A Closer Look at Where to Focus Your Digital Marketing Strategy in the New Year
If you have made the decision to research, invest, and execute a Digital Marketing Strategy this year you’re not alone. According to a ‘Managing Digital Marketing’ study by Smart Insights, 46% of businesses don’t have a defined digital marketing strategy. Digital Marketing is still on an upward trend and it’s here to stay. Between content marketing, social media, SEO and the rise of mobile device usage you may be wondering where to start, as well as where to put those marketing dollars to best use.
Here, we will take a look at what are the best avenues to integrate into your digital marketing strategy.
Content Marketing always makes the list, and is usually in the top 3 for a reason. People are looking for valuable, relevant, and consistent content. With the right type of content in place you stand to gain a targeted audience. Within that targeted audience you are more likely to drive profitable customer action. Most questions about a product or a service start with a search engine where the customer consumes all relevant data as it relates to their search. Creating effective content points those searches toward your business, products, or services. So, content marketing continues to be a mainstay in any digital marketing strategy this year.
Remember how I just said that most questions about a product or service start with a search engine? Well, 48% of those searches are on a mobile device. Another hallmark of this trend was the announcement made by Google that they will begin indexing a website’s content not only by desktop usage content, but also by mobile usage content. They are doing this to provide a better user experience for the 48% of people (and growing) that start their search from their mobile phone. This means you should invest in a website and content that is mobile friendly.
When Chipotle first came out on the scene with the fast-casual concept of customizing a burrito it was like the best thing since sliced bread. Since then we have been living in a highly customizable world, from custom Nikes to personalized cutting boards (yes, cutting boards). The online consumer experience is no different. There is this great opportunity for businesses to engage in a one-to-one marketing scenario, whether it be through social media or e-mail marketing pieces. Consumers are looking for how you can tailor your products, services, and offerings to fit their unique and individual needs.
Search Engine Optimization
Or SEO as the cool kids call it, also known as organic search results. Whether you’re a local business or a multi-site enterprise you need SEO. If Google can’t find you, very few people will since most people start their search in Google. And if your desired audience isn’t finding you in their search results, the unfortunate truth is that they are likely finding your competitors. SEO helps you be found in organic searches, resulting in more phone calls and traffic, which leads to increased revenue. If your business goal for the new year was to drive more traffic to increase revenue then you definitely need to allocate some of those precious marketing dollars to SEO efforts.
The Bottom Line
There are still many other notable trends to watch like Live Video, Influence Marketing, and IoT (Internet of Things), but we can talk more on that soon. This list comprises the actions you can take today to increase your bottom line tomorrow.