There’s no better time than the start of a new year to get organized. To take a moment and reflect on what worked in 2017, and what needs to change for 2018.
Technology and trends are always evolving, so to help you stay on top of it all, we’ve put together this checklist. If you can tick off every item on this list, then your digital marketing strategy is ready for another great year.
You can incorporate video into almost every aspect of your digital marketing. Convincing a potential customer to watch a short video clip is easier than convincing them to read your marketing message.
Embed video in your email, your product pages, or your landing page. Anywhere you’re trying to convey a message to a customer, you will see more success with a short, snappy, video clip, than a paragraph of text.
It also gives you finer control over how you want to say things. It can be tough to convey your brand’s identity over text, but with video, it’s a breeze. Quality video content has also been shown to boost your SEO, and does a better job of converting on mobile.
Organic reach has been steadily declining on the world’s largest social media platform, in order to counteract this, you will need to invest in paid advertising. Facebook offers a wide range of ad types and making use of this to create a diverse campaign will improve your results.
If you want to target mobile users, then the kings of conversion are ads that keep the user on Facebook. When you don’t make click-through you primary goal, the ‘friction’ of you campaign is lowered and you can expect much higher mobile conversion rates. Lead ads are a great option for this.
Facebook has also recently announced their plans to begin testing pre-roll ads, they will only be available on limited content at first, but it’s one more option to keep in mind for the coming months.
Google’s mobile-first index is likely to be ready in 2018, so it’s going to be more important than ever to optimise your site for mobile users. Failing to do so could result in heavy penalties that ruin your chances of being found in search results.
The mobile-first index is being run as mobile searches outnumber desktop searches, and the results that are returned have to be compatible with your device, in order to ensure a good experience with the search engine.
We also have to take into consideration the rise of voice search via digital assistants. In order to cater to these searches, we need to consider the type of language people use to perform voice searches, and choose appropriate keywords accordingly.
The Internet has created a new kind of celebrity, there are thousands of them spread across every social media platform, and many other sites. They tend to have a deep connection with their audience, and can provide instant credibility to your brand, should you decide to market through them.
You can have them read ads on their content, wear your merch, or review your services. At the end of the day you have effective marketing that reaches the customer through a credible source.
While this won’t technically come into force in Q1, you will need to be prepared in advance. The European Union’s new General Data Protection Regulation (GDPR) will require your compliance if you are handling the data of EU citizens.
If you’re active in the marketing world you’re probably well aware of this, but it’s important enough to warrant some double-checking, as failing to comply could cost you up to 4% of your annual turnover.
The most reliable tool in any marketers arsenal. If you aren’t making use of emails in your marketing, where have you been? It’s the cheapest way to stay in touch with your customers, and it’s often the medium by which they prefer to communicate with companies.
You can use emails to:
● Direct your customers to relevant content
● Recommend products
● Inform them about sales
Personalised marketing is always more effective, and the level of personalisation you can achieve with location data is high. You detect when a customer is within a mile of your physical store, then send a push notification to their phone inviting them in, perhaps offering them a discount.
Effective use of location data can create marketing that feels truly genuine. The customer knows the message they’re seeing isn’t being seen by 1000s of other people at the same time, it’s for them specifically.
Producing high quality content is another tried and true marketing technique. A quality blog adds credibility to your site, brings in new users, and boosts your websites search ranking as a whole. Or you can publish your content on other platforms, in order to raise your brands profile, and introduce new customers to your service.
Most interactions with the Internet start with a search, so finding a way to have your content show up in those search results is a sure-fire way to boost sales.
Establishing a presence on one or two social networks (that are popular with your demographic) is the best way to attach a feeling of community to your brand. It’s a unique tool for marketers that allows for a large number of personal interactions, that in turn promote long term patronage.
Social media is also a valuable tool for monitoring feedback. If you change something about your business, or launch a new campaign, you can instantly discover how your users feel about it. And it’s an excellent way to provide customer service, since users often prefer to contact you via social media, rather than work their way through your websites ticket system.
The possible applications of artificial intelligence in marketing are far from being fully realised, and over the course of the year we’re sure to see new options become viable. Rather than talk about all the possibilities that aren’t yet practical, I will just say this.
Prepare your business to integrate AI. Collect as much user data as you can, and as the technology matures, use it to supplement your marketing.
It’s a never-ending challenge to maintain a successful digital marketing strategy, there are always new technologies and trends coming onto the scene, and it’s up to you to examine them to decide whether they’re useful.
We hope that something on this list will make its way into your plans for 2018, and you found some of our reminders helpful. Now you’re ready to get out there and start the new year on the right foot.