How to up Your Digital Marketing Game in 2018
Although this field changes virtually overnight, some of the key principles still remain strong. SEO, Social Media and content aren’t going anywhere. So, when it comes to digital marketing, your success rate depends on how you adapt and enhance your strategy. It’s no secret that what worked a treat back in 2015 may not even touch the sides now.
So, to help to you get results and up your digital marketing game here’s a round-up of key pointers for 2018.
1. Adapt your SEO in line with what’s hot
Yes, mastering SEO can be tricky and at times, a painstaking task. There are now over 200 elements that Google takes into consideration when ranking a page. It’s therefore difficult to devote the time to constantly try and stay ahead but it’s important to focus on a few key elements.
An increasingly important area to focus on and one of the hottest trends of 2018 when it comes to SEO is voice search. Thanks to those friendly little ‘Alexa’ devices you find in many a home nowadays, voice search has become a key element of SEO. There’s also Apple’s Siri, Microsoft’s Cortana and Google Assistant to name but a few. This means that the way people search for information is drastically changing and it is not a fad. It’s therefore essential that you adapt your keywords according to natural speaking patterns.
To do this, think about how the way we type differs from the way we speak. A tool which is really helpful for this is Answerthepublic.com where you’ll find a broad range of long and short tail keywords. Use this to decipher the keywords and phrases most commonly used in voice search for your industry.
2. Take a mobile first approach with your campaigns
Mobile is now the norm so it’s crucial that you embrace this when it comes to campaigns. The platform has seen a 400% growth in the last decade which means that brands not taking a mobile first approach run the risk of lagging behind.
There are plenty of businesses that just focus on their websites when it comes to mobile optimisation. Yes, this is important, in fact, it’s pretty much essential that you have a mobile optimised website nowadays so this should be a priority. However, it doesn’t stop there. When planning a digital campaign you need to ensure that every online element is suitable for mobile.
Here’s a few key tips for ensuring your campaigns work for mobile users:
Focus on the first three seconds
They are so valuable. Mobile users scroll pretty quickly through their feeds. Fail to capture them almost immediately and they’ll be gone. If you’re sharing a video, really think about the snippet you share. Would it grab your attention?
Concentrate on context
As we now know, social media isn’t about broadcasting generic messages to broad audiences. Ads work when they are targeted and focus on a specific persona. This goes for context too and, thanks to mobile and how we view content, this could be a whole host of places and spaces. So, think about where your audience is when viewing your content – are they in a specific location? At work? On a train? How can you use this to address them and their current situation?
Think less text more images
Content has to be adapted to mobile users as the way we view things on a desktop is completely different to mobile devices. Less text, larger fonts, vibrant images and video all lend themselves really well to this platform. In fact, Facebook won’t allow posts with too much text to be boosted.
Focus on social
When preparing a mobile first campaign, a clear focus on social is key. It’s important to leverage the opportunities that each platform offers from Facebook Live to Instagram Stories. Mobile users spend a great deal of time on social so standing out in their feed is a key component to a successful digital campaign.
3. Focus on adapting your email marketing
Contrary to popular belief, email is not dead. In fact, it’s one of the most successful digital marketing channels when it comes to ROI. Yes, GDPR has imposed certain restrictions but this does not mean you can’t still reach the right people with a valuable message.
It’s now more important than ever to keep a strong list of subscribers who have actively opted in to receiving your emails. So think about the ways you can curate this list and attract new people to sign up. It’s crucial that you offer some serious value and show that you genuinely care.
So, for example, if you are an estate agent and you send monthly updates to your list of subscribers, don’t just bombard them with a list of new properties. If you haven’t already, find out what each individual subscriber is looking for and only send them properties that fit that bill. You should also think of other ways to make your email more appealing to them. Why not share details on local events, restaurant offers and relevant updates on the local property market. By showing that you genuinely care and want to offer real value, your subscribers are far more likely to open your email and even share it.
If you approach email in this way, by leading with value and showing that you understand your subscribers’ needs you should see a clear increase in open rate and genuine leads.
To sum up
Seeing an uplift in your digital marketing results is all about adapting. It’s so important to stay up-to-date with new trends and focus on what consumers want to see. Always think about how you’re going to add value to their lives and show that you care. In 2018, people don’t want to be sold to so showing that you genuinely want to solve their problems with help them to wam to your brand.
Digital marketing is also a technical field so taking a vested interest in algorithm updates on the key platforms that are applicable to you will pay off.
A good place to start with further reading about the subject would be to look into marketing funnels, the guys at Eastside wrote an article about creating a simple facebook marketing funnel.