2015 has brought a number of new developments and consumer trends in the world of online marketing. Keeping up with these developments is absolutely essential if your company wants to reach the right audience and stay ahead of the competition, but it can be difficult considering just how quickly the field changes. Here are some of the top marketing tips to stay aware of and incorporate this year.
Build Consumer Engagement
First of all, make sure that you’re focusing on engagement with your customers, a strategy which requires you to consistently provide interesting and relevant content on a variety of platforms. Pulling this off requires having a good understanding of your target audience segments, and being able to provide the sort of content that they will care about. However, it’s also important to be sure that this content aligns with your brand, so that they can make a connection between the two, and that you aren’t going for a hard sell. Finding the right balance is difficult, but worth it.
Optimize for Mobile Devices
We’re fifteen years into the 21st century, and any business that is not optimized for mobile is going to be left behind. 80% of consumers browse the internet on mobile devices, so your online content must be inviting and provide a great user experience to the people accessing it via smartphones and tablets. The first step is to ensure you have a responsive website that correctly and automatically reconfigures for all screen sizes (using responsive web design—RWD). The next step is to ensure that your digital ads, emails and other content are also mobile-optimized.
Combine SEO and Great Content Marketing
Using keywords in you content and metadata is important, but you should be writing primarily for human readers, not search engines. Your content should be strong enough to stand on its own, and should not contain the awkward phrasing that comes from trying to shoehorn in the perfect keyword phrase. Every update to search engines is made to give users the best possible results—so keyword density doesn’t matter nearly as much as the quality of your content. Frequent, fresh content also gives you higher rankings, so consistency is also key.
Harness User-Generated Content
User-generated content is an excellent tool that many businesses don’t use to their advantage. These days, consumers want to be active participants in your brand conversation, not just passive listeners. Their contributions can include social media mentions, forum discussions, product reviews and so on. And not all of it will be positive, but negative commentary has value too. Responding well to criticism helps you improve your company’s reputation and boosts your brand’s image. Rewarding your brand advocates even just by mentioning and thanking them publicly goes a long way for loyalty and
We’re here to help.
Some of these recommendations might sound fairly involved, while others may already be a part of your marketing strategy. Wherever your business might be with your online marketing efforts, we’d love help you incorporate these and other best practices to ensure you’re getting the best ROI possible. We enjoy helping companies in Nashville grow their business – reach out to us anytime!