21 Digital Marketing Trends for 2018 – Infographic
7 Essentials for Any 2018 Digital Marketing Strategy
In today’s tech landscape, a solid digital marketing strategy has become the CMO’s new bread and butter; the only question now is how to best serve it up. Your business’s success depends on the right type of strategy, and the right type of strategy can in turn lead to higher sales, new customers, and long-term growth.
Traditional online advertising is a thing of the past. Why? Bottom line, it’s more annoying than effective. One study found that 18- to 34-year-olds are likely to ignore online banner and digital ads more than those on TV and radio or in newspapers. What’s more, 54 percent of internet users don’t click on banner ads simply because they don’t trust them.
It’s now a CMO’s job to stay ahead of the digital marketing curve, keep up-to-date on trends, and break through the clutter. Here are seven tips to optimize your digital marketing strategy.
1. Prioritize customer needs over bells and whistles.
While your team is consumed with building your web presence and developing your product or service, it’s easy to lose sight of the customer you want to target. “When building a brand online, too many people rush to buy ads and acquire traffic to drive revenues by brute force,” says Tony Delmercado, co-founder and COO of Hawke Media. “Small efficiency improvements in conversion rates, email capture, and retargeting can pay huge dividends — tighten up the mouse trap first, then buy eyeballs. You’ll acquire and retain customers more cost-efficiently and keep money in your coffers for higher-risk marketing strategies.”
2. Audit and update your SEO more frequently.
You may know your product or service is great, but is it reaching all the people it could be? Search engine optimization can significantly help your brand reach the people who want what you’re offering. Industry experts recommend updating your SEO once a quarter; after all, Google updates its algorithm more than 500 times a year. Find the keywords that are making your business gain or lose traction in the search engine cycle in order to make your brand as discoverable and searchable as possible.
3. Prioritize blogging as a lead generation tool.
Speaking of SEO: Posting relevant and valuable content drives traffic to your website and social media pages, while also increasing your ranking in search engines. In fact, marketers who blog are 13 times more likely to experience positive return on investment, and companies that blog generate 67 percent more leads than those who don’t.
Each post you create is one more indexed page on your website, making it more likely customers will find you when searching online. It also indicates to search engines that your website is active, which will help surface your content to the top of search engine results. Further, blogging gives your brand a voice, and 91 percent of consumers say they are more likely to buy from a brand that is authentic rather than generic.
Consumer habits and expectations around technology are ever evolving, and it’s important that digital marketing strategies keep pace
Let’s take stock of digital marketing in 2018 in light of emerging trends in technology and how marketers can seize the new opportunities being created.
1. Align your SEO with the growth of voice search
Do you search the web by voice on your phone? Have you brought a voice recognition “assistant” into your home? If so, you are among a growing segment of internet users.
Voice control of the internet is changing how people find businesses. Voice queries have several notable differences from traditional typed-in searches: they tend to be longer, more conversational, more specific, asked in question form, and more likely to be local (“Where is the closest coffee shop,” for example).
To make sure your business gets found in this new search environment, it’s important to tailor your content and keywords to match this style of searching. Best practices include:
- Review your local SEO practices – Mobile voice searchers are more likely to be seeking out hours of operation, location, and contact information than traditional searchers. Making these items prominent on your website and consistent throughout your listings on other sites is a cornerstone of local SEO that is made even more important with the prevalence of voice searching.
- Consider a voice searcher’s intent – Many voice searches are made in the form of a question. What questions would your prospects use to search for your business? Make sure your website content answers these questions.
- Use long-tail keywords – Because voice searches tend to be longer and more conversational, the value of long-tail keywords is increasing. These phrases are more specific to your products, services, and location than generic search terms popular in your industry. For local businesses, make sure your content has hyper-local mentions, such as a sub-neighborhood within a city or a prominent landmark. These can help increase your results when people are searching for businesses in specific spots within your town or city. In addition, long-tail keywords will be easier to bid on for paid digital ad campaigns and are more likely to garner click-throughs than generic industry words.
In addition to impacting SEO, voice search will also lead to paid advertising opportunities, following an evolution similar to that of its technological predecessors: starting as an ad-free service, then seeing experimentation in ad formats, then improving the user experience of ads.
2. Personalized digital experiences
With improvements in technology that enables computers to learn about us and predict our needs and wants, there is an increased expectation for personalized digital experiences. Undifferentiated marketing, such as one-size-fits-all email blasts, are more likely to get ignored in this environment.
It’s more important than ever in 2018 to tailor your content, ads, and marketing campaigns to speak to people where they are…Read More…