable than content from your independent website pages. Social content is becoming more readily indexed, which means that your communications must be consistent, relevant and targeted across the social sites your target audience interact with. Last year:
- Instagram is now bigger than Twitter
- Snapchat is growing at a rate of 56% each year
- Tumblr signs up an average of 120,000 users a day
If your marketing strategy isn’t geared towards providing a comprehensive social experience of your brand, you’ll be missing out to competitors.
Social is a discovery engine
Facebook has already overtaken Google for news traffic and will look to officially release its ‘Instant Articles’ feature this year. This will give users the opportunity to view brands’ content – articles and blogs – without having to leave the platform. Combined with the introduction of the ‘Buy’ button for Facebook as well as Twitter, marketers must look to take advantage of the increasing power of social media sites early on.
The video boom
Google is experimenting with in-SERP video advertising, in a bid to compete with Facebook and Bing who have started to offer video options for advertisers. Video will become an extremely important marketing device this year and beyond; in fact, it’s predicted that video will account for 69% of consumer internet traffic by 2017. Did you know that currently 400 hours of video are uploaded to YouTube every minute? Make sure you benefit this year by tapping into the video boom.
Get into graphics: Along with the increasing visual appeal of online communications through video, shareable graphics will take preference for consumers digesting content. The trend for websites is becoming decidedly minimalistic, with clean, clear and easy to read written content. To grab your audience’s attention, you’ll need to develop or share more images to match the content created, which clearly relates to your brand and your brand message.
How will content marketing be affected?
HubSpot found that in 2015, companies who blog received 97% more links to their website and B2B marketers that use blogs received 67% more leads than those who didn’t.
Blogs have been rated as the 5th most trusted source for accurate online information, so it’s no surprise that for the online future, creating quality blog content built around the consumer will be the priority. This needs to be strategically integrated with all the other marketing channels. As well as sharing blog content through social media, you’ll need to integrate it into email communications, influencer relations, media relations, content sponsorships and social advertising.
Engaging content matters: A central focus for online marketing will be on providing engaging, helpful content. Header and pop-up advertisements will begin to decline on web pages, particularly on mobile devices. This means that the content you provide on a page needs to be of a high quality to engage audiences’ interest and secure further interaction with your brand. The emphasis will be on creating an engaging headline that stirs curiosity and content that entices action. From there, you could include links within the content to a more ad-heavy page. By delivering quality content, you’ll ensure that your audience will click through and that responses to advertisements will be willingly made.
To find out more about creating an engaging online marketing campaign or for help with building your marketing strategy, please email us at firstname.lastname@example.org or call 0121 308 0219 to speak to a member of our team.
There is no doubting that creating content is an essential part of fighting your way up the Google search results pages. However, content alone isn’t enough to jump up the rankings. There is truth in saying that SEO is part of the answer to helping your content move up in SERPs, however, if used properly, SEO techniques shouldn’t affect the actual content of your website or blog.
A few years ago, it was easier to move up in search rankings by stuffing content with relevant keywords. Even if the content didn’t actually provide a good user experience, or sometimes, it may not have been very relevant to the actual search query, it could be found above higher quality, relevant content due to an abundance of keywords. However, as Google is constantly refining its search algorithms, it’s now much harder to fool the system with artificial techniques.
Google is now much more context sensitive – this means that content is useless on its own if it doesn’t provide a valuable user experience. Google is focused on providing a good user experience, so content must be relevant and well written to provide value. Without providing content that your audience are interested in and want to read, they won’t have a reason to find your content and engage with you. As a result, your digital marketing will suffer and your content won’t rank well in SERPs. Keywords will always be important, but only in the right context.
Introducing context marketing
Essentially, context marketing is about knowing your audience well enough to create content that is reliable and valuable to them. For example, what knowledge do your audience need? Which products and services will be of the most use to them? Rather than a hard sell, adding context helps your content marketing efforts to feel helpful; as a result, your audience are more likely to build trust in you and engage. The more your audience are willing to engage, the more you know about them and the more valuable your marketing content can be.
Getting to know your audience
To use content marketing successfully, it’s important that you know as much about your audience as possible and this means getting know them as individuals.
One of the simplest and best ways to learn more about your audience is through social media. As with website or blog content, social media messages must have context. Simply broadcasting a message is not only ineffective, but it can also be damaging; modern consumers aren’t interested in blatant, pushy sells, they want to form a relationship with brands and a sense of trust.
The biggest benefit of social media is that it allows your audience to contact you easily and confidently, so by posting engaging content, you can learn a lot about your audience when they choose to engage with your content. The more you learn, the more context you can add to your social media content, helping you present your brand as the solution to your audience’s problem. As well as broadcasting interesting and useful information, you can aim to give hope, inspiration or even humour, creating awareness of your brand in a very positive way.
By engaging with your audience on social media, you can then use what you have learned to provide context in all of your marketing media, including blog and website content. This helps you create a reputation as a credible, knowledgeable and authoritative source that your audience will want to continually buy from or use your services.
At SEO it Right, contextual content has always been our approach. As a marketer, Google’s shift towards context makes my job much more enjoyable. When I create content, rather than writing for a search engine, I write for an audience and rather than obsessing over keywords, I think about creating content that provides value to a specific audience. By combining context with content, marketers have the opportunity to be much more creative and to build relationships with people, not fight for rankings.
If you would like to learn more about how you can use context in your content and social media marketing campaigns, you can call the SEO it Right team on 0121 308 0219.