Happy Holidays! If you've been following along on our social channels, we've been sharing our top twelve tips for digital marketing success over the past few weeks. This blog serves as a roundup of all of those tips, including even more information! We hope you enjoy!
Day 1: Have a Responsive Website
As technology continues to innovate, consumers are spending more of their time online on a mobile or tablet device. In 2016, more than 50% of website traffic will be accessed on a mobile device. With an increasing amount of web traffic coming in from different sources it is essential that your website is optimized for usage to improve your user-experience and functionality.
Day 2: Make Sure Your Content is on Point
Content marketing is the new digital advertising. Your target audience is tired of ads. They want something more challenging, interesting, and worthwhile. You want to present content that will make your audience a better them. The content has to be digestible information, whether it's presented in the form of an article, a blog post, online quiz, downloadable template, an infographic, video, memes, or whitepapers. This content gives the user a better understanding of your company and your approach, which allows them to qualify themselves before they reach out. In order to succeed with your content marketing initiative, we've come up with some steps to follow. Check out our blog post on the importance of content.
Day 3: Have a Solid Strategy in Place
Companies with a clear marketing plan that regularly measure their efforts, see 60% faster growth than those without a marketing plan.
A digital marketing plan is an essential tool for your business. Developing this plan will help you identify what makes your business unique and how to get your message out to your audiences through a variety of digital channels. An in-depth and detailed approach to laying out your digital marketing strategy can reveal new opportunities and expand your reach. Focusing on a specific audience and identifying that audience's needs, interests and pain points, will help deliver a more effective plan in achieving your marketing objectives. For more ideas, tips and tricks - read The Importance of Having a Digital Strategy.
Day 4: Find Your Audience
Do you know who your audience is? One of the first principles of marketing is to understand your customer. Understand who they are and what makes them tick. What are their goals, what are their aspirations, what are the concerns and frustrations they deal with every day? Most importantly, understand how they buy what you are selling. A great place to start is to build some buyer personas. Two great resources include Hubspot & the Buyer Persona Institute.
Day 5: Get Analytical and Make Adjustments
Google Analytics is a wonderful (free) tool that allows webmasters to track the performance of their website and digital marketing efforts like Google AdWords or E-mail campaigns. However, there is a lot of data available, which can be very intimidating. So lets boil it down to 10 metrics that every marketer should be checking on a regular basis. There are some areas of Google Analytics you should pay special attention to, as covered in our blog post: 5 Google Analytics Metrics You Should Monitor Like a Hawk. Additionally, if you're interested in learning more, download our free webinars: Google Analytics 101 & Google Analytics 201
Day 6: Think About Social Media
You may initially think social media doesn't belong in the B2B Industry, but that's where you might be mistaken. In fact, social media can be more transformative for a B2B company because B2B has a smaller potential customer base, a higher average price point, and a customer decision funnel that is more influenced by word of mouth and reputation. Turning your customers into advocates and marketers on behalf of your brand pays off a lot more when you're selling expensive pieces of equipment than it does when you're selling smaller, less valuable items.
Day 7: Get Smart About SEO
Search engine optimization has progressed exponentially in the last decade and has become a staple in marketing efforts everywhere. If you're doing in-house marketing in any capacity, you've likely justified many aspects of your marketing efforts... including SEO. Whether you're reporting to a Director of Marketing or your CEO, there are a few things your boss should know about SEO and how it fits into your marketing efforts. Read more in our blog post: 5 Things Your Boss Should Know About SEO
Day 8: Review Your PPC Budgets
When was the last time you reviewed your monthly media spend with the search engines? Is your current budget allowing the maximum number of impressions for your keywords and ads? Or are your campaigns being limited by budget. Does is make sense to run the same budget all-year round?
It's important to keep a strong brand campaign running all year. This way your company will be top of mind for potential new customers.
Day 9: Define Your Goals
This may seem like an obvious step, but you'd be surprised how often defining marketing goals is overlooked or taken for granted. Business owners assume that their marketing department knows what they want for their business. Marketing Executives think their agency understands their business goals because they were alluded to over a series of five separate e-mails/phone calls/meetings. Hindsight reveals these obvious disconnects, but we get it: when you are in the thick of a project, goals and objectives can get lost. It happens to the best of us. To avoid these disconnects, focus on the SMART method for goal development. It ensures the goal is Specific, Measurable, Attainable, Relevant, and Time-bound. Learn more about SMART goals
Day 10: Don't Ignore Mobile Moves
According to new data from StatCounter, mobile devices have, for the first time, overtaken the desktop as access points for the Internet on a global basis. The company said that in October, smartphones and tablets were responsible for 51.3 percent of Internet usage worldwide vs. 48.7 percent for the desktop. Businesses have to pay attention to this and react accordingly. This means evaluating your mobile presence, website responsiveness and basically everything else.
Day 11: Focus on User Experience
User experience is one of the most critical factors to success in digital marketing. Here are some very telling statistics about the importance of UX, and why you shouldn't dismiss it as just an industry buzzword:
- If content is not properly optimized, 79 percent of users will leave the respective page and search for another site to complete the task.
- A whopping 96 percent of smartphone users have encountered websites that weren't designed for their mobile devices.
- 48 percent of users say they become frustrated and annoyed when sites are poorly optimized for mobile devices, while 52 percent say a bad mobile experience makes them less likely to engage with the company in the future.
We put together a webinar on User Experience and SEO - if you want to learn more, download it today!
Day 12: Craft Your Emails Carefully
It's the best of times and the worst of times for email marketing. Easy-to-use platforms and marketing automation have streamlines and process of efficiently reaching out to large numbers of customers and prospects - but the downside is that this has dramatically increased the amount of clutter in your audience's inbox.
Download the recording of our webinar to learn more about the best practices for designing an email that gets delivered, opened, and read: Anatomy of a Perfect Email.
So there you have it - our 12 Days of Digital Marketing Tips. We hope you enjoyed following each day and learning along the way. Even though 2016 is coming to a close in just a few short days, you can still take advantage of planning for 2017. Contact us to get started, and begin the New Year on the right foot! www.topfloortech.com/contact-us
Happy Holidays from your friends at Top Floor!