Online Marketing is no longer all about SEO…
Pop ‘online marketing’ into Google and a multitude of reports, textbooks, tutorials and seminars will appear.
But if you’re the owner of a small to medium sized business, or a marketing manager working within that business, chances are you are still feeling rather confused.
Here’s why. Online marketing moves at lightning speed, and it’s a full time job simply keeping pace.
For example, Google search algorithms now recognise and reward businesses producing high-quality and relevant content way more than those firms who simply throw money at technical SEO. Not to mention the fact that long-tail searches (rather than SEO keywords) now contribute a massive 70% of all search traffic.
For this reason we have created a bite-sized guide – our 3 simple steps to navigating the online marketing minefield.
1 // Get creative with content
- 65% of buyers say a business’s online content impacts their buying decision. So, aim to become a thought-leader, a site where potential customers come to find answers
- Make sure your content is personalised to the individual whenever possible.
- Consider the mobile experience; 25% of all UK media consumption is now via mobile devices, and it’s set to overtake desktop any minute now.
- Create content designed to hold an individual’s attention as Google’s algorithms now take into account ‘dwell time’ (how much time is spent on a page).
- Continue to invest in technical single key word SEO, but shift emphasis & budget onto phrases and long-tail keywords instead.
What is a long tailed keyword? Short sentences, or phrases which are incredibly specific to whatever you are selling. Customers who already know what they intend to buy tend to use these phrases. These are the customers you want to attract.
2 // Be social
- Choose and nurture the select group of social platforms that work best for your business so that you don’t spread yourself too thin.
- Increase your investment in infographic and image creation; this is the most popular type of content for consumers to share via social media.
- Start making videos. Cisco predicts that 80% of all Internet traffic will be streaming video content by 2019, up from 64% in 2014, and Facebook users currently watch at least 1 video per day.
- Remember, content should help, inform, entertain and engage the community rather than push products.
3 // Love your landing page
- Remember, the end game of all that hard work, creating engaging content, producing videos, investing in long tail search terms, is to have a potential customers arrive on your landing page.
- Your landing page’s job is to encourage web visitors further down your sales funnel, so make sure you include an offer or promotion, recap the benefits and include a short form.
- Include calls to action (CTAs). Think of this as a swap. You give something of value, and in return you receive the visitor’s personal information and earn inbound links to improve your search engine rankings.
- Your end goal should always be to have visitor’s purchase, leave their precious personal information, or both.
- Track and refine. To begin with your strategy should be based on what’s worked in the past, but ongoing changes will need to be made to as you analyse what’s working and what’s not.
It’s incredibly easy to become frustrated and confused if you approach online marketing as a quick win solution. The fact is, it’s a long game that requires constant attention, but if you show endurance and plenty of determination you will see results.
Need help with your online marketing? Talk to us today
- More available from Marketing Sherpa, a research institute specialising in tracking what works in all aspects of marketing.
- Read more about social media in 2016