I hope you all had a wonderful Christmas, and if you haven’t already made a new year’s resolution, here’s an idea: Why not start putting into practice the best marketing ideas that can benefit your company, your search ranking and your reputation? It’s vital to refresh your ideas every few months so that you’re not trying to attract publicity and attention with stale, outdated approaches that only serve to date your company.
Whether you’re finding better ways to embrace mobile content or experimenting with ad retargeting, your company will prosper by adding in these best marketing practices for the coming year.
1. Embrace Retargeted Ads
This growing trend is a reminder of just how versatile online advertising can be. Retargeted ads identify people who have come to your website before without taking any definitive action and give them a pitch tailored to second-, third- or even fourth-time visitors. For example, if you sell mosquito repellent, your ad might say, “Don’t get eaten alive this summer—remember this mosquito repellent you looked at last week?” or something along those lines.
Retargeted ads are essentially a virtual nudge, reminding someone about your product. They are most effective when combined with other inbound and outbound marketing strategies designed to increase conversions.
2. Stay Current
Marketing practices change every day. For instance, Facebook announced that it is ending its controversial Sponsored Stories feature following concerns about users’ privacy. Check out also this post that gives you information about reports that tell you which opportunities may be best to improve your keywords and related ads programs. You should be on top of this development and ready to substitute in different approaches on Facebook the moment this ad program ends.
3. Social Sharing and Authority Signals With Emails
Yes, email marketing is still alive, well and surprisingly effective. You can take it to the next level by adding social media buttons to your emails and when you’ve exceeded your Google Keyword Quota, just see what’s next. Studies have shown that click-through rates soar by 158 percent when these are inserted.
Authority signals involves displaying media such as badges and awards. Here’s an awesome example from the small business; RCS Heating:
If we see “Presidents Award” as a part of a message, we immediately feel much safer trusting or clicking through to a site. While this has been commonplace on websites, this is now a key element to integrate into email marketing campaigns (if you still do that) for 2019.
4. Upgrade Your Mobile Experience
Over the next few years, mobile will be the single biggest shaper of the online experience. Millions of people have already abandoned their desktops for their smartphones or tablets, and more will follow in the coming year. That makes having a good mobile site absolutely essential to any company.
People are easily frustrated by mobile sites that are slow to load, serve up annoying pop-ups or are hard to navigate by touch. Make sure your site is not only optimized for mobile but that it also stands up to the common sense test. Also, study Google’s best practices for mobile search to make sure you’re not missing out on that highly desirable traffic. This website increased the conversion by 32% just by switching to a well designed mobile template.
5. Use Content Marketing
Content marketing is another hot buzzword in online marketing, but it’s more than just a flash-in-the-pan trend. This method is based on the idea that high-quality content, such as in-depth blog posts, e-books, e-newsletters, podcasts and more, will drive more traffic to your site.
A popular and easy way to integrate content marketing is with photo galleries and blogs. Both are easy to maintain. For example, Pool Guard USA has a photo gallery simply filled with beautiful pictures of pools that have their covers and fences:
For blogs, just remember, quality over quantity.
Instead of crafting three meandering blog posts that don’t make a point, put that time into developing one quality post that is relevant to your industry and unique to your voice. Don’t make the same mistakes that so many did as not to do this. That will get much more pass-along than a quickie post, and it will have a longer online shelf life, too.
6. Diversifying Social Media Streams
A few years ago, figuring out your social media mix was pretty easy. After all, there were only a handful of social networks, and you didn’t have to be a marketing genius to figure out you should be posting on them. But over the past couple of years, there has been an explosion in social sites, and now the mere mention of social media makes many marketers panicky. Which sites should you be using? Which should you be skipping? Do you need a presence everywhere?
The answers to these questions are unique to your company. You need to figure out what works for your business, but it’s a good bet you’ll need to branch beyond the big two, Facebook and Twitter, and try some new places. The great thing about the explosion in social media is that there are now so many niche networks where you can really drill down to reach your target audience. For instance, there are social sites devoted solely to fashionistas or gamers, where you can find the ideal demographic to market your wares. Keep in mind that it’s not about just building your website; it’s all about promoting your website!
No doubt by reaching out to them directly, you’ll see improvements in your conversion and sales rates.