In the 2018 race to the top of relevant search results, companies of every shape and size will be adding more to their online experience. Simply having a website and a few Google Ads isn’t going to be enough to conquer the world of online marketing. And, if you don’t follow a comprehensive approach to strengthen your digital marketing mix, you may fall behind your competition.
The 4 Must Haves
“Must Have” is a great phrase. It implies necessity. And, it’s exactly why the marketing must haves for this year should not get pushed aside for another year.
- Website Optimization for Mobile Devices
Last year, mobile and tablet devices accounted for more than half of internet usage worldwide. This comes as no surprise, because sales in mobile devices have been growing exponentially since the inception of the iPhone.
Optimization for mobile devices goes beyond responsive design. It tackles mobile issues, such as connectivity, distractions, and smaller screens. The best website designs will resemble mobile apps.
Rather than struggle to read broken text and awkward drop-down menus, 61% of visitors to sites without optimization will leave the page. That’s a lot of opportunity lost! But, if the site is optimized, 67% of consumers are more likely to use a service or buy a product.
- Content strategy
Late in 2015, Google released a major update to its search parameters that included: frequent site updates, relevant content, and links to and from other credible sites. This was meant to eliminate poorly performing search results that gave irrelevant and outdated content to their users.
Over the past two years, Google continued to change many of the parameters to fit the needs of its users. Now, search engine optimization feels like shifting sands beneath our feet. A strong content strategy can provide some solid ground.
Company websites need to become a resource for all consumers—past, present and potential. This means frequent updates with articles, blogs, and case studies. Companies also need to develop relationships with media outlets and provide frequent press releases. Over time, this strategy improves search results and user engagement.
Dwell time is another parameter for Google’s search rankings. A “sticky site” can have visitors reading great articles, but what they would really prefer is to watch a video instead.
Videos provide an entertaining way for visitors to get more content, faster. A company’s brand message can be conveyed within seconds! The key here is entertaining, because visitors have a short attention span and they won’t watch bad videos. Professionally produced videos give an air of credibility and class, as well as faster brand recall.
What makes an entertaining video? It has to be interesting, relevant and useful. Tell a story. Present a narrative. Quality graphics, animation, professional photography, scripts, and production can make most subjects entertaining, even one about logarithms.
- Email list
Email marketing is still the most cost-effective way to reach your target market. According to MarketingSherpa, over 60% of consumers are open to weekly promotional emails and 91% prefer email promotions to other forms of advertising.
It’s time to clean up your current email marketing list. It’s time to grow it throughout the year, adding the leads you receive via tradeshows, website inquiries, and sales leads. Don’t forget to include your weekly or monthly email newsletters in your content strategy.
Maybe in a Year or Two…
Augmented and virtual reality is being used more and more on mobile devices. Some of the biggest companies in the world, IKEA, Facebook and Apple, are using these advanced technologies to capture the attention of more consumers, which means they are making it more mainstream for other companies to follow. Maybe in a year or two, we’ll be talking about them as must haves, but for now, this is the year to really focus on some core, online best practices.
If you don’t know where to start with content strategy, shoot us an email and we can help.