Smart and Profitable New Year’s Resolutions for the Digital Marketer
In the Digital Marketing world, increasing business revenue is all about increasing the rate of conversions, and more conversions means getting more prospects. These tips will help any Digital Marketer increase the number of prospects in 2014 through more effective marketing.
1. Add Dynamic Emails to Digital Marketing Mix
According to Jupiter Research, dynamic emails generate 18 times more revenue that non-personalized broadcast emails. Dynamic, or “smart” content, is highly personalized content that relates to a prospect’s interests using information culled from company databases. It could be as simple as sending an email to “John Smith” as opposed to “Friend” and offering a free trial of a product that “John Smith” has already expressed interest in. The potential payoff for dynamic emails is staggering.
2. Develop a Mobile Optimized Website
This is a no-brainer for any Digital Marketer. Almost 60 percent of all local searches are made on a mobile device, but a whopping 90 percent of business websites are not optimized to display properly on mobile phones. A mobile optimized website is an absolute necessity to increase online traffic. Just remember that mobile users are just that – mobile – and are probably searching for a few key bits of information such as location, hours, or a click-to-call phone number. The effective mobile site should be planned accordingly.
3. Regularly Test and Improve Your Website
On average every year, Google makes about 500 changes to its basic algorithm that determines search engine rankings. Smart Digital Marketing practice means regular website testing and performance checkups for effective search engine marketing and visitor experience. Google Analytics is a free download and a great place to start, providing detailed information about where website visitors are coming from, and what aspects of the website they are most interested in.
4. Join the Social Conversation
Social media is an increasingly important marketing strategy, and is considered by most Digital Marketing experts to be a necessity rather than an elective luxury. Studies show consumers prefer to learn about a company through trusted online sources or social media posts as opposed to traditional advertising such as direct mail, radio or TV. Facebook, Google+, Twitter, YouTube, and LinkedIn are appropriate for most businesses, and are a good base to start with. At the very least, the business name should be reserved on all social media channels that conceivably might be used in the future. Once a business name has been taken it’s gone, and a variation of the name will have to be used by latecomers.
5. Focus on Local Market Presence
In a Local Consumer Review Survey, 72% of buyers trust online reviews as much as personal recommendations. Local marketing has such a huge impact on online and retail businesses. Even national brands with multiple locations or franchises are jumping on the local marketing bandwagon, and with good reason. New resources tailored for the local business market now allow the smaller local companies to compete on a more equal footing. Local searches are now displayed at the front of the Google results, and Facebook has revamped its Social Graph to improve the experience for local businesses.
6. Invest Time into Online Videos
Content is indeed still the King, but far too much content remains text-heavy and less appealing to the graphic-oriented consumer. The growth of online video viewing continues to grow by leaps and bounds, at an average rate of 30 percent per year, and videos are comparatively easy to rank for on Google. The savvy Digital Marketer would do well to add online video ads to the mix, especially to business social media channels.
What are your 2014 Digital Marketing goals?