As we come closer to a new year I would like to take this opportunity to offer some key pointers on ensuring your integrated online marketing strategy is in line with the most current marketing tactics to date.
Ensure your website is compatible with the current technologies out there
It is no secret that the internet and marketing practices are continually changing. 2018 has brought many changes to our table and now is the perfect time to ensure your company adapts to these changes and benefits from the new marketing opportunities offered by them.
In 2018 Google Q3 Google officially kicked off its mobile-first initiative basing your core organic rankings on how well your website performs across mobile platforms. Many websites which previously neglected compatibility with mobile devices are now seeing decreased organic rankings which may indeed be affecting the bottom line. You can find out if your website is affected by these algorithm changes by logging into Google Search Console and viewing the mobile statistics offered by Google.
Make sure to check your messages as in many cases Google has sent you a courtesy message helping you understand exactly where your website needs improvement. Another great resource is GTMetrics or Google Page Speed test. Both of these tools will analyze your websites speed performance to ensure users on mobile devices are not left hanging while your pictures load.
As speech recognition becomes more popular by users using their phones and other devices to accomplish searches optimizing for speech recognition is becoming more important than ever.
The best way to target rankings for speech recognition algorithm is to understand what people are looking for and ensure your content is written in a manner which directly relates to the need with direct, quick, easy to access solutions to their questions.
Google offers a helping hand in this process by offering related terms directly in the search results giving advice on what other people are searching for who is also interested in the chosen topic. Don’t be afraid to review these questions and offer direct responses to related queries.
By doing this you may also find yourself in a featured position within Google hosting your answer to the commonly asked question directly within the results
The internet is a powerful tool which offers more control to the end users when determining who they want to work with on solving their problems. This makes social networking and community interaction more important than ever. Whenever an important topic which directly relates to your targeted audience make sure to get into the conversation.
Hot Tip: social responsibility is an important conversation which tends to render well when purchasing decisions are needed.
When people think of video one of the biggest obstacles most frequently preventing businesses from engaging is the misperception that video has to be expensive. Although video can be costly production there are many very affordable alternatives to video production (even free in some cases) which can go a long way in your marketing. Informational videos or How-to can be outsourced for professional development for as little as $50 including animation and voice-overs.
Did you know that people who watch a video are far more likely to make a purchase? Other affordable video marketing strategies include screen sharing, how-to videos, and interviews with key personalities.
Ensure your Branded Search Represent Your Business
Google tends to offer a lot of services to businesses when a branded search is performed. Make sure to conduct a quick search for your business and make sure that your information displayed is correct, all of your social networks are listed, reviews are favorable and your best foot is put forward for people who are interested in getting to know you and your business better.
Connect with Your Audience on related sites
Understanding your targeted audience is key to any successful marketing strategy. Take a minute out and discuss who your targeted audience is and where they might be visiting to stay up to date in the latest industry updates or what other related topics they are likely to be researching/engaging with online.
Once this is defined make sure to take advantage of Google’s display network and provide on-target messaging across these networks
Connect your email marketing strategy
One call to action often ignored is your email marketing strategy. Users who sign up for your email are often much more likely to make a purchase / enquire about your services. Make sure to promote your email subscriptions and stay connected with subscribers with personalized company updates, news and related products/services to fit their needs.
Tying it all Together
Make sure you are utilizing Google retargeting to connect your users across online platforms. By correctly implementing remarketing tags you can drive users to your website through a variety of outside sources and drop a cookie on their browser that lets you know they have previously shown an interest in your company.
This type of information will allow you to continue to market your products and services to them ensuring your business stays top of mind
Continually analyze your progress, test new ideas and repeat. The best marketing strategies are the ones which are continually improved. Even the highest performing campaigns offer new opportunities for improvement.